Free playbook · Part 1: Scaling
The Facebook media buying playbook for financial brands
The exact system I used to scale Brownstone Research's SpaceX IPO offer: from creative testing to a bid-capped campaign carrying a $400K/day budget.
- Facebook spend on the offer
- $1.35M+
- Spent in a single 26-day month
- $606K
- CPA vs. a $400 allowable
- $378.58
What's inside
01
The bid-cap CBO is a creative lie detector
Set the cap at your allowable CPA, give the campaign more budget than it can spend, and let Facebook tell you which creative can win auctions at that price.
02
Broad targeting: the copy is the targeting
Financial-services accounts can't use interests. How long, keyword-dense primary text and the first three seconds of video tell Facebook who to reach.
03
ABO tests, kill rules, and the promotion ladder
Single-variable ad sets, when to cut a test, and how a winner moves from test to duplicate to the scale campaign.
04
Diagnosing creative
Hook rate, retention, and CTR thresholds that tell you which part of an ad failed, so the next batch fixes the right thing.
05
The hook recipe and its compliance layer
Borrowed authority, ease of entry, outsized upside, and the rules that keep a winning ad from getting flagged once it scales.
06
Scaling a winner without killing it
Why you duplicate instead of raising budgets, how to use small bid nudges, and when to refresh creative before fatigue.
See the full results in the Brownstone Research case study, or get the playbook.