Eric Deeran breaks down when to optimize Meta ads for leads versus booked calls. With budgets under $200 a day, go for leads and filter them with conditional logic. Once you can reliably get one call per ad set daily, shift to optimizing for calls instead, which pulls higher-quality prospects down the funnel.
If you're running ads, should you optimize for leads or should you optimize for booked calls? It really depends. It depends on what your budget is, A. It depends on can you get at least one event per ad set per day, and those are kind of the two main things I look at. So when you're looking at leads, if you are running a super low budget like $50, $100, maybe even $200 a day, I would say optimize for leads and optimize for qualified leads, and so make sure you have conditional logic that takes out people who are bad. And you're only optimizing for qualified leads. Now as you continue to scale your ad spend, if you're spending more money, at that point then you should start optimizing for scheduled calls, and that is assuming that you can afford to get 1 scheduled call per day. If you do not get 1 event per day per ad set, your ad sets start to jump around and then they just get really inconsistent performance from what we've seen, and so it really is looking at what is your budget, can you afford to get 1 of those things per day? And if so, then you can optimize for it. And obviously you always want to optimize further down the funnel when you can, simply because you're going to get better quality the more that you do that.
