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Meta ads consultant, paid acquisition
When cost per acquisition climbs there are four possible causes. Addressing them in the wrong order costs a month of budget.
When Meta acquisition stalls, the cause is either traffic, promise, offer or closing. All four produce the same line going down, which is why the diagnosis goes wrong so often.
The useful work is isolating which one before touching the campaigns. Changing bids to repair a promise never works.
The diagnosis, in this order
- The promise. If outbound click-through collapses while the video is still being watched, the problem sits between creative and page, not in the account.
- The page. If clicks arrive and nothing converts, look at the page before blaming targeting. A page taking four seconds to load on mobile loses half the traffic you paid for.
- The offer. If the page converts to opt-in but not to sale, advertising is not the subject. No media buyer repairs an offer.
- The closing. If calls get booked and do not close, go back to the script and the qualification, not the budget.
Only after those four questions does it become useful to look at account structure. In the reverse order, you optimise a system whose weak link is elsewhere.
Account structure
The rule is simplicity. Few campaigns, few ad sets, concentrated signal. Every extra division fragments the data and lengthens the exit from the learning phase.
The most frequent mistakes look the same from one account to the next: too many ad sets for the budget, audiences overlapping and bidding against each other, a conversion event optimised too high in the funnel, and daily edits that prevent any stabilisation.
Creative: angles before volume
Most accounts produce a lot of creative and very few angles. Yet the angle decides performance, not the edit variation.
An angle is a different reason the same person might buy: fear of missing out, the cost of inaction, proof by peers, time saved, status. Ten videos on one angle test one hypothesis. Three videos on three angles test three.
Second point often missed: qualification inside the creative itself. An ad that states clearly who it is for raises cost per lead and lowers cost per sale. Optimising the first number while destroying the second is the most common and most expensive mistake in the discipline.
The numbers that matter, and the ones that reassure
| What people usually watch | What to watch instead |
|---|---|
| Cost per lead | Cost per sale, and margin after ad spend |
| Return on ad spend as reported in the platform | Revenue actually collected, reconciled by hand when attribution is broken |
| Impressions and reach | Frequency over the window matching your sales cycle |
| Overall click-through rate | Outbound click-through rate, the only one separating interest from curiosity |
| Today's performance | Performance over a window long enough to be readable, consistent with your conversion volume |
A word on attribution, because it wastes the most time. On many accounts a share of sales is never attributed inside the platform. Until that gap is measured and accepted, every decision taken on the platform dashboard is taken on wrong numbers.
What I bring to it
I ran the generation of 240,000 leads as CMO on the Yomi Denzel launches. On Marketing & Chill I sit down with media buyers, one of whom has 20 M$ of cumulative ad spend, and with the copywriters behind the biggest French-language launches. Those conversations are fully transcribed on this site, in French, including the one on Andromeda and the one on producing creative at scale.
I do not replace your media buyer. I arbitrate above: which angle to test, what budget, which number to watch, and when to stop optimising ads because the problem is somewhere else.
Frequently asked questions
Do you run the campaigns yourself?
No. I frame the acquisition strategy, the angles to test, the account structure and how to read the numbers. Day-to-day execution stays with your media buyer or agency, who work better with a clear direction.
From what ad budget does this become worthwhile?
The question is not budget, it is stakes. If a structure or angle decision can move your cost per sale, the analysis pays for itself quickly. Below a few thousand a month there are usually easier gains on the page and the offer before touching the account.
My cost per lead doubled, is that Meta's fault?
Sometimes, often not. A rise in cost per lead at constant creative points first to audience saturation or ad fatigue, both measurable on frequency. Before blaming the platform, look at frequency over the window matching your sales cycle.
Do you work on platforms other than Meta?
Meta is where I am most useful, because that is where I hold the most numeric reference points. On other networks I can arbitrate strategy and how to read the numbers, but I do not claim the same technical depth.
Isolate the real cause before spending
45 minutes to run the diagnosis in the right order and leave with the three decisions to execute.
45 minutes, over video. You leave with the three decisions to execute over your next 90 days. Rated 5 out of 5 on Trustpilot.
Going further: who I am and what I work on, or the 18 episodes of Marketing & Chill, fully transcribed in French.