Facebook Ads with Fexingo: Meta Marketing, Audience Targeting, and Social Ad Campaigns

Lucas and Luna unpack why Facebook retargeting costs have surged in 2026, using the example of a DTC mattress brand that saw its cost per click double. They trace the cause to Apple's App Tracking Transparency changes fully maturing, Facebook's algorithm reprioritizing first-party data, and the rise of broad targeting as a cheaper alternative. Lucas explains how retargeting pools have shrunk by 30...

Lucas and Luna dive into a surprising meta-analysis of Facebook ad campaigns from early 2026, which found that broad targeting — no interests, no custom audiences, just age, gender, and location — outperformed lookalike audiences on cost per acquisition for 60% of tested campaigns. They explore why, using examples from DTC brands and a local service business, and discuss the role of Meta's AI-driv...

Lucas and Luna dig into Facebook ad frequency—how often one user sees your ad—and why a frequency above 3 almost always kills performance. They walk through the actual math: if your cost per click is $1.50 and your conversion rate is 5 percent at frequency 1, by frequency 5 your conversion rate can drop below 1 percent. Luna shares a case from a direct-to-consumer mattress brand that saw ROAS drop...

Episode 4 of Facebook Ads with Fexingo dives into Dynamic Creative Optimization (DCO) — Meta's automated ad testing tool that combines up to 50 creative combinations (images, headlines, calls-to-action) and serves the best-performing variant to each user. Lucas and Luna break down how DCO works under the hood, why it can improve return on ad spend by 30% or more, and where it falls short (e.g., br...

This episode of Facebook Ads with Fexingo explores why lookalike audiences—once the backbone of Meta advertising—are losing effectiveness in 2026. Lucas and Luna break down the math behind Facebook's algorithm shift, focusing on the decline of seed-based modeling and the rise of Meta's new 'Value Lookalikes' and 'Engagement Audiences.' They discuss how iOS privacy changes, data deprecation, and AI...

Episode 2 of Facebook Ads with Fexingo digs into the rising cost of Meta advertising in 2026. Lucas explains how Apple's ATT, increased competition from TikTok and Temu, and Meta's own algorithm changes have pushed CPMs up by roughly 18 percent year-over-year, according to industry benchmarks. Luna challenges whether the old Facebook-audience-hack playbook still works, and they break down one spec...

In this premiere episode of Facebook Ads with Fexingo, we break down the single most powerful targeting change on the platform in years: the pivot from demographic-based audiences to Interest-Fan clusters. Using Target's recent campaign for a limited-edition Lilly Pulitzer line as our case study, we explain how Meta's Core Audiences algorithm now prioritizes affinity signals like page follows and...