X ads are cheap again — I spent $2,400 so you do not have to

Six weeks, $2,400, B2B SaaS offer at a $59 monthly price point. Posting the whole thing because every "X ads are back" post I have read was an ad for a course.

What the numbers looked like
CPM $2.10 — genuinely cheap, roughly a third of what I pay on Meta for similar targeting
CTR 0.71% — fine, not great
CPC $0.29 — very good
Trial starts 118 → CPA $20.34
Trial to paid 22% → customer acquisition cost $92
LTV, conservatively, $310

So it works. But the asterisks matter more than the headline.

The asterisks

• Roughly 18% of clicks were obvious junk. Not catastrophic, but price it in
• Interest targeting is close to useless. Follower-lookalike targeting on specific accounts was the only thing that performed
• The conversions API is flaky enough that I ended up reconciling manually every week
• Creative fatigue is brutally fast. Three weeks and a winner is dead

Would I keep spending? Yes, at this CPM. Would I move my main budget there? No. It is a good second channel and a bad first one.

The follower-lookalike finding matches mine exactly. Interest targeting on that platform has never worked for anybody I trust. Pick twenty accounts your buyer actually reads and target those.

Does it hold for ecom or is this a B2B-only thing? Cheap CPMs usually mean the audience is not in a buying mood.

Tested a $40 physical product for two weeks alongside and it was bad — CPA came in around 2.5x the product price. I would call it B2B and info only until someone shows me otherwise.

Three-week creative lifespan is the real cost here. That is not an ad-platform problem, that is a production headcount problem, and it is what kills small teams on every cheap channel.

Appreciate the junk-click percentage. Everyone quotes CPM and nobody quotes the share of it they threw away.

Happy to post the creative breakdown separately if there is interest. Short version: static screenshots with one number on them beat every video we shot.