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Split campaigns by intent tier with independent budgets: brand, high-intent non-brand, competitor, and remarketing. Use themed ad groups of 5-15 closely related keywords, start with phrase and exact match, and only introduce broad match after 30+ conversions per month with smart bidding and a tight negative keyword list.

Apply two rules: pause new ads that spend 2-3x your target CPL with zero conversions, and pause established ads whose CPL runs 1.5-2x over target. Derive the target CPL from deal math (average deal size times lead-to-close rate), never pause a producer without a replacement staged.

Since Meta's Andromeda algorithm update, broad targeting with specific creative typically outperforms interest stacking. Feed audience knowledge into the creative itself using identity-trigger keywords and long-form copy, then let the algorithm match each creative variant to the right segment.

Install the Meta Pixel plus Conversions API with a shared event_id for deduplication, and the Google tag with Enhanced Conversions. For B2B, import CRM outcomes like SQL and closed-won back into the platforms via GCLID or CAPI so smart bidding optimizes for pipeline instead of junk form-fills.

LinkedIn provides precision company and job-title targeting at $40-70 CPMs and needs 300 matched members minimum to serve. Meta has no native company targeting, so you upload enriched matched audiences for cheap air cover at $10-25 CPMs. A common split is roughly 60% LinkedIn, 30% Meta, 10% other.

The audience is usually too small rather than the bid too low. Cold prospecting audiences need 50K-300K members with a 15K minimum; hyper-narrow audiences spike CPMs and stall delivery at any bid. Also check that Audience Expansion and Audience Network settings match your intent.