Meta leads are cheap until you call them.

Why Meta leads go bad

Meta's AI finds more of whatever you reward. If the campaign is told "a lead is anyone who submits the form", it finds people who submit forms. Quick forms with pre-filled details make that very easy, including for people who tapped by accident or wanted something free.

It's the same problem I fix in Google Ads: the bidding is only as smart as the signal it learns from.

How I set it up

1. 1

   Forms that filter

   Higher-intent forms with a review screen and two or three qualifying questions. Fewer leads, better leads. That trade is the point.

2. 2

   Leads go straight to your CRM

   No weekly CSV downloads. Meta only keeps form leads for download for 90 days, so they go somewhere permanent the moment they arrive.

3. 3

   Lead stages go back to Meta

   With Conversions API for CRM, Meta learns which leads were contacted, qualified and booked, not just who filled a form.

4. 4

   Switch to lead quality once there's enough volume

   Meta's conversion leads goal needs a steady flow of leads, at least two lead stages, and a target stage that happens within 28 days. Below that I optimise to a qualified stage on your website instead, and I'll tell you which applies to you.

Clinics and health: what you can and can't track

Meta limits what health and wellness advertisers can send it, including some lower-funnel events through the pixel and Conversions API. Addiction treatment ads also need LegitScript certification. Event names that describe a condition can get flagged.

So for clinics I keep event names neutral, lean on lead forms and CRM stages rather than detailed website events, and tell you up front what Meta will and won't be able to learn. Better a smaller honest setup than one that gets restricted.

Google or Meta first?

For most clinics and contractors, Google first: people searching "dentist near me" or "basement renovation Edmonton" already want you. Meta works best second, to reach people before they search, or when the offer is easy to understand from one image or video. On the audit I'll tell you which to fund first for your business.

Where my Meta work stands

Most of my published results are from Google Ads, because that's where the bulk of my 80+ Canadian accounts ran. On Meta I currently run lead and sales campaigns for an AI education launch, plus coaching campaigns with a partner. A Meta case study goes on this site when there's enough clean data to show, not before.

Proof

Questions