Lead generation on Facebook and Instagram: applications that lead to sales

The form gives cheaper applications, the site - higher quality, and this is almost a rule. In the form, a person does not leave the tape, the barrier is lower: more applications and more random ones. We usually run both options side-by-side on a small budget and compare not the bid price, but the sale price. Often, a more expensive channel turns out to be cheaper at the output. There is only one condition for such a test: you must have something to measure. In the consulting project we measured, GA4 works - there the comparison is possible; in the plastic surgery clinic, the GTM container is not loading at all, and there is nothing to compare until this is fixed.

The reasons are almost always twofold: too short a shape and slow first contact. The form with one question collects everyone in a row. The application, which was received two days later, is almost always dead - the person did not go to the site and does not remember leaving a contact. It is not treated in the office: we add filter questions and set automatic transmission to CRM with a notification to the person in charge.

Through an out-of-the-box integration, if available for your system, or through an intermediate processor that accepts a request from Meta and puts it into your database. We do not consider manual export from the office to be a working option: it always lags behind, and it is this delay that causes the most losses. If there is no CRM at all, the minimum working option is an instant notification to the person in charge in the messenger plus a table where the request falls automatically.

So that the system learns from qualified appeals, and not from the number of sent forms. Without it, the campaign honestly looks for the cheapest bids and finds them — mostly from people who don't need your service. Technically, this is a transfer of offline conversions: a "qualified" or "sale" tag attached to the application is returned from CRM. This is the strongest lever in lead generation, stronger than creatives. A fair limit: it works only when statuses are actually posted by a living person, and no setting can replace it.

Enough to cut off non-targets, and none superfluous. In practice, these are two to four questions: volume or budget, city, convenient contact time. Each additional question reduces the number of calls and increases their quality, so the specific number depends on how many calls your sales force handles without a drop in quality. We ask this number at the analysis and calculate from it how rigid the form should be.

As fast as possible is the cheapest way to convert to a sale without making any changes to your ad. We notify the person in charge immediately after sending the form, and the time of first contact is included in the report as a separate metric. If it is measured in hours, any campaign optimization will have less effect than working with this number. This is probably our only recommendation that we repeat at every meeting.

Yes, if the contacts were obtained legally and you have a legal basis to use them. Lookalike audiences, built on a list of real buyers, usually perform better than customizing by interests. Data is hashed before upload and we document exactly what is being transferred. We do not buy other people's bases in any way - this is not a precaution, but a limit beyond which we do not cross.

Look at intermediate stages, not just money. There are four lines in the report: request, qualified request, appointment or miscalculation, sale - with the cost of each. A long cycle means that the first weeks should be judged by the second line, not by the fourth. At the same time, we advise you to check the figures of the office with your accounting system: the office and GA4 show a trend, not the accounting truth, and you have to consciously reconcile them with the cash register.