Facebook and Instagram ads that generate leads, not just likes
We plan, design and manage Meta ads end to end: the offer, the ad creatives, the lead form, the audience and the tracking, so your budget buys enquiries and sales rather than reactions.
- Facebook ads
- Instagram ads
- Lead ads
- Click-to-WhatsApp
- Retargeting
Choosing the right Meta campaign objective
On Google, people search for what they need. On Facebook and Instagram nobody is searching, so the ad has to interrupt and the objective you pick tells Meta which kind of person to find. Choosing Traffic when you want enquiries is the most common reason a campaign gets clicks and no leads.
| Objective | What Meta optimises for | Where the person goes | Good for |
|---|---|---|---|
| Leads | Completed lead forms or lead events on your site | An instant form inside the app, your website, a chat or a call | Services, education, real estate, travel, B2B and wholesale enquiries |
| Sales | Purchases and other conversion events | Product or checkout pages on your website or app | Online stores and catalogue advertisers with the Pixel installed |
| Messages (click-to-WhatsApp) | Conversations started with your business | A WhatsApp, Messenger or Instagram chat | Businesses that answer quickly and close by chat |
| Traffic | Link clicks or landing page views | Your website | Content and store visits, rarely the right choice for leads |
| Awareness | Reach and ad recall | Nowhere, the person stays in the feed | Launches and local visibility |
Watch: how we run your ads
Meta ads services
Meta ads creation
Campaigns, ad sets and ads built in Meta Ads Manager with the objective, audiences, placements and budget chosen for your goal.
Ad creative design
Image, carousel and short video ads sized for the feed, Stories and Reels, with the main message readable without sound.
Lead ads and instant forms
Forms that open inside Facebook and Instagram with contact fields prefilled, qualifying questions added and new leads passed to you as they arrive.
Click-to-WhatsApp ads
Ads whose button opens a WhatsApp chat with your business number, with a prefilled first message and quick replies ready.
Catalogue and shopping ads
A product catalogue connected to your store so Meta can show each person the items they viewed or similar ones.
Retargeting and lookalikes
Custom audiences of site visitors, video viewers and customer lists, plus lookalike audiences built from your best customers.
Meta Pixel and Conversions API
Browser and server tracking installed, deduplicated and checked in Events Manager so Meta optimises for real leads and purchases.
Business Manager setup
Business portfolio, ad account, Page, Instagram account, domain verification and user access arranged so you remain the owner.
Our ad creative process
Offer and angle
We agree one offer per campaign and write three or four angles for it, for example price, speed, proof or a problem the buyer recognises.
Formats
Each angle is produced as a still image, a carousel and a short vertical video, because Meta delivers different formats to different people.
Copy
Primary text, headline and call-to-action button are written to qualify as well as attract, naming who the offer is for and where it applies.
Policy check
Text and images are checked against Meta's advertising standards, including rules on personal attributes and before-and-after claims, before submission.
Test and refresh
Ads run side by side, weak ones are paused, and new versions replace them when frequency rises and results fall.
Instant lead forms or a landing page?
Both collect enquiries. They differ in how much effort the person has to make, and that effort changes volume and quality.
| Point of comparison | Instant form (inside Facebook or Instagram) | Landing page (on your website) |
|---|---|---|
| Effort for the user | Low. The form opens in the app with name, email and phone prefilled | Higher. The page has to load and the form is typed by hand |
| Lead volume | Usually higher | Usually lower |
| Lead quality | Mixed unless qualifying questions or the higher intent form type are used | Often better, because the person read the page first |
| Tracking needed | None on your website | Meta Pixel and Conversions API on the page and thank-you step |
| Room to explain the offer | A short intro and a few questions | As much detail, proof and pricing as you want |
| Where leads arrive | Meta's leads centre, a download file or a connected CRM or sheet | Your own form, inbox and CRM |
| Best suited to | Simple offers, callbacks, brochure requests | Higher-value services where buyers compare before enquiring |
Meta Pixel and Conversions API
The Meta Pixel is a piece of JavaScript on your website that reports events such as page views, leads, add-to-cart and purchases from the visitor's browser. Browsers, ad blockers and privacy settings stop some of those reports from reaching Meta.
The Conversions API sends the same events from your server or from your e-commerce platform directly to Meta. Running both is the recommended setup. Each event carries an event ID so that Meta can match the browser copy with the server copy and count it once.
We install the Pixel, set up standard events such as Lead, Contact, AddToCart and Purchase, connect the Conversions API through your platform's integration or a server-side tag, and then check deduplication and event match quality in Events Manager. For offline businesses, qualified leads and sales can be uploaded back so campaigns learn from customers and not only from form fills.
Retargeting audiences we build
Website visitors
People who viewed a service or product page and left without enquiring, grouped by the page they saw.
Form and cart abandoners
People who opened an instant form or reached checkout and did not finish.
Video viewers and engagers
People who watched most of a video or interacted with your Facebook Page or Instagram profile.
Customer lists
Existing customers uploaded in hashed form, used for repeat offers or excluded from new-customer campaigns.
Lookalike audiences
New people who resemble your buyers or qualified leads, used when the retargeting pools are small.
Business verification and ad account basics
Many Meta advertising problems are account problems rather than ad problems. These are set up or checked before launch.
- A business portfolio (Business Manager) that you own, with at least two admins so access is never lost with one person
- Two-factor authentication switched on for everyone with access
- The ad account created with the correct currency and time zone, because these cannot be changed later without opening a new ad account
- Your Facebook Page and Instagram account connected to the portfolio
- Domain verification, done by adding a DNS record or a meta tag to your website
- Business verification with your legal business documents where Meta requests it, for example for WhatsApp Business Platform access
- A WhatsApp Business number linked to the Page before running click-to-WhatsApp ads
- A valid payment method on the ad account, billed to you directly by Meta
- Special ad category declared for offers such as housing, employment or financial products, which limits targeting options
- Agency access given as a partner, so it can be removed without affecting your assets
How we run your Meta campaigns
Offer and audience
We define who you want to reach, which countries and languages apply, and the offer that will make them enquire.
Creatives and forms
Ads, the landing page or instant form, and an automatic first reply to every new lead are prepared and tested.
Launch and learn
Ad sets are left to gather results through Meta's learning phase without constant edits, then weak ads are cut.
Report and scale
Each week you see spend, leads, cost per lead and feedback on lead quality, and budget moves to what is working.
Frequently asked questions
Are Meta ads good for B2B and service businesses?
They can be, provided the offer is specific and the form filters people. Instant forms with qualifying questions, such as company name, order size or budget range, reduce casual enquiries. Follow-up speed matters more than on search ads, because the person was not looking for you when they saw the ad. Services, education, real estate, travel and wholesale suppliers commonly use lead campaigns this way.
What are click-to-WhatsApp ads and how do they work?
They are Facebook and Instagram ads whose button opens a WhatsApp chat with your business instead of a website. The person sends a first message, often prefilled, and the conversation continues in WhatsApp. You need a WhatsApp Business number connected to your Facebook Page. They suit businesses that can reply within minutes, since unanswered chats are wasted spend.
What is the difference between the Meta Pixel and the Conversions API?
The Pixel sends events from the visitor's browser, and the Conversions API sends them from your server. Browser tracking can be blocked or cut short by privacy settings, so server events fill the gaps. Meta recommends using both together, with a shared event ID on each event so duplicates are removed. The result is more complete data for optimisation and reporting.
Should I use a lead form or send people to my website?
Use an instant form when the offer is simple and you want volume, such as a callback or a brochure. Use a landing page when buyers need detail before enquiring, or when lead quality matters more than quantity. Many advertisers test both against the same audience and compare cost per qualified lead, not cost per lead.
Can you run Meta ads targeting the US, Canada or the UK from India?
Yes. An ad account can target any country Meta serves, whatever country the advertiser or agency is in. Our team is based in Kota, Rajasthan, India, and writes ad copy in the spelling, currency and phrasing of the target market. Your ad account's currency and time zone are chosen at creation, so we set those to suit your billing.
Do you design the ad images and videos?
Yes. Creative design is part of the service. We produce still images, carousels and short vertical videos from your photos, product shots, footage or screen recordings, and write the text that goes with them. New creatives are added when the same people have seen an ad too often and results begin to drop, which is known as ad fatigue.
Why was my Facebook ad rejected or my ad account restricted?
Common reasons are ad text that refers to personal attributes, exaggerated claims, restricted products, a landing page that does not match the ad, or an account with unverified details and unusual payment activity. Rejected ads can be edited or sent for review again from Account Quality. We check ads against Meta's advertising standards before submission and keep the business portfolio details complete.
Do I need business verification to run Meta ads?
Not to run ordinary ads. A Page, an ad account and a payment method are enough to start. Business verification is requested by Meta for certain features, including access to the WhatsApp Business Platform and some advanced permissions. It involves submitting legal business documents that match your business name and address. Domain verification is a separate, simpler step that proves you control your website.
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