Most ad budgets get burned not because Facebook ads don’t work, but because people don’t test. I’ve seen marketers sink thousands into a single creative, hoping it lands, without ever testing alternatives. That’s a gamble, not a strategy. Split testing isn’t optional if you care about performance. It’s how you figure out what actually drives leads, not what you think will.The key metric I track obsessively is cost per lead (CPL). It’s the clearest signal of whether an ad is working or not. If it starts creeping up, chances are your content’s gone stale. Audiences tune out fast, especially when they see the same message over and over. That’s why I’m always introducing new copy, headlines, and visuals, even while keeping the winners running. It’s the only way to stay ahead.Most agencies still run the same five ads for months with no changes, and it shows. Good ads die quickly without attention. If you’re not checking performance regularly and testing new angles, you’re not optimizing, you’re just guessing. Don’t be that agency. Don’t be that brand.💬 Join our Marketing Secrets group:👉 https://www.facebook.com/share/g/195zL5t4YR/💡 Subscribe for weekly tips to help your contracting business grow, and thank me later. 😉-------------------------------------Music by @HoobeZa Link - https://www.youtube.com/watch?v=APKomDnamqE&list=RDAPKomDnamqE&start_radio=1-------------------------------------