Boost User Acquisition with Meta Ads and Conversion-Focused Creatives

We generated 3,118 leads in 30 days in one Ad Account. Here's the biggest mistake we made (and what actually turned things around) Everyone talks about the Andromeda update. "Test hundreds of creatives. Creatives are everything." So we did. 50+ new creatives a week. Results got worse. Too many variables. Too many things running at once. And we weren't cutting losers fast enough. So we stopped. We simplified our ad account structure. Doubled down on what was already working. We identified our 2-3 star creatives —> the ones that were consistently outperforming everything else. Then we did something the algorithm wouldn't do on its own: We forced some spend on an ad we had a strong hunch on. It hadn't been picked up by Meta's CBO. The algorithm ignored it. It's now our best performing ad. Lesson: the algorithm is smart, but it's not infallible. If you've spent real time building an ad and you believe in it -> force some spend. Give it a few days and a few hundred dollars. If it doesn't perform, cut it. No exceptions. More ≠ better. Simplicity scales. (Every ad account and business is different. Take this with a grain of salt, what works for us won't always work for you.)

DTC founders spend $10,000/month on Meta ads... Then send that traffic to a landing page that takes 4.5 seconds to load. 53% of mobile users leave after 3 seconds. That's $5,300 wasted. Every month. On people who never saw the product. Before you increase your ad budget, run PageSpeed Insights. If your score is below 70, your ads aren't underperforming. Your store is.

Your best performing ad might actually be your worst ad. Meta is very good at finding people who are already ready to buy. These people will convert even on an average ad. So you look at the numbers and think the ad is amazing. Then you try to scale. CPA jumps. Performance drops. Because it was never a great ad. It was just shown to easy buyers. If an ad only works on warm audiences, it won’t scale. The real test? Show it to cold audiences. If someone who has never heard of your brand stops scrolling because of your ad — that’s a scalable ad. 🚀

It's wild to me how many home health agencies still aren't running meta ads. It's the fastest way I've seen to double or triple an agency in 12-18 months. See how Love N Care added 71 new clients and $6.5 million projected revenue, in 6 months with only $14k in ad spend (link in bio)

Avoid Ad Fatigue: Why One Ad Isn’t Enough If you’ve ever run just a single ad campaign and wondered why your results fizzled out, here’s a little insight: running only one ad is the quickest way to burn out your audience and sink your performance. We always recommend running two to three campaigns at once. Why? Because platforms like Meta actually start to penalize you for showing the same creative too often. When your audience sees the same ad again and again, they tune out and your performance drops. By running multiple ads, you’re able to test different visuals, different hooks, and different audiences. Remember, Meta optimizes the winners, and 80% of your best traffic usually comes from 20% of your creatives. Need help optimizing your ad campaigns? Send me a message. 😉

Your best performing ad might be lying to you. I see this all the time. An ad is converting well. CPA looks great. Client is happy. So we scale it. And everything falls apart. CPA spikes. Results collapse. Suddenly the "winning ad" looks like a disaster. Here's what actually happened. Meta found the easy buyers first. People already looking for that product. People who were going to buy anyway. The ad didn't convert them. The timing did. A truly scalable ad doesn't just convert warm traffic. It creates demand from people who had no idea they needed the product. That's a completely different thing. How to know if your winner is real: Test it against cold audiences. People who have never heard of the brand. People who weren't already looking. If a complete stranger stops scrolling and buys that's a real winner. If it only works on people already warm that's a timing win. Not a creative win. Warm traffic converts easy ads. Cold traffic exposes real ones. The brands that scale are the ones who know the difference. Are you testing your winners against cold audiences? 👇

It all comes down to the 4 core metrics on Meta. If you understand them and how they come to be, you know how to solve any performance issue in the account. 1. Frequency 2+ and CPA rising? -> You need fresh TOF ad creatives with fresh angles. 2. CPM and CPA rising? -> Find a more engaging way to deliver your message, and target new audiences. 3. CPA rising and CVR dropping? -> Your ads are misaligned with your landing page. 4. CTR dropping and CPA rising? -> You need fresh TOF ad creatives with fresh angles.

It all comes down to the 4 core metrics on Meta. If you understand them and how they come to be, you know how to solve any performance issue in the account. 1. Frequency 2+ and CPA rising? -> You need fresh TOF ad creatives with fresh angles. 2. CPM and CPA rising? -> Find a more engaging way to deliver your message, and target new audiences. 3. CPA rising and CVR dropping? -> Your ads are misaligned with your landing page. 4. CTR dropping and CPA rising? -> You need fresh TOF ad creatives with fresh angles.

Creative fatigue isn’t new, but on TikTok, it’s happening faster than most brands can keep up. In our latest piece for Search Engine Land, we break down why TikTok ad creative has a much shorter shelf life and how shifting your mindset from “campaigns” to a creative supply chain can help you stay ahead. If your ads start strong and fade fast, this is likely why, and what to do about it. https://lnkd.in/g6f2mB-k

A cool way to test ads if you’re limited to running a single campaign with one ad set due to a tight budget.