Most media buyers assume they'll run the same ad account forever.
They get stuck with declining performance, spend weeks testing new creative angles, and burn through budgets trying to "fix" their campaigns. Meanwhile, their CPMs climb higher and their ROAS gets worse.
The problem: They never tested if the issue was their ad account itself.
The Asset Testing Approach
In the context of this insight, “your assets" means three things: ad accounts, pixels, and landing pages.
Every ad account, every pixel, and every landing page has invisible quality scores that Facebook assigns behind the scenes. These scores directly impact your CPMs, delivery, and overall performance.
But most media buyers never think to test different ad accounts because gurus tell them "just focus on creative and targeting."
What works in Ad Account A won't always work in Ad Account B.
What works with Pixel 1 might crash with Pixel 2.
How To Identify When Your Assets Need Testing
Based on Antonio's experience, you should test different ad accounts when:
You're hitting a roadblock with a proven offer.
Antonio recommends asset testing "if you're hitting a roadblock while you're already testing a lot of ads, you know your offer is proven." When you've confirmed your offer works and you're testing plenty of creative, but performance is still stuck - that's when to test switching ad accounts.
Your CPMs don't make sense for your industry.
Antonio shared a specific example: "I was running in the auto insurance space. We tested one account getting CPMs of $300, which is too expensive for this space. I tested a different account and it was getting CPMs of $60 - a difference of 5x."
Join industry groups like this one with other operating founders/mediabuyers and ask what others are seeing for CPMs
When you have a proven offer and you're testing creative systematically, but you're still not getting the performance you should be getting, the problem might be your ad account itself.
How To Test Your Assets Systematically
Don't just randomly switch ad accounts and hope for the best. Test methodically:
Step 1: Document Your Current Performance:
Record your current CPMs, CPCs, conversion rates, and ROAS across your winning campaigns. You need baseline metrics to compare against.
Step 2: Test One Asset at a Time
- Week 1: Test a different ad account with the same pixel and landing page
- Week 2: Test a different pixel with your best-performing ad account
- Week 3: Test a different landing page with your best ad account/pixel combo
- Week 4: Test different ad account + pixel combinations
Step 3: Use Identical Creative and Targeting
Don't change anything else. Same ads, same audiences, same budgets. You're only testing the asset performance, not creative performance.
Step 4: Give Each Test Sufficient Data
Run each asset test for at least 3-7 days with meaningful budget. Don't make decisions based on one day of data.
What Results to Expect
Asset testing can produce dramatic performance differences:
CPM reductions of 20-50% are common. Antonio saw 5X improvement ($300 CPM to $60 CPM). Even 20% lower CPMs mean 25% more traffic for the same budget.
Faster ad approvals and delivery. New ad accounts often get prioritized in Facebook's review queue. Your ads start delivering within hours instead of days.
Better audience reach and frequency control. Burnt ad accounts sometimes hit "audience fatigue" where Facebook stops showing your ads to fresh people. New accounts access your full addressable audience.
Delivery improvements are immediate. New ad accounts often get better delivery and faster optimization compared to ad accounts with poor quality scores.
Even a 20% improvement in asset performance translates to 20% more ROI with identical creative and targeting.
This Week, Try This
If you've been experiencing the same warning signs above over the last 30d:
- Create a fresh ad account using the same business manager
- Set up a new pixel on your best-converting landing page
- Duplicate your best-performing campaign into the new account with the new pixel
- Start with $50-100/day budget (whatever your new account limit allows) and run for 5-7 days
- Compare CPMs, CPCs, delivery speed, and conversions against your original account
If you see meaningful improvements, gradually shift more budget to the better-performing ad accounts.
Stop assuming your current ad account is as good as it gets. Start testing the foundation your campaigns run on.
