Partnership ads combine engagement signals
Jacob observes that running ads through a creator handle combines their audience engagement signals with the brand's. This bypasses ad blindness and lowers delivery costs, prompting scaling accounts to allocate up to half their Meta budget to this format.
Why it matters. Lower delivery costs mean the algorithm delivers more impressions for the same budget, potentially increasing prospecting reach without raising total ad spend.
Your next move · Podafi’s suggestion
Convert top-performing dark-posted creator videos into official partnership ads to leverage combined engagement signals and reduce cost per thousand impressions.
The catch. Lower delivery costs do not guarantee lower cost per acquisition. High engagement on a creator profile might not translate to purchase intent.
Evidence & 1 source
From the transcript
“It combines the creator's audience engagement signals with your brand's audience engagement signals. So there's a mutual benefit there and it ultimately does, you know, low lead to lower costs”
Evidence summary · paraphrased
Jacob explains that partnership ads combine audience engagement signals from both the creator and the brand, which helps bypass ad blindness and typically results in much better costs.