Episode 285: How to Work With Meta's AI: Paid Ads Strategies That Are Working Now

Episode Description The Meta ads landscape has changed, and trying to control every variable may now be doing more harm than good.

In this episode, Smart Marketer CEO Molly Pittman sits down with Smart Marketer Agency Senior Paid Performance Specialist Maryanne White, who manages some of the agency's largest Meta ad accounts. Maryanne shares what she's seeing inside those accounts, why performance has become more volatile, and how media buyers can work with Meta's increasingly AI-driven system instead of fighting it.

You'll hear why creative and offer quality matter more than rigid campaign structures, how evergreen giveaway funnels can generate both leads and purchases, why catalog ads continue to perform, and what brands should be doing now to prepare for Q4.

"Our job right now is really not to control the machine, but to work with it and to understand it and to give it what it needs." - Maryanne White

If Meta performance has felt unpredictable, this conversation will help you stop chasing outdated tactics, give the algorithm better inputs, and build a paid traffic strategy designed for the way the platform works today.

You Will Learn: • How to work with Meta's AI-driven system instead of trying to control every variable.

• Why creative quality and strong offers now matter more than rigid campaign structures or targeting tactics.

• How evergreen giveaway funnels can drive both qualified leads and immediate purchases when optimized correctly.

• How AI can support research and strategy, while human intuition remains critical for performance.

• What brands should focus on now to prepare their creative, offers, and campaigns for Q4.

Links & Resources: Smart Marketer: smartmarketer.com

Smart Marketer Podcast: smartmarketer.com/podcast