Meta’s new 3%-5% location-based ad fees: How to adjust your strategy and avoid overpaying

Meta is now adding 3%-5% location based fees to your ad spend. It applies to ALL types of ads, no exemptions. These are just the beta countries, more will be added in and you can likely expect a consistent 3-5% increase in ad spend once all the big countries roll this out. 5% seems to also just be the starter fee, nothing is to say that the EU won’t be increasing this to 10% or more once they see the easy revenue coming in from your ad spend. What this means for you: If you’re already struggling to keep your ad cost consistent & feel like you’ve been overpaying for leads and customers, it’s about to get worse. Now is the time to refine your ad strategy to make their additional fees irrelevant to your ROI and expand to more ad platforms (Google, Tiktok etc) 1. Start running omni channel 2. If you’re doing any kind of B2B, start targeting by contacts/companies 3. Start working all of your leads better and faster 4. Create more and better ads frequently 5. Build a community, keep people engaged after they opt-in on Slack, Telegram, Skool, fb groups, Discord or just social media if you’re posting regularly. For me, this is about to become super fun. I can’t think of a single ad account audit I’ve done in the last 10 years PROR to these fees where the prospect was not heavily overpaying by 20-40% for their ads (or even more) All this will do is make people overpay even more & realise it’s time to dial their ads in and stop overpaying Meta for no reason. Too many business owners get stuck in a ‘good enough’ 2-3x ROI phase and avoid fixing all the problems with their ad strategy.