This guide will show you how to set up, target, and use ad formats in Meta Ads to generate high-quality leads for B2B, local, or multi-touch sales cycles. Most people understand how lead generation works with Google Ads, but they do not yet know how to use Meta Ads in their marketing.

Meta Ads for lead gen

A broad range of Meta Ads (also known as Facebook Ads) would be valid for various types of industries and methods to minimize junk leads-a reality that is commonly found on this ad platform. The following presents all the straight and more advanced stuff on lead generation using Meta Ads.

Understanding lead generation through Meta Ads:

For Meta Ads newbies using lead generation forms, here’s some straightforward and easy setup to help you familiarize yourself.

Set up:

During campaign creation, you select the Lead objective. On the ad set level, you select the conversion location, that is, the place where leads will be captured, and how the ad will behave. The conversion locations include:

• Website.
• Website and calls.
• Instant forms.
• Calls.
• Selecting the appropriate conversion location is key.

It dictates the ad format and ensures that the campaign created is oriented to lead generation rather than just clicks or engagement.

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Conversion location options and their infancy in feeding under ads:

Website: Sends users to your website, where you can track lead actions such as form submissions, demo requests, or appointments using the Meta Pixel.

Site and Calls: Gets users to visit your site, but also has a call button that opens up a phone popup to visitors so they can easily call directly from the site.

Instant form: Opens an instant form on Facebook or Instagram itself-the users will not leave that platform. The submitted form data can be emailed to you or pushed into your CRM if it’s integrated.

Messenger (Not Recommended): The format opens up a discussion in Messenger or WhatsApp. It generally provides lesser effectiveness in capturing qualified leads.

Call ads work in two primary ways:

Direct dial: The ad dials a phone number instantly when clicked.
Call add-on: The user is taken to your website; there, a pop-up to call appears at the bottom screen. This call interaction can be tracked by Meta.

Call Ads for Local Businesses: Best Meta Ad Format for Quality Leads.
The best Meta ad format for lead generation will depend on the nature of your industry and your sales process.
Local businesses: This type of ad is for call ads that you should use for instant results.

For local businesses that close sales over the phone-such as medical clinics, salons, auto repair shops, or home services-this ad would quickly drive high-quality leads for the business. Such ads persuade individuals to call, so they are useful for a business built to handle high daily inbound calls.

Call ads work very well when the working person picks up the phone, rather than speaking to voicemail or an automated menu. The scheme sits well for services that encourage instantaneous interaction with potential customers.

Longer Sales Processes:

Use forms: Companies with longer sales cycles like B2B or higher-ticket B2C businesses would generally benefit from either instant forms or some website-based forms.

• These formats allow you to collect some more information ahead of time and to pre-qualify the leads better.
• For example, B2B companies typically require much more than a mere phone call to close a sale.
• A lead may need a demo scheduled, a specialist consulted, or further detailed information may need to be shared.
• In such a case, inbound forms or scheduled appointment works better, leading to higher-quality conversations.

Referring to the business type one is dealing with

• B2B/complex B2C: Put forms for qualification and follow-up.
• Local B2C/service-based: Priority for Call Ads for swift lead influx and conversion.
• Hybrid: Both get tested based on the team’s follow-up effort.
• Yes, instant forms may slow down the lead process a tad for local businesses, but they can serve quite well if you’d prefer to collect lead information off-hours, or if your team is not always available to answer calls.
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Meta Ads (a.k.a. Facebook Ads) Fixing Lead Quality.

Lead quality can still be a problem, even with Meta’s recent additions of more filters and tools, particularly for immediate forms. Thankfully, there are a number of strategies to raise the caliber of leads your Meta Ads generate.

1. Make use of lengthier instant forms

Although they may produce more leads, short forms frequently sacrifice quality. More questions aid in weeding out those who aren’t eligible. To examine and monitor lead quality over time, you can also email the leads to yourself or link the form straight to your CRM.

2. Include SMS confirmation

Turn on the “Require phone number confirmation via SMS” option while creating the instant form. By removing phony or low-intent leads, this extra step increases the accuracy of your contact information.

3. Direct links to your landing page or website:

Consider directing consumers to your website to fill out a form or give you a call in place of immediate forms. The leads are usually of higher quality, even if this frequently results in fewer submissions and a greater cost per lead, particularly for companies with longer sales cycles or more-priced products. Your landing page should have material that establishes credibility and responds to important queries like these in order to convert well:

• charts of comparison.
• videos that explain things.
• lists of advantages.
• case studies or testimonials.
• Users feel more comfortable filling out a form or making a call thanks to this additional information.

4. Bring in conversions from offline:

Meta Ads allows you to import offline conversion statistics from a CRM or call tracking provider. This improves targeting over time by teaching the system to locate additional leads similar to those that ended up becoming customers.

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5. Use call advertisements with call tracking:

Use third-party call monitoring software (such as CallTrackingMetrics) while conducting call advertisements. This enables you to:

• Record and examine Meta Ads calls.
• Provide your CRM with call data.
• Analyze the quality of the leads and mark calls that resulted in sales.

6. Allow quick forms to send follow-up messages:

Enable the Chat with leads checkbox throughout the ad creation procedure. This feature allows you to follow up in real time by starting a discussion in Messenger or Instagram with the user’s contact information contained once they submit an instant form and consent to chatting.