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Stop optimizing your ads for “more leads”

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Areeb Mirza
June 06, 2025

You get bad leads because you let bad leads through the door. To properly train your Facebook ads and Pixel, you need to be cautious of who you let in.

A 2-Star Michelin Restaurant in New York has a lot of filters compared to a casual sit-down or takeaway place down the street.

The Michelin star restaurant:

  • You have to be dressed appropriately, or they won't allow you in

  • You need to be self-aware that a meal is going to cost you a lot more compared to casual dining

  • You have to make a reservation, you can't just walk in

These are all filters to maintain a specific crowd.

If you run ads like a drive-through or takeout place, you don't really have any filters. You're letting everyone come in.

If you're that Michelin star restaurant and you're letting everyone in, just visualize people sitting there in pajamas and sleeveless shirts who can't pay for their meal because they didn't know what they were getting into.

When you let unqualified people through your funnel, you're actively training Facebook that these are the people you want.

Facebook thinks: "Oh, this business wants people who can't afford their service and aren't serious about buying. Got it."

Start optimizing your ads for people you want. Ask yourself:

  • What qualifications do they specifically need?

  • What information should they know upfront?

  • What filters can you add to your funnel?

Please keep in mind, the examples mentioned are two different markets. But the principle remains: match your filters to your business model.

If you're selling high-ticket services, act like the Michelin star restaurant. Make people qualify themselves before they get through the door.

Your Facebook Pixel will thank you, and so will your close rate.

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