Are you running Facebook ads for your coaching business—but second-guessing every step?

You’re not alone. It can feel like a guessing game:

• Is this ad working?

• Should I cut it or scale it?

• What metrics actually matter?

This cheat sheet breaks down exactly how to assess your ads, using metrics that matter most for coaches.

Stick around to the end to learn the #1 mistake coaches make that kills winning ads.

The Key Facebook Ad Metrics That Matter

Let’s start with the foundational metrics every coach should track:

1. CPM (Cost per Mille): Cost to show your ad to 1,000 people

2. CTR (Click-Through Rate): % of people who click your ad after seeing it

3. Click-to-Opt-In Rate: % of clicks that convert into leads

4. Cost Per Lead (CPL): Total spend divided by total leads

Each metric tells a different part of the story. Here’s how to interpret and improve each one.

1. CPM: Cost to Show Your Ad

CPM is affected by:

• Audience size (small, niche audiences = higher CPM)

• Competition in your niche

• Relevance and quality of your ad

You may not have full control over CPM, but you can improve it by:

• Broadening your audience

• Creating scroll-stopping creatives

• Improving engagement and reducing negative feedback

“Better ads = better CPM. Facebook rewards relevance.”

2. CTR: Do People Actually Click?

Your CTR is a direct reflection of how well your ad resonates with your audience.

Here’s what affects CTR:

• Creative quality (does it stop the scroll?)

• Headline + hook (are they compelling?)

• Ad copy (is it clear and benefit-driven?)

CTR benchmarks:

• Cold traffic: aim for 1.5% or higher

• Anything under 1%? Rework your creative, hook, or audience targeting.

“If your audience doesn’t click, the rest of your funnel doesn’t matter.”

3. Click-to-Opt-In Rate: Do Clicks Become Leads?

Clicks alone won’t grow your business. You need those clicks to become leads.

After someone clicks, they might go to:

• A lead form (quick opt-in, often higher conversion)

• A landing page (more control, but lower opt-in if poorly optimized)

If your click-to-lead conversion is under 25%, review:

• Your landing page design

• Your call-to-action clarity

• Your lead form friction

“A funnel that doesn’t convert clicks into leads is leaking revenue.”

4. Cost Per Lead: Is It Worth It?

Let’s say you're selling a $10,000 coaching program and you’re getting leads at $5 each.

If you close just 1 out of 2,000 leads—you’re still profitable.

That’s why lead quality matters just as much as cost.

The #1 Mistake Coaches Make with Ads

They kill a winning ad too soon.

Here’s why:

• The metrics look okay, not great

• Leads aren't converting (but the ad itself is working)

What’s missing? Lead quality and sales process optimization.

“You don’t need the cheapest leads. You need the right ones.”

Would you rather pay $5 for 100 low-quality leads or $10 for a few leads who actually buy?

Final Thoughts: Run, Cut, or Scale?

Here’s your cheat sheet summary:

✅ Run the ad if:

• CTR is above 1.5%

• Cost per lead is within your margin

• Opt-in rate is 25% or more

❌ Cut the ad if:

• You’ve spent enough for statistical relevance and

• CTR is below 1% or

• Opt-in rate is under 15%

📈 Scale the ad if:

• Metrics are strong across the board AND

• You’re getting real conversions on the backend

Still not sure? Want help assessing your ad performance or even having a team run it for you?

Book a free strategy call with us today. No pressure. Just clarity.

👉 Book Your Call Now