Low CPC, high CTR, good reach but no leads? 🤔
It happens, even if the metrics seem perfect:
But still no leads. What to do. Here's a checklist to check:
1️⃣ How churned is the offerer?
If an offerer has recently stopped pouring in volume, it's for a reason. It may have already burned out.
➖ Check how many ads have been circled in the last month and how many in the last week.
➖If the number is decreasing, most likely the remnants of the most effective adsets are being cast.
2️⃣ Relevance of creatives and landing pages
If you have ‘clickbait’ creatives, but there is no direct mention of the offerer on them, you shouldn't expect an envelope.
➖Modernise your creatives: add important information in text or visuals.
➖Check that the landing page matches the audience's expectations.
3️⃣ Check the tech sheet
Sometimes the reason lies in technical errors:
➖ Domain is banned or you forgot to pay for it.
➖ A complaint about a forfeit has arrived in the cloud.
➖Links are incorrect, data is lost.
➖ The application form is broken or the input mask is crooked.
✅ Make sure everything is working perfectly.
4️⃣ And remember FB's algorithms
Facebook can spin traffic past simply because it ‘felt’ like it.
Tip:
Compare results with your peers if you are pouring the same geo.
Bottom line
Don't panic if something goes wrong. Approach the decision with a cool head. FB likes uniqueness and order: try to stick to the scheme ‘1 kb - 1 fp - 1 domain’.