Jovens Academy · Meta Ads / US and India
Cost per click cut by more than a third
One academy, two very different markets. The US account paid premium prices for indifferent engagement. The India account was cheap and unfocused.
0.61% → 1.06%
Link CTR, US
Meta Ads Manager, before vs after
$1.54 → $0.98
CPC, US
Same comparison, down 36%
$0.61 → $0.52
CPM, India
Meta Ads Manager, down 15%
01 / The challenge
- US campaigns paying a high CPC for weak click-through.
- One audience and creative structure serving two unrelated markets.
- Spend spread across ad sets with no read on which were working.
02 / The approach
Split by market
US and India separated so bidding, creative and budget follow each market instead of an average of both.
Creative tested on CTR
Copy and creative iterated on link click-through, the earliest reliable signal that the message fits.
Spend consolidated
Budget moved off ad sets buying impressions and onto the ones buying clicks.
03 / The evidence
Link CTR, USBefore 0.61%1.06%up 74%
CPC, USBefore $1.54$0.98down 36%
CPM, USBefore $18.41$22.13up 20%
Link CTR, IndiaBefore 0.43%0.37%down 14%
CPM, IndiaBefore $0.61$0.52down 15%
CPC, IndiaBefore $0.07$0.07held
CPM rose because the restructured US campaigns bid into a tighter, higher value audience. Click-through nearly doubled against that, so the cost of an actual click fell by more than a third. That was the trade, made on purpose.
04 / The takeaway
A higher CPM is fine if the click gets cheaper. Optimise the metric the business pays for.
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