Prevents wasted ad spend on vanity metrics (Traffic/Engagement) and reallocates budget to bottom-funnel conversion campaigns, potentially reducing CAC by 30-50% for GnomeGuys and TFWW.
Eliminate wasted ad spend on vanity objectives (Traffic/Engagement) and reallocate to high-intent Conversion/Lead campaigns for TFWW, plus Advantage+ Shopping setup for GnomeGuys.
Business Applications
HIGH e-commerce media buying strategy (meta_ads)Configure GnomeGuys Meta campaigns as Advantage+ Shopping campaigns with product feed from Shopify; deprioritize Catalog Sales campaigns despite higher apparent ROAS
HIGH lead generation optimization (meta_ads)Audit TFWW current Meta campaigns — pause any Traffic or Engagement campaigns immediately; reallocate to Lead or Conversion campaigns with AIAS webhook integration
MEDIUM client advisory (AIAS) (aias)Add 'Campaign Type Audit' to AIAS onboarding — check if client's Meta campaigns are 'Waste of Time' objectives (Traffic/Engagement/Awareness) and flag for optimization
MEDIUM retargeting strategy (meta_ads)For TFWW nurture, use small budget retargeting specifically for website visitors who didn't book, but accept that Advantage+ will handle most of this automatically
Engagement HookImportant distinction on Catalog Ads vs Advantage+ Shopping — Catalog captures existing intent, Shopping creates it. For our Masters merch drop, we're running Advantage+ Shopping first, Catalog only for abandoned carts. What's your split?
Nathan Perdriau — appears to be a performance marketing specialist/agency owner focused on Meta/Facebook advertising, likely with e-commerce specialization given the emphasis on Shopping and Catalog campaigns
Hook: Tier list format ranking Meta campaign types with 'Advantage+ Shopping' immediately placed in Top Tier
- Advantage+ Shopping is Top Tier and 'all you can really use these days' for most accounts
- ABO (Asset Budget Optimization) testing campaigns are Top Tier for most accounts, unless at very large scale where it gets bloated
- Retargeting campaigns are Decent — middle of funnel is getting phased out by Meta over time but still important for controlling spend allocation toward existing customers
- Traffic campaigns are Waste of Time
- Engagement campaigns are Waste of Time
- Lead campaigns are Helpful specifically for B2B
- Catalog Ads are Decent — they get over-prioritized because ROI looks good, but they sit at bottom of funnel so they're not as incremental as most people think
- Awareness campaigns are Waste of Time
“Advantage+ Shopping. Top tier, that's all you can really use these days”
“Retargeting campaigns. Decent, middle of funnel is kind of getting phased out over time”
“Catalog ads. Decent, they get over prioritized as the rise looks really good but they sit right at the bottom of the funnel so for most people they're not as incremental as you think”
“Awareness campaigns. Wasted time”
What it is: A strategic ranking of Meta/Facebook campaign objectives based on incrementality and performance in 2026, distinguishing between true demand generation (Top Tier) and vanity/assisted conversion campaigns (Decent/Waste)
How it helps us: Immediately actionable for GnomeGuys e-commerce launch — confirms we should prioritize Advantage+ Shopping over Catalog Ads for Masters merch. Validates TFWW strategy: we should avoid Engagement/Traffic campaigns and focus on Lead gen or Conversion campaigns. For AIAS product development, helps us understand client media mix when we book appointments
Limitations: Creator focuses heavily on e-commerce (Shopping/Catalog). For TFWW service business without physical products, 'Advantage+ Shopping' doesn't apply directly. The 'Retargeting is being phased out' claim needs nuance — for high-ticket services with long sales cycles, manual retargeting still valuable
Who should see this: Dylan/TFWW team for media buying strategy; GnomeGuys ops for e-commerce campaign setup
🤔 [PLAUSIBLE] "Retargeting campaigns are getting phased out by Meta" — Audience comment @yasserlemfeddel disputes this ('Should be Top tier'), but Meta has indeed been pushing Advantage+ Audience which blends prospecting and retargeting automatically. However for high-ticket services with specific nurture sequences, manual retargeting still provides control that automation doesn't.
Instead: Use Advantage+ Shopping/Audience for scale, but maintain small manual retargeting campaigns (5-10% of budget) for specific messaging to existing leads/customers that automation might miss
✅ [SOLID] "Catalog Ads are over-prioritized because ROI looks good but aren't incremental" — This aligns with standard media buyer critique — Catalog Ads (Dynamic Product Ads) capture existing demand and show strong ROAS, but don't drive new customer acquisition. Comment @liamscully01's confusion about Advantage Shopping vs Catalog Ads suggests this distinction isn't well understood.
Instead: Use Catalog Ads only for remarketing to site visitors/Add to Cart abandoners, never as cold prospecting. Keep budget capped at 20% of total ad spend.
⚠️ [QUESTIONABLE] "Engagement campaigns are a waste of time for service businesses" — Comment @eduaalcaraz asks specifically about service businesses without websites. While Engagement campaigns don't drive direct conversions, they can build social proof (likes/comments) that makes conversion campaigns perform better through social validation.
Instead: For TFWW/AIAS: Run engagement campaigns only on top-performing organic content to boost social proof, with tiny budgets ($5-10/day), not as direct response vehicles