(Image: Shutterstock/BongkarnGrap)

Shani, our Head of Digital, looks at the benefits of not always chasing low CPLs…

A recent experiment on Meta ads revealed a key insight: lead volume is directly tied to your cost-per-lead (CPL) targets.

What we observed:

Low CPL targets = limited delivery

The system reduces ad visibility if the target is below market rates → fewer leads.

Higher CPL targets = higher volume

Ads are shown more consistently, generating more leads, even if the CPL rises slightly.

Key Takeaways:

• Digital advertising is an auction: underpricing your campaigns limits reach.

• Paying slightly more per lead can dramatically improve results.

• Balance efficiency with realistic targets to ensure both visibility and cost-effectiveness.

The lesson is clear: chasing ultra-low CPLs may feel safe, but it can seriously restrict growth.

Have you seen similar behaviours on Meta or Google campaigns when CPL targets are set very low?  Get in touch with the team if you’d like to discuss.

Credit: Shani Hawthorne-Williams, Head of Digital