Facebook Ads - how to avoid low quality leads

Solving Low-Quality Facebook Leads

Introduction to the Problem

• Many business owners report that their Facebook advertising leads are low quality, resulting in poor engagement and no revenue.

• Common issues include difficulty contacting leads, missed appointments, and lack of conversions.

Successful Case Study

• A physiotherapy client demonstrates effective lead generation with over half of the leads converting into new patients.

Unsuccessful Case Study

• In contrast, a dental office client struggles with no bookings despite capturing lead information.

Key Solution: Custom Questions

• The solution lies in increasing the number of custom questions asked on lead forms; more questions correlate with higher lead quality.

• While most advertisers ask 2 to 4 questions, asking up to 10 can significantly improve lead quality.

Understanding Meta's Algorithm

• Meta (Facebook/Instagram) prioritizes ad spend over quality results; they often deliver low-quality leads to maximize profit.

• By imposing stricter constraints through additional custom questions, advertisers can filter out less serious leads.

Implementation Strategy

• Use long-answer custom questions instead of multiple-choice options to ensure genuine engagement from potential leads.

Example Questions for Dental Office Lead Form

• "How can I help you with your dental needs?"

• "What neighborhood do you live in?"

• "What type of insurance do you have?"

• "What time of day should we contact you?"

• "How urgent is the dental work you need?"

Monitoring and Adjusting Questions

• Gradually add one question at a time and monitor results weekly to find the optimal balance between quantity and quality.

Results from Adjustments

• Adding relevant questions has shown improvement in lead quality for struggling clients, leading closer to successful bookings.

Conclusion: Persistence in Social Media Advertising

• Advertisers should not abandon social media ads due to initial failures; proper questioning strategies can yield significant results.