Episode 285: How to Work With Meta’s AI: Paid Ads Strategies That Are Working Now
Release Date: 07/22/2026
Episode 285: How to Work With Meta’s AI: Paid Ads Strategies That Are Working Now
The Smart Marketer Podcast
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...
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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The Smart Marketer Podcast
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info_outlineEpisode 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:
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Smart Marketer: smartmarketer.com
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Smart Marketer Podcast: smartmarketer.com/podcast
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Smart Marketer Agency: smartmarketeragency.com
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Mentor Table: smartmarketer.com/mentor-table
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Omnisend Sponsor Offer: smartmarketer.com/omnisend
TIME STAMPS:
00:00:16 - Introduction: What’s Changing in Meta Ads
00:01:17 - Sponsor Message: Why Ezra Firestone Uses Omnisend
00:01:38 - Molly Welcomes Maryanne White
00:02:58 - From Journalism and Hospitality to Digital Marketing
00:06:55 - How Maryanne Discovered Ecommerce and Facebook Ads
00:07:47 - Why Meta Performance Feels More Volatile in 2026
00:09:27 - Stop Trying to Control the Machine
00:13:06 - Where Meta’s Learning Really Happens
00:16:05 - What Successful Ad Accounts Have in Common
00:17:21 - The Offer Styles Working Right Now
00:17:40 - How to Build an Evergreen Giveaway Funnel
00:19:50 - The Thank-You-Page Offer That Drives Purchases
00:20:56 - Why Giveaway Campaigns Also Work for Retargeting
00:22:55 - A Day in the Life of a Senior Paid Performance Specialist
00:25:49 - Using AI for Account Research and Creative Strategy
00:28:28 - Why Strong Operational Support Improves Paid Performance
00:32:32 - Letting Go of Outdated Meta Ads Tactics
00:34:43 - Why Trust Matters Between Brands and Agencies
00:35:27 - The Risk of Using Generic AI Advice
00:38:15 - The Global Opportunity of Remote Digital Marketing
00:41:34 - How Gardening Helps Maryanne Stay Grounded
00:43:46 - Preparing Your Meta Ads Strategy for Q4
00:44:32 - Why You Need 10 to 20 Distinct Creatives for a Promotion
00:46:38 - Less Control Can Lead to Better Results
00:47:46 - Two Ways to Run Catalog Ads
00:49:18 - Using AI Enhancements With Dynamic Product Ads
00:49:47 - How Maryanne Approaches a New Ecommerce Ad Account
00:52:24 - Build Supporting Creative Instead of Repeating One Winner
00:53:31 - Final Takeaways and Closing Thoughts
00:54:44 - Closing CTA: Subscribe and Support the Show
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