Ashay Bonde
Client Solutions Manager,
Financial Services & Real Estate
Meta India
Effective Lead generation on Meta
Fitness Life
Sponsored
Send message
Meta offers a suite of tools built to help businesses
acquire, qualify & convert leads
LEAD ACQUISITION LEAD QUALIFICATION LEAD CONVERSION
Creating and capturing
Identifying prospects Drive high quality leads that
interest with potential
likely to convert convert to sale
customers
For Real Estate advertisers, Meta
lead generation solutions can help
solve key challenges
Targeting: Effectively reaching customers in a precise area, when
01 word of mouth recommendations is a common method of
generating new leads.
Booking appointments: Challenges integrating between advertising
02 platforms and booking systems.
Trust and credibility: Leads may be low quality due to
03 unresponsiveness or unverified contact details
Longer consideration cycles: Services often need deeper consideration
04 before a purchase is made.
Moving leads through the customer journey
is a unique process for every business
There are a number of ways to effectively use the products available across Meta technologies to acquire, qualify, nurture and
manage leads. To identify the most effective strategy and combination of tools for your business, apply these principles.
LEAD ACQUISITION LEAD QUALIFICATION LEAD CONVERSION
Creating and capturing interest Identifying the prospects Drive high quality leads that
with potential customers likely to convert convert to sale
Generate leads across Adjust user experience Invest in your first-party
multiple types of lead ads to drive different outcomes data strategy
Optimize acquisition with
automation and AI
Set up a measurement plan
to test and learn over time.
Lead acquisition
Creating and capturing interest with potential customers
Generate leads across multiple
types of lead ads
Optimize acquisition with
creative best practices and AI
Generate leads across multiple types of lead
ads with Meta lead generation solutions
FORMS MESSAGES CALLS
Website forms Instant forms Click to Messenger Click to Instagram Direct Click to Whatsapp Call Ads and
for lead generation for lead generation for lead generation Call Extensions
DESTINATION OPTIMIZATION
Instant forms + CTMLG
Lead qualification
Identifying prospects likely to convert
Adjust the customer experience
to drive different outcomes
Higher Intent
Form Type
Secure very intentional leads for a
specific product or service. Optimise
for Higher Intent with three distinct
features:
● Inline context under contact fields
(to indicate business may follow-up)
● A review screen
● A slide to submit button
Rich Creative
Form Type
Illustrate the credibility and personality
of your business to increase trust and
brand presence on a native lead ad.
● Customizable forms
● Richer context
● Brand colors
Advertiser creation Consumer experience
Instant form add-on
People will see your website when they tap or click your
ad. You can now add an additional contact method in the
browser to help people connect with you - in this case, an
instant form, which uses autofill capabilities to quickly
collect people's contact information.
WHO SHOULD USE IT
You have a website form and want to increase
lead volume by including an instant form option
as well.
You’re looking to encourage people to visit your
website and complete higher intent actions, such
as booking appointments and writing customer
testimonials.
Instant form add-on decreased CPL by 47% and
CPQL by 33%.
Using instant form add-on, Overt Digital saw a1
400%
Resulting in an
80%
Source: 1. Client case study. Results shared back with Meta. Campaign ran May 4-18 2023. increase in qualified leads reduction in cost per qualified
2. Disclaimer: Results reflect median decreases with 94% and 99% confidence, respectively, compared to Website lead
forms based on 9 A/B tests across NA and APAC from April 28th, 2023
Conditional Logic
Streamline your form and increase
conversions by adding conditional
logic. Conditional logic allows dynamic
form customization based on a
person’s answer real time.
● Customize experience real time
● Hyper targeted thank you pages
● Clearer picture of your customer
FYI: Questions prohibited on your Instant Form
Choose Answer: Choose Answer: Choose Answer: Just
In a month 3-6 months browsing
Dynamic consumer facing experience
Lead filtering
Qualifying questions within multiple
choice questions. Advertisers are
supported with sample question and
answer framing to qualify leads.
● Higher lead quality
● Sample questions
Beta Test Results [NDA 1:1 only]
>30% increase in Lead to Qualified Lead conversion rate when using
Lead Filtering
Source
Gated Content
Promotes valuable exchanges. Share
exclusive content with your prospects
after they exchange their information
in a native lead form.
● Promotes exclusive content
● Supports PDF/Images
Advertiser creation Consumer experience
Lead Conversion
Drive high quality leads that convert to sale
Optimize for the right leads with CRM CAPI
Leads Conversion leads For advertisers who generate
performance goal performance goal + 200+ leads per month using
CRM Conversions API instant forms
Maximizes the
integration
number of instant
forms submitted
Maximizes leads who are likely to
take specific actions with your
Use with CRM Conversions
business after submitting your
form API integration
Your data’s journey
SEES YOUR AD
YOUR CRM
ex: LEAD EVENTS Without connection
QUOTE
to Conversions API,
this is where Meta’s
SALES CALL
knowledge of your
APPT BOOKED lead stops
POTENTIAL
CUSTOMER
CONVERSIONS API
CONVERSION LEADS
PERFORMANCE GOAL
Optimize next campaign for
people likely to convert after
submitting a form
The use of Meta Business Tools is subject to the Business Tools Terms. These terms contain information about
the types of data that may be shared, the requirements for sending data and details about the ways the data may
be used.
Your sales funnel and event stages help Meta understand the
actions you want your customers to take
Sales funnel
How your typical customer moves through the phases of a sale
NUMBER
OF EVENTS
Event stages RAW LEAD 100
Each stage is defined by certain actions
your customers take
MARKETING QUALIFIED
LEAD
70
QUOTE
SALES CALL SALES OPPORTUNITY
Conversion lead event stage APPT
BOOKED
30
The set of actions you want your audience to take after
they see your lead form
CONVERTED
15
CASE STUDY
Godrej Properties
To drive higher quality leads on Meta, Godrej Properties leveraged
conversion leads performance goal with CRM Conversions API
integration, allowing for better optimization.
BUSINESS OBJECTIVE MEDIA TACTIC
Optimizing for leads more likely Conversion leads with CRM Conversions
to convert API integration
Compared to business as usual:
12% 6% 26%
more leads lower cost per lower cost per
generated 'Meeting Scheduled' 'Site Visits'
Source: Result based on client metrics shared with Meta: Jul 7-26, 2023, India
Sobha leveraged Conversion Leads
Optimization to drive 1.8x higher qualified
leads as compared to BAU
Industry : Real Estate
Use Case : Lead Quality
Sobha, a Real Estate player based in India, integrated their CRM
via CAPI and leveraged conversion lead optimization for their
Thrissur region account. The CLO campaign resulted in 1.8x
more qualified leads when compared to BAU.
1.8x
Qualified Leads as compared to
BAU with Conditional Logic
CASE STUDY
MG Motor India
To secure high-intent interest in its cars, the Indian branch of the British
automobile maker ran an instant forms campaign optimized for the
conversion leads performance goal and saw a 40% increase in qualified
leads earned.
BUSINESS OBJECTIVE MEDIA TACTIC
Reach high-intent auto customers Conversion leads with CRM Conversions
and drive sales API integration
40% 29%
more qualified leads lower cost per
generated qualified lead
Source: Meta case study, March 3–31, 2023.
Building Skyscrapers
with
First Party Data
Soham Chhaparwal
Strategic Partnerships Manager
Step 1 : Location & Builder
Improve your Meta lead ads quality by sending qualification data back to Meta
Lead Ad Form Data
Meta to CRM sync
Conversion API calls
CRM to Meta Sync
Qualified Lead Data with Lead ID & No PII
CAPI Server
CAPI Setup
API
Infrastructure Maintenance
Upgrades
All copyrights reserved by
Step 2 : Verify the views
Report Optimize Focus on
True Conversions Beyond Leads CPQL
All copyrights reserved by
Take your Neighbor’s Word
Bangalore-based, publicly held Real Estate giant was
generating high number of leads but at a CPQL of ~INR 18K
They worked with Datahash to
39%
pass back call-centre based lead Reduction in Cost Per Qualified Lead
stages from their CRM to Meta
using CAPI and switched
optimization goals 12%
Reduction in Cost Per Lead
All copyrights reserved by
Step 3 : Accessibility is key
File Export for In-house CRM
Offline
Cloud Storage
Data in CSV
~2 days
Standard CRM Authentication*
~15 mins S2S Calls
User Match
Lead ID
Automated Sync
No Storage
Reporting & Optimization in
Ads Manager
Push API calls to Datahash
~1 week
Pre-requisite : Store Meta Lead ID with every stage in CRM
All copyrights reserved by
*List of CRM connectors keep increasing
Step 4 : Negotiate!
Drop your enquiries
6-Months Free Access Scan Here!
CAPI (CRM - Meta)
Lead Ads (Meta - CRM)
Post 6-Month : Renew your Datahash
plans ; starting ~$99 pm
No commitments!
All copyrights reserved by
The (almost) perfect listing!
India
MENA
[email protected]
