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On October 30, BMG360 and Meta brought together mid-size brand clients, industry experts, and colleagues for an electrifying Performance Marketing Summit at Meta’s NYC office. The agenda? Real, actionable strategies that drive results for SMBs. It was a day packed with insights, connections, and strategies crafted specifically for the challenges and opportunities facing small and mid-market businesses.

Get a peek into the day!

Event Highlights

  • SMB Insights Panel: Tackling the Unique SMB Challenges - Our opening panel hit the ground running, with experts from Meta and industry pros sharing growth strategies tailored to SMBs. They explored how to break through the noise, maximize ad spend, and build strategies that work right now. The takeaway? With the right mix of message, media, and agility, SMBs can punch above their weight.
  • Innovative Response Generation: The Best of Now and Next - This session was all about balance—how to hit immediate campaign targets while setting up for future wins. Attendees left with fresh tactics on automation and Meta’s newest tools, ensuring they’re ready to keep pace with rapid changes and get results now.
  • GenAI AND Human Creativity: A Dynamic Duo - In one of the day’s most talked-about sessions, attendees saw AI’s creative potential unlocked. With GenAI powering up Meta’s platform, AI isn’t just assisting—it’s pushing creative boundaries alongside human ingenuity. Meta’s newest features were on full display, bringing AI and human creativity together to deliver unique and effective ad experiences.

Session Recaps

Session 1: The Mid-Market Landscape Today

Our opening deep dive took on the unique position of mid-size brands in the market. Key insights emphasized the power of “AND” in strategy—new growth and efficient spend, message, and media synergy. With 3.27 billion daily users on Meta platforms and a sophisticated AI-powered recommendation engine, Meta’s tools are primed to help SMBs deliver results fast. Their machine-learning models ensure that ad placements reach the right audience, optimizing outcomes while minimizing manual effort.

Thanks to our panelists:

Session 2: Direct Response Campaigns – The Road Ahead

As Meta evolves its approach to direct response campaigns, they’re putting customer value front and center. Presented by Nico Bollerslev Fox, Vertical Strategy Lead at Meta, this session spotlighted how to leverage new tools for maximizing campaign impact, including:

  • First-Party Data Strategy: Building solid customer data foundations to target high-value audiences.
  • Experimentation: Adopting a culture of testing to align with audience needs.
  • Incrementality Focus: Using lift tests to sharpen the measurement of campaign impact.

Session 2.1: Measurement & Optimization Masterclass

This session, presented by BMG360's Ali DeMocker (VP, CRO) and Ian Mackie (VP, Paid Social), mapped out the frameworks to maximize Meta’s data with actionable insights. Highlights included:

  • Measurement Frameworks: Integrating Meta’s data with other sources for full-picture performance analysis.
  • Search and Channel Lift Tests: Uncovering Meta’s true impact within broader marketing efforts.
  • Landing Page Strategy: Crafting pages optimized for Meta traffic with eye-catching formats and thoughtfully placed CTAs.

A strong testing roadmap is key for ongoing success, and attendees were equipped with steps to build and adapt their strategies based on the latest performance data.

Session 3: The Creative Edge – What’s Next?

Creative has become the secret weapon in performance marketing, influencing up to 60% of Meta’s ad auction outcomes. Presented by Meta's Ashley Foster, Creative Partnerships Lead, Meta’s Creative Diversification strategy maximizes campaign impact by refreshing visuals across ad placements, reducing creative fatigue, and expanding reach. Real-world examples from brands like Allbirds showed the power of tailored messaging and visuals in attracting new audiences.

Meta’s Advantage+ Creative tools, supercharged by GenAI, enable seamless creative variations with features like:

  • Image Expansion: Adapting visuals across formats for the best user experience.
  • Image Generation: Auto-generating up to 10 creative variations per visual, keeping ads fresh without added effort.

These features, widely adopted by Meta’s 1 million+ advertisers, drive higher click-through and conversion rates, connecting brands to broader, diverse audiences.

Thanks to our panelists:

The Performance Marketing Summit was a masterclass in achieving outsized results with a mix of creativity, data, and technology. Small and mid-size businesses walked away with strategies to start applying today, proving that size is no barrier to success when the right tools and tactics are in play.

Missed the event? Don’t worry—there’s more to come. Stay tuned for updates on future summits and resources to help your business grow.

Or reach out to chat with any of our presenters directly!

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