Meta Performance Marketing: The Ultimate Guide to Ads that Convert on Meta

What Inspired this book?
I don’t usually run ads for clients… I usually only run them for my own companies. I recently took on a new client who offered me equity in their company to help them gain users at a lower cost. Their Ad Agency had tried acquiring new customers for them but the cost to acquire a new customer was almost $95 each. It was clear if they wanted to scale user growth… they needed a performance marketer.
As I looked at their Ad Account and what their ad agency had done for them… or in their case “to” them… It was obvious they were making the same mistakes ad agencies often make when optimizing their ad campaign.
With some simple tweaks to their ad campaign, I was able to take their CPA (cost per acquisition) from $95 to just .74 cents each in six hours of re-optimizing their ads.
What were they doing wrong?
We’ll I made a list of all the mistakes they were making so I could pass it along to people like you! Here’s the list:
Mistake #1 Trusting Facebook algorithm
I’m shocked at how many “Experts” suggest running top-of-funnel ads with absolutely no interest targeting whatsoever. The hope is that Facebook's algorithm will figure out your audience and deliver low-cost conversions on their own. The problem with this strategy is that getting to 50 conversion events (Learning phase) is very expensive. Even after the learning phase is over, your cost per acquisition is still much higher than it can and should be for your conversion goal.
Mistake #2 US Only Geo-Targeting
If you want to spend an insane amount of money reaching 1,000 people, only targeting consumers in the US is the best way to light your money on fire. If it doesn’t matter where your customers live, target other countries that still have a proven conversion rate to your conversion goals. By adding other countries to your ad targeting, you can lower your CPM (Cost per 1,000 Impressions) to less than $1. The US market can raise your CPM to $150 to $350. This will have the biggest impact on CMP and lower your CPA as you will be able to reach more people at a lower cost.
Mistake #3 Low Intent Audiences
The worst thing you can do when running ad campaigns is to not target high-intent Google Search Audiences. Their Ad Agency didn’t use any Google Search Audience Feeds or any interest targeting whatsoever.
I’ll teach you how to acquire a Google Search Audience, upload it to Facebook Audience Manager and build look-a-like audiences to target consumers recently searching Google for your keywords and target them with your ads on Meta.
Mistake #4 Utilizing the Wrong Creative Type
The Ad Agency was using static ads that had no clear value proposition or call to action. They were vague and gave no reason to click on them at all.
Running Static Ads might convert with the right messaging, but your missing out on some important optimization opportunities with Re-Engagement Audience building based on Video Watch Time. If you aren’t using Video Ads for your creative, you’re missing out on some amazing retargeting opportunities.
Learn how to use Generative AI to create UGC (User Generated Content) video ads that can increase your CTR (Click Through Rate) up to 10%.
Mistake #5 Selecting the Wrong Conversion Objective
Choosing the wrong conversion objective has the largest impact on how well your ads perform. This book helps you select the right conversion objectives for your type of product and ads.
Mistake #6 Lack of Conversion Input
The Ad Agency didn’t use any of my clients existing customers to build a look-a-like audience based on converted platform signups. You need to feed conversion events that happen on your website back into Meta to help them target your customers better.