If you’re a small business looking to generate new customer enquiries in 2025, Meta (Facebook and Instagram) lead generation campaigns remain one of the most powerful tools available, and it’s what we specialise in. But simply launching an ad with a lead form isn’t enough. To truly maximise your results, you need a smart system that not only captures leads but also responds to them instantly and nurtures them until they convert.
Here’s our step-by-step guide to running an efficient, high-converting Meta lead generation campaign in 2025.
Step 1: Set Clear Objectives
Before creating any ads, define what you want to achieve:
- Are you collecting enquiries for a service?
- Are you promoting a time-limited offer?
- Are you trying to build a warm list of interested customers?
Clear goals will guide everything from your ad copy to your follow-up process.
Step 2: Choose the Right Campaign Type
Inside Meta Ads Manager, select the Leads objective. You can choose between:
- Instant Forms (on-platform): Quick and easy for users to complete without leaving Facebook or Instagram.
- Conversions (with website form): Directs users to a landing page on your website with a contact form.
Instant Forms often perform better on mobile and are quicker to set up, but they do require strong automation and nurturing to avoid cold leads.
Step 3: Set Up a High-Converting Lead Form
If you’re using Instant Forms:
- Keep it short and simple (name, email, phone number)
- Use a clear and enticing headline
- Make sure your privacy policy is linked
- Add custom questions if you need extra qualification
If you’re sending traffic to a landing page, make sure it is:
- Fast loading on mobile
- Focused on one clear action
- Matched in tone and offer to your ad copy
Step 4: Connect to Automation Software
This is where most businesses fall short. Meta doesn’t automatically notify you of new leads unless you check manually or connect to a CRM. Use an automation tool like:
- Zapier
- Make (formerly Integromat)
- LeadsBridge
These tools allow you to:
- Get instant notifications (email, SMS, WhatsApp)
- Automatically add leads to your CRM or spreadsheet
- Trigger welcome emails or follow-up sequences
The faster you respond to a new lead, the more likely you are to convert them.
Step 5: Nurture Your Leads
Don’t let your leads go cold. Set up an automated follow-up process to build trust and guide them towards booking or buying.
Your nurture sequence could include:
- An instant welcome message confirming their submission
- A follow-up email with more details, FAQs or testimonials
- A reminder message a few days later with an incentive to act
- A phone call or personal message if appropriate for your service
Step 6: Test and Optimise
Successful Meta lead generation campaigns aren’t built overnight. Test multiple versions of:
- Ad copy
- Creative (images, videos, carousels)
- Audiences (lookalike, interest-based, local radius targeting)
- Landing page versions (if applicable)
Review your results weekly. Which ads are bringing in the cheapest leads? Which lead forms convert best? Keep improving.
Step 7: Be Quick to Respond
Speed is everything. If a potential customer submits their info, you want to be the first business to respond. Even a 30-minute delay can be enough for them to lose interest or move on.
Set up notifications, templates, and systems so that nothing falls through the cracks.
Need Help Setting Up Your Meta Ads Funnel?
At SMR Social, we specialise in building complete Meta lead generation campaigns for small businesses. From crafting the ad creative to integrating automation and setting up a smart nurture sequence, we help you get better leads and more sales.
If you’re ready to run smarter, more efficient Meta lead campaigns in 2025, get in touch with us today.