I don't post these often, but I want to start sharing my Meta ads for upnova.io in real time, what's working, what's not, so we can learn from each other. My old strategy stopped working after the algorithm shift, and I'm recalibrating. What I cover - Current numbers: ~$400/lead in the US (targeting $300). Also running Australia since CPM is half, letting me test faster and riskier there. - Transparency: All my ad creative is public, search "Upnova" in Facebook's Ad Library. - How I judge ads: CTR, cost-per-click, CPM, hook/hold rate as a pulse check, but cost-per-result is what actually matters. - The problem: Most of my content doesn't mention the offer at all. "Switchcraft" got great engagement, zero leads, killing it. Only 3 of ~15 ads actually address the offer/pain/solution, and those are the ones converting. - The fix: New structure for every ad: Awareness → Reinforcement → Echo → Decision → Proof → Objection handling. - Format: Mixing video (best performer) and images (cheap for hook-testing). - My tools: Custom dashboard (BB plugin, now an Electron app) tracking spend/CTR/CPC/CPM/conversions per ad, plus a funnel dashboard, big bounce drop after the hero section, ~20% form-open-to-submit rate. - Bonus tip: Turning ad-strategy YouTubers (e.g., Ben Heath) into Claude skills so I can query their advice anytime.

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