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Doubling Efficiency on Meta Ads
Cut CPL in half using Meta’s Advantage+ audiences, bid caps, and a creative testing flywheel.
Overview
Debt Relief Advocates partnered with Beckert Media to improve lead generation efficiency through Meta Ads. Their existing campaigns delivered a high CPL and inconsistent lead quality. The goal was to double efficiency without increasing spend by overhauling the ad buying structure, testing framework, and creative process.
To achieve this, the campaign strategy combined Meta’s Advantage+ audience system with manual bidding and creative iteration. Initial focus was on audience diversification and testing creative angles with the lowest-cost bid strategy, then progressively layering in manual bid caps on proven combinations to control costs while scaling volume.
Results
- CPL decreased by 100% — from the original benchmark to half the cost per lead.
- Lead volume doubled at consistent quality, allowing higher throughput for sales.
- Top-performing creative drove 70% of total conversions after systematic testing.
- Budget efficiency improved as Advantage+ audiences and manual bid caps stabilized delivery.
Conclusion
By combining data-driven ad buying tactics with a creative testing flywheel, Beckert Media transformed the Debt Relief Advocates campaign from inconsistent performance to scalable efficiency. The use of Advantage+ audiences for discovery, lowest-cost bidding for testing, and manual bid caps for scaling proven concepts created a repeatable framework that continuously reallocates spend toward high-performing creative.
This ongoing optimization process now serves as the model for future campaigns — pairing algorithmic learning with human strategy to maximize ROI.
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