Getting good leads on Meta feels trickier these days, doesn’t it?
Ad costs are climbing, every competitor under the sun is fighting for attention, and let’s not even get started on those algorithm updates that seem to change faster than fashion trends.
If you’re running lead gen campaigns the same way you were a year ago, chances are you’re frustrated—and burning through budget with little to show for it. Meta isn’t a one-size-fits-all platform, and treating it like one? That’s a fast track to mediocre results.
The good news? Meta is still one of the best tools for generating high-quality leads—if you know how to use it. This guide is here to help you figure out what’s missing, what needs tweaking, and how to turn things around.
Ready to dive in? Let’s fix this together.
Understand Your Target Audience (For Real This Time)
It’s tempting to cast a wide net and hope for the best, but Meta’s strength lies in its ability to laser-focus your audience. If your lead campaigns aren’t hitting, ask yourself:
Have I refreshed my audience data? What worked a year ago might not work now. Update your buyer personas and make sure you’re targeting based on current behaviors, interests, and needs.
Am I relying too heavily on interests? Try layering interests with lookalike audiences built from your top-performing customers.
Am I excluding the right groups? For instance, if you’re running campaigns for new customers, exclude those who’ve already converted.
The Right Offer Can Make All the Difference
If your ad creative is on point but leads are still low, your offer might be the problem. People don’t want generic PDFs anymore. They want value.
Audit your lead magnet: Is it solving a real problem for your audience? If you’re in B2B, consider a quick, actionable checklist instead of a lengthy whitepaper. In B2C, exclusive discounts or free trials often perform better than generic “Sign Up” CTAs.
Test exclusivity: Phrases like “Limited Spots Available” or “First 100 Sign-Ups Get This Free” can nudge users to act faster.
Stop Underestimating Your Landing Page
Your lead ad might be the best thing since sliced bread, but if the landing page isn’t converting, it’s all for nothing. Here's how to fix that:
Keep it simple: Remove unnecessary fields from your forms. If you’re asking for anything beyond name and email, you better be delivering high value in return.
Align messaging: The headline on your landing page should echo the ad copy. If your ad promises “5 Tips to Slash CAC,” your landing page should shout the same.
Mobile-first design: Over 90% of Meta users are on mobile. If your page isn’t optimised, you’re losing leads.
Leverage Lead Form Ads (But Be Smarter)
Meta’s lead forms are a fantastic tool, but they can also attract low-quality leads if you’re not careful. Here’s how to use them to gain better-quality leads:
Customise questions: Go beyond the basics. Ask one or two qualifying questions to filter out tire-kickers.
Pre-fill fields: Make it effortless for users to complete the form by letting Meta pull data like email and phone numbers directly.
Test the “Higher Intent” option: This adds an extra review step before users submit their info, which often improves lead quality.
Get Serious About Creative Testing
Here’s a cold truth: the first creative you launch probably isn’t your best. Meta rewards ads that hold user attention, so testing is non-negotiable.
Experiment with formats: Static images, videos, carousels—test them all. Each audience responds differently.
Test hooks: Swap out your opening lines. Does “Struggling to Reduce CAC?” perform better than “Tired of Overpaying for Leads?”
Refresh regularly: If you’re running the same ad for more than 4-6 weeks, your audience is probably tuning it out.
Use Advantage+ Campaigns Wisely
Advantage+ campaigns are Meta’s answer to automated ad targeting. While they can significantly boost your lead generation efforts, they’re not foolproof.
Test in low-risk scenarios: Don’t pour your entire budget into Advantage+ campaigns. Use them alongside traditional campaigns to see how they compare.
Monitor placement performance: Advantage+ often optimises for placements like Stories or Reels. Make sure your creative fits those formats.
Nail Your Retargeting Strategy
Most people won’t convert the first time they see your ad, but retargeting can bring them back. But you need to play your cards right:
Segment your audience: Create separate retargeting campaigns for people who visited your landing page but didn’t convert versus those who engaged with your ad but didn’t click.
Incorporate varieties: Don’t serve the same ad again. Instead, use testimonials, case studies, or a stronger CTA in your retargeting ads.
Exclude converters: Avoid wasting money by excluding people who’ve already filled out your lead form.
Measure, Optimise, Repeat
Finally, you can’t improve what you don’t measure. Keep a close eye on your metrics, but don’t get stuck in analysis paralysis.
Key metrics to track: CPL, CTR, and lead form completion rate. These give you a clear picture of what’s working and what’s not.
A/B test constantly: Simple changes—like tweaking the wording of your headline or adjusting the colour of a CTA button—can make a noticeable difference over time
Final Words
Lead generation on Meta is challenging, but it’s far from impossible. The most successful campaigns aren’t just thrown together; they’re carefully planned, tested, and optimised.
So, where will you start? Will you refine your audience targeting, rework your creative, or tighten up your landing page? Whatever it is, take action now. Meta’s playing field rewards those who adapt—and if you’re not adapting, your competitors will.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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