Depends on what you're optimizing for (leads, messages, clicks?).
That said, here are a few tricks that helped me lower CPR:
– Use reels or square videos instead of static images
– Test 3 creatives per ad set, kill losers fast
– Warm up new pages with organic content before running ads
– Avoid overused interest targeting, go broad or use lookalikes from warm sources
– Retarget with meme-style creatives (high CTR, low CPC)
Also, fresh ad accounts and clean domains tend to perform better.
Keep testing. FB shifts fast.