In this engaging episode of the Collective Clicks podcast, hosts Brandon Bateman and Garrett Cragun delve into the critical topic of lead quality in Facebook ads. They highlight the frequent complaints marketers face regarding high lead costs and poor quality, emphasizing the need for a shift in strategy. The discussion centers on measuring lead quality, revealing that clients often see an average of 17 leads per contract from Facebook, compared to 11 from PPC.

Brandon and Garrett unpack the reasons behind varying lead metrics, particularly the importance of optimizing ad campaigns effectively. They explain how many advertisers set low-bar optimization goals, leading to a flood of low-quality leads. Instead, they advocate for a more precise approach, using targeted goals and conversion tracking to ensure that Facebook's algorithm finds the right audience. By focusing on quality over quantity, marketers can enhance lead quality and ultimately drive better results. The episode provides actionable insights, including the concepts of lead sculpting and offline conversion tracking, to help advertisers refine their strategies and maximize their ad performance.

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