Facebook ads didn’t teach me this in theory.Experience did. I’ve been running Facebook and Instagram ads for over four years now. In that time, I’ve tested offers, creatives, audiences, and strategies across different campaigns and businesses. In a specific period alone, I managed and tested over $30,000 in ad spend, and every dollar taught me something new. Some campaigns worked immediately.Some failed quietly.All of them sharpened my understanding of what actually drives sales. This article isn’t about hacks. It’s about the patterns I’ve seen repeat themselves when Facebook ads work and why most businesses struggle when they don’t. A Quick