+15 votes
by (330 points)
Hello everyone, something I don't understand: - when I spend 50$ / day I get leads at 1$. - When I scale gradually I get leads at 4$ for 400$ / day. I was told that it was because Facebook found the best people at the start in my audience, but in the end even when I increase the budget I always get the same number of leads, how can I scale then? Thanks in advance.  
Hello everyone, something I don't understand: - when I spend 50$ / day I get leads at 1$.

14 Answers

+11 votes
by (720 points)
 
Best answer
I do CPA for purchases and I can totally relate. When I launch a new campaign the first day I have like 2 euros per acquisition and make 60 sales (I spend €100 or so per day). The next day it’s half of it, and it becomes more expensive. It might have to do with the ad fatigue or the quality of the audience as Facebook starts to serve your ads first to those who are more likely to convert and only after to the lesser converting audiences and usually this leads to price increase.  
by (330 points)
I see, did you find a way around this?  
by (720 points)
@pound99084 The above happened on Sunday, so I’m currently testing different audiences but the country I’m targeting is very small so I’m very limited (prospects in my country is like 50, 000-100k). I’m currently doing only in Malta (which is my country). Some targeting has got more layers, and I change from conversion to CPC as I know it’s the perfect audience. But your creatives and message must be already in perfect alignment with the audience. Create an offer that sounds irresistible for your audience. Also, the AI of Facebook is far from being perfect! There are tons of bugs! So make sure you keep always an eye on performance, don’t trust the system too much
by (1.2k points)
@unpeople5 I get the same exact thing. I was told it has something to do with creative fatigue. I've switched to dynamic creatives with much better results.  
+9 votes
by (720 points)
I get the same for the first ads as well. Cheap leads that gradually get more expensive over time. I think it has to do with ad quality as well. Obviously the lower the score, the higher the cost. Duplicate the ad sets at the same price but have a few running if they’re getting cheaper leads on the lower budget?  
by (330 points)
@edgerton13 ok, i dont understand your last point. I use CBO for increase the budget
by (720 points)
@pound99084 Ah I see, I thought you might be running multiple ad sets (if you are, you shouldn't use CBO). You could instead simply duplicate the Campaign, change it off CBO and try duplicate the ad sets at the previous budget so you have multiple adsets running at the lower budget. I've found success in duplicating winners once they start to fizzle out. Make a few small changes as well as image and the numbers pick back up. So many variables with scaling though, tbh. Are you running Lead Gen ads or sending them to an opt-in page?  
by (330 points)
@edgerton13 ok i see, i send on webinar registration page
+8 votes
by (690 points)
Also don't forget about ad fatigue as well
+1 vote
by (2.8k points)
I was writing about it here  
https://m.facebook.com/groups/13229...67738
+9 votes
by (1.3k points)
Because you’re billed on a CPM basis. As you scale, there are less people likely to convert per 1, 000 impressions. That’s why costs go up.  
by (330 points)
I see, but what is strange is that my CPM is very little increased since I scale
by (1.3k points)
Nothing to do with CPM increasing. It’s the amount of potential conversions per 1, 000 of your audience. The more you spend, the more you exhaust your audience, and there’s less conversions on the table per 1, 000 impressions.  
by (330 points)
@facial1330 Hmmm I understand, thanks for your time and yours answers. What is the best strategy to apply then? Aim for a new auidence? I already work with a Look a Like 3%
by (2.2k points)
@pound99084 try CBO 1-10-10
by (1.3k points)
It goes without saying that CPL, or any cost per result will go up the more you spend. The key is to increase LCV. Much easier to increase LCV than it is to battle with higher CPLs at scale
by (330 points)
@facial1330 ok, but what do you mean when you say "LCV" ?  
by (1.3k points)
Lifetime customer value
by (130 points)
@sufferance what does 1-10-10 mean?  
by (2.2k points)
@flieger1670 CBO Strategy
by (130 points)
@sufferance can you explain this strategy?  
+11 votes
by (440 points)
I don’t know how your campaign is set up or what your method of scaling is. I think you need to test more audiences. And make sure your creatives work with those audiences. It is normal to get higher costs as you scale your budget as you are literally telling Facebook that it can go after more expensive pockets of audiences. So if performance tanks when you scale, I suggest test more, stack your winning (related) audiences (and creatives) to make your audience bigger. And scale slowly but surely.  
by (330 points)
Thanks a lot. What do you mean when you say: "stack your winning (related) audiences (and creatives) to make your audience bigger. " ?  
by (440 points)
I mean you may put your proven audiences together in ad set to create a bigger audience. I do this a lot. And when that one big ad set performs well, I duplicate it thrice.  
0 votes
by (1.1k points)
Higher CPL may not necessarily mean lower results. You may be getting higher quality leads with a higher CPL. Double check your final metrics to see if you are getting a better or worse end CPA + AOV + LTV before you change your strategy. Facebook places people who are more likely to convert with a higher overall AOV in higher tiered "buckets". If you are on automated bidding, your budget partially determines the bid ceiling. e. g. If you are on a $50/day budget, Facebook can't possibly put your ads infront of audiences who are in the higher CPM (quality) buckets. Your budget would get crushed in a minute. They put you infront of "lower quality" audiences who don't have a history of converting or spending in larger amounts. Now say you scale your budget up to $500 a day. Your budget now has the headroom for your ads to be placed in higher tier "buckets" (which are also more expensive). You may be getting more expensive leads, but they are probably higher quality leads. If your end metrics don't make sense, then use manual bidding - tCPA of what worked before. It should bring down your numbers and throw you back to the previous bucket you were in.  
by (330 points)
Ok I see, thank you very much for your response and your time
+5 votes
by (1.9k points)
Horizontal scaling usually works best. But before you scale, be sure to test lots of audiences.  
0 votes
by (1.9k points)
We also normally just do feed placement. But again, have to test that also.  
+1 vote
by (1.9k points)
We typically get about 100k leads annually with 50-80% opt in. Currently around . 30 per lead
by (1.9k points)
3800 leads in the past 7 days I think.  
by (1.9k points)
This was a pet brand we helped with. Same exact design.  
by (1.9k points)
This is the OG funnel that got us into the 2 comma club this year. 60k leads. I used it to test everything, and for our stuff anyway it always was better to make it very simple. So we setup the action in the Ads, then when you get to the landing page you either sign-up/apply/whatever or leave :)
by (330 points)
@efrem340 Perrymon ok it’s Landing page for webinar ?  
by (1.9k points)
@pound99084 no it's a survey
+8 votes
by (390 points)
This is straight from Facebook VIP support. If you scale your ads more than 20% the algorithm will get overwhelmed. I know you are seeing results and want to put more money into it, but you have to gradually do it
0 votes
by (2.1k points)
Same happening with me, ROAS is getting lower when I'm increasing budget
+11 votes
by (1.1k points)
It's very simple. It's like a pond of fish. On the first catches you will get more and then each time the amount of fish u catch decreases and becomes harder to cat them
+14 votes
by (1.1k points)
Therefore, Facebook needs to work harder getting you new customers
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