• When Should You Scale a Winning Facebook Adset?

  Wait until the adset has at least ten purchases or conversions at or below your target cost.

• Should You Optimize for the Schedule Event or a Custom Conversion?

  Optimize for the native schedule event.

• Should You Ever Turn Off a High Cost Ad Inside a Winning Adset?

  No.

• How Many Ads Should You Put in One Adset?

  Five.

• How Long Should You Let a Facebook Adset Run Before Judging It?

  Let it spend three to five times your target cost per booked call before you make a decision.

• Why You Should Test Landing Pages, Not Just Creatives

  Most people only test creatives.

• How to Handle Skeptical or Negative Comments on Your Facebook Ads

  Ban the user first, then delete the comment.