Understanding your first week of results

Give a new campaign at least 3-5 days before drawing conclusions — Meta's delivery algorithm needs a short learning period to find who responds best, and early cost-per-lead numbers are often noisier and pricier than where the campaign settles.

Check the Analytics page for spend, leads, and cost per lead, and compare cost per lead honestly against what a booked job is actually worth to your business, not against some outside benchmark.

If leads are coming in but you haven't followed up yet, do that first before touching the campaign itself — a slow response to real leads will look like a targeting or creative problem when it's actually a follow-up problem.