Eric DeeranOne mission — help agency owners build businesses they actually love running.

Why You Don't Want The Cheapest Call

11 Oct 2026 · 1 min

Watch on YouTube

0:37

In this segment, Eric Deeran explains why focusing on the lowest cost‑per‑call (CPC) in Meta and Google Ads is a flawed strategy for businesses seeking qualified clients. He notes that ad platforms are designed to deliver the cheapest calls possible, which often means attracting prospects who are unlikely to purchase. Optimizing solely for cheap calls therefore yields low‑quality leads, undermining the goal of acquiring more paying customers. Deeran cautions viewers to prioritize lead quality over minimal cost to achieve sustainable growth.

Chapters

But a lot of people ask, well, Eric, why don't I want the cheapest call? Or like, I want to get the cheapest cost per call. Like, why would I not want to optimize for that? And I think it's a good thought. But the problem is, is what a lot of people are not realizing is when you're advertising on platforms like Meta, like Google Ads, they are incentivized to get you the cheapest cost per call possible. And while that's great, it's typically not the actual thing that's going to get you to where you want to be as far as getting more clients, getting more calls, and getting more leads that are actually qualified. Because when you're optimizing for the cheapest cost per call, you're basically finding the people who like are the most unlikely to buy, right?