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Why Are Your Facebook Ads Bringing in Low-Quality Leads?

Are you struggling to get quality leads from your Facebook in-form ads?

You’ve set up the campaigns correctly, targeted the right audience, and launched your ads. But still, you’re getting junk leads.

You believe you’ve done everything you can, but if you’re still getting poor-quality leads, then something isn’t right. Before we dive into the solutions, let’s spend a minute understanding what in-form ads are.

What Are In-Form Ads?

In-form ads, also known as Facebook Lead Ads, allow people to sign up for your offer without leaving Facebook.

When someone clicks on your ad, a form pops up right there, pre-filled with their contact information.

It’s convenient, but sometimes the leads you get aren’t as good as you’d like.

There is no doubt that setting up the ad correctly is important and you need to:

  • Select the correct campaign objective.
  • Target the right audience.
  • Place the ad in the right locations.
  • Create compelling ad creatives.

But even after doing all that, you might still find that the quality of your leads isn’t up to par.

So, how do you get better-quality leads?

There are multiple ways, but here are three methods that people usually don’t talk about:

1. Make It Harder for People to Fill in the Form

Yes, you read that right!

By adding more questions to your lead form, you filter out those who aren’t seriously interested.

Include questions that require thoughtful answers, not just quick clicks.

  • Ask qualifying questions: For example, “What’s your biggest challenge with [your industry]?”
  • Include multiple-choice options that help you segment leads.

This way, only genuinely interested people will take the time to fill out the form.

2. Switch On the HIGHER INTENT Lead Settings

Facebook offers a “Higher Intent” option for lead forms.

When you turn this on, it adds an extra review screen where people can confirm their information before submitting.

  • How to do it:
    • When setting up your lead form, select the “Higher Intent” option.
    • This adds a review step, reducing accidental submissions.

 

This extra step helps ensure that the leads you get are more committed.

3. Optimize Your Ad Messaging Based on Your NICHE and Ideal Customer Profile (ICP)

Facebook offers a “Higher Intent” option for lead forms.

When you turn this on, it adds an extra review screen where people can confirm their information before submitting.

  • How to do it:
  1. When setting up your lead form, select the “Higher Intent” option.
  2. This adds a review step, reducing accidental submissions.

This extra step helps ensure that the leads you get are more committed.

Have you ever tailored your ad content specifically to your niche audience?

  • Speak directly to your ideal customers: Use language and examples that resonate with them.
  • Create a video ad if possible: Videos can convey your message more effectively and grab attention better than static images.

By aligning your messaging with your niche and ICP, you attract the right people.


Now, you might be thinking:

“Won’t these steps increase my lead costs?”

Yes, with these changes, lead costs may increase—sometimes a lot.

But here’s the thing:

I don’t care about increasing lead cost.

You shouldn’t too.

What you should care about is quality leads.

I want to save my time and energy and avoid talking to junk, unfiltered leads.

  • Quality over Quantity: Higher-quality leads are more likely to convert into customers.
  • Better Use of Resources: Fewer, better leads mean you spend less time chasing dead ends.
  • Better conversions: Quality leads are more likely to turn into customers.

Give it a try.

Implement these strategies and see how your lead quality improves.

Remember, it’s not just about getting more leads; it’s about getting the right leads.

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