Armed with feedback about lead quality - the client was happy with the quantity and was able to convert leads, but they still wanted more to convert - we got to work. The Facebook Ads Team’s primary solution was to narrow the targeting. In late November, Marc narrowed the broad audience by about half and, to combat the likely creative fatigue with a smaller audience, he requested new assets and refreshed creatives. On November 22, 2022, a new ad set was launched after speaking with the client and gathering feedback about the leads. We were also able to leverage a new litter of puppies in the spring and, almost immediately, we created a sense of urgency and anticipation.