Meta Ads (Facebook and Instagram) are among the most effective and lucrative paid channels for local lead generation. The power of local should not be overlooked, and when these ads are setup correctly, they are perfect for driving revenue. With precise location targeting, flexible budgets, and creative formats, Meta is ideal for helping your local business to generate consistent interest without needing to compete with national brands.
This is why it's imperative that you understand how to harness the power of Meta to your advantage as a modern brand, and use it to drive interest locally. In this step-by-step guide, we will examine the best ways of being able to plan, launch, and optimise Meta Ads for local lead generation. Let's look more closely at what Meta Ads can do for you on a localised scale.
Step 1. Define a Local Goal
The best place to start when it comes to harnessing local Meta Ads is to make sure you have an idea in mind of what you want to achieve locally. Defining your objective right at the start is essential, and you need to focus on one single primary conversion campaign. What are you trying to generate? Phone calls, form submissions, bookings, etc? Local lead generation is at its most impactful when it makes the user journey simple. Don't try to be a Jack of all trades and wind up a master of none; focus on one clear goal, and use this to your advantage.
Step 2. Set up Proper Conversion Tracking
If you are going to get your best results locally, it is important to track accurately. Be sure to utilise Meta Pixel to allow you to track visitors, and configure key events, such as form submissions, thank you pages, and click-to-call actions. Slow responses are the death of local conversion, so you need to ensure you are utilising the power of Meta Pixel to ensure you are connected to your CRM or email system to help you follow up leads in the swiftest possible way.
Step 3. Use Tight Location Targeting
Another key element you need to keep on top of uis to make sure you keep your local campaign hyper relevant. This means you're going to need to target by things like town or city, postcodes, and you need to filter out areas you can't serve. Make sure you try to avoid overly broad regions, and showing ads to people outside of your local service area is a waste of time, budget, and results in lower lead quality.
Step 4. Choose the Right Campaign Type
For local lead generation, you have to make sure you select the right campaign type in order to get the optimal performance. Instant forms, dedicated local landing pages, and Facebook Messenger or WhatsApp messages rank as the most successful, with instant forms typically generating the highest volume. Website leads, however, tend to producer higher intent, which drives more conversions. So make sure you test both and then make a decision based on which performs better.
Ultimately, Meta Ads are not about flashy and over the top marketing funnels. They're about relevance, speed, and trust, and with the right targeting, tracking, and creative injection, Meta can become a hugely beneficial lead generation tool. If you can follow these steps, you will be well placed to optimise consistently, and improve your campaign performance month on month.
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