$6.73 average cost per lead
Meta Ads
Meta ads measured in sales, not leads
Facebook and Instagram are great at finding people who fill out forms. My job is to teach them to find the people who actually buy.
For lead-gen and e-commerce businesses: services, real estate, healthcare, recruiting, online stores.
Symptoms
If this sounds like you
Leads are cheap, but sales says they’re junk
Sales can’t get people on the phone, people don’t remember filling out a form, or they were “just looking.”
Customer costs rise as you scale
Everything was profitable on a small budget, but the moment you scaled, results fell apart.
It’s unclear what works
Ads get swapped at random, campaigns keep getting relaunched, and the report only shows clicks and reach.
Results are hit or miss
A good week is followed by a bad one, and nobody can explain why.
Why it happens
Why this happens
Meta’s algorithm learns from whatever you tell it counts as success. If that’s “a lead,” it learns to find people who love filling out forms — and those aren’t the same people who buy.
The second reason is making decisions without sales data. If the ad account doesn’t know which leads became customers, your “winning” ad might only be winning on paper.
The third is scaling without a system: when a winning ad burns out, there’s nothing to replace it, because nobody tested new ideas ahead of time.
What I do
What’s included
- 01
Unit economics before launch
We calculate your target cost per lead and per customer from your order value, margin, and close rate.
- 02
Campaign architecture
A structure built around your goals and budget: prospecting to new audiences, retargeting past visitors, and separate tests where needed.
- 03
A steady pipeline of fresh ads
Not just “new images,” but genuinely different angles: the customer’s problem, the payoff, an objection handled, social proof. Each one is tested on its own.
- 04
Lead quality
Screening questions that weed out tire-kickers, and clear expectations for prospects.
- 05
The algorithm knows who actually bought (Conversions API)
We send Meta not just the leads, but what happened next: qualified, meeting booked, sale closed.
- 06
Optimization and scaling
Every week we decide what to change. We only scale the budget where ads have proven themselves with real sales.
Deliverables
What you get
- Your target cost per lead and per customer, calculated
- An ad plan and a capped-budget test launch
- Campaign structure and ad ideas
- Pixel and Conversions API — fully set up
- Weekly update and decision log
- Monthly report: leads, sales, money
Format and pricing
Pricing after a quick review of your needs
Management starts at $1,000/month in ad spend. A flat fee, a flat fee plus a percentage of spend, or a one-time project fee — depending on the scope.
See how I work on the Approach page.
Case studies
Projects with this service
FAQ
Frequently asked questions
Meta instant forms or website leads?
It depends on the product. Instant forms get you more leads for less; a landing page gets fewer, but more serious ones. A hybrid often works best: an instant form with 2–3 screening questions. We decide based on sales data, not cost per lead.
Do I need a website to run ads?
Not always. If you’re after leads, you can start with an instant form right inside Instagram and Facebook. But for high-ticket products and online stores, a dedicated landing page almost always pays off — people get their questions answered before they ever talk to you.
How many ads do I need?
Start with 3–5 genuinely different ideas, not 20 variations of one. From there, let test results guide you. If your team produces the ads, I’ll write a brief for each idea.
Other services
Let’s talk about your goals
About 3 minutes. You’ll get initial ideas in my reply.