Question · Paid ads
What determines cost per click on Facebook ads?
Asked by someone on my team · Answered by Nathan Frater ·
The short answer
Mostly the quality of the ad. A thumb-stopping ad gets more clicks out of the same number of impressions, so each of those clicks costs you less.
Meta charges you for every thousand people who see your ad. You’re paying for eyeballs. So all we’re actually optimising is stopping people scrolling and getting them to click on the ad. Get more of those thousand people to stop and watch, and the clicks follow.
The difference can be huge. I’ve seen two ads running in the same account where one cost well over double per click what the other did, and the gap came down to the creative.
That’s why creative and offer get most of my attention. Better creative and better offers mean cheaper traffic, and cheaper traffic drops straight to profit. If your clicks are expensive, look hard at the ad itself before you touch anything else. Would you stop scrolling for it?