I always find it funny when people say you can’t scale/generate volume with cost controls. (It’s usually the clueless agency owners) Every top brand owner/drop-shipper/affiliate I know is running cost controls & if they aren’t - I slap them across the face & tell them they need to. They always end up thanking me. IMO: hating on cost controls is the number one sign that you have no idea how Meta works. Cost controls are designed to unlock more profitable scale - not so you can spend 50% of your budget & earn 30% less revenue. Of course, on bad days Meta does protect your budget & they will spend less money than they would on a good day - because there are less auctions to be won. However, that’s not the reason we use cost controls. We use cost controls so we can SCALE. We’re saying to Meta: “spend as much of our budget as possible as long as the CPA is below the cap” The key words are: “as much of our budget as possible” Does that not sound like scaling to you? Ultimately, there are more good days than bad days. Therefore an ad account with cost controls will always get more spend (when set up correctly) than an ad account without cost controls. The beauty with our cost-control setup is that it would literally be impossible for any low-cost dork to be in our ad accounts outperforming our ads. You can’t beat the machine & its incredible ability to predict the future based on past data points. It’s funny, because whenever I talk about the power of cost controls - people assume I started ripping cost & bid caps from the first ever day I started running ads. Lol. I was running ads on lowest cost for years before I ever did my cost control initiation. I’ve been dropshipping since I was 15/16 years old. I spent millions on FB ads with lowest-cost bidding before I ever fully transitioned to cost controls. I actually remember the first time I changed my ads to manual bidding. It was for the first DTC brand I ever invested in - a jawline strengthening tool. You’ve probably seen it (we exited a few years ago). We were spending €200/d & generating €4x returns (I was 18/19). Then, overnight, our ads went to spending €400/d with €2000+ back. It was at that point my life changed. Although it took me at least a year to properly understand how cost controls worked - it completely shifted my perspective on how Meta works & how to properly leverage the machine. That paradigm shift was crucial. The same goes with broad targeting. I haven’t used any interests since 2018. At the time, all my friends thought I was crazy. I can only imagine how much controversy it would cause on this app if I was active at the time (I was too busy in the trenches). Now, all the top media buyers in the world swear by broad targeting. I think the same thing will happen with cost controls. To me, it is undoubtedly the best way to run Meta ads - to a point I believe it’s almost stupid not to. However, so many people just don’t see it (skill issue). Mark my words, 12/18 months from now - people will look at cost controls the same way they look at broad targeting - the best way to run ads. Even if you disagree, it won’t be long before Meta will make cost controls some sort of default - because it means they collect more ad dollars. We’re already seeing it with the “we will spend more of your budget on good days” messaging. One day you will come back to my old posts & see I wasn’t crazy. Until then, good luck & happy scaling.