I spoke with an executive of a brand that raised $33M.

They're spending over $5M on Facebook ads annually.

They're okay with it but want to scale it further and maintain performance.

The thing holding them back?

Lots of SKUs, but no clear path to effectively scaling each on Meta.

There's a lot of brands in the same position.

Here's my take on this: Stop running ads to all SKUs.

The goal of advertising on Meta is to acquire more NEW customers.

Meta isn't a platform to sell all your products.

It's not a rummage sale. You can't force every product to scale.

You need to figure out your best TOFU offers on Facebook.

This could be 2-4 best-selling products, for brands spending $150k+/mo.

For each product, don't just build ad campaigns but profitable scalable funnels.

Meaning that every SKU you advertise has a core offer.

That offer must be cold-friendly because you're targeting TOFU.

Cold-friendly means it should:

• Completely solve one deep problem the audience has.
• Have a strong narrative behind it.
• Have 70% gross margins.
• Have a high AOV.

Picture running a skincare brand that helps with both anti-aging and acne.

You have 10 products to solve each problem.

Should you advertise all 20 products on Meta?

No. Only the best-selling products from each category.

If you're on a tight budget (less than 100k/mo spend),

Focus only on the best-selling category.

Your goal is to bring NEW customers through the door.

Once that's done, you can sell all the other products via email/sms.

Or even run BOFU campaigns at the ad level.

Brands get too caught up in "getting sales from Facebook" games.

The True game is (Acquisition -> Retention).

Focus on winning/ keeping customers by building Profitable & Scalable Funnels.

Now, when it comes to ad production for testing/ scaling different SKUs,

It's about the same game as advertising one product.

If you want an email to clarify this, reply with a "👍".
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P.S. To make ads for your different offers, chat with me.