Will Meta's "Max Conversions" targeting result in a lower cost per lead?

Hypothesis

Meta ads optimizing for maximizing conversions will result in a lower cost-per-lead.

Experiment Design

Our control group consisted of the maximizing conversions goal, while our treatment group consisted of a tCPA goal. Each goal was split by ad group and was treated with the same creative, audience, flight dates, and budget.

Results

Max conversions goal led to 83% more raised and a 79% higher ROAS.

Key Takeaways

Max conversions goal resulted in higher quality leads despite a higher cost-per-lead.

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Test Details

Vertical

Advertising

KPI

Cost Per Lead

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