Home · Channels · Meta Ads
Facebook and Instagram will give you the cheapest leads you've ever seen. Whether they're worth anything depends entirely on what you optimize toward - and almost nobody optimizes toward the right thing.
Book a free 30-minute auditMeta results
Hack2Skill · Tech & AI events
Optimized on completed registrations rather than clicks, with creative rotation built for short bursts and audiences compounding across event cycles.
Meta Ads Manager - 20,959 registrations at ₹15.81 each
Admissions & education
Admissions enquiries across schools, coaching centres and institutes, each with its own catchment, creative and budget line.
Meta Ads Manager - admissions campaigns across the school group
Why Meta lead gen goes wrong
Meta is extremely good at optimization. That's the problem - it optimizes toward whatever you defined as success, and most accounts define it badly.
Ask for link clicks and you get clickers. Ask for leads and you get form fillers. Ask for qualified leads and the whole account changes character.
Prefilled forms submit in two taps - including by people who tapped by accident. Cheap leads, low connect rate, and a sales team that stops trusting the source.
If Meta never learns which leads closed, it can't find more of them. Most accounts never send that data back, so the algorithm optimizes blind forever.
Costs rise, so the account gets restructured. Usually the audience was fine and the creative had simply been seen too many times.
Fixing the first and third of those does more for most accounts than any amount of audience restructuring.
What we run on Meta
Where the data allows it, the campaign is pointed at the stage that matters rather than at submissions. The account changes character within about two weeks.
Instant forms convert in two taps, including by accident. The right amount of friction is whatever your team can actually work through — that's a judgement per account, not a setting.
Outcomes go back to Meta so it learns who your buyers actually are, instead of who fills in forms. This is the fix for the signal gap.
Two ads with identical settings reach two different audiences. We run several angles at once and refresh on frequency rather than on a calendar.
Meta reports cost per lead all day. The gap between that and cost per qualified lead is where the account is won or lost.
Meta by category
Creating demand
Events, new programmes, new services - anything nobody is searching for yet. This is where Meta has no real competitor.
Volume at low cost
When you need thousands of registrations or enquiries rather than dozens, instant forms are unmatched on price.
Tightly defined geographies
School catchments, studio radii, serviceable pin codes - Meta's geo control is granular and cheap to test.
Audiences that compound
Past registrants and customers become lookalike sources, so recurring campaigns get cheaper over time.
Where demand already exists and people are searching for it, Google is the better channel - and most accounts should run both.
Meta questions
Book a free 30-minute audit. We'll look at what your account is optimizing toward, whether conversion data is going back, and what's actually driving the quality problem.