Product demo and problem, then fix: two formats that bring cheaper leads
Two of the lower cost ad looks in our data are also two of the easiest to script. Here is how to make each one, and how to tell if it is working.
Notes from the work · Tag
#creative
Fixing headline-only ads, and the feature list that costs nearly as much
Headline-only ads cost $34.35 per lead in our data, 83% more than before-and-after. Feature and benefit lists were close behind. Here is how to rebuild both into ads that show instead of tell.
How to open an ad: what the first line is worth in cost per lead
The way an ad opens changed its cost per lead more than any other label we tracked, from $14.30 to $73.48. Here is what each opening did, which groups are too small to trust, and how to test your own.
The before-and-after playbook: the cheapest look in our data, made honestly
Before-and-after ads brought the lowest cost per lead of any look we labeled. The group is small, so here is how to test one properly, and how to make it without stretching the truth.
Approve exactly what will run, not a picture of it
Most ad approvals happen on a flat image in an email. In Studio you approve the ad inside the real Facebook, Instagram or Google frame, and the version you approve is the version that runs.
What 18,920 Meta ads say about cost per lead
We graded every Meta ad we ran for gyms, studios, med spas and salons. The popular formats are not the cheap ones, and Meta's favorite ad is often not yours.
See your own locations in it.
Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.