Mark Lim

📢 Creative Strategist With Media Buying experience

[Mark Lim @markwritescopy]

@Codie_Sanchez Facts

[Mark Lim @markwritescopy]

@CJSlattery @jaketheadnerd @PhilKiel Niceee

[Mark Lim @markwritescopy]

@FedotOff90 Know the game to play the game

[Mark Lim @markwritescopy]

@aalanazarr Solid win

[Mark Lim @markwritescopy]

@SarahLevinger Right now a back pain device

[Mark Lim @markwritescopy]

@ecomstreur It make sense thou. But when winter comes…happysocks?

[Mark Lim @markwritescopy]

@SarahLevinger do share if you ever get to test. The product I’m working with now isn’t well suited for this

[Mark Lim @markwritescopy]

@shauneng Yea!!! Conversion maxxxx

[Mark Lim @markwritescopy]

Yeahh the best media buyers I know just do what they need to to get results.

[Shaun Eng @shauneng]

We used to only run 1-CBO. Trust the algo, let Meta cook.
⠀
Recently we went to the "dark side" and started running ABO cost caps too.

One of the best moves we've made this year.
⠀
It's 2026 and people are still arguing about ABO vs CBO.
⠀
The dudes doing numbers aren't loyal to either side.

They know what each campaign type is for and use the right one.
⠀
Here's our actual stack:
⠀
1) 1-CBO - does the bulk of the spend for creative testing

We might have multiple of these split across different objectives.
⠀
2) Cost-capped ABO - for scaling winners

If we're already spending at scale, we'll definitely test it.

One of my media buyers tested it on an account and it added 50-100% more profitable spend on top of what was already there.

Doesn't spend consistently. But when it's adding $10-30k/day in profit-positive spend, that's huge.
⠀
3) Graveyard CBO - dead ads that stopped spending, thrown under a cost cap (target CPA) to force budget back onto them

Might get you 10-30% additional spend on creative I already paid for.

Usually the lower end, never guaranteed.

But it's free money, and no winning creative goes to waste.
⠀
4) Raw/UGC CBO - everything our team didn't strategize on. UGC, TikTok Shop content, whatever

Kept separate from the polished ads so the learnings stay clean. We can actually see which creator or editor is printing.
⠀
1 and 2 are always running. 3 and 4 come out when the situation calls for it.
⠀
That's the 4-Campaign Stack.
⠀
Most of y'all have ads sitting in your account right now converting cheaper than your average that Meta refuses to spend more on.

That's money you're leaving on the table every single day.

It might not end up a winner but you can squeeze more out of it.

Caveat: if you're not spending at least $1k/day, none of this matters. Stick to one CBO and keep it simple.

A 5% bump on $1k/day is $50. Changes nothing. You need ads and offers that can double or triple your spend, not 5% more.
⠀
But at $1M/month, 5% more profitable spend is real money. That's where the complexity pays for itself.

A media buyer costs you what, $2-3k/month? If he squeezes 5-10% more profitable spend out manually, that covers his salary plus profit.

And you get your time back on top.
⠀
You can test with ABO too. Depends on the scenario and your hit rate.

The TL;DR: it all works. You just need to know when to use what.
⠀
Arguing over whether to trust Meta while the other guy just uses every tool available?

That's the real cope.
⠀
smh

[Mark Lim @markwritescopy]

@HenryCrochemore Social proof at its best

[Mark Lim @markwritescopy]

@advertising_jan W

[Mark Lim @markwritescopy]

@harrydelmege_ Win

[Mark Lim @markwritescopy]

@Seanfrank

[Mark Lim @markwritescopy]

Most brands run problem aware and solution aware ads.

That's it. That's the whole playbook.

They never touch unaware audiences because those ads don't pull massive ROAS numbers right away.

So they kill them before they get a chance to work.

Meanwhile, unaware is where the cheapest attention lives. Because nobody's competing there.

The brands that figure out how to make unaware ads profitable are the ones that actually scale past a ceiling.

[Mark Lim @markwritescopy]

https://t.co/g1fx5kE7KQ

[Mark Lim @markwritescopy]

AI keeps giving you the same three ad angles because you keep asking the same question.

"What angles can I use for this weight loss product?"

That's too broad.

You'll probably get metabolism, portion control, and exercise every single time.

The better question is who specifically has this problem and why do they have it right now.

Menopausal women lose weight differently than postpartum mothers.

The angle changes when the avatar changes.

AI can't do that part for you.

[Mark Lim @markwritescopy]

@gazzceee Sharing is caring… I’ll send some over 👾

[Mark Lim @markwritescopy]

@ron_ecomm Looking forward to see how it works out