Meta Ads

Search only finds people already looking. In most local markets that is a small fraction of the people who would say yes if asked, and it is the fraction every competitor is already bidding on.

• Run only once source tracking is in place, so it can be told apart from search.
• A test budget you set, with a stated stop point agreed before it starts.
• Creative built around the offer, refreshed on a schedule rather than when it dies.
• Read side by side with search, because two channels you cannot tell apart teach nothing.

• Audience and creative structure built for a business that sells a considered purchase, not an impulse one.
• Conversions API wired server side, so a lead still registers when the browser tag does not fire.
• Creative produced and rotated on a schedule, because fatigue is what actually ends a Meta campaign.
• Lead quality tracked through to what happened next, rather than counted at the form.
• Special ad category rules applied where housing, employment or credit are involved.

Two of these take a minute. The third is the one that usually changes somebody's mind.

1. In Events Manager, look at your event match quality. If it reads poor or fair, Meta is being handed leads it cannot match to a person, and it is bidding half blind.
2. Find your best performing ad and check when the creative was last changed. Then check when frequency started climbing.
3. Take last month's leads from Meta and ask your sales side how many were worth calling twice. That number is the campaign's real result, and it is almost never the number in the dashboard.

What we cannot tell you yet. Published Meta benchmarks are thin and the sources disagree with each other, so we will size a test from them and say plainly that is what we are doing. We will not quote you a cost per lead we cannot stand behind.