An insurance agent asks if pausing ads on weekends hurts performance. Manually turning campaigns off and on triggers Meta's learning phase each time, raising CPM and cost-per-lead, especially for new accounts. Use Meta's automated ad rules to schedule Monday-Friday instead, which keeps the algorithm stable while pausing weekends.
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This insurance agent asks, I've been running life insurance lead ads for 2 years and had lots of success. One thing I've always been curious about is, does it hurt me if I turn my ads off on the weekends whenever I'm off? I've been running them Monday through Friday at $300 a day. I wanna answer this in a way that helps you really understand how the Meta algorithm and the Meta ad delivery system works. So one thing that the Meta delivery system prefers above almost anything is consistency. When you manually turn ads off. And then back on, you are essentially interrupting the system's ability to learn, to optimize, and to predictively plan who they're going to be targeting with your ads. So every Monday when you manually turn ads back on, there is a short little learning phase that the campaign has to kick back into. Now, that being said, your account is much more established than a brand new account, so the effect on it is going to be a lot more minor than it would be on a brand new account. But even then, sometimes it can make your account be seen as sporadic, and Meta can then increase your CPM. It can slow down the delivery. It can actually start to increase your cost per lead over time. Now, that being said, if you really want your ads off on the weekend, there is a way that you can do that. I'm gonna tell you what it is, but first I want you to consider this. Do you care more about the timing that the leads come in and how quickly you can get to them, or do you care more about getting a lower cost per lead and maybe even a higher quality lead? I know when I am running ads, I don't care if it is a person that is on a Saturday or a Sunday or scrolling at 3:00 AM thinking about life insurance. I wanna grab them the moment that they even look in the direction of life insurance. And even if you're not working, you can have an automated system set up where you instantly get in front of them, start to build trust, and move them towards an appointment. Sometimes running ads on the weekend can actually decrease your cost per lead. That being said, if you really want your ads to be off on the weekend, You can use something that is called a Meta ad rule in the Ads Manager underneath more. You're able to select create a rule, and you can make that rule be that the campaign runs Monday through Friday, turns off Saturday, Sunday, and is back on on Monday through Friday. You can then apply that rule to a campaign, and now you're winning because the Meta algorithm understands exactly what the plan is for the campaign. You're not going to interrupt its ability to learn, to optimize, and to plan who it's going to be serving your ads. Congratulations on the success that you're seeing, cuz $300 a day is a solid ad budget in the insurance space. Now, if you have a question that you wanna have answered, you can DM it to me. If this is the year that you're gonna learn how to own your leads, own your marketing, and own your growth, this account is for you.
