High Meta Ads Lead Costs? Your Lead Magnet Might Be the Problem

Let's break down how changing a lead magnet can seriously cut down lead costs on Meta ads. I share a real case where a client’s lead cost dropped from over $20 to just about a dollar—just by switching their lead magnet. 

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Before that, I tested everything—ad copy, graphics, and even Meta’s Advantage Creative Plus—but nothing worked. The lead magnet was the real problem.

I explain why the old lead magnet didn’t work, what made the new one better, and how you can do the same to get better (and cheaper) results from your ads.

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Watch this episode on YouTube!

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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

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Episode Transcript

Speaker 0 (00:00):
Sometimes the quickest way to dramatically
improve your Facebook andInstagram ad performance is just
to switch up to a new leadmagnet.
This is probably not the firstads performance enhancer
solution that you've thought of,but sometimes the quickest way
to dramatically improve yourFacebook and Instagram ad
performance is to justcompletely change your lead

(00:23):
magnet.
I'm gonna tell you a clientstory.
So I had this client it was anew client and they were
starting a brand new lead magnetto build their business and we
had the most.
Well, I had the most difficulttime getting the lead cost to
get down below $20.
And I tried all the things frommy Olympic gold tried and true

(00:48):
testing framework Link to thatin the description below if you
need it.
But I tried that testing allthe ad copy to get the best ad
copy against or with differentgraphics, to get the different
kind of graphics and adcombinations that would perform
the best, along with headlines.
Along with testing differentAdvantage Plus creative options.

(01:09):
And for those of you who aren'tquite sure, and for you if
you're not quite sure whatAdvantage Creative Plus is, it's
that option at the ad levelinside of Meta Ad Manager that
allow Meta to applyoptimizations to your ad on a
unique basis to people who itshows Like, for example, it
could switch around the text, orit could do video touch-ups, or

(01:30):
it could do like graphiceffects, touch-ups like
switching the contrast or thebrightness of your ad.
Many things actually Go inthere and check it out.
But I tested all thesecombinations, in addition to
having the client record somenew videos that were about
different pain points thatrelated to their lead magnet.
I tested those videos bythemselves.
I even embedded some of thosevideos into some of the previous

(01:53):
graphics that I had.
I tested different audiences.
Nothing would work.
By the way, if you haven't seenme or heard from me before, hi,
I'm Quajo.
I'm a meta ads manager.
That means running ads onFacebook and Instagram has been
the game that I've been playingfor clients for the better part
of five years now, ever sinceway, way, way back when I ran

(02:15):
ads for myself for a businessthat I had while I lived in
China teaching folks how tolearn Chinese.
And now I'm just superpassionate about helping online
course creators run ads towardstheir profitable offers so that
they can scale up their businessand serve more of the people
who they were meant to serve.
And so we changed the clientslead magnet and my gosh, I wrote

(02:36):
an email to their marketingmanager because I was shocked
and paranoid because the leadscame from struggling to get
below $20 a lead, which I wouldconsider a big failure, right To
coming in at just north of adollar per lead.
Actually, the first week thatwe changed up the lead magnet,
their leads were coming in atslightly under a dollar and I

(02:58):
was like something is wrong here.
So I double checked, thentriple checked my ads setup to
make sure you know I didn't dosomething like put on worldwide
targeting and all the leads werecoming from Tunisia or
something like that.
Everything was good.
I emailed their marketingmanager and said "'Hey, can you
look at the emails that arecoming in, "'just to make sure'.
And they verified that actuallythese emails "'that look like

(03:20):
they belong to the niche?
"'they were trying to target".
And I was like, wow.
And I'm still, about a week anda half later, as at the time
that I'm recording this videolooking and checking their ad
account, and the leads are stillcoming in super cheap.
Now, this is not about justfinding cheapest possible leads.
You want to get the highestquality leads at the lowest cost

(03:42):
possible.
But wow, night and day and Ijust sent another email to their
marketing manager yesterdaysaying you know, I'm kind of
shocked that it works so well.
Like I am sitting here kind ofshocked and I know for my
previous years of coachingpeople in a high level
accelerator, slash coachingprogram, slash mastermind for

(04:04):
online course creators, that youdo need to change your lead
magnet up sometimes to getbetter results right.
And obviously it's quiteimportant to make sure that your
lead magnet is in alignmentwith the paid offer that you
plan on selling further down inyour funnel.
But wow, when it works, itreally works and it's worth your

(04:25):
time and effort to try it.
Just like if you brainstorm withme here, when a customer has a
problem that you solve but thatcustomer might resonate with
different frustrations that stemfrom that same problem.
Ie there could be somefrustrations that actually bring

(04:47):
in more customers for you thanother frustrations, even though
they all stem from the sameproblem.
So in your ad copy you testthose different hooks or
different ad copy that addressesdifferent frustrations, still
providing your solution.
It's the same concept here witha lead magnet.
There could be five differenttypes of lead magnets that all
can give your potential clientor customer a quick win in a

(05:12):
valuable way that builds yourauthority and leads further down
into your business ecosystem sothat they could do business
with you, seek you out to gethelp, the help that you were
meant to give them.
But one of those lead magnetideas is going to convert better
than the others, and this iswhat happened for my client.
This is what I hope happens foryou, until the next time that

(05:33):
you see me or hear from me.
Take care, be blessed and I'llsee you in the next one.
Bye.