agency ad accounts are not the cheat code you think

The speaker addresses a common misconception that Meta Preferred Partner (agency) accounts automatically lower CPMs. They reveal that most successful media buyers they know, excluding those using black hat tactics, prefer traditional accounts over agency accounts. However, the speaker takes a balanced stance, acknowledging that agency accounts do have legitimate value in a media buying strategy. The primary advantage of agency accounts is their durability—they maintain stability and typically don't get shut down, and if they do, they're quickly restored. This durability can be valuable even if CPMs remain the same or are higher, because it reduces account risk. A critical point made is that agency accounts are not a magic solution. They require proper warm-up periods just like regular accounts and don't immediately deliver lower CPMs upon activation. New agency accounts without spend history often start with higher CPMs than established accounts. The speaker emphasizes that agency accounts should be viewed as one piece of a larger media buying puzzle rather than a standalone solution. The overarching insight is that Facebook (Meta) fundamentally operates on a principle of charging more for better treatment, meaning paid spend history and account credibility drive performance improvements more than account type alone.