Transcript

Unqualified Leads – Episode 005 Highlights

Hosts: Harry Hughes & Daniel

Topic: Deep dive into campaign objectives, settings, account / ad constructs, and best practices for Meta ads in B2B / high-ticket lead gen.

This episode builds on Part 1 by going deeper into how to make Meta work — not just why or where.

Campaign Objectives & When to Use Them

Meta’s objectives (as of Sept 2025) include: Awareness, Traffic, Engagement, Lead, Sales / Purchase, App Promotion.

Here’s how Harry & Dan break them down:

Key nuance: Meta encourages 50 conversions a week per objective to exit the learning phase — but Harry / Dan argue that you don’t always need that volume to get high-quality leads, depending on your business.

Prospecting vs Retargeting & Budget Splits

• Prospecting: Cold, new audiences (exclude known audiences).

• Retargeting: Audiences already familiar (website visitors, engagers, video viewers).

• Default split: ~70% to prospecting / 30% to retargeting.

• Adjust depending on the size of retargeting pool: small retargeting → heavier prospecting (80–90%), large established audience → potentially 60/40 split.

• Always monitor frequency (avoid over‑saturation) in retargeting (e.g. frequency of 10 over 7 days is too high).

Budget Strategy: CBO vs ABO

• CBO (Campaign Budget Optimization): Budget at campaign level; Meta allocates across ad sets.

• ABO (Ad Set Budget Optimization): Budget per ad set; gives more control and fair testing across audience segments or creatives.

  
  

Use ABO when testing multiple ad sets / audiences to ensure each gets spend. Use CBO when you trust Meta’s algorithm to allocate optimally (especially after testing). You can also set minimum / maximum caps per ad set inside a CBO campaign to maintain some control.

Account Structure & Ad Set Logic

• Consolidation over fragmentation — avoid creating dozens of campaigns just for the sake of it.

• Only split when needed (geos, product lines, prospecting vs retargeting).

• Structure:

  
  

  • Prospecting campaigns

  • Retargeting campaigns

  • Testing campaigns (to isolate new creatives / audiences)

  • Scaling / evergreen campaigns

  
  

• Ad Set Logic:

  
  

  • Keep ≤ 5 ad sets per campaign (unless high budgets).

  • Use ad sets for audience testing (e.g. Advantage+, 2% lookalike, 5% lookalike).

  • Use same creatives across ad sets when testing audiences (so audience is the variable).

  • Once a winning audience + creative emerges, scale and migrate winning ads into evergreen campaigns.

Naming Conventions (Taxonomy)

• Use consistent naming at Campaign / Ad Set / Ad levels — this helps in analysis, exports, and cross-team clarity.

• Use underscores (not dashes or slashes) so names are machine / CSV friendly.

• A sample pattern:

  meta_geo_stage_objective_audience_angle_format_date

  e.g. meta_NYC_prospecting_lead_LAL2_emotive_video_240925

  
  

Consistent naming + structure helps when you tie ad data back to CRM, GA4, post‑IDs etc.

Final Takeaways from Ep 5

• Meta’s campaign objectives each have a place — use them strategically, not by default.

• Lean into lead and traffic objectives for B2B, while using Awareness for reach when needed.

• Prospecting / Retargeting splits and frequency control are key guardrails.

• Start with ABO for testing; consider CBO as structure matures.

• Focus on creative testing (angles, hooks) more than over-engineering account structure.

• Use naming conventions, consolidate campaigns, and keep things as streamlined as possible.