Example questions

20 questions to ask your AI assistant about your Meta ads. Ask your own assistant first. Then see what the answer looks like with Markindex.

Where am I in the mix?

How do my key numbers compare with my peers right now?

With Markindex

How do my key numbers compare with my peers right now?

Used Meta MCP, Markindex

Checking Meta ad account data for the last 30 days.

Loaded Meta MCP

Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: account, Fields: cpm, ctr, cpc, cost_per_lead

Date preset: last_30d
Level: account
Fields: cpm, ctr, cpc, cost_per_lead

CPM: 36.20
CTR: 0.82%
CPC: 4.41
Cost per lead: 52.40

Comparing with B2B accounts at the same spend level.

Loaded Markindex

Used Markindex: SearchMetrics: cpm, ctr, cpc, cost_per_lead, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k

Metrics: cpm, ctr, cpc, cost_per_lead
Period: last_30_days
Business: b2b
Goal: leads
Spend level: 10k-25k

	Middle value	Middle third	You
Cost per 1,000 impressions	$34.60	$31.90 to $37.40	$36.20
Click-through rate	0.97%	0.88% to 1.06%	0.82%
Cost per click	$3.57	$3.20 to $3.95	$4.41
Cost per lead	$41.30	$37.20 to $45.40	$52.40

Short answer: you pay a normal price to be seen, and too much for a lead. Compared with 186 B2B accounts like yours over the last 30 days, your cost per 1,000 impressions is in the middle third. Your click-through rate is in the bottom third, and that carries through: your cost per click and your cost per lead are in the bottom third too.

Return on ad spend is left out. These accounts advertise for leads, not sales.

This chat is made up, and so are the numbers and the tool calls.

Am I among the top performers, in the middle or at the bottom of my peer group?
With Markindex
Am I among the top performers, in the middle or at the bottom of my peer group?
Used Meta MCP, Markindex
Checking Meta ad account data for cost per lead.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: account, Fields: spend, leads, cost_per_lead
Date preset
last_30d
Level
account
Fields
spend, leads, cost_per_lead
Cost per lead
52.40
Splitting B2B accounts at the same spend level into thirds.
Loaded Markindex
Used Markindex: SearchMetric: cost_per_lead, Split: thirds, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Metric
cost_per_lead
Split
thirds
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Accounts Cost per lead
Top third 62 Under $37.20
Middle third 62 $37.20 to $45.40
Bottom third 62 Over $45.40
Short answer: at the bottom. Your cost per lead is $52.40. Among 186 B2B accounts like yours, that is in the bottom third over the last 30 days.
Top performers here are the 62 accounts with the lowest cost per lead. They pay under $37.20. At $45.40 or less you would be in the middle third.
This chat is made up, and so are the numbers and the tool calls.
How has my cost per lead developed over the last 30 days, compared with the market?
With Markindex
How has my cost per lead developed over the last 30 days, compared with the market?
Used Meta MCP, Markindex
Checking how cost per lead has developed in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Time increment: 1, Fields: cost_per_lead
Date preset
last_30d
Time increment
1
Fields
cost_per_lead
Cost per lead, 30 days ago
46.40
Cost per lead, now
52.40
Looking at the same 30 days for B2B accounts at the same spend level.
Loaded Markindex
Used Markindex: SearchMetric: cost_per_lead, Show: trend, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Metric
cost_per_lead
Show
trend
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Accounts
186
Middle value, 30 days ago
38.95
Middle value, now
41.30
Change
+6%
Short answer: the market got more expensive, and you got more expensive twice as fast. Your cost per lead rose 13% in 30 days, from $46.40 to $52.40. The middle value for 186 B2B accounts like yours rose 6%, from $38.95 to $41.30.
Had you only followed the market, you would be at about $49.20 now.
This chat is made up, and so are the numbers and the tool calls.
Am I moving up or down in the mix, and is that me or the others?
With Markindex
Am I moving up or down in the mix, and is that me or the others?
Used Meta MCP, Markindex
Checking how cost per lead has developed in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Time increment: 1, Fields: cost_per_lead
Date preset
last_30d
Time increment
1
Fields
cost_per_lead
Cost per lead, 30 days ago
46.40
Cost per lead, now
52.40
Finding the account’s position in the group now and 30 days ago.
Loaded Markindex
Used Markindex: SearchMetric: cost_per_lead, Show: position_of_my_account, Compare with: 30_days_ago, Business: b2b, Goal: leads, Spend level: 10k-25k
Metric
cost_per_lead
Show
position_of_my_account
Compare with
30_days_ago
Business
b2b
Goal
leads
Spend level
10k-25k
30 days ago Now
Your cost per lead $46.40 $52.40
Middle third $35.10 to $42.80 $37.20 to $45.40
Accounts that pay less than you 132 of 186 149 of 186
Short answer: down, and about half of it is you. 30 days ago, 132 of the 186 B2B accounts like yours paid less for a lead than you. Now 149 do.
The whole group got 6% more expensive, so the bar moved. But you rose 13%. About half of your rise is the market, and the other half is yours.
This chat is made up, and so are the numbers and the tool calls.
Is advertising getting more expensive or cheaper in my segment right now?
With Markindex
Is advertising getting more expensive or cheaper in my segment right now?
Used Markindex
Looking at how prices have moved for B2B accounts at the same spend level.
Loaded Markindex
Used Markindex: SearchMetrics: cpm, cost_per_lead, Show: trend, Periods: last_30_days, last_90_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Metrics
cpm, cost_per_lead
Show
trend
Periods
last_30_days, last_90_days
Business
b2b
Goal
leads
Spend level
10k-25k
Last 30 days Last 90 days
Cost per 1,000 impressions +5% +11%
Cost per lead +6% +9%
Accounts where both rose 68% 74%
Short answer: more expensive. Among 186 B2B accounts that advertise for leads at your spend level, the middle value for cost per 1,000 impressions is up 5% in the last 30 days and 11% in the last 90. Cost per lead is up 6% and 9%.
It is broad: both numbers rose for 68% of the accounts in the last 30 days. If your own costs are up by about that much, it is the market and not your setup.
This chat is made up, and so are the numbers and the tool calls.

	Accounts	Cost per lead
Top third	62	Under $37.20
Middle third	62	$37.20 to $45.40
Bottom third	62	Over $45.40

	30 days ago	Now
Your cost per lead	$46.40	$52.40
Middle third	$35.10 to $42.80	$37.20 to $45.40
Accounts that pay less than you	132 of 186	149 of 186

	Last 30 days	Last 90 days
Cost per 1,000 impressions	+5%	+11%
Cost per lead	+6%	+9%
Accounts where both rose	68%	74%

How are the top performers set up?

How do the top performers among my peers structure their accounts: how many campaigns, ad sets and ads?
With Markindex
How do the top performers among my peers structure their accounts: how many campaigns, ad sets and ads?
Used Meta MCP, Markindex
Checking campaigns, ad sets and ads in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: ad, Fields: campaign, adset, ad, spend, leads
Date preset
last_30d
Level
ad
Fields
campaign, adset, ad, spend, leads
Campaigns
4
Ad sets
11
Ads
14
Looking at how accounts with a lower cost per lead are structured.
Loaded Markindex
Used Markindex: SearchShow: structure, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
structure
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Campaigns 2 4 4
Ad sets 3 9 11
Ads 12 13 14
Ads in each ad set 4 1.4 1.3
Short answer: fewer campaigns and far fewer ad sets, with about the same number of ads. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, typically run 2 campaigns, 3 ad sets and 12 ads. You run 4, 11 and 14.
So they put about 4 ads in each ad set, and you put 1 or 2. The rest of the group looks like you, not like them.
This chat is made up, and so are the numbers and the tool calls.
How do top performers split their budget between awareness, lead and sales campaigns?
With Markindex
How do top performers split their budget between awareness, lead and sales campaigns?
Used Meta MCP, Markindex
Checking how the budget is split between campaign objectives.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: campaign, Fields: objective, spend
Date preset
last_30d
Level
campaign
Fields
objective, spend
Leads
68%
Traffic
32%
Awareness
0%
Looking at where accounts with a lower cost per lead put their budget.
Loaded Markindex
Used Markindex: SearchShow: budget_by_objective, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
budget_by_objective
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Lead campaigns 84% 71% 68%
Awareness campaigns 9% 12% 0%
Traffic and other 7% 17% 32%
Run awareness at all 39% 44% No
Short answer: they put more of it into lead campaigns. Awareness is not what sets them apart. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, spend 84% of their budget in lead campaigns. The rest spend 71%, and you spend 68%. These accounts advertise for leads, so there are no sales campaigns to speak of.
Fewer than half of either group run awareness at all, so that is not the difference. Your 32% in traffic campaigns is: the lowest third put 7% into anything that is not leads or awareness.
This chat is made up, and so are the numbers and the tool calls.
Which of Meta’s automation and AI settings do top performers have switched on?
With Markindex
Which of Meta’s automation and AI settings do top performers have switched on?
Used Meta MCP, Markindex
Checking which automation settings are switched on in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesLevel: adset, Fields: audience, placements, campaign_budget, creative
Level
adset
Fields
audience, placements, campaign_budget, creative
Advantage+ audience
Off
Advantage campaign budget
Off
Advantage+ placements
On
Advantage+ creative
On
Looking at which settings accounts with a lower cost per lead use.
Loaded Markindex
Used Markindex: SearchShow: automation_settings, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
automation_settings
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Advantage+ audience 81% 64% Off
Advantage campaign budget 74% 49% Off
Advantage+ placements 92% 88% On
Advantage+ creative 37% 41% On
Short answer: Advantage+ audience and Advantage campaign budget. You have both switched off. Among the 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, 81% use Advantage+ audience and 74% let Meta move the budget between ad sets. Among the rest it is 64% and 49%.
Advantage+ placements are on nearly everywhere, so they set nobody apart. Advantage+ creative is slightly less common among the lowest third than among the rest.
This chat is made up, and so are the numbers and the tool calls.
How do top performers target: broad, interests, lookalikes or retargeting?
With Markindex
How do top performers target: broad, interests, lookalikes or retargeting?
Used Meta MCP, Markindex
Checking how the ad sets in the Meta ad account are targeted.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: adset, Fields: targeting, spend
Date preset
last_30d
Level
adset
Fields
targeting, spend
Broad
20%
Interests
55%
Lookalikes
0%
Retargeting
25%
Looking at how accounts with a lower cost per lead split their budget between audiences.
Loaded Markindex
Used Markindex: SearchShow: budget_by_targeting, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
budget_by_targeting
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Broad 61% 38% 20%
Interests 14% 31% 55%
Lookalikes 11% 15% 0%
Retargeting 14% 16% 25%
Short answer: broad. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, put 61% of their budget into broad audiences. The rest put 38% there, and you put 20%.
Interest targeting goes the other way: 14% for the lowest third, 31% for the rest and 55% for you. Lookalikes and retargeting take about the same share in both groups.
This chat is made up, and so are the numbers and the tool calls.
Which bid strategies and optimisation goals do top performers use?
With Markindex
Which bid strategies and optimisation goals do top performers use?
Used Meta MCP, Markindex
Checking bid strategies and optimisation goals in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: adset, Fields: bid_strategy, optimization_goal, spend
Date preset
last_30d
Level
adset
Fields
bid_strategy, optimization_goal, spend
Bid strategy
Highest volume
Optimised for leads
68% of budget
Optimised for landing page views
32% of budget
Looking at how accounts with a lower cost per lead bid and optimise.
Loaded Markindex
Used Markindex: SearchShow: bid_strategy, optimization_goal, Measure: share_of_budget, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
bid_strategy, optimization_goal
Measure
share_of_budget
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest
Bid: highest volume 77% 81%
Bid: cost per result goal 19% 12%
Bid: bid cap 4% 7%
Optimised for leads 92% 61%
Optimised for clicks or page views 8% 39%
Short answer: they bid as everyone else does. What they optimise for is different. About four fifths of the budget in both groups is left to Meta to bid for the highest volume, as yours is. The difference is the optimisation goal: the 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, have 92% of their budget optimised for leads. The rest have 61%.
You have 68%. The other 32% is optimised for landing page views.
This chat is made up, and so are the numbers and the tool calls.
Which formats and placements get most of the top performers’ budget?
With Markindex
Which formats and placements get most of the top performers’ budget?
Used Meta MCP, Markindex
Checking formats and placements in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Level: ad, Breakdowns: format, placement, Fields: spend
Date preset
last_30d
Level
ad
Breakdowns
format, placement
Fields
spend
Image
86%
Carousel
14%
Feeds
91%
Reels and Stories
6%
Looking at where accounts with a lower cost per lead put their budget.
Loaded Markindex
Used Markindex: SearchShow: budget_by_format, budget_by_placement, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
budget_by_format, budget_by_placement
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Format: image 46% 58% 86%
Format: video 38% 24% 0%
Format: carousel 14% 15% 14%
Format: catalogue 2% 3% 0%
Placement: feeds 57% 66% 91%
Placement: Reels and Stories 34% 22% 6%
Placement: other 9% 12% 3%
Short answer: images in the feeds, but much more video than you run. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, put 46% of their budget into images and 38% into video. The rest put 24% into video. You run none.
A third of the lowest third’s budget runs in Reels and Stories. 91% of yours is in the feeds.
This chat is made up, and so are the numbers and the tool calls.

	Lowest third	The rest	You
Campaigns	2	4	4
Ad sets	3	9	11
Ads	12	13	14
Ads in each ad set	4	1.4	1.3

	Lowest third	The rest	You
Lead campaigns	84%	71%	68%
Awareness campaigns	9%	12%	0%
Traffic and other	7%	17%	32%
Run awareness at all	39%	44%	No

	Lowest third	The rest	You
Advantage+ audience	81%	64%	Off
Advantage campaign budget	74%	49%	Off
Advantage+ placements	92%	88%	On
Advantage+ creative	37%	41%	On

	Lowest third	The rest	You
Broad	61%	38%	20%
Interests	14%	31%	55%
Lookalikes	11%	15%	0%
Retargeting	14%	16%	25%

	Lowest third	The rest
Bid: highest volume	77%	81%
Bid: cost per result goal	19%	12%
Bid: bid cap	4%	7%
Optimised for leads	92%	61%
Optimised for clicks or page views	8%	39%

	Lowest third	The rest	You
Format: image	46%	58%	86%
Format: video	38%	24%	0%
Format: carousel	14%	15%	14%
Format: catalogue	2%	3%	0%
Placement: feeds	57%	66%	91%
Placement: Reels and Stories	34%	22%	6%
Placement: other	9%	12%	3%

What are they communicating?

What are accounts with a lower cost per lead than mine offering to get people to sign up?
With Markindex
What are accounts with a lower cost per lead than mine offering to get people to sign up?
Used Meta MCP, Markindex
Checking what the ads in the Meta ad account offer.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesLevel: ad, Fields: creative, call_to_action
Level
ad
Fields
creative, call_to_action
Ads
14
Offer
A demo meeting, in all 14
Looking at what accounts with a lower cost per lead offer.
Loaded Markindex
Used Markindex: SearchShow: offers, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
offers
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest
A free tool or report 58% 21%
A demo meeting 44% 72%
A free trial 27% 18%
A webinar 16% 19%
A newsletter 12% 14%
Short answer: something people can use right away, more often than a meeting. 58% of the 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, offer a free tool or a report. 21% of the rest do. Among the rest, a demo meeting is the most common offer, at 72%, and it is the only offer in your ads.
The shares add up to more than 100%, because an account can run several offers. The index holds what kind of offer an ad makes, not what it says, so I cannot show you the ads.
This chat is made up, and so are the numbers and the tool calls.

	Lowest third	The rest
A free tool or report	58%	21%
A demo meeting	44%	72%
A free trial	27%	18%
A webinar	16%	19%
A newsletter	12%	14%

Which angles, hooks and calls to action are most common among top performers, and which are becoming more common?

With Markindex

Which angles, hooks and calls to action are most common among top performers, and which are becoming more common?

Used Markindex

Looking at what the ads of accounts with a lower cost per lead say, now and 90 days ago.

Loaded Markindex

Used Markindex: SearchShow: angles, hooks, calls_to_action, Group: cost_per_lead_lowest_third, Compare with: 90_days_ago, Business: b2b, Goal: leads, Spend level: 10k-25k

Show: angles, hooks, calls_to_action
Group: cost_per_lead_lowest_third
Compare with: 90_days_ago
Business: b2b
Goal: leads
Spend level: 10k-25k

	Share of ads now	90 days ago
Angle: an outcome	41%	32%
Angle: a pain point	33%	35%
Angle: social proof	14%	13%
Angle: a product demo	12%	20%
Hook: a question	36%	37%
Hook: a number	29%	22%
Hook: a bold claim	18%	21%
Hook: a story	17%	20%
Call to action: Download	34%	23%
Call to action: Learn more	27%	29%
Call to action: Sign up	21%	21%
Call to action: Book now	18%	27%

Short answer: they lead with an outcome, open with a question and ask for a download. In the ads of the 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, 41% are built on an outcome, 36% open with a question and 34% ask for a download.

What is becoming more common over 90 days: the outcome angle, up from 32%, hooks built on a number, up from 22% to 29%, and Download, up from 23%. Product demos and Book now are becoming less common.

This chat is made up, and so are the numbers and the tool calls.

What do they do each week?

How often do top performers make changes to their ads, and what kind of changes?
With Markindex
How often do top performers make changes to their ads, and what kind of changes?
Used Meta MCP, Markindex
Checking what has been changed in the Meta ad account.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_30d, Fields: changes
Date preset
last_30d
Fields
changes
Changes a week
2
Most common
Budget
Looking at how often accounts with a lower cost per lead make changes.
Loaded Markindex
Used Markindex: SearchShow: changes_a_week, kind_of_change, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
changes_a_week, kind_of_change
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
Changes a week 6 3 2
To creative 52% 31% 25%
To budget 27% 38% 63%
To audience 9% 19% 12%
To bids 12% 12% 0%
Short answer: twice as often as the rest, and mostly to the ads themselves. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, make about 6 changes a week. The rest make 3, and you make 2.
Half of the lowest third’s changes are to creative: new ads launched and old ones switched off. The rest change budgets most, as you do. Neither group changes bids much.
This chat is made up, and so are the numbers and the tool calls.
How many new ads do top performers launch a week, and how long does an ad run before it is replaced?
With Markindex
How many new ads do top performers launch a week, and how long does an ad run before it is replaced?
Used Meta MCP, Markindex
Checking when the ads in the Meta ad account were launched.
Loaded Meta MCP
Used Meta MCP: Ads get ad entitiesDate preset: last_90d, Level: ad, Fields: created_time, status
Date preset
last_90d
Level
ad
Fields
created_time, status
New ads a week
1
Days an ad runs
64
Looking at how often accounts with a lower cost per lead launch new ads.
Loaded Markindex
Used Markindex: SearchShow: new_ads, ad_lifetime, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
new_ads, ad_lifetime
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest You
New ads a week 4.1 1.3 1
Days before an ad is replaced 19 46 64
Ads running at once 12 13 14
Short answer: about 4 a week, and an ad runs for under three weeks. The 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, launch 4.1 new ads a week and replace an ad after 19 days. The rest launch 1.3 and keep an ad for 46 days. You launch 1, and your ads run for 64 days.
All three have about the same number of ads running at once. The difference is how often they are renewed, not how many there are.
This chat is made up, and so are the numbers and the tool calls.
What did accounts with falling costs do in the weeks before their costs started falling?
With Markindex
What did accounts with falling costs do in the weeks before their costs started falling?
Used Markindex
Looking at what accounts changed before their cost per lead fell.
Loaded Markindex
Used Markindex: SearchShow: changes, Group: cost_per_lead_falling, Window: 14_days_before, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
changes
Group
cost_per_lead_falling
Window
14_days_before
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Falling, 41 The rest, 145
Launched 3 or more new ads 71% 38%
Cut the number of ad sets 46% 14%
Raised the budget 24% 27%
Changed the audience 12% 15%
Short answer: they launched new ads and cut the number of ad sets. Cost per lead fell for 41 of 186 B2B accounts like yours over the last 30 days, while the group’s rose 6%. In the two weeks before it started falling, 71% of them launched three or more new ads and 46% cut the number of ad sets.
Budget and audience changes were as common among the accounts whose costs did not fall, so they do not explain it. This shows what came first, not what caused it.
This chat is made up, and so are the numbers and the tool calls.
How do accounts that grow their spend without worse results raise their budgets: how much at a time, and how often?
With Markindex
How do accounts that grow their spend without worse results raise their budgets: how much at a time, and how often?
Used Markindex
Looking at accounts that grew their spend, and how they raised their budgets.
Loaded Markindex
Used Markindex: SearchShow: budget_raises, Group: spend_up_20_percent, Split by: cost_per_lead_held, Period: last_90_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
budget_raises
Group
spend_up_20_percent
Split by
cost_per_lead_held
Period
last_90_days
Business
b2b
Goal
leads
Spend level
10k-25k
Held their cost, 23 Got more expensive, 35
Size of a typical raise 12% 35%
Raises a month 5 2
Days between raises 6 14
Short answer: in small steps, and often. 58 of 186 B2B accounts like yours grew their spend by 20% or more over the last 90 days. 23 of them did it without their cost per lead rising more than the group’s.
Those 23 typically raised a budget by 12% at a time, about five times a month. The other 35 raised it by 35% at a time, twice a month.
This chat is made up, and so are the numbers and the tool calls.
How much do top performers test, and what share of their budget goes to testing?
With Markindex
How much do top performers test, and what share of their budget goes to testing?
Used Markindex
Looking at how much budget accounts with a lower cost per lead put into new ads.
Loaded Markindex
Used Markindex: SearchShow: budget_on_new_ads, ab_tests, Group by: cost_per_lead_third, Period: last_30_days, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
budget_on_new_ads, ab_tests
Group by
cost_per_lead_third
Period
last_30_days
Business
b2b
Goal
leads
Spend level
10k-25k
Lowest third The rest
Budget on ads under 14 days old 22% 8%
Ran an A/B test in Meta 31% 12%
New ads a week 4.1 1.3
Short answer: about a fifth of their budget goes to ads that are under two weeks old. The index cannot see what an account meant as a test, so I have counted the budget spent on ads under 14 days old. For the 62 accounts with the lowest cost per lead, out of 186 B2B accounts like yours, it is 22%. For the rest it is 8%.
31% of the lowest third ran an A/B test in Meta in the last 30 days. 12% of the rest did.
This chat is made up, and so are the numbers and the tool calls.

	Lowest third	The rest	You
Changes a week	6	3	2
To creative	52%	31%	25%
To budget	27%	38%	63%
To audience	9%	19%	12%
To bids	12%	12%	0%

	Lowest third	The rest	You
New ads a week	4.1	1.3	1
Days before an ad is replaced	19	46	64
Ads running at once	12	13	14

	Falling, 41	The rest, 145
Launched 3 or more new ads	71%	38%
Cut the number of ad sets	46%	14%
Raised the budget	24%	27%
Changed the audience	12%	15%

	Held their cost, 23	Got more expensive, 35
Size of a typical raise	12%	35%
Raises a month	5	2
Days between raises	6	14

	Lowest third	The rest
Budget on ads under 14 days old	22%	8%
Ran an A/B test in Meta	31%	12%
New ads a week	4.1	1.3

What is happening right now?

What are my peers starting to do in the lead-up to Black Friday, and when did they start?
With Markindex
What are my peers starting to do in the lead-up to Black Friday, and when did they start?
Used Markindex
Looking at what B2B accounts at the same spend level have changed ahead of Black Friday.
Loaded Markindex
Used Markindex: SearchShow: changes, Since: 8_weeks_before_black_friday, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
changes
Since
8_weeks_before_black_friday
Business
b2b
Goal
leads
Spend level
10k-25k
Accounts Half had started
Launched ads with a discount or a deadline 34 of 186 5 weeks before
Moved budget to retargeting 17 of 186 4 weeks before
Raised budgets by 20% or more 21 of 186 3 weeks before
Short answer: most of them, nothing. Of 186 B2B accounts like yours, 34 have launched ads with a discount or a deadline. Half of those had started five weeks before Black Friday. 21 have raised their budgets by 20% or more.
That leaves four in five with no Black Friday ads at all. These are B2B accounts that advertise for leads. Among B2C accounts that advertise for sales, the picture is likely to be very different, and I can look at those if you want.
This chat is made up, and so are the numbers and the tool calls.
What has changed in my peers’ behaviour over the last 30 days?
With Markindex
What has changed in my peers’ behaviour over the last 30 days?
Used Markindex
Comparing how B2B accounts at the same spend level are run now and 30 days ago.
Loaded Markindex
Used Markindex: SearchShow: changes_in_behaviour, Compare with: 30_days_ago, Business: b2b, Goal: leads, Spend level: 10k-25k
Show
changes_in_behaviour
Compare with
30_days_ago
Business
b2b
Goal
leads
Spend level
10k-25k
30 days ago Now
Use Advantage+ audience 63% 70%
Budget in broad audiences 41% 46%
Budget in video 24% 29%
New ads a week 1.9 2.2
Budget in lead campaigns 75% 75%
Short answer: more of the targeting is left to Meta, more video, and more new ads. Across 186 B2B accounts like yours, the share using Advantage+ audience went from 63% to 70% in 30 days, and the budget in broad audiences from 41% to 46%. Video went from 24% of the budget to 29%.
Accounts launch 2.2 new ads a week, up from 1.9. The split between lead campaigns and everything else has not moved.
This chat is made up, and so are the numbers and the tool calls.

	Accounts	Half had started
Launched ads with a discount or a deadline	34 of 186	5 weeks before
Moved budget to retargeting	17 of 186	4 weeks before
Raised budgets by 20% or more	21 of 186	3 weeks before

	30 days ago	Now
Use Advantage+ audience	63%	70%
Budget in broad audiences	41%	46%
Budget in video	24%	29%
New ads a week	1.9	2.2
Budget in lead campaigns	75%	75%

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