Why Your Cost Per Lead From Facebook Ads Is Too Expensive Part 1

Dan Todd
5 min readJun 6, 2022

When running any paid marketing one of the most critical metrics you need to keep an eye on is cost per lead. This metric can literally make or break your business.

A low cost per lead allows you to finance many more leads allowing you to generate more paying customers and clients, and a strong ROI.

A high cost per lead of course does the opposite.

When it comes to what classes as a high or low cost per lead, it’s largely subjective. Depending how good you are at converting leads into money, you will have different views on what is low and what is a high CPL.

I have clients who are happy with a CPL of £10 or more. Others prefer a CPL of closer to £5 or less.

Whilst this blog is all about lowering your CPL, there are other metrics that are critical to your success with FB Ads and paid ads in general.

In particular, quality and quantity. Combined with CPL, this forms the triad of most important metrics you need to be all over.

Your ultimate goal with FB Ads is not just a low CPL. You also want high quality, and high quantity. I.e.

· Leads that are cheap…

· but are also the perfect target audience for you…

· AND are in large numbers. I’m talking dozens, hundreds, thousands. Not a handful.

That is what my business, The Marketeer, does for all of our clients using Facebook Ads.

And it’s why I am best place to advise you on the precise reasons your CPL is high and how you can turn that around fast.

So without further ado, I invite you to dive into the reasons why your CPL with FB Ads is too high…

Reason 1: You are not utilising Facebook Lead Forms

In 2020, Facebook brought out a new form of data capture for your ads: Lead Forms.

These essentially allow you to run ads to a landing page and form that FB themselves host, instead of directing people outside of the platform to your externally hosted landing page or webpage.

At first, they were not anything special. But in 2021 updates massively improved Lead Forms…