Lead generation on Meta is a trap for the unwary. It's easy to get cheap leads that never convert. The brands that win focus on lead quality, not just volume.
Lead Forms vs. Landing Pages#
Native lead forms: Higher volume, lower cost, but often lower quality. Landing pages: More friction but better qualification. Test both for your specific use case.
Improving Lead Quality#
- Add qualifying questions to filter serious prospects
- Optimize for downstream events (booked call) not just form fills
- Use Higher Intent form type
- Exclude past leads and customers
Measuring Success#
Track CPL, but also lead-to-customer rate and cost-per-customer. A $50 lead that converts 20% beats a $10 lead that converts 2%.
