Run campaigns that profit

The field-tested playbook for shipping ads on Lit Adx — from first dollar to nine-figure scale.

The 6-step playbook

  1. Step 1

    Define Your Objective

    Awareness, traffic, engagement, app installs, conversions or sales — pick one north-star metric per campaign.

  2. Step 2

    Research Your Audience

    Use Audience Insights to size segments, layer interests, and build lookalikes from your best customers.

  3. Step 3

    Plan Your Creative

    Ship 3 variants per ad set. Different hooks, headlines and visuals — let the auction find the winner.

  4. Step 4

    Set Budget & Bid

    Start with $20–50/day, lowest-cost bidding, and leave it alone for 7 days to finish the learning phase.

  5. Step 5

    Launch & Monitor

    Go live and check metrics daily. Don't edit during learning — patience pays.

  6. Step 6

    Optimize & Scale

    After learning, retire losers, duplicate winners, and scale budget 20% every 2–3 days.

Pick the right bid

  • Lowest Cost

    Default
    Best for · Most campaigns

    Auto-bid to spend full budget at lowest CPA

  • Cost Cap

    Best for · Stable CPA goals

    Soft ceiling on average cost — allows some spikes

  • Bid Cap

    Best for · Hard control

    Hard ceiling per auction — max control, lower volume

  • Target ROAS

    Best for · E-commerce

    Optimize for exact return-on-ad-spend multiple

  • Value Optimization

    Best for · High-LTV

    Maximize revenue, not just conversion count

  • Maximum Delivery

    Best for · Awareness pushes

    Spend fast for reach & impressions

Creative that stops the scroll

  • Hook in 1 Second

    First frame decides retention. Start with motion, a face, or a bold claim.

  • Design for Sound-Off

    85% of users scroll muted. Captions are non-negotiable.

  • One Message per Ad

    Testing multiple ideas? Split into multiple variants, not one crowded creative.

  • Native Feel

    Creative should look like it belongs on the platform — not a retrofitted TV spot.

Avoid these mistakes

  • Changing budget mid-learning phase (breaks the algorithm)
  • Targeting audiences under 100K (too narrow to optimize)
  • Running 5+ ad variants per set (dilutes signal)
  • Not installing the Pixel before launch (no conversion data)
  • Judging a campaign before 7 days (statistical noise)
  • Refreshing creative every 2 days (no time to learn)

Guide FAQ

Best campaign structure for beginners?

Start with one campaign, one ad set, three ad variants. Set objective to CONVERSIONS, use lowest-cost bidding, and let the AI Optimizer learn for 5–7 days before making changes.

How much budget should I start with?

Start with $20–50/day for at least 7 days. Aim for 50+ conversions per ad set per week — the gold standard for fast learning.

When should I scale a winning campaign?

Scale when CPA has been stable for 3+ days and ROAS is above target. Increase budget by 20% every 2–3 days. Faster than 25%/day disrupts learning.

Most common mistakes?

Too-narrow targeting (<100K audience), too many variants (>5), daily budget changes, skipping creative refresh, and broken conversion tracking.

Manual or automatic bidding?

Start with automatic (Lowest Cost). After 50+ conversions you can experiment with Cost Cap or Bid Cap. Manual is rarely needed.

Time to ship

The best campaign is the one you launch. Start free today — first $5 is on us.

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