Kestrel & Vane moves $1,500 a day of prospecting budget into one Advantage+ campaign with 12 creatives. After three weeks, two creatives take 70% of spend. The team keeps those running, replaces the four that barely spent, and judges the campaign on blended results rather than on each ad.

With less control over audiences, creative becomes the main lever you still pull. The system concentrates spend on what it predicts will convert, so a thin or repetitive creative mix limits who it can find. It also means a creative that got little spend has not necessarily had a fair test.

Feed the campaign a varied set of creative: different angles, formats and creators, not ten cuts of one idea. Refresh it on a steady schedule, tell Meta who your existing customers are so you can see how much spend goes to people who already bought, and check results against MER, not only the platform's ROAS.