Hi, Zac here from Social Startup Labs 👋

This month, we’re sharing exclusive insights straight from Meta’s Advertising team.

At SSL, you know we love a good Meta Ad; it’s what we do best. Recently, we sat down with Meta to uncover the latest trends, data, and insights driving results.

They shared what’s really working and bound to get you conversions, and we’ve turned their insider knowledge into an actionable playbook.

You’ll learn the secrets for top-performing Meta campaigns and stay ahead of algorithm shifts. Here’s what you need to know 👇

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What’s inside:

✅ The latest Meta performance trends (straight from the source).

📅 Timing insights - When to avoid and when to ramp up your ads.

⚡ Why the first two seconds of attention can make or break conversions.

🧠 How to craft the perfect hook.

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1. First of all - Holiday Shopping Insights

Seasonal periods like Black Friday or Christmas naturally drive spikes in online engagement. People are searching, scrolling, and buying a whole lot more due to a huge range of brands offering discounts or sales.

Aligning your business campaigns during these windows means your brand enters the conversation when your audience is already engaged.

🎯 Win Early: The October Advantage

• Holiday shopping is starting earlier each year.
• By starting earlier, you will have less competition, meaning your ads can perform better and cheaply.
• A great month to test your offers, warm up audiences, and gather insights before peak season.

🕐 Early moves put your brand ahead.

💡Q5: Post-Holiday Opportunity

What is Q5? The period right after Christmas until mid-January. Stay alert, shoppers are still active during this time!

• Lower ad costs and less competition.
• An opportunity to extend performance into the New Year.
• Consumers spend gift cards + return purchases.

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**November:

Peak Performance Month**

Even though sales start in October, November still dominates.

During Black Friday:

📈 Cost Per Mile (CPM) is up 50%, meaning more competition and attention.

📈 Conversion rate (CVR) is up 65%, showing stronger intent to buy.

📉 Cost per action (CPA) is down 7.8%, making acquisitions cheaper.

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2. Building A Campaign Plan

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56% of sales improve based on the quality of your creatives. It’s one of the hardest parts about ads, but investing early in strong creative campaigns drives performance!

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⏳ 4-8 Weeks Before:

• Build seasonal creative across different concepts and formats (videos, images, copy).
• Test and optimise your creatives for higher funnel metrics (brand awareness, click through rates etc).
• Start planning post-season campaigns.

📆 1-4 Weeks Before:

• Create variations of winning content.
• Set reminder ads for people who visited your site by retargeting them.
• Use Advantage + campaigns for efficiency (Meta’s automated ad setup).

Top Tip: ⚡Avoid fatigue, repeating the same ads can drop conversion rates by 60%!