Nick Theriot manages over $1 million in monthly ad spend on Meta with a streamlined approach that emphasizes clarity over complexity. He uses a seven-part system to scale brands effectively while creating standout ad content. Key aspects of his strategy include running a single Campaign Budget Optimization (CBO) campaign for each product type, country, and gender. This eliminates confusion and simplifies the account structure. Theriot advises against overthinking exclusions in targeting. His tests showed that excluding past purchasers didn’t significantly affect Meta’s spending patterns, so he focuses on crafting ads that appeal to larger audiences. He maintains a consistent creative cadence, launching 3 to 6 new ad sets weekly, each centered around a distinct concept. Importantly, he recommends keeping successful ads in their test campaigns rather than moving them to main sets, allowing them to scale naturally. He also stresses the importance of quality in ad creative. A successful ad should address a specific pain point with unique messaging, derived from thorough customer research. Theriot believes that to truly differentiate, brands should focus on producing higher quality ads, targeting overlooked sub-identities, or making bold claims. Beyond just creative, he encourages testing landing pages to improve conversions after capturing clicks. While some aspects of his approach, like targeting by gender, have their critics, his overall blueprint is aimed at simplifying and maximizing ad performance on Meta.