Objective & audience
- Choose an objective aligned to the actual commercial outcome.
- Define a serviceable audience and exclude completed conversions where suitable.
- Check overlap, frequency and creative fatigue using the account’s own history.
Ads / Checklist
Meta Ads Lead Quality Checklist
Connect objectives, creative and form design with leads worth following up.
Message & filtering
- Make the offer, location and eligibility clear before the click.
- Use useful qualification questions; avoid unnecessary personal information.
- For WhatsApp, preserve source context and provide a clear first reply.
Follow-up & attribution
- Set a lead owner and response-time expectation.
- Track contacted, qualified, booked and won states in the CRM.
- Compare cohort quality rather than treating platform lead count as sales.