·Lidet Digital
The Real Cost of Cheap Facebook Ads
A low cost-per-click can still be an expensive campaign. Here is how to judge paid social by the number that matters — cost per qualified lead.
Cheap clicks are easy to buy. Cheap customers are not.
CPC is a vanity metric
A campaign optimised for clicks will find the cheapest clicks — often from people who will never buy. What you want to optimise for is cost per qualified lead, and then cost per sale.
Build the funnel before the budget
Landing page, tracking, lead qualification, and a follow-up process come first. Without them, more spend just means more noise.
Give it room to learn
Meta’s delivery system needs conversions to optimise. Starving a campaign of budget keeps it stuck in the learning phase and inflates your costs.