Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now

Ralph Burns and Lauren Petrullo debate the merits of different Meta advertising campaign structures, focusing on strategies for new customer acquisition. Lauren advocates for a "Five Horsemen" approach, utilizing multiple campaigns with distinct objectives—such as reach, engagement, and sales—to build a full marketing funnel within Meta's ecosystem. She leverages various campaign objectives, including Instagram growth and video engagement, to cultivate an "engaged audience" with a lower cost per purchase. Ralph favors a simpler "Avengers" campaign structure with creative diversification, arguing that Meta's algorithm can effectively optimize ad delivery and conversion within a single campaign and ad set. The discussion highlights philosophical differences in leveraging Meta's algorithm and campaign objectives to achieve scalable growth.