Lead ads can generate cheap enquiries but quality varies wildly. Here's how to filter for quality.
Facebook Lead Ads let users submit their contact details without ever leaving Facebook, making them incredibly frictionless. For trade businesses, this means high volume at low cost - but the ease of submission also means lower intent. Many people fill in the form without really thinking about it.
Lead Ads work best for non-emergency services where customers are in the consideration phase. Bathroom renovations, kitchen fitting, garden design, and similar planned projects suit this format well. Emergency services like burst pipes or locked doors don't work on Facebook because people go straight to Google when they need help now.
To improve lead quality, use custom questions in your lead form. Adding fields like 'What's your budget range?', 'When do you need the work done?', and 'What's the best time to call?' filters out tyre-kickers. People who take the time to answer these questions are significantly more likely to be genuine prospects.
Speed of follow-up is critical with Facebook leads. Because the intent is lower, you need to call within 5 minutes of receiving the lead. After 30 minutes, the prospect has forgotten they even submitted the form. Set up instant notifications and make calling Facebook leads your absolute top priority when they come in.