Facebook Ads Quick Tips

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Episode summary

Meta is updating its ad terms, and once they take effect, you're responsible for whatever its AI creates or changes in your ads, even the features Meta switched on without asking you. In this episode I walk you through what's changing, what it looks like when Meta's AI edits a real ad, and the quick check I want you to do in your own account this week.

In this episode:

• What Meta's new terms say about its AI features, and the one wording change that shifts the responsibility onto you
• Why the start date moved from October 30 to November 20, and why it could move again
• Real examples of Meta adding images, links, and translated copy to ads without the advertiser knowing
• Why this matters so much for coaches and course creators who are careful about the claims they make
• My 10-minute check for spotting and turning off the AI features you don't want running in your ads

If you find something surprising when you go poking around in your account, send me a message. 

I'd love to hear what Meta was up to.

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Why Your Meta Ad Costs Jumped This Fall

If you've opened Ads Manager lately and wondered why everything costs more, you're not imagining it. In this episode I walk you through what's driving your ad costs up this fall, and what you can do about it before Black Friday.

In this episode, I cover:

• Why Meta ads work like an auction, and why your price goes up when more advertisers show up to bid
• How the 2026 midterms, projected to be the most expensive election cycle on record, are competing for your ideal client's attention
• Meta's pause on new political ads from October 27 through Election Day on November 3
• Why the fourth quarter is always pricey, and why Black Friday and Cyber Monday week is the most expensive stretch of the year
• How the economy affects both what you pay and how long your buyers take to decide
• Four things you can control right now: 

The one question I want you to ask before you check your next report: Is this my ad, or is this the season?

Want a Meta Ads professional to audit your last campaign for only $297?

Here's the link for Ad Readiness Review

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Selling for Women Who Hate Sales: Money Mindset, Visibility, and Calm Confidence with Liz Lemarchand

To Connect with Liz

Youtube

Instagram

Skool Community- Money Growth for women 

I interviewed Liz Lemarchand a sales and marketing expert with 25 years of experience living in the south of France, who also does stand-up comedy and runs a Skool community. 

We talked about why she created her course, Selling for Women Who Hate Sales, after learning to replace “icky” sales tactics with an authentic, sustainable approach that avoids both pushy bro-marketing and people-pleasing doormat behavior. Liz explained how sales resistance can stem from nervous system triggers and “visibility wounds,” including childhood shame around asking for money, and why scripts don’t work if those deeper blocks aren’t addressed. 

We also discussed that effective sales requires time to build visibility, credibility, and trust, especially for higher-ticket offers, and I connected that to why ads won’t work without a trust-building runway. Liz shared book recommendations: 

Sell Like a Spy 

The Power of Vulnerability

Happy Pocket Full of Money.

00:00 Meet Liz
01:37 Why Women Hate Sales
05:02 Confident Boundaries
07:53 Visibility Wounds
11:14 Nervous System Triggers
14:05 Skool Community Offer
16:06 Relationship Based Selling
18:39 Ads Need Trust
20:22 Book Recommendations
23:01 Wrap Up and Links

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Why 10X ROAS Is Misleading (and What to Ask Instead)

• I explain that seeing people brag about “10X ROAS” on Instagram or LinkedIn doesn’t tell the full story, because ROAS (return on ad spend) is just a ratio of revenue divided by ad spend and can’t be judged without context. 
• I walk through the math: if you sell a $37 digital product and it costs around $45 to acquire a customer, spending $5,000 on ads could generate about 111 sales and only about $4,100 in revenue (0.82X ROAS), making 10X ROAS unrealistic or even mathematically impossible at those costs. 
• I contrast this with a $5,000 offer where a 2X ROAS on $5,000 in ad spend yields $10,000 in revenue, showing why ROAS alone is misleading. I recommend asking what you’re selling and what it will realistically cost to sell it, 

00:00 ROAS Hype Trap
01:13 What ROAS Means
01:44 Why 10X Misleads
02:28 Low Ticket Math
04:13 High Ticket Reality
05:11 Better Questions to Ask
05:42 Next Episode Teaser

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Mentioned in this episode: 

The 3:00 AM Offload

If you use the gift- tag Suze on Instagram! 

Where to connect with Suze Lake

Website

Instagram

 LinkedIn

In this episode of Facebook Ads Quick Tips, host Stacy Covitz interviews AI consultant Suze Lake about practical, human-first ways business owners can use AI to save time and make more money without letting it replace their expertise. Suzy shares her background as an early tech adopter, her shift from a product-based business to marketing assistance after COVID, and how she now helps proven experts integrate AI into their systems and workflows. 

• She emphasizes that AI doesn’t know your customer’s nuances, so you must stay in the driver’s seat, use good judgment, and avoid sharing sensitive information. 
• Suzy highlights tools like her “3:00 AM Offload” for brain-dumping tasks to prioritize what matters most, and discusses creating a “digital brain” to capture your frameworks, proof, and client wins. 
• She also encourages women to build community and business friendships intentionally.

00:00 Welcome and Guest Intro
02:10 Suzy’s Story and AI Journey
04:08 Human First AI Mindset
06:19 Training Tools and Prompting
08:16 Ethics and the Wild West
11:04 3AM Offload AI Example
13:49 Digital Brain and Proof Stack
15:45 Who Suzy Helps Most
17:57 Advice and Closing
19:48 Host Wrap Up and Subscribe

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Hi!

Stacy here. Can I ask you to subscribe? I don't ask that enough- or ever.  

The Ad You Quit On Might have been working

You put a small budget behind an ad, gave it a few days, saw clicks but no sales, and shut it off. Then you decided ads don't work for you.

Here's the thing: your ad probably didn't fail. Two other things went wonky.

 You expected it to do a job it was never going to do at that budget, and turned it off without getting the right information.

In this episode I break down what a small first ad is actually buying you, and I walk you through the three questions that tell you exactly which part of your setup is weak.

In this episode:

• Why a small first ad isn't there to make you money
• Did enough people see it? Why most people quit before there's anything to judge
• Did they click and vanish? When the ad worked and the page didn't

Your one thing this week: Pull up the ad you gave up on. Don't relaunch it. Just run those three questions and find out which one it actually was.

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Subscribe to my weekly newsletter for all the news about ads, online business, and some fun surprises added to the mix!

Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

Take the Ad Ready Quiz  

 https://stacycovitz.com/ad-ready-quiz

I tell you about my first client was a a big lesson 

• Why campaigns usually underperform because of what's underneath them, not the ad itself
• The three things that were missing 
• The difference between good reasons to hire an ads manager and reasons that are a hard "no" from me
• What "ready" actually means: 
• No need to be perfect- nobody is. Just make sure you've got the basic foundation working

Want to see where you stand?:

I have a few audit spots open for September if you want a second set of eyes on your account before fall.

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Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

00:00 Welcome Back Part Two
00:27 Why Target Audience Matters
01:21 Meta Ads Need Direction
02:07 Strategy Versus Execution
03:37 Marketing Soup Problem
04:24 Cold Audience Reality
05:40 Awareness Before Selling
06:48 MLM Selling Hangover
08:01 Giving Back Origins
11:35 Women Money Impact
12:15 Where To Find Janice
13:30 Final Thanks And Wrap- 

Janice and I talked about why getting clear on your target audience matters, because marketing to “everyone” wastes money and even Meta’s targeting still needs you to communicate who you're trying to reach through messaging and creative.
- We talked about why so many people struggle with marketing: they throw everything into one bucket and create “marketing soup,” which leads to the wrong message at the wrong time, like trying to sell a $900 offer to a cold audience that doesn’t know, like, or trust you yet.
- We wrapped up with Janice sharing the heart behind giving a percentage of every sale to organizations serving people in third-world countries, inspired by her experiences in Haiti after the earthquake and in Kenya, and her desire to do what she can through her business.

To learn more about Janice Hostager: Website 

Grab the TRAIL TO THE SALE™ QUICKSTART MAP mentioned in the show

Get The Scoop

Subscribe to my weekly newsletter for all the news about ads, online business, and some fun surprises added to the mix!

Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

I'm trying something new on the podcast. I love introducing  other amazing women doing incredible things in business, so I brought on my first guest ever: Janice Hostager, a fractional CMO and marketing strategist.

In this episode, we get into:

• Why the traditional marketing funnel doesn't actually work anymore
• Janice's "trail to the sale" framework: awareness, consideration, compare, trial, sale, and referral
• Why even marketing pros are terrible at marketing themselves 
• The questions you need to answer about your ideal customer before you touch strategy

This is part one of our conversation. Part two drops next week, where we get into , the first thing she fixes with a new client, and why so many businesses are wasting money on Meta ads without realizing it.

To learn more about Janice Hostager: Website 

Grab the TRAIL TO THE SALE™ QUICKSTART MAP mentioned in the show

Get The Scoop

Subscribe to my weekly newsletter for all the news about ads, online business, and some fun surprises added to the mix!

Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

This week's episode is another FAQ round, because you all keep asking good questions and I keep collecting them.

First up: do you need a Meta Verified account to run ads? Nope. 

That's a paid badge subscription, totally separate from actually being able to advertise. What can get required is business verification, which is a different thing Meta triggers on its own, no monthly fee attached. 

Second: how many creatives do you actually need? 

Forget the old "3 to 5 and you're done" rule, that's not really how it works anymore. For most of us running smaller budgets, 3 to 6 creatives is still the sweet spot. It's not about hitting a magic number, it's about making sure every ad has enough spend behind it to actually get out of the learning phase.

 What's new right now. 

There's a new manual override called Push Delivery to This Ad, so if you've ever added a fresh creative and it just sat there never spending, that's fixed. 

 Meta has a track record of rolling something out and pulling it a week later, or rolling it out clunky and fixing it down the line. 

Keep an eye on these instead of treating them as set in stone. 

Have a question you want answered on the show?

Send me an email, or DM on Instagram!

[email protected]

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