The cheapest CPL doesn't always
Muhammad Hanzla Sammar
The cheapest CPL doesn't always mean the best ad.
Today, while analyzing one of my Meta Ads campaigns for a B2B SaaS product, I noticed something interesting.
My image creative generated 79 leads at £0.52 CPL.
My video creative generated 145 leads at £0.58 CPL.
At first glance, the image looks like the obvious winner.
But then I looked deeper.
The video achieved a 1.19% CTR, compared with only 0.62% for the image—almost twice the click-through rate—while maintaining a low £0.07 CPC.
So instead of making a decision based on CPL alone, I'm looking at the complete picture:
CPL + Lead Volume + CTR + CPC + Spend + Lead Quality
The image is currently more cost-efficient.
The video is producing significantly stronger engagement and greater lead volume.
And my newest creative still doesn't have enough data to make a fair decision.
That's one of the most important lessons I've learned in performance marketing:
Don't optimize based on one metric. Understand what the data is actually telling you before you scale or pause a campaign.
The next step for me is to continue collecting data, compare lead quality and downstream conversion, and then decide where the budget deserves to go.
#MetaAds #PerformanceMarketing #LeadGeneration #B2BMarketing #PaidMedia #DigitalMarketing
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Posted Sep 30, 2026
The cheapest CPL doesn't always mean the best ad. Today, while analyzing one of my Meta Ads campaigns for a B2B SaaS product, I noticed something interesting...
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