Recently Meta has released a new update for lead generation ads. The update provides a performance goal selection option at the ad set level, offering businesses two choices – “maximize the number of conversion leads” or “maximize the number of leads.” This new feature indicates that the algorithm is now capable of distinguishing between higher and lower intent leads. In this case study, we will explore how this new feature can impact lead generation ads and how businesses can leverage it to improve their ad performance. We conducted an A/B test where the variable was the perfomance goal. Here were the campaign details – Targeting – Latvia, Lookalikes 10% of customer list. Industry – Solar panel
Budget – 100 eur per each adset.
Length – 1 week.
Creatives – Single 15 sec. video
| Campaign optimization | Link clicks | Leads | CPA | CR% |
| Maximize number of leads | 272 | 32 | 4.72 eur | 11.7% |
| Maximize conversion leads | 256 | 17 | 9.22 eur | 6.6% |
To conclude – it is clear that optimizing for “Maximize number of leads” in your Meta campaigns gives cheaper CPA and has more than two times higher conversion rate. It would be wise to test the hit rates of both of the lead lists and then make the decision which option to chose for future campaigns.
