Here’s why traffic campaigns are useless if you want profitable Meta ads:

The FB algorithm works differently based on the goals you set for it.

If you run a traffic campaign, the goal is just to get eyeballs on your landing page. This means FB is going to cast a massive net with its targeting.

It will hit the feed of anyone who would be mildly interested in what you’re doing.

Mildly-interested people don’t buy, but there’s a ton of them out there.

FB has a massive list of users who always click but never buy. Set the objective to clicks and they will give you what you asked for (nothing more).

But if the campaign objective is sales, the FB algo skips over the mildly-interested.

It wants to get to the good stuff. The high-intent audience that actually needs what you’re selling.

This means, by definition, your website views will go down.

Run a traffic campaign against a sales campaign with everything else set exactly the same and you’ll see what I mean.