Meta Lead Ads for a Debt Consolidation Broker: 320 Leads at $1.20 Each
Artur works in financial services and generates leads from people interested in debt consolidation. His company, a client in Poland, runs campaigns nationwide, using Lead Ads forms and forms on three websites.
The problem was not just the cost per contact. A large share of submissions dropped out during later screening, and advisors were wasting time on contacts with a low chance of using the service. So the goal of the engagement was to generate more valuable leads and to optimize the campaigns based on their quality.
Screenshots show amounts in Polish zloty (PLN); in the text we converted them to US dollars at roughly 4 PLN per dollar.
Key results of the Meta Ads campaign
- starting point: about $9.70 per result in the visible view,
- after optimization: about $1.20 per Lead Ads form lead,
- 320 form leads at a spend of about $385,
- plus 105 website submissions at about $2.65 each,
- roughly 380 Lead Ads forms and 120 website forms a month according to project data,
- budget increased from about $750 to about $1,725 a month,
- first drop in cost per lead after about 3 weeks.
Results from the different paths are not a one-to-one comparison. A Lead Ads form and a submission sent on a website are different conversions, with different levels of friction and different measurement. That is why we show them separately and do not blend the costs into one combined metric.
Starting point: low quality among some of the leads
The client ran a lead-based model, but some submissions required time-consuming screening. Judging the campaign only by the number and price of all forms did not answer the key question: how many applicants have a real chance of moving forward in the debt consolidation process?
An additional problem was an incomplete Google Tag Manager setup and the need to refine the flow of submissions into the CRM. Leads were coming from Meta forms and three websites, so their split, statusing and feedback to the ad platform had to be organized.
What we implemented
1. Two lead acquisition paths
The Meta Ads campaigns sent users to native Lead Ads forms and to forms on the websites. That combined a simple contact path with a more demanding website-based one.
2. The adsfox CRM and lead qualification
We implemented the adsfox CRM to organize submissions, their statuses and the advisors’ follow-up. That let the team separate all forms from the contacts that actually qualified for a further conversation.
3. The Meta Pixel and the Conversions API
We connected the campaigns to the Meta Pixel and the Conversions API. The goal was better event data and using the feedback from the lead handling process.
4. Optimizing for a more valuable signal
The campaigns were not judged by cheap forms alone. The key information was which submissions passed qualification in the CRM. That made it possible to limit weaker paths and send budget to the campaigns delivering more valuable contacts.
Original results from the Meta Ads dashboard
At the start, the visible cost per result was about $9.70. The screenshot also shows about $38.70 in spend, 2,521 impressions and a reach of 1,097 accounts. The campaign name and the period are anonymized.
In the later view, two campaigns generated different conversion types. The first delivered 105 website submissions at about $2.65 each and a spend of about $280. The second delivered 320 form leads at about $1.20 each and a spend of about $385.
What changed in the client’s business
The client organized submission handling and the work with leads. Advisors could focus on people with a higher chance of using debt consolidation, instead of spending the same amount of time on every form.
The monthly budget grew from about $750 to about $1,725. Scaling, though, was not just about buying more leads. It went hand in hand with organizing the CRM, qualification and feedback to Meta.
What works in debt consolidation lead generation campaigns
In this project, the best performers were:
- simple Lead Ads forms,
- messaging around one concrete benefit: combining several payments into one lower monthly payment,
- a 1% Lookalike audience built on valuable customers,
- audiences aged 25-59 nationwide,
- fast advisor follow-up and initial qualification,
- connecting the campaign to the CRM and lead quality information.
What to avoid
It does not pay to:
- judge the campaign only by the number and price of all leads,
- scale the budget without controlling intake and qualification of submissions in the CRM,
- send overly broad traffic with no initial qualification,
- complicate the form with too many fields,
- promise a guaranteed loan or a certain reduction in payments.
What comes next
The next stage includes further campaign optimization for lead quality, using qualification information in Meta, limiting the weakest paths, and new creative, including video and customer testimonials.
For a financial services company, the lowest form price is not what matters most. What counts is the cost of a contact an advisor can actually take to the next step of the process.
Want to check whether your campaigns bring in valuable contacts or just cheap forms? Talk to adsfox.
Related adsfox services
We can run a campaign like this for your company too, through our Facebook ads agency. Passing lead quality signals to Meta relies on server side tracking and the Conversions API, and organizing and statusing contacts on lead generation optimization. You can find results from other projects in our case studies.
Who is Artur?
Artur is an anonymous adsfox client working in financial services. We publish only information that clients have agreed to in writing. To protect their competitive advantage, we do not disclose the company name, its website addresses or contact details. See adsfox client reviews.
