Meta lead generation is an engineering problem: signal quality, offer clarity, creative velocity and follow-up speed. This is the 90-day framework we run on client accounts.
Weeks 1–2 — Signal
Pixel + Conversions API with deduplication, events mapped to real outcomes (lead, call, booking), UTM discipline, and historical numbers reconciled against CRM reality. Never spend against broken tracking.
Weeks 2–3 — Architecture
Campaigns split by audience temperature — cold, warm, hot — one offer per campaign, consolidated ad sets sized to exit learning. Exclusions and frequency caps from day one.
Weeks 3–4 — Creative engine
Batches built to be tested: hook × format × angle. Problem-first, proof-first and offer-first hooks, each in static and Reel. Kill rules and test budgets defined before launch.
Weeks 5–8 — Capture and follow
Landing pages matched to each ad's promise; forms that qualify before they collect; speed-to-lead under five minutes with routing and SMS/email sequences. Retargeting for the not-yet-ready — sequential, never repetitive.
Weeks 9–13 — Optimize and scale
Budget migrates to winning cells weekly; losers retire early and cheaply. Lead-quality feedback from sales tightens targeting and forms. Scaling is vertical (budget) then horizontal (angles, audiences, placements) — never both at once.
The scoreboard is cost per qualified lead, reconciled with what sales actually closed. Platform numbers are inputs; pipeline is the result.
