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Discovered a 10 year old trick with Facebook targeting that still works today
I was struggling to get leads for a local roofing client back in 2018. Everyone says to use lookalike audiences but they were burning through my budget. Then I tried something dumb - I made an audience of just people who had clicked on our ads but didn't convert, then excluded the converters. It was a tiny list, like 200 people, but the cost per lead dropped from $45 to $12 in a week. Now I use that for every campaign. Has anyone else found old hacks that still beat the fancy new tools?
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mila_brown102mo ago
So have you ever tried stacking that with a time limited retargeting window? I had a similar thing with a landscaping client back in 2019 where I used the same exact approach but set the lookback window to just 7 days instead of the default 30. The smaller list felt wrong at first but it actually weeded out all the window shoppers. Cost per lead dropped just like yours did, from about $50 down to $15. It still works great today even with all the new targeting options. Sometimes the old simple stuff is better than the fancy machine learning they push now.
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karen_roberts41mo agoMost Upvoted
Yeah I totally get that! A buddy of mine runs a small plumbing company and he tried the same thing a couple years back. He was all in on those 30 day windows and getting tons of clicks but no calls. Once he cut it to 7 days, his phone started ringing off the hook. He told me it felt like a cheat code but it just makes sense to only chase people who are actually serious. The fancy AI targeting stuff is great but sometimes you just need simple rules that work.
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