The five parts that decide your Meta leads
Hey, it's Cem from Lead Generation Pipeline.
Your offer decides who fills out the form. If your ad just says call us today, everybody and nobody is a fit at the same time.
Then your team spends the whole week calling people who were never going to buy.
A lot of people don't even have offers when they're running ads. These people do not know you. They don't owe you any business.
A real price filters for you
Riverdale Family Dental's ad in the Meta Ad Library has been live 730 days as of November 1st. The hook is a real price: Invisalign starting at $3,400 plus a consultation.
Anyone who won't pay that scrolls right past it, and the people who stop already accept that number.
A clear offer says what they get, what it starts at and who it's for. So the first check on any campaign is simple. Would a stranger get the offer in two seconds?
Let the ad's words pick the buyer
A lot of campaigns get stacked with interest lists until the audience is tiny. That's outdated stuff from 2016 and 2017.
Your ad's words do most of the targeting. In the settings, we just pick our location and some language settings.
If your ad could belong to any business in your town, it's doing nothing for you. Name the service, name the area and name who's behind the service.
The page keeps the ad's promise
Whatever was stated in the ad needs to be stated on the page. A big issue we see is the ad says one thing and the page says another.
The questions on the form are where you separate the curious from the ready. Every question costs you a few people, but the ones who answer are worth calling.
With zero questions, your team ends up chasing everyone who tapped by accident.
1. Ask for the offer out loud
Ask whoever runs your ads to read you the offer in one sentence out loud. If they start talking about the budget or the audience, the offer was never built.
2. Read your live ads like a stranger
Open Meta's Ad Library, search your business name and read your live ads out loud. Ask what's offered, where it's offered and who's offering it. If you can't answer all three in a few seconds, neither can the lead.
3. Judge it by one number
Ad spend divided by sales appointments gives you your cost per sales appointment. Cost per lead can look great while appointments stay flat. Ask for that number every single week next to how many leads got called within five minutes.
Those two numbers tell you if the five parts are working together.
Watch the video: Learn 97% of Meta Lead Gen in Under 19 Minutes
Talk later, Cem
PS. Go watch my long-form videos on YouTube: https://www.youtube.com/@cemunlubiz/videos