How To Lower Facebook Ads Cost Per Purchase in 2025

Summary

In this video, Nick Terio shares a case study where his team helped a client reduce their cost per conversion on Facebook ads from $115 to $55, even surpassing the target of $70. The process involved streamlining over 25 active campaigns into a single sales campaign, optimizing ad creatives, and strategically shifting ad spend. Through careful audience targeting, creative testing, and gradual scaling, the team achieved impressive results. Nick also highlights the importance of market research, creative angles, and manual audience setup, all of which contributed to the campaign's success.

Takeaways

• 😀 Simplify your ad campaigns: Instead of running multiple campaigns, focus on one product and one target market to improve performance.
• 😀 Cut down on ineffective campaigns: Identify high-cost campaigns and shift the budget to the new, optimized campaign for better results.
• 😀 Set clear business objectives: Have a single, focused objective for your ads to avoid wasting resources and confusion.
• 😀 Use manual audiences: Avoid using Advantage Plus audiences and switch to manual targeting for more control and better performance.
• 😀 Leverage existing content: Use high-performing ad creatives from previous campaigns to save time and ensure effectiveness.
• 😀 Gradually scale your budget: Increase the budget by 20% daily to scale the campaign without overwhelming the system or causing instability.
• 😀 Focus on creating ad concepts: Research and develop different ad angles based on competitor insights, customer reviews, and trending content.
• 😀 Split-test visuals: Experiment with different visuals (e.g., hooks, backgrounds) to find the most effective ad creatives.
• 😀 Use a consistent approach: Aim for one ad concept per ad set, ensuring the message and creative are focused and cohesive.
• 😀 Implement continuous optimization: Regularly evaluate and adjust the campaigns to find winning creatives and further reduce cost per conversion.

Q & A

What was the initial cost per conversion for the client?

The initial cost per conversion for the client was $115.

What was the target cost per conversion that the client wanted to achieve?

The client wanted to achieve a target cost per conversion of $70.

What was the actual cost per conversion after the optimization strategy?

After the optimization strategy, the cost per conversion was reduced to $55, which was $15 below the target.

How many campaigns did the client initially have in their ad account?

The client initially had over 25 active campaigns in their ad account.

What was the main issue with having so many campaigns in the account?

The main issue with having so many campaigns was that it created clutter and inefficiencies, which made it harder to optimize performance.

What was the objective of the client's ad campaign?

The objective of the client's ad campaign was to promote one product in one country, specifically the USA.

What campaign strategy did the team implement for this client?

The team implemented a simplified strategy by consolidating campaigns into a single sales campaign with a $200 daily budget, using manual audiences and existing high-performing creatives.

Why did the team choose manual audiences over Advantage Plus audiences?

The team preferred manual audiences over Advantage Plus audiences because they believed they could achieve better results with manual targeting.

What was the process of creating new ad creatives for the campaign?

The process involved researching competitor ads, social media comments, and customer reviews to develop new ad angles, followed by creating multiple variations of each concept using either videos or photos with different visual hooks and backgrounds.

How did the team scale the budget after finding a winning ad?

Once a winning ad was found, the team scaled the budget gradually by increasing it by 20% per day, which they found to be the most consistent and effective approach.