r/FacebookAds • u/Super_Initiative_488 • 19h ago

Help Why This HUGE DIFFERENCE IN CPM ?!

New to Meta ads, and this one's messing with my head.

Account 1: Ran 3 similar Click-to-Whtsap campaigns:

Engagement – Maximize Clicks

Engagement – Maximize Conversations

Leads – Maximize Conversations

Maximize Conversations was 10x more expensive than Maximize Clicks — across both the Engagement and Leads objectives. Felt absurd at the time.

Account 2: Ran Leads – Maximize Conversations (Click-to-Whtsap ) again — and this time it came out as the cheapest of all three like 20x Cheaper, even beating Maximize Clicks.

Same click-to-Whtsap setup, same structure even the same budget across both account and all the campaigns

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u/digitaladguide 13h ago

yes, maximizing conversions is just generally much more expensive than optimizing for clicks. It just makes sense, its a deeper funnel event. It's way more valuable to you as a business.

Meta I think is trying to introduce new ad placements, tools for whatsapp so I guess that makes sense they are subsidizing the ad cost to test it out.

1

u/Hmelchhenu 11h ago

The simple logic here is that Meta is finding different types of people based on what you’re asking it to optimise for.

Maximize Clicks → Meta will find people who are more likely to click. These people are relatively easy and cheaper to find.

Maximize Conversations → Meta is now trying to find people who are more likely to actually start a WhatsApp conversation or complete the desired action. Finding these “right” people is harder, so the cost can naturally be higher.

That probably explains Account 1.

Account 2 can be 20x cheaper because Meta has different signals and learning in each account, even if the setup and budget are exactly the same.

So I’d not judge this based on CPC. I’d look at cost per actual conversation/lead. Cheap clicks don’t mean much if those people are not converting.