In this talk, Akvile will challenge the idea of “best practices” in Meta Ads and explain why top-performing advertisers are often the ones breaking them.

Drawing from real campaign insights, she will unpack which commonly accepted rules no longer apply and why.

Attendees will learn how to think beyond rigid playbooks, evaluate performance in context, and make smarter, more strategic decisions across creative, targeting, and account structure.

While the session focuses on Meta, the principles shared will be applicable across other advertising platforms.