Top 5 Meta Ads features I use the most

I advocate for a simplified approach and make very few customizations compared to the default settings. When I do, there is always a reason based on deep analysis. The Meta Ads features I use the most either help me better understand my data or allow me to implement a fix when the defaults aren't good enough. In this post, I highlight the five Meta Ads features in my toolbox that I can’t live without. 1. Creative Testing Tool New in 2025, the creative testing tool has transformed my ad creation process. In the past, advertisers generally did one of two things, both of which were flawed: Option 1: Published ads into an existing ad set and hoped for the best. The problem is that Meta spends the majority of the budget on one or two ads, with the rest never getting a real chance. Option 2: Created separate campaigns for testing. The problem is that success in an isolated test doesn't guarantee success in the main campaign. The best option: I use the creative testing tool within the "main" ad set. Meta allocates a nearly identical budget to each ad in the test. When the test ends, the ads continue to run, but without forcing uniform spend. This provides clear performance data before the algorithm decides the winners. 2. Value Rules Value rules allow advertisers to increase or decrease the bid for various criteria, such as age segment, gender, location, operating system, or conversion location. I primarily use them for: Impact on lead quality: I often get very cheap leads from the 55-64 and 65+ age segments, but they are of poor quality. Instead of excluding these ages entirely, I use a value rule to lower the bid for them. This way, Meta spends much less on these groups without cutting them out completely. Limiting Audience Network: While I avoid removing placements, Audience Network can bring low-quality traffic (accidental clicks or bots). I use a value rule to drastically lower the bid on this placement. 3. Breakdowns Breakdowns help uncover the context that general…