The Real Reason Your CPL Is Dropping

Hey there,

If you’re like most performance marketers, you’ve probably had this conversation more than once:

“We’re spending so much, and we're getting leads, but the CPL just won’t come down.”

Sounds familiar?

Here’s what I often tell my peers who run lead gen campaigns:

Before you blame your creatives or messaging—look at the data you’re feeding into the system. Because the real culprit?

Irrelevant data.

Even the best-performing ad creatives can’t work their magic if the platform doesn’t know who to show them to. And when you don’t feed Ad platforms with relevant signals (1P data), they cast a wide net.

That’s how you end up paying more for leads that don’t convert.

So, what’s the fix?

First-party data.

The data you already own—but probably aren’t using to its full potential.

When you share meaningful signals with ad platforms, you take the guesswork out. Your ads reach the right people—leading to better-quality leads at a lower cost.

Here’s how you can start reducing your CPL right now:

1. Retarget your MOFU visitors

   Did you know that 98% of your website visitors stay anonymous? These folks have already shown interest—they're hanging out right in the middle of your funnel.

   Retargeting them (using first-party data) can be a game-changer.

2. Rethink your budget split (60:30:10)

   Most marketers throw 80–90% of their budget at TOFU campaigns. But MOFU is where the magic happens.

   Try this:

   • 60% TOFU

   • 30% MOFU

   • 10% BOFU

This gives you a healthier funnel and better CPLs.

3. Train your TOFU campaigns

Don’t just spend at the top of the funnel—nurture it. Feed your TOFU campaigns with high-quality first-party data, so your ad algorithms learn who your ideal customer really is.

👉 Want to see how this works in action? Book a free demo and we’ll walk you through how brands are using their own data to drive CPLs down—without increasing Ad spend.

P.S. You’ve got the data. It’s time to make it work for you.