Recently, while I was guesting on another podcast, the host asked me a question which I hear all the time.

What's the most important thing when it comes to Facebook ad lead costs?

How do I get lower lead costs?

And you know, most people focus on getting the lowest lead costs possible, but that's a mistake.

It's not just about low cost per lead.

What really matters is getting the highest quality lead at the lowest cost possible.

That's why I put that on my website.

So today I'll walk you through exactly how I attract high quality leads with Facebook and Instagram ads,

you know, people who are more likely to buy, engage, and stick around

without burning cash on cheap, low intent leads.

Sound good?

Let's go.

So, like, the problem with chasing super low cost leads is while a $2 lead or $1 lead, that

might sound great if it was just about getting lowest lead costs, well, I could give you

some things that you would not want to do, as in you could do these to get super low lead costs, but those leads would not convert. Like, for example, you could just target any old country, not paying attention to where your clients usually come from. And Facebook and Instagram, meta, their algorithm, will go ahead and optimize for those people. Great people, but they might not be qualified to buy your offer.

Or imagine if you had a webinar where you were going to sell a $500 offer,

but you were targeting, you know, a bunch of countries from, let's say, Southeast Asia,

or the near Middle East, again, you would get leads onto your email list for like pennies on the dollar,

but who would be able to buy an offer that's $500 if it costs, say, three months, four months

of their salary, a year of their salary, right? So the thing is, is when you don't have good

targeting, Facebook and Instagram, meta, the algorithm, it tends to optimize for like cheap leads by showing ads to low quality audiences so you really have to get good about your targeting and be intentional with it which is why one of the audiences that I go to first when I start managing ads for a client is a lookalike of their current email list or even their current client email list, the segment of their email list.

Because people who have already opted in to something and giving you their email, you know, that's a good indicator that could be the right kind of lead.

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