DallasReal | The Performance Edge Series. Meta Ads in 2025 are powered by AI systems like GEM, Lattice, and Andromeda. These models thrive on conversion signals, creative variety, and patience. If you’ve struggled with volatile ROAS or wasted ad spend, the missing piece isn’t another hack — it’s giving Meta the right structure to learn what works. There are many ways to design a testing framework, but this is the one that has consistently worked for me. If your goal is to test demand for a product , this setup helps you quickly see whether there’s real market need. Once demand is validated, the next step is crafting an irresistible offer that connects with your audience. From there, I run an Ad Lab campaign to discover profitable ads within a KPI range (different for every business). In this article, we’ll cover the universal version of the framework for both e-commerce and service businesses. Keep in mind: Service businesses often target specific geographic areas. E-commerce b...