Solved: Meta Ads Suddenly Failing to Generate Leads

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on why your Meta campaigns might be failing to generate leads. I understand you're an indie hacker running a small management consulting firm and that your Meta ads used to bring in a steady stream of qualified leads, but lately, they've stopped working despite tripling your ad spend.

We'll need to look at ad creative fatigue...

It sounds like ad fatigue is a likely culprit. People get blind to the same ads after a while. Think of it like this, if you're seeing the same thing over and over, you're less likely to pay attention to it. The same applies to your target audience.

I remember working with a client, a small business providing marketing consultation, whose ads had been performing well for a considerable time. However, performance eventually declined. We addressed this by refreshing their creatives, which led to a significant improvement in click-through rates and conversions. Have you considered updating your ad creatives?

This could mean changing the images or videos you use, or tweaking the ad copy to make it more engaging. You might also want to test out different ad formats, such as video ads, carousel ads, or collection ads.

Another thing to consider is your targeting. Have you made any changes to your targeting settings recently? It's possible that you're no longer reaching the right people with your ads. If your ads haven't been updated, you may be advertising to the wrong people. It may also be worth testing out some new audiences to see if you can find any hidden gems. This is something that changes quite frequently and it's worth testing new approaches on a regular basis.

I'd say you double check your landing page experience...

A confusing or poorly designed landing page will kill your conversion rate. Make sure it's easy for potential customers to understand what you're offering and how they can book a consultation. A cluttered design, slow loading times, or unclear calls to action can all turn people off.

Think about your customer journey. What happens after someone clicks on your ad? Are they taken to a landing page that is relevant to the ad? Is the landing page easy to navigate? Is it clear what you want them to do? If not, then this is something that you need to address.

Consider A/B testing different landing page designs to see what works best. Try different headlines, images, and calls to action. A/B testing, or split testing, is when you run 2 similar ads simultaneously to see which one performs the best. Use heatmaps and analytics to track user behavior on your landing page and identify areas for improvement.

You probably should examine your offer and sales process...

Are you offering a free consultation? Are you clear on how potential customers can get in touch? You could also offer a free audit or strategy review. Then make it really persuasive to take the first step. - Some professional copy could really go a long way.

I've detailed my main recommendations for you below:

Scaling campaigns can be complex, especially in the B2B space.

You may benefit from working with someone with expertise in scaling B2B campaigns. I recall one project where we helped a software company generate B2B decision maker leads at a cost of $22 CPL using LinkedIn Ads. Depending on the kind of leads you want, your main options here are lead form ads (lower cost per lead, but will require more effort to turn into a customer) versus pointing the ads to a landing page (higher cost per lead but much better qualified).

I hope these initial thoughts are helpful. Paid advertising can be complex, and it's easy to get lost in the details. Sometimes, an outside perspective can make all the difference.

If you'd like to chat more about your specific situation and how we might be able to help, please do book in a free consultation.

Regards,

Team @ Lukas Holschuh