Meta has a huge target audience due to owning Facebook, Instagram, WhatsApp, and Messenger. Over 3.35 billion active users browse the Meta network daily. It provides businesses with ample opportunities to sell their services, but also poses a problem: how to find high-intent leads among all these people?
The Meta Lead Generation with Primer is designed for more precise targeting across Meta. With some minor tweaks and setting an ICP audience, you can more than double your match rates and decrease CLP cost by double digits while getting more MQLs.
Learn more about Lead Generation on Meta and how to use it in our guide.
What is Meta Lead Generation?
With Primer’s Meta Lead Generation, you can build a custom ICP audience and sync it into Meta to override its algorithms. You define the ideal prospect leads through a range of settings in Primer and then pass this information to Meta for better targeting. Meta Lead Generation can help you increase the share of qualified leads, improve lead quality, and optimize expenses.
Stage of the Funnel: When to Use Meta Lead Generation
We recommend using Meta Lead Generation at the top of the funnel (TOFU) to make first interactions with your audience. People who see Facebook or Instagram ads usually don't know much about your product or services yet. However, if you set the target audience right, they are likely to show interest in your offering and take the next step. The targeted users may check your online resources to see what you are all about and move to the middle stages of the funnel, where you can keep using Primer audiences to nurture them.
Why Use Meta Lead Generation with Primer
Meta Lead Generation by Primer unlocks advanced marketing opportunities by adapting Meta products for B2B. You can also guide algorithms based on the ICP to better meet your business needs and get other benefits.
Well-suited for B2B
Primer makes Meta effective for B2B marketing campaigns. Since most Meta products focus on B2C marketing, they won't generate high-intent B2B leads without ad audience tools like Primer. By pushing Primer-based ICP audiences into Meta, you improve B2B targeting and reach the right people.
Access quality leads at lower costs
Lead generation through Meta is more affordable than using channels like LinkedIn due to much lower costs per click (CPC) and lead (CPL). Moreover, if you boost Meta Lead Generation with Primer, the quality of Meta leads is comparable to those you reach through more B2B-focused platforms like LinkedIn.
High match rates
Meta Lead Generation by Primer ensures high match rates to create and target list-based audiences on social media. You display ads to people with specific characteristics, such as department, company size, and seniority. It increases your chances of hitting the target with your ad campaigns and generating quality leads.
4 Steps to Launch ICP-Driven Meta Ads
Meta Lead Generation with Primer doesn't require any coding skills or lengthy setup. You only need to create a Primer audience, sync it to your Meta ad account, launch a campaign, and track the outcomes. Here are more details for each step:
1. Build an ICP list
Create a Primer audience that matches your ICP. Primer allows you to set the company headcount, industry, location, department/subdepartment, account type, and seniority. You must already know your ideal customer at this point. Otherwise, your digital marketing efforts will fail even with the most precise targeting tools. So, make sure to do thorough research before setting an ICP in Primer and launching a digital ad campaign.
Tip. Remember to exclude your existing customers when building an ICP audience.
2. Sync the audience with Meta
Select Meta Ads as one of the destinations for your audience in Primer. It will push your ICP into Meta as a customer list custom audience.
3. Create a Lead Ads campaign
Go to Meta Ads to add the audience to an ad set or seed a 1% lookalike audience based on your ICP. Creating a lookalike audience is optional since your ICP may already be clean, or you may want to cover more people.
Next, run Meta lead ads to collect contact information through in-app form fills or a website conversion campaign. Make sure you turn off Advantage+ targeting, as it will expand your audience beyond the qualified confines you've created.
4. Track qualified signup rate and cost
Track which leads convert with UTMs + CRM matching to estimate the efficiency of your marketing campaign and Meta Lead Generation by Primer. You should measure qualified signup rate/cost and compare the data to Meta's native targeting to see the difference.
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Case Study: How Air Increased MQLs by 34% with Primer
Chris Nguyen, the Head of Growth Marketing at Air, was facing issues with reaching consumers through social media. As a B2B company, Air couldn't use much data on platforms like Facebook.
The one (channel) that gave us somewhat decent volume was Facebook. But it wasn't a huge amount of volume, and the ability to have B2B targeting was limited and pretty dubious. It's consumer social media, and using that targeting is kind of a crapshoot."
Air started testing Primer audiences and found the perfect solution for the company's marketing needs. The first targeted campaign skyrocketed the quality of leads, increasing MLQs by 34%. The CPL decreased by 55%. It inspired the team to divert all their budget into this campaign. As a result, the number of qualified leads increased by 280–400% in just a few weeks.
Just a few weeks before, the sales team was complaining about not having enough leads. But now their calendars are packed, and we had to hire out more AEs to take on the leads." - Chris Nguyen.
Air has achieved outstanding results with Primer:
- Signup cost: $42
- Conversion rate: 3%
- Qualified signup cost: $70
- Qualification rate: 60%
Chris Nguyen continued to use Primer to scale Facebook marketing and build two more audiences. He also found lots of benefits in building lookalike audiences, increasing the volume of impressions and leads. Read the full case study to learn more about how Air used and keeps using Primer.
FAQs
- Is Meta Lead Generation available in all Primer plans?
Yes, you can use Meta Lead Generation in any plan by Primer, including Primer Grow and
Primer Scale. It's a basic feature that helps B2B businesses build and use custom B2B audiences across Meta.
- How to track the efficiency of Meta Lead Generation?
Use UTMs + CRM matching to detect leads that convert into the pipeline and understand whether your approach pays off. You should also compare the qualified signup rate/cost with native targeting by Meta to measure campaign effectiveness.
- When to expect the first results?
You can expect to see the first results within a week after launching a Meta lead generation campaign. If you do everything right, the cost per lead will decrease while the qualification and conversion rates will start growing.
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