Your best ad might be mostly showing up for people who already pay you.

We finally found our best dad. Cheapest demos in the whole account. We're making 10 more just like it. Congratulations, Peter. Your best dad is mostly showing up for people who already pay you. That's impossible. It has the best numbers we've ever seen. Let's check. First, look at its frequency, meaning how many times the same person sees it.

If that number keeps climbing, Meta is showing it to the same small group again and again. That's your first red flag. OK, ours is pretty high. What's the second? Break the results down by new people versus existing customers. You'll often find a big chunk of the budget

going to your current customers, your trial users and leads already in your pipeline. Those people were going to book anyway. Your ad just walked up and took credit. Like my co-founder in every board meeting. Exactly like that. Here's the third check. By default, Meta counts a conversion, even if someone only saw your ad and never clicked it.

So someone scrolls past your ad, books a demo two days later because your sales rep emailed them and your ad gets the credit. So our best ad might not be that good. It might be terrible. Meta keeps pouring budget into it because of those inflated numbers.

So your good ads never get a chance. Then your team copies an ad that never worked. Honestly, if you'd booked a consultation with me, the links in my bio, you'd have caught this months ago. So every time we try to scale, costs go up and new pipeline stays flat.

Now you're getting it. Here's the fix. Set your ad sets to optimize on seven day click. So only real clicks count. Upload your customer and pipeline list and exclude it from your code campaigns and judge every ad on new qualified pipeline in your CRM,

not on the number Meta shows you. And if the ad still looks good after all that, then it's a real winner and you can make 10 more. Just double check them before you tell the board. You've been wrong in front of them enough this year.

Just double check them before you tell the board. You've been wrong in front of them enough this year.

You've been wrong in front of them enough this year.