Unless you have a big or very engaged audience on Facebook, contrary to what seems to be popular advice, avoid large amounts of organic posting. It depends on your business, but posting 1 time a month could potentially be enough. It all depends on your goals, what content you have available (and it's quality.) Instead, focus your efforts on Facebook advertising. This way you can get to your ideal customer (that isn't already acquainted with you) and if you've been running your business for a while, using a good quality lookalike audience is your best bet. Get clear on your customers biggest desires, and give them something that satisfies their desire. For lead generation, offering some type of lead magnet and creating a sales funnel is the best way to go. Oliver

Calculating from those numbers, I've calculated a P value of 0.003, that's pretty statistically significant. You'll need to make sure the only variable is the content. If you've run the ad at different times, or to different audiences, you won't be able to find out why it was definitely, but you'll have a few ideas why it did so. If you've run it as the image is the only variable, you have two possibilities: 1. You aren't optimising for website clicks 2. You've run that ad for a short period of time, and Facebook's only just optimised for one ad Otherwise, any changes you've recently made to the audience would also throw this off, one ad creative can be cheaper for one audience but more expensive to another. Hope that helps Oliver English