Google and Meta ads · Lead generation campaigns
Lead generation campaigns, so customer enquiries land straight in your inbox or on your phone
Lead generation campaigns have one goal: an interested customer leaves you their contact details, and you hear about it straight away. I match the ad, the form and the route of the enquiry so nothing gets lost along the way.
Do any of these sound familiar?
- The ad works, but enquiries arrive scattered: messages, emails, calls.
- You hear about a customer hours later, and by then they are with a competitor.
- You get contacts from people who have no budget or don't know what they want.
- You don't know what one enquiry from a real customer costs you.
- Contacts from ads end up in one place that you rarely look at.
The ad itself is half the success. The other half is a quick and convenient route from the click to a conversation with the customer.
What it is
What lead generation campaigns are
A lead campaign is an ad whose goal is not an immediate sale but collecting an enquiry: a phone number, an email address or a completed form. It works where the customer first talks to the business, asks for a quote or books a date, and only then buys.
A campaign has several parts. The ad itself on Google or on Facebook and Instagram, a form with the right questions, and the route the enquiry takes to reach you. The form can sit on Meta or on your website. Either way, I make sure the contact lands straight in your email, a spreadsheet or a customer management tool.
I don't stop there. I check which ads give enquiries worth talking to, and I improve the form questions to cut down on random contacts. That way your time goes into conversations with people who could become customers.
What you gain
What you get from a lead campaign
Enquiries in one place
Contacts from ads go where it suits you, with no hunting through different inboxes and messages.
A fast reaction to the customer
You get a notification at once, so you can call back while the customer still remembers you.
Fewer random contacts
Well-chosen form questions filter out people who are not interested or have no budget.
You know what an enquiry costs
You see the cost of one contact and can judge whether the ads pay off at your prices.
Example
What it looks like in practice
Before the campaign
After the campaignAn illustrative example based on situations I often meet in small businesses.
Step by step
What it looks like from your side
- 1
A conversation about customers
Your part: a conversationYou tell me which enquiries are valuable to you and which only take up time. The form questions depend on that.
- 2
The form and the route of the enquiry
Your part: approvalI prepare the form and set where contacts go: email, spreadsheet, notification or your own tool.
- 3
Ad launch
Your part: a test enquiryI launch the campaign on Google or Meta and check that the first enquiries reach the right place.
- 4
Improvements and report
Your part: a reportI look at which ads give good conversations and strengthen them. You get a report with the cost per enquiry.
What you get
What you get
- An ad campaign aimed at collecting enquiries
- A form with questions chosen for your industry
- Automatic delivery of enquiries to email, a spreadsheet or a tool
- A check that enquiries really do reach you
- Campaign improvements based on the quality of enquiries, not just their number
- A report with the cost of one enquiry
“The worst thing that can happen to a lead is getting lost on the way. That is why I set up the whole path, from the ad to a notification on your phone.”
Who lead generation campaigns are for
- Businesses that sell a service after a quote or a conversation: renovations, installations, training, consulting
- Owners who get enquiries but reply to them too late
- Businesses that want contacts stored in one place instead of scattered messages
- Owners who want to know what one customer enquiry costs
Frequently asked questions
What is a lead?
It is an enquiry from someone interested in your offer: they left a phone number, an email or filled in a form. They are not yet a customer, but they want to talk. A lead campaign aims to bring more such people and to keep random contacts away.
A Facebook form or my own website?
It depends on the business. A Facebook form is simple and quick for the customer, but brings more random contacts. A form on your own website filters them better. After a conversation I will suggest what will work for you, and sometimes I test both.
Where does a customer enquiry go?
Wherever suits you: to email, to a spreadsheet, to a phone notification or to a customer management tool. I set it up so you hear about an enquiry straight away, not the next day.
What if the enquiries are poor quality?
That is a common situation and it can usually be improved: by changing the form questions, the ad text or the audience. In the report I show which sources give conversations worth having, and I focus the campaign on them.
See also
What else brings you customers
Free consultation
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