How Small Adjustments to Meta Lead Generation Ads Can Significantly Improve Lead Quality and Engagement
Many marketers have experienced the frustration of managing low-quality leads, wasted time on uninterested prospects, and poor show rates for scheduled meetings. This challenge is particularly common with Meta (Facebook) Lead Generation Ads, where initial results may include a high volume of unqualified or “junk” inquiries. However, strategic tweaks to your ad forms can dramatically enhance the quality of leads and increase conversion rates.
In this article, we explore two effective yet simple modifications that can transform your lead generation efforts, backed by practical insights and actionable steps.
- Implement a “Higher Intent” Form Type
Meta offers different form types to tailor the lead collection process. Switching from the standard “More Volume” form to the “Higher Intent” option introduces an additional confirmation step, creating a subtle yet impactful barrier that filters out less serious prospects.
How to Set It Up:
– Navigate to your Facebook Ads Manager and locate your Lead Form.
– In the Form Type section, select Higher Intent.
– The form will now include a review step where leads are prompted to verify their submitted information.
– To proceed, users must adjust a slider to confirm their interest.
Why It Works:
This minor friction encourages only genuinely interested prospects to complete the form, thereby reducing the influx of irrelevant leads. In my experience, it significantly lowers the number of disqualifications and boosts engagement from quality contacts.
- Add an Optional “Company Name” Field
Qualifying information can be a key indicator of lead seriousness. Including an additional field—such as “Company Name”—toward the end of your form, set as optional, can serve as an effective filter.
Implementation Tips:
– Access your lead form questions in the Meta Ads Manager.
– Under Questions, find Work Information > Company Name.
– Add it as the last question and mark it as optional.
Why It Matters:
Most legitimate leads will willingly provide their company information, while casual or less committed prospects are more likely to skip this field. This simple data point can help prioritize outreach efforts and improve overall lead quality.
The Impact
Applying these two modifications yielded measurable improvements:
– A notable increase in the quality of submitted leads.
– Higher attendance rates for scheduled meetings.
The combination of a confirmation step and a minimal qualifier effectively filters out less serious prospects, making your lead pipeline more efficient and valuable.
