How do you make FB ads repeatable and consistent?

Hey everyone I’ve been running Facebook ads for a while now and I’ve had a few campaigns that did great — but replicating that success has been hit or miss. Sometimes a campaign just clicks, but when I try to repeat it (even with similar audiences or creatives), the results don’t hold up the same way.

Curious how you all approach making your FB ads more repeatable and scalable. Do you rely on specific testing frameworks, audience structures, creative formulas, or something else?

Would love to hear what’s worked (or not worked) for you in terms of building systems or processes that lead to consistent performance.