Muhammad Arham Rashid

Muhammad Arham Rashid Years inside ad accounts. I show founders why their Meta & TikTok ads win or fail.

A client asked me last week why we only run one ad set on his Meta Ads account when he is spending $100 a day. Everythin...
06/08/2026

A client asked me last week why we only run one ad set on his Meta Ads account when he is spending $100 a day. Everything he had read said split into three or four and put a different audience in each.

Fair question, and the answer is just a number.

Meta Ads needs about 50 results a week inside an ad set before it stops guessing and starts running steady. Split the budget across three and each one only picks up a third of the results. None of them reach 50. So none of them settle down, and all three sit there jumping around while you swap creative trying to fix something the creative never caused.

Here is the check. Ten seconds, no tools.

Open Ads Manager. Find your cost per result. Multiply by 50, divide by 7. That is the least you can spend per day on one ad set.

His account runs at $3.57 a result, so one ad set needs $26 a day. He is on $100 a day. Enough for three, and it only needs one.

Change the number and the whole thing moves. At $50 a result the same sum says $357 a day. Same $100 budget, and now you cannot properly feed even one.

That is the part worth taking. When someone tells you to run three ad sets, they are describing what their budget can pay for at their cost per result. Not yours.

Do the sum on your own account and tell me what you got.

Spent an hour this week convinced a client's retargeting had gone bad.Costs up, ROAS down, and the creative hadn't chang...
05/08/2026

Spent an hour this week convinced a client's retargeting had gone bad.

Costs up, ROAS down, and the creative hadn't changed in three weeks. Everything pointed at fatigue. I was ready to rebuild the whole thing.

Then I pulled reach for July against June. The audience was bigger.

Meta Ads had quietly retired a privacy setting that let people opt out of off-site tracking, and those people came back into the pool. More people, more times each, worse looking numbers.

The ad was fine. I nearly killed it anyway.

Two other things moved the same month. A location fee on UK and EU spend that sits on the invoice and never shows in Ads Manager. And the old location reporting breakdown retired with no notice, so geographic reports come back empty.

Three changes in one month. None of them visible in the place you actually look.

I check the platform before I check the creative now. Should have been doing that for years.

A founder showed me twelve ads last month and told me he had run twelve tests.He had run three.Nine of them were the sam...
03/08/2026

A founder showed me twelve ads last month and told me he had run twelve tests.

He had run three.

Nine of them were the same ad with a different headline, a different background colour, or a different song. To him that felt like nine experiments. To Meta Ads it was three ideas, so nine of those ads spent his money without ever standing on their own. He did not get a slow answer. He got no answer, three months in, with the budget gone.

The part that annoyed him, and I get it, is that he never had a vote. He briefed new angles. His designer delivered. Everyone signed off. Then the sorting step inside Meta Ads, the one they call Andromeda, looked at the finished files, decided most of them were the same thing, and grouped them. What you meant does not count. Only what the ad shows.

The fix is boring and it is free. Before you build the next batch, open Ads Manager and look at creative similarity. It tells you which of your ads look too alike to count separately. Almost nobody checks it, and it takes a minute.

So, your last batch. How many ads, and how many actual ideas? Say both numbers out loud.

If they match, good. If they do not, that gap is your budget.

This one keeps coming up with founder friends running TikTok Shop, so writing it out once.Your GMV Max campaign will not...
01/08/2026

This one keeps coming up with founder friends running TikTok Shop, so writing it out once.

Your GMV Max campaign will not spend the budget. You raise the budget. It still will not spend. You conclude the algorithm hates you.

The actual cause is a number TikTok showed you at setup and you clicked past: the recommended target ROI.

It is your last 7 days of GMV divided by your last 7 days of ad cost. The GMV side counts every sale on the product, organic and affiliate included. The cost side counts only what ads spent.

So a shop doing $1,000 with $50 of ad spend gets handed a 20x target. A shop doing the same $1,000 with $200 of spend gets 5x. Same revenue. The one that spent less on ads gets the harder target.

And the system only spends while the target is reachable. It never errors, never warns. It just sits.

The cruel part: the stronger your organic, the higher your target, the worse your delivery. The founders with the best products get hit hardest.

The fix order that works: lower the target first, check your account spending cap second, and only then touch the budget.

If your paid TikTok has been stuck while organic flies, this is probably why. Send this to whoever runs your ads before they ask you for more budget.

The most expensive pattern I see in Meta ad accounts: CPA doubles, the owner replaces every ad, and the account gets wor...
31/07/2026

The most expensive pattern I see in Meta ad accounts: CPA doubles, the owner replaces every ad, and the account gets worse.

Here is why that happens.

When frequency is climbing on every ad at the same time, the audience is saturated. Each fresh ad gets shown to the same exhausted pool, so it dies faster than the one before it, and every death looks like more proof that you need more new ads. The fix that feels obvious is the one making it worse.

Five different problems produce that same doubled CPA. One tired ad. A saturated audience. A learning phase you reset by moving the budget too hard. A landing page leaking after the click. An offer everyone has already seen.

Only one of those five is fixed by new creative.

The two checks that separate them take five minutes. Is frequency rising on one ad or on all of them? And is CTR holding while conversions fall? The first answer tells you whether it is the creative or the audience. The second tells you whether it is even the ads at all.

Meta's own fatigue warning usually shows up after your cost per result has doubled. By the time the platform tells you, the diagnosis has been paid for.

If someone runs Facebook ads for you, send them this before the next creative brief. The five minute check is cheaper than the batch.

What did your last CPA spike turn out to be? I am collecting the patterns.

Last month I watched an ad account die in 30 days. This chart is the whole story.The founder did what everyone told him:...
30/07/2026

Last month I watched an ad account die in 30 days. This chart is the whole story.

The founder did what everyone told him: "just make more ads." 20 ads, same idea, small changes, $5,000 behind them.

Day 9, his cost per sale doubled. Day 30, nothing was selling.

Nobody had told him Meta groups similar ads together. His 20 ads entered the auction as one. The other 19 spent his money without ever competing for a customer.

Three genuinely different ideas beat twenty copies of one. And every idea needs about 50 sales a week to train, so at $5k a month, one idea funded properly beats ten done half.

Open your Ads Manager. How many ads are running, and how many are actually different ideas?

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