Meta Account Review for a Local Service Business: 27% Lower CPM

Client: Massage and cupping center (local services)
Result: CPM down about 27%, CTR up from 6.1% to 7%

The problem
The center books clients through WhatsApp, Messenger and Instagram messages, and cost per conversation was too high.

What the review found

• About $0.15 per conversation in the Facebook feed versus about $0.63 in Reels and Stories
• Two ad sets with identical targeting bidding against each other
• Roughly a third of the budget on a traffic campaign

What I did

• Restricted placements to feeds and paused weak ads
• Moved spend to message campaigns
• Set up an age A/B test (18+ vs 25+)
• Launched a new ad from unused video

Early results
CPM down about 27% and CTR up from 6.1% to 7%. The age test is still running.

Stack: Meta Ads · Facebook · Instagram · WhatsApp

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