Running Facebook ads can be incredibly rewarding—but only if optimized properly. We recently had the chance to review a campaign conducted by a service-based business and found some interesting takeaways that could benefit anyone looking to generate leads effectively through Facebook.
The Good News First: Leads Were Converting
While the campaign had a relatively high cost per lead (CPL), it did result in successful conversions. This indicates that the leads were qualified and brought in enough revenue to potentially justify the ad spend. However, there’s still a lot of room to reduce CPL and improve efficiency without sacrificing lead quality.
Here’s what we found, and what we’d recommend based on our experience.
1. Use Multiple Creatives — Let the Algorithm Work
One of the key areas where the campaign could improve was creative diversification. The setup included only a single creative—meaning there was just one image/video and one copy variation being used throughout the campaign.
This limits the performance potential of Facebook’s powerful ad-serving algorithm. When you upload multiple creatives (different visuals and ad copies), Facebook automatically tests them and optimizes delivery toward the ones that perform best for your target audience.
Tip:
- Use at least 3–5 creatives in your ad set.
- Vary your headlines, body copy, and visuals
- Include both static images and short-form videos for broader testing.
2. Open Up Placements for Better Results
Another missed opportunity was the restriction of ad placements. The campaign had limited placements, which means the ads were shown in only a few select areas (e.g., Facebook feed but not Instagram stories, Reels, or the Audience Network).
Facebook’s algorithm performs best when you enable Advantage+ placements (formerly Automatic Placements). This allows ads to appear across Facebook, Instagram, Messenger, and the Audience Network—letting the system choose where your ad will perform best at the lowest cost.
3. Rethinking Campaign Objectives: Leads vs. Messages vs. Conversions
The campaign used a standard lead generation objective. While this is a go-to for many service businesses, it’s not always the cheapest or most engaging route—especially if you’re looking to establish conversations and qualify leads more naturally.
Alternative 1: Message Objective with Lead Prompts
This method leverages Facebook’s “Click to Message” ads that direct people into Messenger. With built-in lead prompts, businesses can:
- Pre-qualify prospects through quick-answer questions
- Get essential details like service requirements, budget, and timeline.
- Start a chat thread they can return to later, building rapport with the lead.
We’ve often seen a lower cost per conversation and better engagement with this setup, especially when users prefer casual, real-time communication over filling out forms.
Alternative 2: Conversion Objective (Optimized for Form Submissions)
Another route is using the “Conversions” objective, especially when you have a website or landing page with a lead form. In this setup, Facebook optimizes delivery to users most likely to complete the desired action—such as filling out a form or booking a consultation.
Note: You’ll need the Meta Pixel installed on your website and ideally set up standard events (like Lead or SubmitForm) to let Facebook track and optimize based on real user actions.
4. Lead Quality and Follow-up Matter
Whichever approach you take, remember: lead generation doesn’t stop at the ad. It’s what you do after the lead comes in that really counts.
- If you use Messenger ads, follow up quickly to keep the conversation warm.
- If using form-based leads, set up an automated email or call flow.
- Respond within minutes where possible—response time can make or break conversion rates.
Final Thoughts
Facebook advertising is not a one-size-fits-all solution. Campaign success depends heavily on strategic experimentation, proper creative testing, and choosing the right objective based on your goals and target audience behavior.
In summary:
- Test multiple creatives and copies in every campaign.
- Use all placements and let Meta optimize delivery.
- Explore alternative campaign objectives like Messages and Conversions.
- Focus equally on post-lead nurturing to improve ROI.
With the right tweaks, you can turn a high-CPL campaign into a well-oiled, cost-efficient lead generation machine.
Need help optimizing your next campaign?
Our team has helped multiple businesses lower their CPL and increase conversion rates through performance-focused advertising strategies. Contact us to learn more or check out our internship program if you’re looking to grow your career in digital marketing.
