3,599 leads, at a cost that kept falling.
Meta ads for a dog food brand, run end to end. The account did not just hold its cost per lead as it scaled — the most recent 60 days came in cheaper than the lifetime average.
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lifetime
lifetime, upper bound
last 60 days
last 60 days
That last figure is the one that matters. Cost per lead in the most recent 60 days sits 19% below the lifetime average — the account is still getting cheaper while it runs, which is the opposite of what usually happens once a campaign has been live long enough to exhaust its best audiences.
How the account was built.
Nothing in this account ran on assumption. Ad formats, marketing angles and headlines were tested against each other systematically, in rounds — not picked once at the start and left to run.
That is the whole reason the cost per lead fell rather than climbed. Every round retired something that was working less well and replaced it with something that beat it, so the account kept getting cheaper over its lifetime instead of slowly wearing out its audience with one message.
Three angles, not three photos.
One product, three different reasons to click. Running them against each other is what keeps a cost per lead falling instead of drifting up as an audience tires of the same message.
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