Last month your Facebook ads cost $10 a lead. Now they cost $50. What gives? And should you pull the plug on Facebook advertising?

Not just yet. Rising ad costs are normal and to be expected, especially if you're advertising to a local market. But that doesn't mean ads are a dead end. It's all about knowing your numbers.

In this episode of Two-Brain Radio, digital-marketing expert Mateo Lopez will tell you how to calculate appropriate ad spend, what to do when ad costs go up and why you don't need to panic when they do.

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Timeline:

1:19 – Why ad costs increase.

3:07 – How much should you spend on leads?

5:57 – The importance of knowing your numbers.

6:53 – You need to know what your client acquisition cost is.

9:24 – Marketing spend put in perspective.

11:48 – It’s no longer enough just to be a good coach with good programming. You have to market.

14:43 – Social-media spending is rising—don’t get dusted by the competition.

18:18 – How to calculate your client acquisition cost and marketing budget per lead.

24:16 – How length of engagement and average revenue per member affect client acquisition cost.

26:51 – Refreshing your offer and ad creative to reach new leads.