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.