Facebook Ads for Motivated Seller Leads [Progress thread]

@Michael McKay I like it! Did you make sure they have subtitles? If you're having trouble with the ads manager tool to have Facebook put them on you can go to your page and upload them their and have Facebook automatically generate them.

David Horen

Kansas City, MO · Member since 2017 · 2 posts · 1 vote

@Michael McKay Just started a FB ad campaign as well using FB in-app form instead. Out of curiosity, why didn't you consider this route? Maybe I'm missing something.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@JT Rose Thanks! Yep, I'm adding subtitles. I found a tool called Zubtitle that let's me automatically add them to videos. I'm having my VA do that this week and double check all the subtitles to see if there are any errors.

@David Horen I'll be using the Facebook lead forms in the middle of funnel stage and A/B testing vs optimizing for conversions and sending people to my landing page.

Rodney MenendezPro Member

Developer · South West Florida · Member since 2020 · 74 posts · 53 votes

[email protected]239-288-0702

@Michael McKay

Great job and thank you for sharing. I have used some online marketing in the past for my real estate agent side business. Some other marketing tools that I found were www.adwerx.com (old promo code FB2017 may still work), Google AdWord (you only pay for clicks), and I used www.agentmarketing.com they have a lot of website templates and landing pages. Good luck!

Daniel Eisman

Investor · Lakewood, CO · Member since 2015 · 112 posts · 28 votes

@Michael McKay

This thread and your documentation are INCREDIBLY valuable! I see so many others hiding their strategies as if they're protecting the holy grail and I truly appreciate you being open and sharing this journey. I will be starting my own FB ad campaign but plan on targeting apartment owners instead of home owners and plan on using this as a guide. Please continue to update your progress and good luck!

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@Rodney Menendez Thank you!

@Daniel Eisman Haha. I'm not sure why people are so secretive. Most of us are in different markets or focus on different strategies. It's better to collaborate and learn from each other. I've learned a lot from others in this thread already. Plus with Facebook's ad transparency, you can look at all your competitors ads anyway :) Glad you found the thread useful!

2 Reply

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

PROGRESS UPDATE #11

I created a process for my VA to edit the face to face videos and add subtitles to them. My VA uses the free version of Kapwing to trim the videos, adjust lighting, and resize them to 1 X 1 for Facebook and Instagram. Then, she uploads them to a software called Zubtitle ($19/month) that auto subtitles them. She double checks the subtitles to make sure they are correct. 3 videos are done so far and she is working on the others.
The landing page website should be coming tomorrow morning from my web designer. I will probably have some small changes for him to make, but I hope to launch the site and Facebook campaign by mid next week.
I had a designer on Fiverr create the post card below for $30. The first part of my landing page only asks for the property address only. People who only fill out their address and not their contact info on the 2nd page will be skip traced and automatically sent this post card. I'm building this using Zapier and Click2mail. The post card has a tracking number on it, so that I can track how many people call from is vs from my landing page or other marketing.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

Here's a screenshot of one of the edited videos with subtitles. The reason I added subtitles is that 80% of people watch Facebook/Instagram videos on mute.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

PROGRESS UPDATE #12

Today I wrote the ad copy for my top of funnel and middle of funnel (retargeting) Facebook Ads. For the top of funnel ads, I plan on using dynamic creative, which means that Facebook will automatically test different ad copy and headlines with different video. This allows me to find the highest performing combinations.

For the middle of the funnel campaign, some copy goes with specific videos that you can see noted below. When someone watches 50% or more of a video, I will set the ads so that it does not show them that person the same video again to avoid ad fatigue (when someone sees the same ad over and over). I'm also going to experiment with using dynamic creative for images ads in the middle of funnel campaigns.

I'll dive more into the specifics of the ad campaign set up on a later post. For now, here's the exact copy I'll be testing.

Top of funnel

Primary Text: Need to sell your house, but don’t want to deal with repairs, showings, commissions?

We buy houses in CT in ANY condition and often close in 14 days or less.

✅ No repairs

✅ No showings

✅ No commissions

Headline: Get a cash offer on your CT house today

Primary Text: CT Homeowners. Is it really possible to sell your house in 14 days without giving it away?

Just imagine if you sold your house... WITHOUT having to list it with a real estate agent.

WITHOUT having hundreds of buyers walk through your home.

WITHOUT making costly repairs.

The answer is YES!

Get a REAL CASH OFFER on your house today.

✅ No repairs

✅ No flaky buyers

✅ No waiting

Headline: Get a cash offer on your CT house

Primary Text: CT Homeowners

Is it really possible to sell your house in 14 days without giving it away?

Just imagine if you sold your house... WITHOUT having to list it with a real estate agent.

WITHOUT having hundreds of buyers walk through your home.

WITHOUT making costly repairs.

The answer is YES!

Get a REAL CASH OFFER on your house today.

✅ No repairs

✅ No flaky buyers

✅ No waiting

Headline: Sell your CT house fast

Primary Text: It’s a common misconception that selling your house in 14 days is impossible.

Real estate agents tell you it takes months to sell a house, you have to make expensive repairs, and you have to be ready to leave your house at a moment’s notice if a potential buyer wants to see it.

I’m here to tell you that there’s a better way.

We buy houses in CT in ANY condition and often close in under 14 days.

✅ No repairs

✅ No commissions

✅ No waiting

Headline: Get an offer on your CT house

Primary Text: It’s a common misconception that selling your house in 14 days is impossible.

Did you know there is a better way than spending months waiting for the right buyer?

We buy houses in CT in ANY condition and often close in under 14 days.

✅ No repairs

✅ No commissions

✅ No waiting

Headline: Get your offer today

Primary text: Behind on payments or repairs 🔨 while trying to sell your house?

You have options!

We buy houses in ANY condition or situation.

✅ No repairs

✅ No fees

✅ Quick closing

Headline: Get your cash offer today

Middle of funnel (retargeting)

6-9 months- Primary Text: It’s a common misconception that it’s always best to use a real estate agent to sell your house.

Everyone’s situation is unique...So how do you choose the best option for YOU?

If you have 6-9 months to sell your house and are willing to make costly repairs or renovations, selling with a real estate agent is probably your best option and will make you the most money.

If you have too many repairs, you’re behind on payments, or you need to sell quickly, there’s a better option for YOU.

I’m a local CT investor and I’m looking to buy houses just like yours! I buy houses fast AS-IS, which means you’ll never have to make repairs.

I work with homeowners in all situations and I’ll help you find the best solution to your real estate needs.

Headline: Get a cash offer for your house

Us vs Real estate agents Primary Text: Still thinking about selling your house?

Here’s how we’re different from real estate agents.

If you have 6-9 months to sell your house and are willing to make costly repairs or renovations, selling with a real estate agent is probably your best option and will make you the most money.

If you have too many repairs, you’re behind on payments, or you need to sell quickly, there’s a better option for YOU.

I’m a local CT investor and I’m looking to buy houses just like yours! I buy houses fast AS-IS, which means you’ll never have to make repairs.

Headline: Get your cash offer

Website video 2 Primary Text: How much would your life change if you sold your house in 13 days?

These homeowners avoided foreclosure because we closed on their house in 13 days.

Headline: Get your cash offer

3 easy steps in our house buying process Primary Text: It’s a common misconception that selling your house takes a long time.

Here’s how you can sell your home in 14 days…

1. Fill out the form on {WEBSITE}

2. Schedule a virtual or in person viewing and get your cash offer

3. Pick your closing date

We'll buy your home in any condition or situation, even if you’re behind on payments or taxes.

Headline: Sell your house in 3 easy steps

Who sells us their house Primary Text: If you need to sell your house, but don't want to deal with the hassle of listing, you still have options!

We work with homeowners in all situations…

Problems renters, behind on payments, inherited properties, and more.

Let us find a custom solution to your real estate needs.

Headline: We buy houses in CT

Images- Primary Text: Selling your house in 14 days sounds impossible.

But it’s not as crazy as it sounds…

We buy houses in ANY conditions or situation and often close in 14 days or less.

✅ No repairs

✅ No fees

✅ No waiting

Headline: Now buying houses in CT

Images Primary text: Sell your CT home in 14 days. Get a cash offer today!

Headline: Get your cash offer

Images Primary text: We buy houses in CT AS-IS. Get your cash offer today!

✅ No repairs

✅ No commissions

✅ No repairs

Headline: We buy houses in CT

JT Rose

Member since 2019 · 32 posts · 20 votes

@Michael McKay Copy looks good! Something you can test as well if you'd like in the future is doing a Headline that is 2 lines long to see if the longer headlines are more convincing versus having a headline and a description. I also like to play around with different text themes. A free tool I use is yaytext.com to add different bold or underlined text options.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@JT Rose Thanks! I've never heard of yaytext, but the bold or underlined features sounds like a great idea for the copy. I'lll also keep in mind to test longer headlines in the future.

@Account Closed no problem! Glad you've found it helpful.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

PROGRESS UPDATE #13

I realized I haven't posted an update here in a week. Some things took longer than expected. Here's an update of what I've been working on.

My VA completed editing all 10 videos with subtitles yesterday
I've been going back and forth with the landing page designer to tweak the page. I underestimated how long this would take, since there was some custom coding needed.
I created a multi step survey that asks questions about motivation, price, and the property. Leads are brought to this survey after they submit their contact info on the landing page. Even if they don't fill out the survey, I still have their contact info, but I'm hoping to get additional info from 50% of the people.
I built the automated marketing campaign in my CRM. When someone submits their contact info, I get a notification to call them right away and they get a text message asking if they're available to speak. The CRM then reminds me to call them every day for a week and also sends automated text messages and ringless voicemails until they answer. When I used to buy a lot of Zillow leads as an agent, I found that you have to get in touch with leads right away or the chance of conversion goes way down, so I set up the CRM with this in mind.

Here are the questions I'm asking in the survey after someone submits their property address and contact info. If anyone has suggestions of things to add, I'd love to hear your feedback:

How much would you sell your house for today?
How soon would you like to sell?
Why are you selling your house?
Are you flexible on price?
Number of bedrooms
Number of bathrooms
Property type (E.g. 2 family)
What condition is the house in?
What repairs or maintenance does the house need?
What repairs or maintenance does the house need?
How long have you owned the property?
Is the house currently listed with real estate agent?

I plan on covering all these points on the phone when I call the person, if they don't complete the survey portion.

Sam B.

Investor · Indianapolis, IN · Member since 2015 · 270 posts · 217 votes

PPC campaigns beat display campaigns any day of the week for motivated sellers, or anything else that's not a branding campaign or very generic product, IMO.

But it'll be interesting to see how this goes.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@Sam B. Google search Ads are definitely better finding people who are looking to sell right now. I've always referred to Google search Ads as active ads, meaning someone is actively searching for what you're offering, vs passive ads like Facebook, where you may or may not come across someone's screen at the right time.

Obviously, there are things like re-targeting with Facebook, so there is some cross over between people who may have originally come to your site from a Google Ad or other marketing method that you are now serving ads to on Facebook.

I used to run the Facebook ads for a fertility clinic and they actually ended up getting a much lower cost per patient compared to the Google Ads they were running. Lot's of other clinics in the area were spending a lot on Google, so the CPC's got very high. There was a lot more follow up to get the Facebook leads to book though and they took longer to convert.

Ultimately, I decided to try Facebook for this project because I'm more familiar with it. I don't have much experience in Google Ads, so the learning curve would have been a lot steeper. I think the key here is going to be in the follow up, but we'll see how it goes!

Sam B.

Investor · Indianapolis, IN · Member since 2015 · 270 posts · 217 votes

Originally posted by @Michael McKay:

@Sam B. Google search Ads are definitely better finding people who are looking to sell right now. I've always referred to Google search Ads as active ads, meaning someone is actively searching for what you're offering, vs passive ads like Facebook, where you may or may not come across someone's screen at the right time.

Basically. Motivated sellers are people who need to sell now, it's not the same sales cycle as it is with most things, no repeat customers, etc.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

UPDATE #14- Ads have been submitted to Facebook!

I submitted my ads to Facebook last night. My top of funnel campaign was approved and is running and I'm waiting for my middle of funnel (retargeting) campaign to be approved by Facebook.

Before I submitted the ads, I added the Facebook pixel on my landing page. I set up some pixel events and custom conversions, which allows me to track actions people take on my website (e.g. do they submit the form with their contact info). I then used used these events to create some of my audiences for the campaigns.

I'll make a detailed post when I have more time later on exactly how I set up the pixel events, conversions, audiences, and campaigns.

Mark Sewell

Investor · Houston, TX · Member since 2017 · 1k+ posts · 871 votes

Originally posted by @Sam B.:

PPC campaigns beat display campaigns any day of the week for motivated sellers, or anything else that's not a branding campaign or very generic product, IMO.

But it'll be interesting to see how this goes.

That PPC ad is a postcard in the mail. Their mailbox is packed with them, and your ad won't stand out (with few exceptions).

These FB ads are a method to warm up your audience. Let them see that you are a real buyer. Show them what you do, show them that flip/renovation/rental project you are working on. Talk about the circumstances that the seller and/or the house was in when you bought it. Talk about why this avenue might be right for them, or not right for them, depending on the condition of the house and/or the circumstances of the owner. Use video for this as much as you can - for several reasons.

All of this allows your potential seller to get their head around the proposed solution - moving from problem aware to solution aware (borrowing from the guys over at Carrot here) - and then they start getting comfortable with WHY YOU versus all those other guys packing their inbox/mail box with PPC ads and postcards.

3 Reply

Sam B.

Investor · Indianapolis, IN · Member since 2015 · 270 posts · 217 votes

Originally posted by @Mark Sewell:

Originally posted by @Sam B.:

PPC campaigns beat display campaigns any day of the week for motivated sellers, or anything else that's not a branding campaign or very generic product, IMO.

But it'll be interesting to see how this goes.

That PPC ad is a postcard in the mail. Their mailbox is packed with them, and your ad won't stand out (with few exceptions).

These FB ads are a method to warm up your audience. Let them see that you are a real buyer. Show them what you do, show them that flip/renovation/rental project you are working on. Talk about the circumstances that the seller and/or the house was in when you bought it. Talk about why this avenue might be right for them, or not right for them, depending on the condition of the house and/or the circumstances of the owner. Use video for this as much as you can - for several reasons.

All of this allows your potential seller to get their head around the proposed solution - moving from problem aware to solution aware (borrowing from the guys over at Carrot here) - and then they start getting comfortable with WHY YOU versus all those other guys packing their inbox/mail box with PPC ads and postcards.

A postcard has more in common with a Facebook ad than a PPC ad. Postcards and Facebook are shotgun marketing. It works because while 99% of the people who see the ad won't be interested, the 1% of people who are will pay for the entire campaign (at least, you would hope). A PPC ad is inbound - these are people seeking out your service. Conversion rates are going to be about 100x higher with inbound.

I don't disagree with you theoretically and yes this is how a sales cycle works for some services, and for larger companies, or companies that can operate with a more specific client profile. I own a B2B company where things like small scale branding campaigns on LinkedIn can be effective because the audience is much more limited. However after doing a few hundred wholesale deals I've come to the conclusion that when it comes to outbound marketing with such limited targeting, it's all just a matter of being dumb lucky enough to be in front of the person at the precise moment they gain the motivation to pick up the phone and everything else is more of an academic exercise than anything. So I don't disagree that shotgun marketing works, my only disagreement would be why it works.

The other issue is in a motivated seller situation, there typically isn't the time to "build up the brand" in the potential client's mind, as opposed to say a B2B service where the customer profile doesn't change as the need arises, allowing you to target them earlier, or a more generic product, where targeting is less relevant. Basically you would have to have an extremely broad target that over time is whittled down to a much smaller potential pool of customers to do this, thus rendering the campaign not cost effective.

I've never had luck with Facebook personally but I never tried very hard, like I said would be interesting to see what comes of it.

>Their mailbox is packed with them, and your ad won't stand out (with few exceptions).

I don't disagree with this either but with two caveats:

1. Their facebook pages are also packed - information overload is everywhere. Lots of wholesalers are doing digital lately.
2. Most wholesalers suck at branding. They don't even try to stand out. This is more their failing than an inherent problem with direct mail.

2 Reply

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@Mark Sewell @Sam B. You both bring up great points. Another comparison for the strategy I'm testing on Facebook is bandit signs, assuming they are legal in your area. 10,000 people may drive by and see the sign, 5 may call, and only 1 is actually motivated to sell right at that time.

With Facebook, I can see who wrote down the number on the sign (clicked my ad), but never called, or even someone who looked at the sign for 10 seconds and considered calling, but never even wrote the number down (watched my video ad). I can then show that person with more ad with videos that Mark mentioned to build trust or stay in front of them, so when they do want to sell I'm right there.

To Sam's point, PPC campaigns are certainly effective and I would think the close rate would much quicker on average since the seller is actively searching for a solution. Lots of investors in my area are buying Google search ads. It's probably something I'll look into in the future.

In my area, Connecticut, very few investors are marketing on Facebook. I checked Facebook's Ad library to see who else is running housing ads in CT and it's almost entirely realtors. There are only 3-4 investors running ads at any given time and their ads aren't very good. If you're interested in seeing how many investors in your area are running ads in your area, you can follow the steps below.

Go to Facebook's Ad Library
Select Housing and type in your area in the search box. Personally, I checked my whole state.
Under the Advertiser dropdown, search for common words investors us for their Facebook or Instagram page names. I founds most either include "buys houses", "homebuyers", or "solutions".
Select all the pages that look like investors

Facebook will then show you all the ads those investors are running including their images/videos, how long they've been running them for, and what platforms they are running them on. Here you can see there are 4 investors running ads, including me, and 13 total ads running (5 are mine).

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

UPDATE #15- How I set up my Facebook Pixel

Before I turned any of my ads live, I set up my Facebook pixel, events, and custom conversions. This allows me to do 4 things:

Track how much it costs to get a certain action on my website. I.E. How much does it cost to someone to submit the form with their contact info.
Re-target people who visit my website. If you've ever gone to a site and then been bombarded by their Facebook ads for a week after, that's re-targeting.
Create audiences based on specific actions people took on my site. I can target people who visited specific pages, clicked certain buttons like my phone number, or spent the most time on my site. More on this in a later post about creating audiences.
Have Facebook use their algorithm to optimize my ads for that action. E.g. I can optimize for conversions and Facebook will try to get people to fill out the form on my site for the lowest cost.

There are plenty of step by step guides on how to install your Facebook Pixel, so I won't dive into that. Before I jump into setting the Pixel Events I use, you need to understand the user flow once they land on my landing page. Each step below is a separate page. I broke this up into several steps, so that if the seller doesn't complete all the steps, we at least get the info from the steps they completed. Most importantly their contact info!

Main landing page- They fill out a form with their address. We don't ask for any contact info here, just the address.
Contact info form- We ask for their contact info, including name, email and phone.
Survey about motivation to sell and asking price- See questions my Update #13 above.
Survey about property info and condition- See questions my Update #13 above.
Thank you page- says that we will call them shortly and includes a 45 second video of what to expect next.

Once I had the Pixel installed on my header code, I used Facebook's Event Set up Tool, to set up the events I wanted. I set up the following events. The names of these events are standard names that Facebook uses:

Lead- When someone submits their property address
Complete registration- submits contact info form
Contact- they click the phone number or email address buttons on my site. The phone numbers are tracking numbers, so we can track where they called from.

Next, I set up 2 Custom Conversions, so I can track how much it costs for a seller to complete each of these actions.

Motivation & Price survey complete
Property Info survey complete

Finally, I tested everything to make sure it was working correctly. To do this, I used the Test Events Tool in the Facebook pixel. This let's you go to you website and see the events live as they would trigger for a website visitor. For Custom Conversions, you can check the last time a Custom Conversion was received in Facebook, so I just go through my site and check Facebook a few minutes later to make sure the Custom Conversion was received.

Luke Marsh

Property Manager · Cincinnati, OH · Member since 2019 · 131 posts · 237 votes

@Michael McKay Glad to see you have progressed! How are the initial results?

2 Reply

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@Luke Marsh I've spent about $75 so far, but no leads yet. 90% of that has been spent at the top of funnel trying to build retargeting audiences, but my retargeting CTR's are pretty low which has me a little stumped. Maybe the retargeting audience isn't big enough yet. Here's the campaigns I've set up so far with some screenshots.

Top of Funnel

Originally I was running a dynamic creative TOFU campaign with 10 different videos (5 animated, 5 face to face with subtitle), but I wasn't getting good insight into which videos were working so I split this into 2 A/B test campaigns. My theory was to see which of each type of video performed best and then run another A/B test with the best animated video vs the best face to face video.

The goal of my TOFU campaigns has been to create a retargeting audience based off 10 second video views or ad engagement (all types).

The audience for all TOFU campaigns has been wide open. I set it to the Orange, CT + 15 miles with no interest targeting.

A/B Test Campaign 1- Animated Videos

Testing creative to see which animated videos performs best
Objective- Reach

Video engagement- Image uploaded here in better quality

Performance and Clicks- Image uploaded here in better quality

A/B Test Campaign 2- Face to face videos

Testing creative to see which animated videos performs best
Objective- Reach

Video engagement- Image uploaded here in better quality

Performance and Clicks- Image uploaded here in better quality

Should I try a different objective instead of reach? I chose this objective because I thought it made sense to try to reach the most people in my market for the cheapest cost and then use other objectives on retargeting.

Is there anything else I should change based on what you see?

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

Middle of Funnel

I'm running two campaigns in the middle of funnel.

Campaign 1- Convert 3 sec video viewers to 10 sec video viewers

I thought that people who watched videos for 3 seconds might be interested, but a 3 second view shows a pretty low level of interest. My idea behind this campaign was to see if anyone who watched the videos for 3 seconds would watch another video for 10 seconds. If they watch it for 10 seconds, then they will get targeted in the lead generation objective campaign.

Audience: Watched any TOFU video for 3 secs. Excludes anyone who watched any TOFU video for 10 secs or more or engaged with ad (any type of engagement).
Objective- Video views
Ad optimization- Thruplay

Video engagement- Image uploaded here for better quality

Campaign 2- Lead generation

With this campaign I'm trying to capture a leads by retargeting the audiences I've built using other ads. I created 2 ads set in here.

Audience: Watch any of the TOFU or MOFU campaign 1 videos for 10 secs or more, engaged with any of the above ads, my pages, or website. Excludes anyone who has already submitted a lead form on Facebook or submitted their contact info on my site.
Objective: Lead generation
Ad set 1: Dynamic creative using images
Ad set 2: Video. I did not use dynamic creative here because I wanted the copy to match the problem I talk about in each video.

Ad set 1- Performance and clicks- Image uploaded here for better quality

Ad set 2- Performance and clicks- Image uploaded here for better quality

Other things I've done so far

Turned off Instagram placements for top of funnel. I did this because IG was heavily serving my ads to 18-24 year old and the chances that they have a property to sell is very low.
Disabled the original dynamic creative TOFU campaign and replaced it with the two TOFU campaigns mentioned in my original post.

OP

Rental Property Investor · Jacksonville, FL · Member since 2016 · 155 posts · 68 votes

@JT Rose Do you have any insights on how things are going so far? Is this in line with what you usually see or are my campaigns set up wrong/performing sub par?

JT Rose

Member since 2019 · 32 posts · 20 votes

@Michael McKay With campaign one your cost per thruplay could be a little lower, what I've noticed is 3 second video views usually never saw the video because facebook will automatically start playing the video during the scroll of the person so it may be better to instead of using 3 second video views as your audience start the top of funnel off with a thruplay optimization with broad targeting or a Special LAL 3% of one of your lists. I would test to see if this lowers your cost per thruplay because generally it does for me where I sit around .02 a thruplay

Your cost per impression is good in campaign 2. Are you optimizing for conversions, landing page views or link clicks? I prefer optimizing for conversions if I'm trying to generate leads unless that is your middle funnel and you're planning to hit them again in a retargeting campaign.

You are still at the beginning of this so you are going through learning phases that can affect your data and the algorithm is trying to find the lowest hanging fruit, so there will be changes to come. Be sure to have your audiences created based off your pixel and pages visited on your website so that you can get that data collected from the beginning so that you can get the end of funnel past 1000 people so it performs better when you start it.