How to Get High-Quality Leads With Facebook Ads

TL;DR

Send Facebook ad traffic to a landing page, qualify applicants with Jotform, and fire the Facebook pixel only when qualified prospects reach the appropriate thank-you page. Structure each ad set around one creative concept, test three visual variations, assess cost per lead over seven days, and scale budgets by 20% using the latest three days of performance.

Transcript

how do you get more highquality leads with Facebook ads in 2025 while I've been known for ecom and ecom scaling success a large part of my clientele is also Facebook lead generation just for one client we've spent literally over $10 million on Facebook lead ads and in today's video I want to go over literally every single little hidden gem that we'... Read More

Key Insights

• Lead quality is controlled before the sales call by asking qualification questions about factors such as monthly revenue and previous experience. Applicants who clearly cannot afford or use the offer are excluded, saving time for both the prospect and the sales team.
• The qualification funnel is built with a landing page followed by a Jotform. Visitors first click an application or information button, then complete several questions that determine whether they proceed to the qualified thank-you page or an alternative page for unqualified applicants.
• Facebook pixel optimization works by placing the pixel only on the qualified thank-you page. Because the unqualified page has no pixel, Facebook receives conversion signals from qualified prospects rather than treating every completed form as an equally valuable lead.
• Geographic campaign structure depends on the service area. A business serving an entire country can target that country, while a client with separate local offices can use one campaign per city, as demonstrated with offices in Dallas, Houston, and Austin.
• Creative testing isolates the visual as a single variable within each ad set. Three ads share the same concept and hook but use different visuals, making it easier to test the element intended to stop scrolling without mixing several changes together.
• Each ad set represents a distinct creative concept rather than another minor variation of the same idea. New concepts are uploaded on one designated day each week, and the campaign is then allowed to distribute spending toward the creatives that perform best.
• Ad-set decisions are based on meaningful spending and a seven-day cost-per-lead comparison. An ad set with a $94 cost per lead was a shutdown candidate because alternatives produced leads at $16, $27, $35, and $20, while the stated target was $30 or less.
• Budget scaling is based on the latest three days of data and uses 20% increases or decreases. The preferred approach is to increase spending when results support it, hold the budget when performance declines, and continue creative testing until another winner enables further scaling.

Questions & Answers

Q: How do you build a Facebook ads funnel for qualified leads?

Send ad traffic to a long-form landing page that presents the offer and includes an application or information button. Direct people who click that button to a Jotform with qualification questions, such as their name, monthly revenue, and whether they have tried the relevant solution before. Use conditional logic to send qualified and unqualified applicants to separate thank-you pages.

Q: How can Jotform improve the quality of Facebook leads?

Jotform can ask applicants several qualification questions before they are allowed to book or continue toward a sales call. Conditional logic can then route them according to their answers. The example disqualifies agency prospects earning less than $100,000 per month because the presenter says 98% of them would not buy his $10,000-per-month agency service, reducing unsuitable calls.

Q: How should the Facebook pixel track qualified leads?

Place the Facebook pixel on the thank-you page shown only to qualified applicants. Do not place it on the separate page shown to unqualified people. In this setup, completed forms from unsuitable prospects send no conversion event back to Facebook, while qualified completions provide the data used to train the ad account around higher-quality prospects.

Q: What should happen to applicants who do not qualify?

Send unqualified applicants to a dedicated thank-you page that clearly tells them they are not a suitable fit based on their credentials. That page can recommend another program or resource that may help their situation. It should not contain the Facebook pixel, because the goal is to prevent unqualified submissions from influencing campaign optimization.

Q: How should local Facebook lead campaigns be structured?

Target only the geographic area the business can serve. A nationwide offer can target the United States, while a local office can target its city area and otherwise keep targeting broad or use Advantage+ targeting. For the client with offices in Dallas, Houston, and Austin, the account used one campaign per city to match each office's market.

Q: How many creatives should each Facebook ad set test?

Load three creatives into each ad set and split them by one variable. The demonstrated approach keeps the creative concept and hook consistent while changing the visual in each version. This isolates the major scroll-stopping element. Separate ad sets should contain genuinely different concepts, including different creative approaches and hooks, rather than repeating the same concept indefinitely.

Q: When should an underperforming Facebook ad set be turned off?

Evaluate ad sets over a seven-day window and turn one off only after it has received substantial spending and produced a clearly poor cost per lead relative to the alternatives. In the example, an ad set reached a $94 cost per lead while others achieved $16, $27, $35, and $20, making the expensive ad set a shutdown candidate.

Q: How should a Facebook lead campaign budget be scaled?

Review the most recent three days of results and adjust spending in increments of 20% when appropriate. The presenter rarely reduces the budget. When performance declines, his preferred approach is to hold spending steady and keep testing new ads until another winning creative appears, then resume scaling instead of cutting deeply and later rebuilding the budget.

Summary & Key Takeaways

• The lead-generation funnel sends Facebook traffic to a long-form landing page, where visitors request information or apply. Applicants then complete a Jotform containing questions about factors such as revenue and previous experience. Conditional logic separates qualified prospects from applicants who are unlikely to purchase the offered service.

• Qualified applicants reach a thank-you page containing the Facebook pixel, while unqualified applicants reach a separate page without it. This design returns conversion data only for desirable prospects, helping the ad account optimize around qualified people. Unqualified applicants can instead be directed toward another program or resource suited to their situation.

• Campaigns can cover a country or an individual city, depending on the business. Each ad set tests three creatives sharing one concept while varying the visual. New concepts are uploaded weekly, expensive underperformers are disabled using seven-day data, and budgets are increased by 20% after reviewing the latest three days.