After managing more than £6 million in Meta Ads spend, there’s one piece of advice we’ll always give:

Stop obsessing over what everyone else is doing.

We see it all the time. Business owners comparing their results to someone else’s cost per lead, another company’s challenge that “blew up overnight,” or the latest guru insisting there’s only one way to run a webinar.

The truth? It’s all noise.

The Only Numbers That Matter

When it comes to running Facebook Ads for lead generation, the only numbers you should be focused on are yours.

• Your leads
  
• Your conversions
  
• Your sales
  
• Your ROI
  

That’s it.

Because chasing someone else’s numbers — without their funnel, their audience, or their offer — is a fast way to frustration.

The Danger of Comparison in Meta Ads

We’ve been behind the scenes of thousands of campaigns. And if there’s one thing we know for certain, it’s this: every business is different.

What looks like an “overnight success” is usually years of testing, refining, and building trust with an audience. What looks like a “cheap cost per lead” might not convert further down the funnel.

When you compare your results to others without context, you risk making the wrong decisions — cutting campaigns too soon, chasing tactics that don’t fit, or doubting what’s already working.

Data Is Where the Growth Happens

The best results we’ve seen from Meta Ads don’t come from copying someone else’s playbook. They come from businesses who are locked into their own data.

• Tracking what works for their audience
  
• Testing and refining creatives and messaging
  
• Understanding the relationship between leads, sales, and ROI
  
• Scaling based on proven numbers, not assumptions
  

That’s how you turn a good campaign into a great one.

Our Role as Your Meta Ads Agency

At Impactful Marketing, we don’t spend our time chasing trends or comparing your business to someone else’s highlight reel. We focus on your data, your results, and your growth.

Because every campaign we manage is unique. Every funnel has its own dynamics. And every audience responds differently.

Our job is to cut through the noise, spot what matters in your data, and optimise relentlessly until your campaigns deliver the results you need.

Final Thought

The next time you’re tempted to compare your Facebook Ads performance to someone else’s, pause. Their numbers aren’t your numbers. Their context isn’t your context.

Focus on your own data. Because that’s where the real growth happens.

Need a hand with your Meta Ads? Here’s some options:

Done For You – Discover how we can take over all of your Facebook Ads hands-free.

Done With You – Explore the ways we can work alongside you and your marketing team.

Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.