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Jacob (Head of Meta at Pilothouse) joins Eric to break down what Meta’s actually rolling out right now, what’s hype, and what’s worth testing. They get into CASC (combined awareness + sales), Meta’s new AI “business assistant,” and a super practical creative testing feature that can even help you split-test landing pages without nuking social proof.
For DTC founders + performance marketers scaling spend who need creative variety and cleaner measurement in Meta.
In this episode, you’ll learn:
- Why most accounts are trending video-heavy (think ~70/30 video/static), and where statics still make sense (hint: retargeting).
- What CASC is trying to solve (awareness + sales in one campaign) and who’s most likely to get access first.
- How Meta’s AI assistant can speed up reporting… and why you still need to fact-check it.
- How to use Meta’s ad-level creative testing to quickly find winning hooks (and kill losers fast).
- A sneaky use case: split-test URLs (homepage vs PDP vs collection vs presell) using the same ad.
Who this is for:
Operators managing Meta at $50K+/mo who are feeling the “Andromeda” shift and need more creative throughput without turning the account into spaghetti.
What to steal:
- Run 5-hook tests on one hero concept before you film 10 more “new” creatives.
- Use ad-level creative testing to test landing pages while keeping comments/likes intact.
- Treat AI insights as a junior analyst: fast drafts, then human verification.
Timestamps:
00:00 CASC explained and why Meta is combining awareness with sales
02:05 Why consolidation and bigger budgets matter more in the Andromeda era
04:05 Who CASC is for and when it makes sense to test
05:10 Creative strategy for upper funnel: intent buckets and first 2 seconds
08:05 Meta AI Business Assistant: what it can answer inside Ads Manager
11:25 Creative Testing at the ad level: how the new feature works
13:55 Using Creative Testing to split test landing pages without losing social proof
16:10 Attribution changes: engaged views and Meta taking less credit
18:25 Rollout notes and how to start using these updates
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