The cheap leads came before me. I watched the funnel for four months: they filled the CRM and rarely became qualified.
Calls I made, and why.
How I decide
- Agree what "working" means before spending anything. Usually that's cost per qualified lead or per sale, rarely cost per click. The call on cost per lead
- Find the stage that leaks. It's often not the one people are arguing about. How routing works
- Fix the cheapest stage first.
- Write the kill rules before launch: when an ad dies, what counts as a winner, how fast budget may move.
- Measure again, against the same definition.
The calls
I wrote to universities one by one, the slow way, and let campaigns recruit the agencies.
Full reasoning on I wrote to universities one by one, the slow way, and let campaigns recruit the agencies. resolvedClick-to-WhatsApp ads were set up by the book. The WhatsApp platform couldn't pass Meta the click identifier it needs, so Meta couldn't tell which conversations came from which ads.
I moved the signal Meta needed.
Full reasoning on I moved the signal Meta needed. resolvedSome markets can't be reached buyer by buyer.
Partner agencies for the markets ads don't reach.
Full reasoning on Partner agencies for the markets ads don't reach. open