A Meta ad strategy cut cost per lead from $50 to $32 by using just three ad sets: one targeting a country only, one targeting broad interests, and one stacking all lookalike audiences together. Simplifying the structure lets Meta's AI work better and brought higher-quality leads from unexpected industries.
We cut a client's cost per lead in half by making their ads simpler. If you're running 10 or 15 ad sets trying to find the perfect little audience, that's exactly why your costs keep going up. See, this client was spending hours picking the perfect interests, the perfect lookalikes, these tiny little audiences that only they knew about, and it was killing their results. Here's the thing. Meta's AI has more data on your customers than you could ever figure out on your own. So when you go super narrow, you're basically telling Meta, ignore everything you know, only show my ads to these people. Here's what we did instead: 3 ad sets. That's it. First, 1 ad set with no targeting at all. Just pick your countries and let Meta find the buyers. Then, 1 ad set with a few big interests. Things like business or digital marketing. You're just giving Meta a scent to follow. Last, 1 ad set where you stack all your lookalike audiences together. Customers, leads, website visitors, all in one place. Turn on Advantage+ for all 3. Same budget on each. Done. Cost per lead went from $50 to $32, and the leads were better. We started getting buyers from industries we never would have thought to target. HR pros, dentists, lawyers— all perfect fits that we would have missed with narrow targeting. Follow for more ways to get cheaper leads without working harder.
