In this episode of Scalability School, host Andrew Foxwell is joined by Phil Kiel of Taikun Digital and co-host Brad Ploch to tackle the single most-asked question in the Foxwell Founders community: how do you actually test creative on Meta in 2026? The question was asked over 160 times in just 45 days, making it the undisputed #1 topic among media buyers and brand operators in the community.

The conversation digs into two distinct camps of creative testing, forced spend (ABO) versus letting ads earn spend (CBO) and unpacks the real-world pros, cons, and trade-offs of each. Phil, who runs accounts at significant scale, makes a compelling case for the CBO-first, content-centric approach, arguing that the role of Meta's algorithm is to allocate spend to the best creative, not for buyers to manually dictate it.

The episode also confronts the volume trap: the pressure media buyers feel to launch massive quantities of ads every month. Phil's take is refreshing and practical, 8 to 10 solid concepts per month (roughly 40–50 assets) is a solid starting point for most brands, built around strong creative briefs rather than raw volume. The hosts challenge the Twitter/X culture of flex-posting ad launch numbers, arguing the real metric that matters is creative quality and concept diversity.

Key Takeaways:

• Are you forcing spend into creative tests and accidentally funding your worst ads?
• Is the ad set structure in your Meta account actually doing anything, or is it just an expensive folder?
• How many new creative concepts should you be launching per month?
• CBO vs. ABO for creative testing: which one is actually right for your account right now?
• Why launching too many ads may be training your account to spend on losers.
• What does it actually mean to 'let ads earn spend' and how to know when a creative concept has really failed versus just not getting a fair shot.
• Why creative volume is the wrong metric to optimize and what you should be tracking instead.
• What's the difference between a creative concept and an ad asset?
• The one thing you should do today if you're a brand owner paralyzed by creative output pressure.

This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!

To learn more about Phil Kiel and the Taikun Digital team you can follow him on X https://x.com/PhilKiel or head to https://www.taikundigital.com/

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

This episode is like a Meta scaling "early warning system" masterclass. Andrew, Brad, and guest Kurt Bullock break down why so many media buyers hit a plateau (even when ROAS looks "fine") and how to diagnose it before performance rolls over. The core idea: Understanding CPMR to give you a clearer view of whether you're actually expanding into new pockets of the market or just recycling the same people harder and harder.

They walk through how Meta's rolling reach report works, a sliding-window version that's more useful for ongoing decision-making, how to interpret overlap, and what to do when the numbers signal saturation (creative diversity, different angles/personas, bidding/exclusions tests, quiz-style funnels, etc.).Kurt also shares on the tool he's developed with the Foxwell Founders Community that automates these reports.

Key takeaways -

• What's actually happing if your scaling spend while your rolling reach is flat.
• What comes next when ROAS looks stable… but your net new reach % is dropping
• The difference between rolling reach vs net new reach… and which one will predict your ad fatigue.
• How tracking this metric will help you spot when delivery is getting expensive due to audience fatigue.
• Are your "winning" campaigns winning because they're good… or because they're overlapping like crazy with what's already working?
• The overlap % is the "uh oh" zone of death for reaching Net New Customers
• How you might be leaning too hard on one motivator/angle and keeping Meta from finding new pockets even when launching fresh ads.
• Why whitelisting is known for lowering CPMR and unlocking different ad distribution. -
• Why testing with exclusions is still a good practice for your campaigns.
• If you had one report to tell you "you're fine today, but cooked next month," would you be running it weekly?

To Get the Net New Reach Reporting Tool, head to https://tools.producedept.co/

This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to https://northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!

To learn more about Kurt Bullock, you can follow him on X https://x.com/KurtBullock

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com