Establishing a Stable Lead Generation System in Facebook and Instagram via Lead Forms

1. Project Overview

Niche: Universal Sector (Real Estate / Automotive / Services).

Pre-launch Status: The client was driving traffic exclusively to a website landing page. However, for «cold» audiences (users seeing the brand for the first time), the conversion rate was extremely low. Complex website forms and slow page load times resulted in a high cost per lead and the loss of potential customers.

2. Identified Issues and Barriers

An analysis of previous campaigns revealed several weak points:

1. High Bounce Rate: Moving from a social network to an external site created an extra friction point where up to 70% of mobile traffic was lost.

2. Low Engagement: Monotonous static banners did not stand out in the user’s feed, resulting in a low CTR.

3. Lack of Follow-up: Users who showed interest but did not complete the target action were not targeted with follow-up ads.

3. Goals and Objectives

Our primary objectives for this campaign were:

Lead Generation: Building a system to obtain a steady flow of inquiries (at least 200 per month).

Cost Optimization: Achieving and maintaining a target Cost Per Lead (CPL) within $12.

Scaling: Preparing the account structure for budget increases without a sharp rise in lead costs.

4. Implementation: Step-by-Step

Step 1: Transition to Instant Experience (Lead Forms)

To minimize the user journey, we pivoted from external traffic to Meta’s native Lead Forms:

• Developed forms with pre-filled data (name, phone number) to speed up the submission process.
• Added 1-2 qualifying questions to filter out «junk» leads and improve lead quality for the sales department.

Step 2: Creative Strategy and Format Testing

We developed and tested 3 types of content to identify the highest-converting format:

• Video Testimonials and Reviews: Created a «social proof» effect, which significantly boosted trust.
• Dynamic Product Carousels: Allowed users to browse products or properties directly within the ad.
• Static Offers: Focused on specific benefits or time-limited incentives.

Step 3: Segmentation and Lookalike (LAL) Audiences

Instead of broad interest-based targeting, we leveraged the client’s existing data:

• Uploaded the current customer database and created 1-2% Lookalike audiences to help the Meta algorithm find people with highly similar behaviors.
• Isolated a segment of active Instagram profile visitors from the last 90 days for a dedicated campaign.

Step 4: Retargeting Funnel Setup

We implemented a «follow-up» system for those who had shown initial interest:

• Targeted users who opened the lead form but did not click the «Submit» button.
• Used softer offers in retargeting (e.g., free consultations, checklists, or bonuses), allowing us to recover a portion of the lost audience.

5. Final results

By transitioning to native Meta tools and precise audience targeting, we achieved the following metrics:

6. Verification tools

To confirm the results, we utilized the following tools:

Meta Ads Manager: A screenshot from the ad account featuring the «Results» and «Cost per Result» columns.

CRM System: A screenshot from the sales funnel showing a lead list with «Facebook/Instagram Lead Ads» marked as the source.