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Over the past six months, we’ve launched hundreds of Meta (Facebook and Instagram) ad campaigns across industries like dental, healthcare, salons, roofing, finance, and more. We’ve seen what works, what doesn’t, and what Meta wants you to think works. If you’re tired of wasting budget on garbage leads or seeing your ads fizzle out, here’s what you need to know.
Meta’s Tricks That Drain Your Budget
Boosted Posts: Engagement, Not Customers
Boosted posts might get you likes and shares, but if you actually want customers, they’re one of the worst choices. Boosted posts don’t give you advanced targeting, you can’t add effective calls to action, and you can’t retarget people who interact with them. It’s like yelling through a megaphone on a busy street and praying your dream client walks by.
The Audience Network: Leads From Nowhere
Running ads on Meta’s audience network often results in impressions from outside your target area. Even with tight geographic settings, we’ve seen leads come from other states or countries—a nightmare if you’re a local business.
"More Leads" Lead Ads: Cheap But Useless
Meta’s “More Leads” lead ads can deliver a flood of cheap leads. But most are worthless. We only run Higher Intent Lead ads with qualifying questions to weed out tire-kickers, and even then, low-quality leads still slip through.
Pro Strategies That Actually Work
Cap Your Age Range
We set age caps on our ads, typically cutting off at 65. Why? Older users often sign up and then forget they did, wasting budget on accidental or confused leads.
Monitor Daily, Pivot Fast
Meta campaigns get stuck in Learning Limited mode more often now, even on solid budgets. Daily checks and quick pivots—like adjusting budgets or launching fresh campaigns—are key to keeping ads performing.
Authentic Content Beats Stock Photos Every Time
Stock images are dead weight. You need real photos and videos: selfies with customers, behind-the-scenes shots of your team, video testimonials chopped into 15-20 second clips. Authentic content builds trust and drives results.
Go Beyond A/B Testing
A/B testing isn’t enough. We’re running A/B/C/D/E tests with 60-day creative cycles, experimenting with formats (video, graphics, carousels), headlines, copy, and offers. Meta’s algorithm needs time and variety to find your winning combination.
Benchmark and Beat Costs
Before launching any campaign, we research industry benchmarks. Our goal? Beat them every time. Our best campaigns perform 5X better than industry averages; even our “worst” campaigns outperform benchmarks by at least 2X.
Research and Collaboration
There’s no magic. We research local markets, understand the competitive landscape, and work closely with clients to develop creative that actually resonates.
Ads Alone Aren’t Enough
Ads are getting more expensive—that’s reality. If you don’t have a clear, well-researched strategy, you’ll burn money fast. But ads alone don’t make a marketing plan. Successful campaigns integrate with organic social, in-person experiences, and traditional outreach.
The Bottom Line
Meta ads work—but only if you do them right. We’ve watched clients leave, see their leads dry up, and come back because good ads do drive traffic and sales. It’s not magic, it’s marketing done right: putting your brand in front of the right people, at the right time, with creative that actually connects.
Want your Meta ads to bring real customers, not just empty clicks? Stop boosting posts and start building campaigns with strategy, authentic content, and relentless testing. That’s how you win on Meta—and how we do it every day.
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