Lead Gen Overview
As a paid social media specialist, knowledge of lead generation is fundamental to staying competitive in this field. Alongside e-commerce, lead gen is a type of performance marketing that includes a direct-response element. It consists of prompting users on social media to fill in a form with their details in exchange for an incentive or lead magnet. This can range from ebooks and webinars to consultations and much more.
The kind of lead generation strategy you choose will vary depending on the industry you will serve ads. For local businesses such as healthcare clinics, targeting must remain local, usually within a 15-mile radius of your client. In this context, the lead magnet is usually a strong and unique offer or price point that performs better than the competition in the area.
Meta Campaign Structure
Lead generation campaigns in Meta can be divided into two categories: lead ads and website leads. Lead ads are leads generated within Meta’s ecosystem, while website leads are leads generated when users fill in a form on an external platform, generally a landing page. This distinction is important because the conversion path, user experience, and tracking setup vary greatly depending on the lead source.
Below is a common Meta campaign setup for local lead generation, with all Advantage+ features turned on.
| Campaign Level | Ad Set Level | Ad Level |
|---|---|---|
| Lead gen objective | Conversion location (website, Meta lead form) | Creative selection |
| Bid and budget control | Local geo-targeting (zip codes or radius) | Copy (headline, main body) |
| Gender split | ||
| Placement selection | ||
| Age exclusions |
Tips for Better Lead Generation
The key to better lead generation is the constant testing of new features that Meta launches regularly. This is important because lead quality does not depend only on volume, but pairing constant testing with the signal quality sent back to Meta. Some of the proven features that have improved lead quality include:
- Qualification questions
- SMS verification
- Clean downstream event signals
- Meta’s conversion leads objective
If you want to find out more about the Meta campaign setup for local healthcare clinics, such as chiropractors, read this case study.