here's a popular video (by my standards) from my youtube going over Cost per conversion

Their server-side tracking worked perfectly. It was just sending Meta the wrong data. A client was running Facebook ads to a Typeform funnel. Every completed form was counted as a conversion, including unqualified leads. They had already hired multiple technical people and installed an advanced server-side tracking setup. Technically, everything was firing correctly. But Meta was being told that every form submission was equally valuable. In a 45-minute call, I found the underlying logic problem. We changed the conversion event so it fired only when someone met the actual qualification criteria, while preserving the rest of the tracking infrastructure. Now Meta receives a qualified-lead signal instead of being trained on every form submission. The lesson: More advanced tracking does not automatically produce better data. If your conversion definition is wrong, server-side tracking simply sends the wrong signal more reliably. Before changing campaigns, ask: • What event is Meta optimizing toward? • Exactly when does it fire? • Does it distinguish qualified leads from junk? • Does it match what appears in the CRM? If you’re unsure what your account is actually optimizing toward, describe your funnel below and I’ll tell you what I would check first.

The client helps freelancers and small business owners with access to things like health insurance, payroll, and employee benefits. The service was only a good fit for people earning more than $50,000 per year. The Problem The client was getting leads from Meta ads, but most of those leads were not a good fit. Before we made changes: The ads produced 500 leads. Only 200 leads were qualified. 300 leads were not qualified. Just 40% of the leads met the client’s basic requirements. The ads were producing names and email addresses, but the sales team was wasting time on people who could not buy the service. The client did not simply need more leads. They needed Meta to find more of the right people. What We Changed 1. We Added One Important Question We added an income question to the lead form. This allowed us to separate people who earned more than $50,000 per year from people who did not meet the client’s requirements. Before this change, every form submission looked like a good lead inside the ad account. After the change, we could tell the difference. 2. We Changed What Counted as a Conversion Qualified and unqualified leads were sent to different pages after filling out the form. Qualified leads reached a page that counted as a conversion. Unqualified leads reached a different page that did not send the same conversion signal back to Meta. This gave Meta better information. Instead of teaching the system to find anyone who would fill out a form, we started teaching it to find people who were more likely to qualify. 3. We Tested the Ads More Carefully We tested new images, headlines, and messages. Instead of changing everything at once, we changed one main part at a time. That made it easier to see what was helping and what was not. 4. We Kept the Brand Easy to Recognize We used the same colors, style, and main message across the ads. The ads still had different hooks and images, but they looked like they came from the same company. 5. We Used Lead Quality to Make Decisions

The client installs doors for homeowners across the country. They were already running Google Ads, but the account was barely producing results. The Problem When we looked at the account, we found several problems: The conversion rate was only 0.27%. The click-through rate was around 1%. Some weeks had a cost per conversion above $300. One week produced only one conversion. The account had too many campaigns, ad groups, and keywords. Search Partners and Display traffic were turned on. Too much money was going toward bad searches and low-quality traffic. The account did not need more campaigns. It needed to be cleaned up. What We Changed 1. We Made the Account Simpler We removed campaigns, ad groups, and keywords that were not helping. This made it easier to see what was working and put more money behind it. 2. We Focused on Searches That Could Turn Into Customers We looked at the searches people used before clicking an ad. We kept the searches that showed real buying intent and blocked searches that were wasting money. 3. We Turned Off Bad Traffic Search Partners and Display were bringing in traffic the client did not want. We turned them off so more of the budget went toward people searching on Google for pet-door installation. 4. We Fixed the Keywords We changed keyword match types and added negative keywords. This gave Google less room to show the ads for unrelated searches. 5. We Improved the Ads We rewrote the ads to make the service and next step clear. We also added useful ad extensions so people could learn more before clicking. 6. We Watched the Account and Kept Cutting Waste We checked the search terms, costs, and conversions each week. When something wasted money, we removed it. When something worked, we gave it more room to run. The Results Within 90 days: Conversion rate grew from 0.27% to more than 10%. Click-through rate grew from around 1% to more than 10%. Cost per conversion fell from more than $300 to around $20.

For the first 10 members - feel free to reach out to me and schedule a time to hop on if the live streams don't work for you - I want you to get value from this group - so let's hop on a call ASAP