Win With Paid Ads™ Podcast

Episode #102: The Truth About Being Cheap That No One Told You

Host: Ashley Brock
Date: January 15, 2026

Episode Overview

In this episode, Ashley Brock dives deep into a common pitfall among entrepreneurs and business owners: focusing on acquiring the cheapest leads possible with paid ads. She challenges listeners to reframe their mindset around cost-per-lead (CPL), emphasizing the value and intent behind each lead rather than solely aiming for low costs. Drawing from high-level experiences, data, client stories, and clear analogies, Ashley breaks down why optimizing for quality and intent in advertising delivers far more sustainable and profitable growth.

Key Discussion Points & Insights

1. Not All Leads Are Equal – The Problem with “Cheap”

• Ashley recounts a VIP day with high-level entrepreneurs (including Alex Hormozi), highlighting a lesson from an eight-figure pest control business owner:
  "His sales team has to qualify to touch his Google leads... you have to close a certain amount to be able to be qualified to even touch the Google leads. Why? Because not all leads are created equal." (03:05)
• The intent of someone coming from Google (searching with intent) is vastly different than from Meta (Facebook/Instagram)—where people are interrupted in their scroll.
• The origin and mindset of a lead determines their quality and value.

2. Intent Behind the Platform: Google vs. Meta vs. YouTube

• Google Leads: High-intent, actively searching—"wallet in hand," ready to buy.
• Meta (Facebook/Instagram) Leads: Middle/varied intent, interrupted while browsing.
• YouTube Leads: Mixed intent, good for education and lead nurturing.
• Email: Strong nurture and conversion potential, but powered by how you grow the list (often through paid ads).

Ashley’s take:
"With Google, they are high-intent, they are searching for solutions... with Meta, you are interrupting them with what you have." (08:45)

3. Cost vs. Value: The Math That Most Miss

• Comparing $5 leads (100 for $500) vs. $50 leads (10 for $500):

  • Most initially think more leads is better, but conversion rates and lead value must be calculated.
  • Example Calculation:
    • A $5 lead that brings $20 in revenue = 4:1 return.
    • A $20 lead that brings $200 in revenue = 10:1 return.

• Ashley urges:
  "There's simply going to be less people overall that can afford a certain price point than others. And so you being able to say, I'm willing to pay more for more, that is what's possible." (19:05)

4. Attribution & The Holistic Paid Ads Funnel

• Leads from one channel (e.g., Google) may be retargeted on another (e.g., Meta) before conversion.
• Full funnel tracking is essential—understanding how channels, ad types, and nurturing work in concert is key.
• Obsess over blended return on ad spend (ROAS), not isolated channel CPL.

5. The Danger of “Worshipping” Cost Per Lead

• Cheaper leads can train the algorithm to hunt for the wrong audience:
  "Cheaper leads accidentally train the algorithm to find the wrong people." (38:12)

• Specific, high-value lead magnets attract better prospects (using Ashley’s nutrition coach example).

• Do not give the algorithm generic, mass-appeal targets, or you’ll get “junk leads” instead of quality buyers.

• Memorable Analogy:
  "It's like paying a recruiter per resume instead of per hire. Wouldn't you rather pay someone for the actual hire? ... Train the algorithm for the hire, not the resume, so it won't send you junk." (48:10)

6. How to Measure and Optimize Lead Quality

• Always analyze holistic data:
  • Total spend, impressions, clicks, CPC, CPA, ROAS, average order value, LTV—broken down by channel and tracked over time.
• Don’t optimize based on gut feeling—optimize based on real data.
  "You can't optimize based on a feeling. You've got to optimize based on data. And you can't optimize based on data if you can't read it." (51:55)

7. Intent Pyramid: Buyer Mindset Across Platforms

• Google: “I am looking for this right now”—transactional, solution-aware.
• YouTube/Podcasts: “I’m researching”—consideration stage.
• Meta: “I stumbled upon this”—low to mid intent, passive discovery.

8. Practical Takeaways for Lead Generation & Paid Ads

• Obsess over return on ad spend (ROAS), not just CPL.
• Be multichannel—test platforms to find the best lead sources for your business.
• Don’t judge leads just by cost, but by behavior and value.
• Build lead magnets and funnels that pre-qualify and attract your ideal customer.
• “Your cheapest lead may be your least profitable and your most expensive lead may fund your entire month.” (58:22)
• Track by channel but also holistically; scale ad spend when returns justify.

Notable Quotes & Memorable Moments

• On Lead Quality:
  "The smartest entrepreneurs and the business owners I work with, they optimize for the value of the customer, not just the cost for a cheap lead." (07:40)

• Platform Intent Analogy:
  "Google is a customer walking into your store, whereas Meta is like passing out flyers in the mall." (31:47)

• Marketing Data Wisdom:
  "You can't optimize based on a feeling. You've got to optimize based on data." (51:55)

• CPL Trap:
  "Cheaper leads accidentally train the algorithm to find the wrong people... The algorithm sometimes is dumb, but it's obedient." (38:12 & 44:51)

• On Scaling:
  "If your holistic cost per lead is averaging around $12 and your value is averaging $100, you are getting a positive return. You are printing money, please, for the love, spend more." (24:35)

Timestamps for Key Segments

• 03:05 — VIP experience and learning from big businesses (Alex Hormozi reference)
• 07:40 — Why smart business owners focus on value, not just cheap leads
• 08:45 — Intent explained by advertising platform
• 19:05 — Breaking down the real math of lead cost vs. value
• 24:35 — When you should confidently scale your ads spend
• 31:47 — The shopping analogy: Google vs. Meta lead intent
• 38:12 — The trap and danger of focusing solely on low CPL
• 44:51 — Algorithm’s “dumb obedience” and how to optimize for quality
• 48:10 — Recruiter and hiring analogy for lead quality targeting
• 51:55 — You can’t optimize marketing based on gut feel
• 58:22 — Final actionable insight: cheap vs. profitable leads

Actionable Takeaways

• Audit your lead sources for both conversion rate and customer value.
• Map your paid ad funnel and look for synergy (how channels work together).
• Challenge any instinct to "pause" expensive leads without fully analyzing ROAS.
• Design specific and valuable lead magnets to pre-qualify ideal customers.
• Track key metrics consistently—if you’re not measuring it, you can’t improve it.
• Be multi-channel in approach; your audience, at all levels of intent, is on every platform—you just need to know how to reach them.

Closing Wisdom

If your goal is merely to get the cheapest leads, you're probably leaving significant revenue—and profit—on the table. Instead, optimize for quality, understand your customer's intent, and use data (not just feelings) to drive your advertising decisions.

Ashley’s final encouragement:
"So go advertise your name and make it rain. I'll see you soon." (End)