Solved: Impact of Core Setup on 'Maximise Conversion Leads'

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance based on what you've told me. Sounds like you've had a right mare with this! From what I understand, you've been put into a core setup on Facebook and your CPL has shot up, even though you're using instant forms and not tracking website conversions. And the Facebook "support" hasn't been any help. Right, let's get to it.

We'll need to look at the conversion goal...

First thing's first, I'd be wary of using the 'maximise number of conversion leads' performance goal. Facebook's algorithm can be a bit too keen when it comes to spending your budget. It'll show your ads to anyone who's even remotely likely to convert, regardless of whether they're actually a good fit for your business or not. I've seen costs per lead skyrocket when using this goal, as the algorithm prioritises volume over quality.

Instead, I'd recommend trying a different optimisation strategy. You could try optimising for 'value' if you're able to track the value of each lead. This will tell Facebook to prioritise leads that are likely to be worth more to your business. Or, you could try optimising for 'lead quality' if you have a way of measuring the quality of your leads. This will tell Facebook to prioritise leads that are more likely to convert into customers.

I'd say you probably need to dig into your targeting...

Since you're using instant forms and not tracking website conversions, the core setup shouldn't really be affecting your campaign performance. It's primarily designed for businesses that are tracking website visitors and have a pixel set up. However, it's still worth checking your audience targeting to make sure that it's still accurate.

It's possible that something has changed in your target audience's demographics, interests, or behaviours. For example, a new competitor may have entered the market and is now targeting the same audience as you. Or, Facebook may have changed its algorithm and is now showing your ads to a different group of people.

To check your audience targeting, go to your Facebook Ads Manager and open up your campaign settings. Then, click on the 'Audience' tab. Here, you'll be able to see all of the targeting options that you've selected for your campaign. Make sure that these options are still relevant and accurate. You might wanna try split testing a few different audiences to see what works best.

You probably should refresh your creative...

Another possible reason for the drop in leads is that your ads have gone stale. If people are seeing the same ads over and over again, they're likely to get bored and stop clicking on them. The only thing that can make the algorithm 're-learn' your target audience is new creative which you'll need to test.

We had a similar issue with an HVAC company. The leads dried up over the summer because the ads were all talking about heating. No one wants heating in July! We changed the creative to focus on air conditioning, and the leads started flowing again. So make sure you're keeping your ads fresh and relevant.

Try testing out different headlines, body copy, images, and videos. You can also try creating new ad formats, such as carousel ads or collection ads. This will help to keep your audience engaged and interested in your ads. Even a small change could make a big difference to the performance. It can be a real pain in the arse to keep your ads fresh.

Also have a think about the offer in your ads. The offer is the main reason people buy. Is there a special offer that's unique to you which can only be found in the ads? This could make people click the ad.

You'll need retargeting set up

Retargeting involves showing ads to people who have already interacted with your business in some way, such as visiting your website, liking your Facebook page, or watching one of your videos. This is important as it helps you stay top of mind, improve your brand awareness and it gives you another chance to convert those people. You can think of it like going back to a shop. Just because you don't find what you like the first time doesn't mean you won't later on. If you don't retarget, it's like hoping all your new customers will come into your shop just that one time, that one opportunity.

I've detailed my main recommendations for you below:

These are just a few initial thoughts, of course, without knowing the specifics of your campaign, it's tricky to give more detailed advice. However, I hope this gives you a few ideas to get started with.

Sometimes, it's worth getting an expert to cast an eye over things. We've helped loads of businesses in your situation get their campaigns back on track. If you'd like to explore that, we'd be happy to offer a free consultation to discuss your specific needs and goals. No pressure, of course, but it might be useful to get a fresh perspective.

Whatever you decide, I wish you all the best in getting your campaign sorted!

Regards, Team @ Lukas Holschuh