Adele is in the hot seat. Shelby fires off the Meta tactics brands are still clinging to, and Adele calls each one IN or OUT for 2026, with the why behind every verdict. No digressing, straight into the good stuff.
If you run Meta ads (or pay someone who does), this is your cheat sheet for what is actually working right now.
The scorecard:
💌 Hundreds of campaigns: OUT - consolidate. One purchase campaign, assets split with a strategy.
💌 Ad sets per product: IN when price points and audiences genuinely differ.
💌 Advantage+ catalogue shopping: IN, and huge for 2026.
💌 Traffic campaigns: OUT - too bot-heavy. Swap to a sales campaign optimised for View Content.
💌 Lookalike audiences: mostly OUT - Advantage+ already finds your buyers. Keep them for niche segments.
💌 Campaign vs ad set budget: depends how much control you need.
💌 Harsh exclusions on purchase campaigns: OUT - you are paying purchase prices to find cold traffic.
💌 Only running purchase campaigns: OUT - you will hit a scaling ceiling.
💌 Persona targeting: IN - talk to everyone and you talk to no one.
Plus the netball-team theory of creative, and the jewellery brand that tripled ROAS by sharpening its angles. ✨
📣 Got a Meta SOS? Adele takes questions on Instagram (@adswithadele).
00:00 Adele in the hot seat: Meta In or Out
00:40 Hundreds of campaigns: OUT (consolidate)
02:40 Ad sets per product: IN (when it makes sense)
03:25 Advantage+ catalogue shopping: IN
04:00 Traffic campaigns: OUT (and what to run instead)
05:50 Lookalike audiences: mostly OUT
07:40 Campaign vs ad set budget: it depends
09:05 Harsh exclusions on purchase campaigns: OUT
11:25 The netball-team theory of creative
13:15 Only running purchase campaigns: OUT
16:25 How to actually scale beyond purchase
17:10 Persona targeting: IN
18:15 Case study: tripling ROAS with sharper angles
20:20 Wrap up + where to find Adele
RESOURCES
🔗 Follow Adele on Instagram: @adswithadele - tips, plus "SOS Sundays" for your questions.
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