"Marketers love bragging about low CPLs. But low CPL’s rarely mean ANYTHING if you’re running a high ticket funnel. That’s how so many agencies trick high-ticket brands into stomaching awful results for so long… They chase the cheapest clicks to make their reports look good, Not the right clicks that actually make money. In high-ticket funnels, your best-performing ads often look bad on paper. They might cost more per lead but those leads actually show up, convert, and drive real revenue. Forget vanity metrics. Focus on profitability metrics. Because cost per lead doesn’t matter if none of those leads become customers.