Running Facebook ads but feeling like you’re burning cash with high CPC (cost-per-click)? You’re not alone. Facebook advertising is powerful, but if you’re paying more per click than you should, your budget won’t stretch as far as it could.
The Diamond Group knows that Facebook ads can be a hassle sometimes. The good news? There are proven ways to lower your CPC while keeping your ads effective. Let’s break them down so you can get more clicks for less.
1. Target the Right Audience (Not Just a Big One)
Facebook prioritizes relevance, and so should you. If your ads aren’t reaching the right people, they won’t click—leading to a lower engagement rate and a higher CPC.
How to fix it:
- Refine your audience by focusing on people who are most likely to engage.
- Use Custom Audiences to retarget past visitors, email subscribers, and people who have engaged with your content.
- Try Lookalike Audiences to find new users similar to your existing customer base.
A well-targeted audience improves engagement, which tells Facebook your ad is valuable—resulting in a lower CPC. Learn more about how we can do the work for you on The Diamond Group’s Digital Marketing Services page.
2. Improve Your Ad Relevance Score
Facebook assigns a Relevance Score (now part of the “Ad Quality Ranking”) based on engagement, positive interactions, and overall performance. The better your score, the lower your CPC.
How to improve it:
- Test different ad creatives to see what resonates most.
- Write ad copy that speaks directly to your audience’s pain points.
- Use clear calls-to-action (CTAs) that encourage engagement.
- Monitor negative feedback (hiding ads, reporting as spam) and tweak your targeting if needed.
Ads that get likes, shares, and comments tell Facebook they’re engaging—rewarding you with a lower cost-per-click. Learn more about ad quality ranking on Meta’s Business Help Center.
3. Optimize Your Ad Placements
Facebook offers multiple ad placements, from the newsfeed to Stories and Messenger ads. Some placements cost less per click than others.
How to reduce CPC with placement optimization:
- Test multiple placements to see which ones deliver the best CPC.
- Use automatic placements initially, then analyze results and shift budget to the lowest-cost performers.
- Try Instagram Stories and Messenger Ads, which often have lower competition and cheaper CPCs.
By placing ads where your audience engages most, you can lower your CPC without sacrificing performance. For more details on optimizing Facebook ad placements and more topics, check out The Diamond Group’s blog.
4. Create High-Quality Ad Creative That Stops the Scroll
People scroll fast. If your ad doesn’t grab attention immediately, they’ll keep scrolling—hurting your engagement rate and driving up CPC.
How to create better ads:
- Use eye-catching visuals with bold colors, movement, and high-quality images.
- Keep video ads under 15 seconds to maximize engagement.
- Write short, compelling headlines that spark curiosity or highlight a benefit.
- Test multiple ad formats like carousel, video, and single image to see what resonates best.
When people stop, engage, and click, Facebook rewards you with a lower CPC. See some examples of high-performing ads in Meta’s Ad Library.
5. Adjust Your Bidding Strategy
Your CPC is directly tied to how you bid. If you’re bidding inefficiently, you could be paying more than necessary.
How to optimize bidding:
- Use Cost Cap or Bid Cap strategies to control your max CPC.
- Test different bid types (Lowest Cost vs. Target Cost) to see which performs better.
- Monitor and adjust bids regularly—don’t set and forget.
Facebook’s algorithm works best when it has room to optimize, so avoid manual bidding unless you have enough data to make informed adjustments. For more insights, read Meta’s guide on ad bidding.
Final Thoughts: Get More Clicks for Less
Lowering your CPC isn’t about spending less—it’s about spending smarter. By refining your audience, improving relevance, optimizing placements, upgrading your ad creative, and fine-tuning your bidding, you can cut costs while boosting results.
Need expert help with Facebook ads? The Diamond Group specializes in Facebook ad strategy that gets more clicks for less.
Contact us to fine-tune your campaigns. Get more from your ad dollars and maximize your ROI with the right strategy.
