Are You Wasting Money On Useless Leads?

Leads. Everybody wants more leads. Whether it's Facebook, meta, Google campaigns, or wherever you're running ads. Leads is one of the things where people optimize their campaigns the most for. And I've heard this time and time again, where business owners, they'll run their ads for maybe like, let's say a month or two, and they're generating a lot of leads and they're, you know, like within the first two weeks, might be a little happy because, you know, they hired this agency or they, they, you know, hired their cousin to do their marketing for them and they, you know, generated them a lot of leads. But after the two months, you come to realization that, yeah, I mean, these leads are garbage. I don't want to talk to these leads. And nobody's picking up. They don't even remember that they fill out this form. That's because you're optimizing your campaigns for the wrong metric. Generating leads are fine. And there are people out there who will just fill out forms for fun. So what I want to talk to you about in this video are three variations of campaigns and which variation you should be running because there's a high likelihood chance that you're running the first variation, which is just open leads, where you're just showing an ad and then just allowing anybody to fill out the form. So, for example, if it's an open form using meta's instant form feature, or your websites just taking applications to pretty much everybody on the face of the planet, so you need to start putting filters in place as well so you can get better quality leads. Because how the meta algorithm works, it's based on learning. So the more leads that you get from a campaign and you optimize it for that specific thing lead, Facebook will learn from that and give you more of those type of people. And it might sound confusing at first, but I have this beautiful diagram over here, which I made. We're just going to visualize every single thing for you on this specific board I have over here. So without further ado, let's pretty much kind of like dive into it. So over here we have three campaign optimization goals. So one of them is meta leads, no logic, which basically means you're allowing everybody in. So this is you just ask maybe like one or two questions and then you get their email, phone number, first name, last name, and in some cases like zip code or something. So those are the only thing you are asking for, but you're not disqualifying the leads, which means anybody is allowed to opt into a form. You don't care if it's a 17 year old, 18 year old, whoever it is, they can fill out the form. There's no qualification gate in there. The second one is meta leads with a dq. So qualification gate, yes. Which means you ask a question. If the answer to a question is no or it's not what you want, then you can disqualify that lead as well. So that is what meta leads with a gate means, like qualification gate. And then the third optimization goal is a website schedule. Now in this example I've chosen like book a call event, but this could be appointment schedule, this could be, you know, whatever your business is optimizing more for. So for example, if it's a high ticket coaching program or if it's an online service where you need calls, if you're like an accounting firm where you need calls, website schedule would be the way to go. But if you're a doctor, if you're like, you know anybody else, you might want more like application submitted onto the actual funnel website. But that is something of course we can discuss later on too. This is just an example of what the third might look like. So and let's say all of the ad spend on all of these three optimization goals are the same. And the first one, as you can see, generates most of the leads, which like first one generates 100 leads, second one generates 50 leads, and then the third one generates 42 leads. And looking at this, some people, and looking at the cost per lead, some people go like, well obviously a Reva on the first one because I'm getting a $50 cost per lead on the first one, $100 cost per lead on the second one and $119 cost per lead on the second one on the third one. Sorry, why on earth would I go with the like the other two options? I'm going to explain to you in a bit as well. So let's say you're optimizing for calls event like you're running these ads because you want booked calls into your calendar. And then let's look at the numbers over here. So let's have this open targeting one where you're pre letting everybody in. Of course you're generating a lot of leads, but let's say you only book eight calls from these and then from the second one you booked 15 calls and then from the third one you booked 20 calls. Now all of a sudden the cost per call is where kind of like the numbers seem a little more on the reverse side of things. Yes, you generated 50 leads. Over here, but your cost per call is almost half because you almost booked double the amount of calls. And then, yes, your leads over here is 50 or 42, and your cost per lead is 119. But your cost per call is also 250, which is extremely good compared to like the very first one. Now, sometimes what happens is, even though let's say this one, the hundred leads, let's say your calls booked is, I don't know, like 40 calls booked out of these 100. And your cost per call might be like 116. The quality of these calls won't be as good because over here, you're letting everybody in. And whenever you optimize a campaign for letting anybody in, Facebook thinks it's okay to send you garbage. Just to put it a nice way. Like Facebook thinks it's okay because this person is optimized his ad, his campaign to let anybody apply for his campaign. So your whole technical part is incorrect. It is not Facebook's fault. It's not Google's fault. It's not wherever you're running your ad fault. It's your technical part and how the ad is actually set up fault like that is incorrect because you're letting everybody in. Now let's look at this example over here. So let's say this is a prospect, like this emoji over here is a prospect, and this person sees your ad. Now let's look at scenario number one. Meta ad. Meta leads, no logic. So they just come here, they enter the full name, they enter the phone number, they entered the email, the postcode, and that's pretty much it. And then over here, they just get registered as a lead, and then they perhaps book a call. And then that's pretty much it, because booked call is the goal. So that's criteria number one. Criteria number two is meta leads with dq, which means you ask questions, which also disqualify them. So, for example, let's say it's how soon are you looking to buy? And you ideally want them to be looking to buy within the next maybe like three, maybe latest six months. And if they're pick a choice where it says, oh, I'm just looking, or I'm not really sure, maybe like next year, then you can instantly disqualify them if they pick that option, which means Facebook learns from that data as well. Over here, same thing like leads get registered after filling out this form. And then we have the goal over here. Now, the third option over here is optimizing them with a funnel. Now, of course, this is something you can do over here already, where as soon as they fill out a form, fill out a lead, they can also go to the funnel and then perhaps skip this step, of course, because this is another form and they can just become a goal. So that's definitely something you can do. But just for the simplicity of this example, I have over here, we're just going to keep the setup simple. So let's say they come to this ad over here and this from this ad, instead of going to the form directly, they view a landing page. And from this landing page, of course, they get more information. They perhaps watch another video in depth to kind of like understand what the services are about. And then from there, as soon as they click on the get details button, they get hit with a survey. Now this thing and this thing over here is pretty much the same and we qualify them. And then as soon as they book a call, that's where they're registered as a lead. They're not registered over here, I'll have this change. But over here, they're registered as soon as they submit this form. And over here as well, they're registered as soon as they submit this form. But over here in this example, as soon as they watch the video or like visit this landing page, submit the form, book a call at a meta, ads registered them as a lead. So that's very, very important. So within all these scenarios, scenario one, this is scenario one, like it's, it's everybody coming into here. Facebook is learning from every single person that's coming through this specific campaign over here because you're just letting anybody apply to this form. So this is what it looks like after, you know, maybe a couple of weeks of your campaign running. Like Facebook is just letting anybody view this ad because you're pretty much allowing everybody in. And this over here is the second example because you're disqualifying them, which is of course taking out some people who perhaps aren't qualified. So you're still training your algorithm a little correctly to show it to the right people. And then the third one is pretty much as soon as they book, then only they become a lead. And this is where Facebook are only showing your ad to action takers. Now it's learning from your optimized goal, which was website schedule in the first place. So now they're only going to show your ad towards a very subsect amount of market who have actually shown behaviors in the past to book a call. So like, Facebook has all of this data. It's actually extremely Smart. Everybody talks about the ad, the organic algorithm and the, you know, the Instagram algorithm, TikTok algorithm, the ads algorithm is 10 times smarter. It is 10 times more. Just think about it like this is where people make their money. This is where the platforms by themselves make money. So why wouldn't they actually put 10 times more effort? So that's very, very important to grasp as well. So that being said, after watching this video, I don't think you should have this type of form like at all. Like I get it, you're getting more leads, but these leads don't amount to anything. You have to understand when it comes to ads, you need high quality leads. Because if you're doing all the calls or if your team is pretty much kind of like dialing all these leads, they're wasting their time as well because they're just talking to people who are never going to buy in the first place. Or they're very low intent people. So save yourself the time and get less leads, but higher quality leads. This is how you also helping Facebook this way as well. So this is not really an option for you. This is just something you have to do. This is where your campaigns aren't performing either because you're just giving Facebook trash data back. So you have to understand as soon as a lead comes in, you have to qualify them and then you have to optimize for the specific goal as well. Now in some cases we never use this method. Over here. There's very like rare cases we'll use this method and even if we do, we make sure like it's a big form, like eight to nine questions if there's no disqualification area in there. So if you're in a scenario where like, hey, like we don't necessarily need to disqualify any leads. So how you in particular increase the intent of the leads is just by asking more questions. You just ask like eight to nine more questions depending on who your target market is and then you'll instantly see drop off and a lot of people filling out the actual form. Because now they're like, okay, well I have to answer a lot of questions. I'm not doing this. And that's fine because you need action takers anyways. So if you're in this field where you're like, hey, I can't necessarily qualify any people, then just ask more questions. But in 99% of the cases, what we do is like we use either one of these two cases, like we'll add if we're going to use instant form we're going to add qualifying questions in there to make sure that we're actually training the algorithm. This is something we use for local businesses. I've seen work well, but in most cases I just always recommend having kind of like a funnel like this in place because your ad needs to be good enough. And of course, if your ad is good enough, they're going to click on here and then the job of the landing page is going to be making sure that, you know, they take them to the next step, which is the survey page. And after the survey page they're going to book a call and then only do they register as a lead through meta. So this is what happens. So this campaign is optimized for website schedules only. So over here in these two, as soon as you get a lead, then it'll show like, okay, this one generated one lead, but this one, until they book like an actual call, then only the ticker will go up to like one website schedule event. And of course the number is usually higher. But this is something that's going to be building up a lot as well. And it's just going to save you a lot of time because now you're only talking to qualified prospects. So yeah, it's a very, very important concept. But that's all for today's video. If you did find value on, you know just how to set up your ad campaigns, then make sure to comment down below on exactly what you'll be changing. And if you do need to implement this, we do have a done for you offer where we take care of both and also ads. It's a complete done for you service. We take care of literally everything for you, especially for busy business owners. This is something we just build out and also manage on your behalf. There's a calendly link in the description below. You can just pretty much book there and then we'll speak to you soon. Other than that, please make sure to subscribe to this channel and like this video because it helps this video being pushed out to other business owners just as yourself. And this information is very, very important for them to watch too, because trust me, I've seen a lot of bad ads online and all of them come to this very dangerous conclusion that like ads just don't work for them. But most of the times it's either their practices they're following and just the lack of experience is what causes them to come to that conclusion. Because as soon as this starts working, as soon as you close one or two deals, then you pretty much see the upside on closing, like, 200, 300 the next year. So the upside is extremely massive when it comes to the online space, and I want you guys to utilize this properly. But that being said, I will see you next week. And in next week's video, we're going to be talking about Meta versus Google and which one you should be particularly running. I'll see you next week.