Use reach campaigns to maximize the number of users reached per dollar and take the time now to build up your custom audiences.

Test out new ads or variations in copy.

Can you beat your control? There’s no better time to try than now.

A/B testing is a critical step in advertising optimization. As David Ogilvy once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”

For all you know, you could be getting leads for half the price with better copy or a more engaging image or video. But until you test it, you’ll never know whether your control really is the absolute best.