Meta Is Ignoring Your Targeting (Here’s Proof)

📞 Want us to run your paid ads? Book a call: https://motivmktg.com 👉 Send me a DM on Instagram:   / michael_supina   Your cost per lead didn't double because your ads got worse. It doubled because Meta changed how it decides who sees them. CPMs have climbed all year while conversion rates dropped 30 to 40% at the same time. You're paying more to reach the same people and fewer of them are converting. Most of this traces back to Meta's Andromeda update, which moved delivery off your audience targeting and onto creative signals. That's why your interest selections stopped doing anything and why messaging is now the whole game. I've run Facebook ads for about 10 years and this is the most drastic shift I've seen. In this video I show the data behind it and the four things we're doing across close to 400 client webinars a year to stay profitable through it. It gets worse before it gets better. Q4 ecom spend is about to push CPMs higher than they already are. THE 4 FIXES 1. Lead quality over lead cost. CPL is a vanity metric now and your creative is your targeting. 2. Cover your ad spend with stacked tripwires, then measure ROAS on net spend. 3. Build a back-end ascension so the first sale isn't your only sale. 4. Add a subscription so you stop starting from zero every month. Full client example at the end: a breath work offer covering 50 to 60% of ad spend while turning the people who were never going to buy into $97 a month recurring. TIMESTAMPS 0:00 Why every cost per lead doubled at once 0:28 The biggest shift I've seen in 10 years 0:52 What Meta is actually trying to do 1:32 The chart that proves it ($6B in tracked spend) 2:57 CPMs climbing all year 3:29 Conversions down 30-40% at the same time 4:16 Fix 1: quality over cost 4:49 Messaging: talk directly to your avatar 5:57 Meta is ignoring your targeting 6:45 Why conversion objectives changed everything 7:16 Using tripwires to prove lead quality 8:24 Fix 2: cover your ad spend 8:47 Reframing ROAS as net spend 9:38 Stacking your OTOs: $7, $97, $297 10:45 A client covering 60% of a $90k spend 13:00 Fix 3: back-end ascension 13:54 The three tiers and what to charge 15:06 Crediting clients up the ladder 17:09 Fix 4: subscriptions 17:48 Two ways to build recurring revenue 21:00 Full breakdown: the breath work client 23:01 Turning non-buyers into $97/mo members 25:01 What to implement first #metaads #andromeda #facebookads #cpm #paidads #webinars