You might be deleting your best ads by accident.

Hey, it’s Patrick.

Picture your perfect ad. It has dozens of glowing comments. People are tagging their friends. A real conversation is happening. It’s a thing of beauty.

Now, picture it vanishing overnight because someone on your team made a tiny, innocent edit to fix a typo in the UTM link.

Sound familiar?

You’re treating your ads like disposable flyers, not the valuable assets they are.

The social proof on an ad (the likes, comments, and shares) is often more valuable than the creative itself.

It’s years of accumulated trust, and you’re letting people bulldoze it.

This isn’t a technical problem; it’s an asset management problem. And you, the owner, need to fix it.

So here’s the rule I want you to implement this week. It’s non-negotiable.

I call it the “Social Proof Protection Rule.”

1. Go into your ad account right now. Sort ALL your ads (active and inactive) by Comments.

2. Identify any ad with more than 50 comments. I call these “Buried Winners.”

3. Grab the Post ID for each of those ads and save them in a spreadsheet.

Create a new mandate for your team: “If you ever want to use this creative again for a new ad, you MUST use the ‘Existing Post ID’ option. No exceptions. We protect our winners.”

This is a 10-minute task that will protect your most valuable marketing assets.

Your social proof is your digital real estate. Stop letting people accidentally demolish it.

Talk soon,

Patrick O’Driscoll

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