Topic
Paid ads
Meta and Google ads judged by margin and new customers, not platform ROAS.
How do you lower your cost per acquisition on Meta ads?
Start with what you're actually buying. Meta sells you impressions, and your cost per acquisition is just how many impressions you had to buy to get one customer. Better content lowers what you pay for those impressions, a better hook gets more people to click, and a simpler account lets your winning ads get the budget.
When should a small e-commerce business start Facebook ads?
Later than you think. I tell small brands to hold off until they're doing around $10k a month from organic content, word of mouth and a website that converts. Scaling on Facebook costs at least 30% of every dollar the business earns, and once you start, you can't really stop.
Questions on Paid ads
- Can you find B2B customers on Meta ads?
Almost always, yes. Across hundreds of brands I've worked with, only a handful genuinely couldn't find customers cost-effectively on Meta and Google. When it isn't working, the funnel and the message are nearly always the problem.
- How much should I spend testing a new Facebook ad offer?
I want at least $1,000 in media behind an offer before I'll read the results, and ideally $3,000 to $5,000. Under that, you won't get significant data, so it's mostly wasted spend.
- Should I use CBO or ABO for Meta ads?
Base it on your creative win rate. If only a few of your new ads ever win, ABO testing just burns money and a CBO is the efficient way to test. ABO earns its place when you need control, like pushing budget behind a flash sale.
- Does ROAS matter for e-commerce ads?
Not much. I barely look at in-platform ROAS, because it's so often inaccurate. I judge ads on whether we're inside our target CPA, what MER is doing across the whole business, and whether the content is getting better.
- What is a good ad frequency on Facebook and Instagram?
If you're sitting around four or five, things are good. That's high enough for people to see you plenty of times, and low enough that they're not sick of you.
- How fast should I increase my Facebook ads budget when scaling?
Slowly, in small steps. I lift the budget about 10% every two days for about a week, then look at what's happening to the cost per lead or cost per acquisition.
- What are Meta partnership ads and are they worth it?
Yes, they're worth it. Partnership ads, what used to be called whitelisting, run your ads through a creator's page with your brand alongside, and they're one of the biggest edges on Meta right now.
- What is the minimum daily budget for a Meta lead generation campaign?
I treat about $50 a day as the sweet spot for a lead-gen campaign that's trying to find new customers. Below that, Meta finds it harder to reach the right people and your cost per lead tends to drift up.
- Should I reply to comments on my Facebook and Instagram ads?
Yes. If you want cheap impressions, respond to every comment on every ad, including the sceptical ones. Only delete the comments that are genuinely rude or offensive.
- How do you target owners of a specific product with Meta ads?
Mostly, you don't target them yourself any more. Make five to eight really good videos that talk a lot about that product and what people use it for, point them at a page built for those owners, and Meta will do the targeting.
- What determines cost per click on Facebook ads?
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.
- When should I start promoting a Black Friday sale to cold audiences?
Start your cold audiences six to eight weeks before the sale with an early-access sign-up campaign, then spend the final month on warm audiences. Ad costs climb from mid-October as everyone piles in, so you want the list built before the noise.