Wondering how to improve Meta ads performance?
I once talked with a Meta Pro who gave me some interesting insights, and I have added what has worked across the campaigns I manage for real estate, education and service businesses. Here are nine strategies to try on your Facebook and Instagram campaigns.
1. Increase your ad spend gradually
The Meta Pro suggested bumping up ad spend by about 10% every 4–5 weeks. Steady increases help you win more auctions while keeping cost per result under control. Big jumps in budget can push an ad set back into the learning phase, so scale in steps.
2. Keep things fresh
He also asked me to make changes regularly, which surprised me. In practice this means refreshing creative before it tires out. If you want to run the same campaign again without changes, duplicate it and run the copy instead of switching the old one back on.
3. Mix up your ad creatives
Use a mix of formats in the same campaign: single images, videos, carousels and Reels-style vertical video. Different people respond to different formats, and Meta’s delivery system needs options to find them. I explain why in Creative is the new targeting.
4. Use instant forms
Meta likes to keep people inside its apps, and instant forms can give your lead ads a nice boost. Add one or two qualifying questions, or choose the “higher intent” form type, so you get fewer junk leads.
5. Let Advantage+ and broad audiences do more of the work
Tight interest targeting matters less than it used to. Broad audiences and Advantage+ placements often deliver cheaper results, as long as your creative clearly speaks to the right buyer.
6. Set up the Conversions API
Browser tracking misses a lot of conversions. Sending events from your website or CRM through the Conversions API gives Meta better data, which usually means better optimisation.
7. Avoid big edits during the learning phase
Every significant edit to budget, audience or optimisation event can restart learning. Make changes in planned batches instead of every day.
8. Test creative in a structured way
Test one variable at a time, give each test enough budget, and judge on cost per qualified lead rather than clicks. My Meta ad creative testing guide walks through a full framework.
9. Follow up with leads fast
The best campaign fails if leads wait a day for a call. Connect your forms to a CRM or WhatsApp so every lead gets an instant reply. I explain why in why 80% of new leads never convert.
Do give these strategies a try. Chilarkk Nadakkum, Chilarkk Nadakilla, after all, it’s Meta.
Keep experimenting and keep learning! If you want an expert to run it for you, work with a Facebook Ads specialist in Kerala.
Free audit: Want me to look at your account with you? Apply for a free Meta Ads audit on Google Meet. I take only two a week.
New: ChatGPT now shows ads, and businesses in India, the UAE and Australia can run them. If you want to test them, talk to a ChatGPT ads expert.
