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Every time Facebook shifts the algorithm, I update my course.

It takes some time (and $1,000's in spend) to test and figure out the most effective strategy, but when I've found it, I roll out the updated course.

Then the emails start rolling in.

"Matt, this new strategy is incredible. My ads are finally profitable again."

And right behind them:

"Matt, the old version worked way better for me. This update tanked my results."

Same course. Same strategy. Opposite outcomes.

For a while, this bothered me.

Now I realise it's the whole point.

The Dirty Little Secret of Advertising Education

Every course (including mine) has the same limitation:

We teach what worked for us and our clients.

When I say broad/unrestricted targeting beats narrow audiences, that's what the data shows me.

When I say static images crush video ads, that's true for those readers.

Your readers might love video. They might respond to completely different hooks. They might need an entirely different approach.

This isn't a cop-out.

It's actually the opportunity.

Genre Changes Everything

Reader behaviour varies wildly:

→ Historical romance readers browse widely across subgenres

→ Urban fantasy readers are fiercely loyal to their specific niche

→ Cozy mystery readers want certain visual cues that would tank in dark thriller ads

→ Self-help readers respond to bold promises and transformation language

→ Memoir readers want authenticity and emotional connection

→ Business book buyers need credibility signals that would feel cold in a personal development ad

Two authors can run identical campaigns and get opposite results.

Neither is doing it "wrong."

Their readers just behave differently.

The Framework That Actually Works

So what separates authors getting results from those who struggle?

They treat frameworks as starting points, not gospel.

What does this mean in practice so you can apply it to your specific ads?

#1: Accept That Early Ads Buy Data, Not Sales

That $50 you "lost" on failed ads?

You bought information about what doesn't work for your books.

Reframe the spend: you're not paying for ads. You're paying for answers.

Ads are an investment, not an expense.

#2: Test One Variable At A Time

New image + new copy + new budget = no idea what moved the needle.

Change ONE thing. See what happens. Repeat.

#3: Look For Patterns, Not Silver Bullets

After ten different tests, you'll start to notice things.

Maybe it's that images with people outperform images with your cover.

Perhaps short Primary Text works better than long Primary Text.

Or the USA converts better than the UK.

Those patterns become YOUR strategy.

Not mine. Yours.

What Works Today Might Not Work Tomorrow

Facebook's algorithm changed everything in 2025.

Authors who adapted quickly are thriving.

Most who cling to "what worked before" are stuck.

And a handful of authors are still doing just fine (even thriving) with what worked before with minor tweaks to their strategy.

The skill isn't finding the perfect strategy.

It's building the testing habit that finds the next strategy when things change.

It's having the confidence to evolve and adapt (easier said than done, I know).

The Question That Actually Matters

Stop asking: "What's the best Facebook Ads strategy?"

Start asking: "What's working for my books with my readers right now?"

Only your data can answer that.

Your Next Move

I know I've been focused on Facebook Ads in this newsletter. But our whole conversation today can be applied to any area of your author business. 

Comparison can be debilitating. Focus on you. Focus on your books. Focus on your readers. That's what matters. 

 Of course, keep an open mind, don't lock yourself away in a bubble. Keep a pulse on what's happening out in the author world, but take everything you see, hear or read with a pinch of salt. 

And next time you see advice that promises results you've only ever dreamed about, ask yourself: "Does this fit my genre, my readers, my books?"

If you're not sure, test it. Small budget. Limited time. See what the data says.

Without stopping what's already working for you – run your tests in parallel. 

That's how you build a strategy that works for YOUR books.

That's all for this week.

See you next Saturday.

To Your Success
– Matt