Tiago Macedo | Scaling Coaches with Meta Ads

Meta's algorithm learns from the data you feed it. Feed it cheap, unqualified clicks, and it will find you more of them. Restrict the flow of traffic with high-friction ad copy. Meta tracks those closed-won events and starts optimizing for actual purchasing power.

"My CPL is down, but my closers are talking to people who think this is a $500 course." We hear this on triage calls constantly. Your pixel is optimizing for form fills, not purchasing power. You don't have a traffic problem. You have a qualification problem.

Broad hooks train the Meta algorithm to find the lowest common denominator. Sure, you get cheap clicks. You also get on Zoom with beginners who have zero capital. Use "Anti-Sell" copy. Push the wrong people away. Watch your CPA drop.

If you sell a $10k offer, your ad should not appeal to everyone. Inject friction into the first 5 seconds of your video. Call out the specific revenue level of your ideal client. State clearly who the offer is NOT for. Accept that your CTR will drop. That is the goal.

Your CPL is $15. Your close rate is 0%. You are buying cheap clicks, and your sales team is paying the price. Stop optimizing for Meta's dashboard. Optimize for your bank account.

The wrong person should feel a little friction before booking. The right person should feel understood. That is how you protect call quality without killing demand.

A good discovery-call funnel filters before the calendar. Bad funnels filter during the sales call. That is why the closer is tired.

Most agencies optimize for the cheapest conversion Meta can find. That is dangerous in high-ticket funnels. Meta will happily find you cheap leads who never should have booked a call.

We’re hiring: Head of Operations. High ownership. Fast environment. Remote. Apply → hiring.macedomarketing.com/ops/

If your sales team says "the leads are bad," do not start by blaming the sales team. Check: - ad promise - landing page - application form - booking page The leak usually starts before the call.

The application form is where lead quality is won or lost. If all you ask for is name, email, phone, and website, you are not qualifying. You are collecting appointments.

Your show rate is not just a reminder problem. Sometimes people do not show because the call never felt valuable enough in the first place. Fix the commitment before the calendar.

A full calendar can still be an empty pipeline. If the calls are weak, the business does not have a lead-gen win. It has a filtering problem.

CPL is not a sales metric. It tells you what it costs to get a name. Not whether they are qualified. Not whether they show up. Not whether they can buy. Not whether the closer wants to see them again.

Cheap leads are only cheap until your closer has to sit through them. A $12 lead with no budget is not cheaper than a $40 lead ready to buy. One creates work. The other creates pipeline.

@mikefutia Add

Claude Cowork + Google Ads is f*cking cracked 🤯 Set up once → ask Claude questions like: "What's driving my CPA spike this week?" "Which search terms are wasting budget?" "Run a full account audit and tell me the top 5 things to fix." All inside Claude Cowork. Perfect for DTC brands and agencies running Google Ads who are still pulling reports manually, digging through search term reports, and trying to figure out where budget is leaking. Claude Cowork eliminates the entire loop: → Connects to your live Google Ads data via MCP → Runs a full account audit across campaigns, ad groups, and keywords → Finds wasted spend — search terms burning budget that aren't converting → Analyzes quality scores and flags what's dragging them down → Detects anomalies — CPA spikes, CTR drops, budget pacing issues → Generates a prioritized action list: what to pause, what to scale, what to test → Writes a weekly performance report in plain English, not spreadsheet noise No logging into Google Ads and staring at columns. No exporting CSVs and rebuilding pivot tables every Monday. No guessing which search terms to negate. What you get: → 21 specialized Google Ads skills that plug into Claude → Full account audits in minutes, not hours → Negative keyword discovery on autopilot → Search term mining that surfaces hidden winners and budget waste → Quality score analysis with specific fix recommendations → Weekly reports your clients or team can actually read I put together the full skill pack: All 21 Google Ads skills for Claude, plus the setup guide to get Cowork connected to your accounts. Want it for free? > Like this post > Comment "ADS" And I'll send it over (must be following so I can DM)

@bony_ghadiya_ AI creatives are scaling, but you still need a strong strategist to dictate the emotional hooks. Raw, unguided AI outputs without a human angle still bomb in testing.

3 extreme shifts are happening with google ads rn… if you want to literally print millions this year then jump on them. 1. google specific landers. we’ve already worked with 50+ google accounts in 2026. and it’s obvious you can solely run traffic to product/collection pages anymore. these are fine for BOFU stuff. but there are more valuable traffic sources to dive into. - best X for Y reason. - informational searches. you need higher search volume, cheaper CPCs, and more scale. but a PDP won’t convert these viewers. create a dedicated landing page built for that specific traffic source. 2. AI generated ads. if you’re constantly inside ad libraries and research tools… you know how fast AI is taking over ads now. more and more AI-gen content is getting rolled out all over social media. even outperforming real UGC and traditional formats. this will (probably) be the meta within the end of 2026 so get familiar. 3. TOF channels. youtube ads and demand gen discover are key here. these have obviously been around but google’s made them more effective. if you do them correctly… you’ll have less competition and higher performance. plus AI ads are doing extremely well on youtube so you can scale easily. don’t get left in the dust this year…

@maxwellcopy If 'trying it out' costs you $100k in student loans, that 75% satisfaction rate suddenly feels a lot less appealing when you're 24+

You are financially better off not going to college. But… I still think everyone should try it out, purely just for lifemaxxing. 25% don’t really like it or drop out. 75% describe it as one of the best times of their life. Seems like decent odds.

@CTtheDisrupter Too many buyers overcomplicate their campaign architecture to sound smart, when they really just need to run 3 to 5 strong concepts and actually let them gather spend

A single ad set CBO Is just an ABO with one ad set Each ad set in an ABO Is a single ad set CBO It’s the same damn thing Stop running 30 ads

@daviefogarty Screen recordings are excellent for the first version of a process, but as the business evolves, you still need an operator to own updating those workflows so they don't become obsolete

There's a specific kind of exhaustion that comes from being busy on the wrong things. Being stuck in tasks that don't compound is one of the worst things that can happen to a founder/CEO. Before I stepped down as CEO, I tracked every task I did for 7 days. That’s when I realised that 80% of my day was manual firefighting and only 20% was actually building the business. Here's the blueprint I used to fire myself and how we grew to $1B+ in sales. 1. Run the audit. Track every task for 7 days. Is it growth, delivery, or support? Does it give energy or drain energy? I thought I was a CEO until the audit showed me I was a part-time administrator too stepping into random tasks. 2. See your business as 3 engines. Growth gets customers in. Delivery fulfils the promise. Support keeps it stable. Your job isn't to run these, you need to be building these to run without you. 3. Triangulate every system. Every system needs: - A trigger (what starts it), - A recipe (the repeatable steps) - A result (what "done" looks like). If any is missing, YOU always need to step in and become the system. 4. Don't write manuals. Screen record yourself doing the task once and extract a checklist. That's your system. Done. 5. Delegate systems, not tasks. Delegate tasks so you're the brain, they're the hands. Delegate systems and they own the outcome. One requires constant attention, the other requires their competence. 6. Give every owner 3 things. - The Map (how it works), - The Target (one metric that defines winning), - The Rhythm (weekly check-in on numbers). Your system owner shouldn’t come to you asking what to do, they should just come to tell you how the system performed. 7. Build one dashboard. This should be one screen, take 30 seconds to read, and give you the full picture. If you're messaging 5 people every morning asking "how are things," you're not being a CEO. 8. Protect your only 3 jobs. Set the vision. Build the team. Allocate capital. Anything else and you're clogging the gears of a machine trying to run without you. One of my mentors told me that two businesses can make the same profit but the one that runs without the founder is worth 10x more. Build the machine. Get out of the way.