Meta ads
Facebook and Instagram ads management
Meta can find you a pile of leads by Friday. Whether any of them answer the phone is another matter. We set up your ads so Meta learns from the people who book.
Instant form, landing page or WhatsApp: which to use
We usually test two of these on the same audience and keep the one with the lower cost per booked appointment.
| Option | How it works | Suits | Watch out for |
|---|---|---|---|
| Instant form | A form inside Facebook or Instagram, prefilled with the person’s details | Volume, simple offers, mobile-first audiences | People forget they applied. Use the higher-intent form type and call fast |
| Landing page | The ad opens your site and a booking form | Considered purchases, appointments with a price | Slow pages lose people. Ours save name and phone at the first step |
| WhatsApp chat | The ad opens a WhatsApp conversation with your business | Buyers who want to ask a question before they book | Someone has to reply quickly, in the buyer’s language |
Why cheap Meta leads often don’t book
Meta optimises for the event you give it. Ask for leads and its delivery system looks for people who submit forms, and it gets very good at that. Some of those people fill in every form they see.
The answer is a better signal. When your CRM marks a lead as qualified or booked, that event goes back to Meta through the Conversions API. With Meta’s conversion leads goal, delivery then shifts toward people who resemble the leads who qualified, and away from the ones who never pick up.
Speed counts as much as targeting. A lead called within minutes still remembers the ad. Our booking forms alert the team the moment a lead arrives, and the unified inbox keeps Messenger, Instagram and WhatsApp replies on the lead record.
What we set up and run on Meta
Pixel and Conversions API
Browser and server events sent together and deduplicated, so Meta sees each lead once, including the ones its pixel misses.
Qualified-lead signal
CRM stages sent back as events through revenue attribution, so campaigns optimise for qualified leads.
Forms that filter
Instant forms with one or two qualifying questions and a review screen. Fewer leads, and more of them pick up.
Click-to-WhatsApp ads
Ads that open a chat, routed onto the lead record with the campaign attached. More in WhatsApp marketing.
Advantage+ with guardrails
Meta’s automated audiences and placements, with existing customers excluded and enough creative variety for the system to choose from.
Creative that gets replaced
Static, carousel, video and Reels ads, refreshed before they wear out. Our ad creative work starts from what the numbers say.
How a lead travels back to Meta
The ad brings a lead
From an instant form, a landing page or a WhatsApp chat, tagged with its campaign, ad set and ad.
It lands in the CRM
In Napexy CRM, assigned to the next salesperson and scored on its qualification answers.
Your team works it
Contacted, qualified, booked, came in. Each stage change is recorded on the lead.
The stage goes back to Meta
Qualified and booked events are sent through the Conversions API and matched to the original lead.
Delivery adjusts
Meta moves spend toward people who look like your qualified leads. We watch cost per qualified lead, and budgets follow it.
What we report each month
Cost per qualified lead
Per campaign and per ad, from CRM stages.
Contact rate
The share of leads your team reached, and how fast. A low rate usually means the form needs a filter.
Booking and show rate
How many leads from each form type booked, and how many came to the appointment.
Creative fatigue
Frequency and cost trends per ad, so tired ads are replaced before results fall.
Revenue by campaign
What each campaign brought in, when deal values are recorded in the CRM.
Frequently asked questions
Instant forms or a landing page?
Instant forms bring more leads at a lower price; a landing page brings fewer leads with more intent. For appointments with a real price, the landing page often wins on cost per booking. We test both on the same audience and let the CRM decide.
Do WhatsApp ads work for clinics?
They suit clinics well, because patients want to ask about price or availability before booking. They work when someone answers fast and the chat is logged with its campaign. Without that, you cannot tell which ads brought patients.
What is Advantage+?
Advantage+ is Meta’s set of automated options: it picks audiences, placements and sometimes creative combinations for you. It does best with good conversion signals, which is why we connect the Conversions API and CRM stages before giving it more control.
Why don’t our Facebook leads answer the phone?
Usually because the form has no friction and the follow-up comes hours later. We add a qualifying question, alert the team the moment a lead arrives, and move the campaign to a qualified-lead goal.
Is it allowed to send CRM data to Meta?
The Conversions API sends hashed identifiers, such as an email or phone number, with the event name. It needs a lawful basis under the data-protection law that applies to you, such as the GDPR or your local equivalent, and your privacy policy should say so. We set it up with you on that basis.
What budget do we need on Meta?
Enough for each ad set to collect a steady flow of conversions, which depends on lead costs in your market. We start from your booking target and work back. The budget calculator gives a first estimate.
Last updated · By the Napexy team
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