It is possible to use Meta Ads to create high quality leads. Most companies fail to do so due to improper audience targeting, ineffective ad creatives and optimization. Testing, analysis of performance data and campaign optimization should bring positive results.
In one of my projects, I have helped my customer reduce the cost per lead by 60 percent without changing the marketing budget. During the audit of the campaign, I found out that there was poor audience targeting, ineffective ad creatives and lack of retargeting campaigns. I reorganized the campaign according to the following approach: created several audience segments according to demographics and user interests, made effective ad creatives with a call-to-action button, and optimized the landing page.
Moreover, I added retargeting campaigns aimed at reaching those users who have already seen ads or the website before. Monitoring metrics like CTR, conversion rate and cost per lead, I was constantly optimizing the campaign using A/B testing.