On-platform lead forms. With a filter.
Meta Lead Ads and Google Lead Form Extensions get you leads at 30–60% the cost of landing-page campaigns — because submitting is one tap and nobody has to think. That same friction-free flow is why raw lead-gen leads convert at half the rate. We run lead gen only when we can install the AI filter that makes the math actually work: every submission called in 30 seconds, qualified, and qualification status pushed back to the ad platform so the algorithm learns which leads are real.
Cheap leads. AI filter. Feedback loop.
Lead gen is a volume game with a quality cliff. We build campaigns that hit both sides — on-platform forms where the friction is lowest, AI that answers every submission in under 30 seconds to qualify, and a CAPI feedback loop so the ad platform learns what "qualified" means. This sits alongside Google Ads and Facebook Ads; pick lead gen when your sales team can handle 3–5× volume of lower-quality leads and wants the cost per qualified to drop.
Meta Lead Ads
Instant forms on Facebook and Instagram, pre-filled from the user's profile. Ideal for volume at the top of the funnel — and where we test new angles fastest.
TYPICAL · $6–10 CPL · 18–24% qualified
Google Lead Forms
Lead Form Extensions attached to search, YouTube, and Discovery campaigns — capture intent without the landing-page click. Higher intent than Meta, higher CPL.
TYPICAL · $15–28 CPL · 32–45% qualified
Qualification loop
An AI Agent calls every lead in under 30 seconds, qualifies against your job-size minimum, and pushes the qualified status back via CAPI / Enhanced Conversions so the algorithm optimizes to booked revenue — not form fills.
REQUIRED · included with every engagement
Form → qualified → booked.
Every engagement includes form design, campaign setup, the AI qualification layer, the feedback plumbing, and the reporting that actually matters. Not just running the ads — running the full loop so the leads you pay for turn into calendar entries.
Form design
6-field max, pre-filled where possible, custom disqualifier questions. Fewer fields = more leads. Right fields = the right leads.
Campaign setup
Multiple ad sets per angle. Lookalikes built from qualified leads only. Exclusions from past disqualified. No broad stabs.
AI qualification
Every submission called by AI in under 30s. Script matched to your qualification criteria. Booking dropped on your calendar if they pass.
Feedback loop
Qualified status pushed back to Meta CAPI and Google Enhanced Conversions. The ad platform learns which profiles become customers.
CRM handoff
Leads land in your CRM with qualification status, AI call recording, and booked-appointment timestamp. Your reps work qualifieds only.
Reporting
Dashboard on cost per qualified, not cost per lead. Cost per booked call, not cost per click. The only two numbers that matter.
Want lead gen paired with landing-page campaigns so you're running both funnel types? See Landing Page Design, or the full bundle in The LeadFlow System.
Straight answers.
The six questions that come up on every audit call. If it's not here, ask us.
Why not just run landing-page campaigns?
You should — when the offer and sales team justify the higher cost per lead. Landing pages give you better-qualified leads because the click-through is self-selecting. Lead gen campaigns give you 3–5× the volume at ~40% the cost per lead — but without AI qualification, that volume is unusable. We recommend lead gen for teams that need pipeline growth and have the throughput to handle it.
Aren't lead-gen leads junk?
Raw lead-gen leads are roughly 50% the quality of landing-page leads — that's real. But with AI qualifying in 30 seconds and the qualified status pushed back to CAPI, the algorithm learns fast. Within 30 days the feed is usually cleaner than a landing-page campaign, at lower CPA.
What's the qualification process look like?
Form submits → webhook to our AI agent → phone call or SMS within 30 seconds. Agent asks 3–5 questions you define (budget, timeline, service area, intent). If they pass, booking dropped on your calendar. If not, marked disqualified and fed back to the ad platform as a negative signal.
How do I know the filter is actually working?
Every AI call is recorded and transcribed. You'll see qualification status, call length, and transcript in the dashboard alongside cost-per-qualified. We review a sample every week together for the first 30 days to confirm the script is calibrated.
Does this work on TikTok / LinkedIn?
Yes on LinkedIn (Lead Gen Forms — great for B2B with ticket size > $5K). TikTok Lead Gen is newer and the quality is still too low for most service-business use cases — we'd usually recommend feeding TikTok traffic to a landing page instead.
Can you run this alongside search campaigns?
Yes — and you should. Search Ads captures bottom-of-funnel intent; lead gen feeds the top-of-funnel pipeline. The AI follow-up is shared infrastructure so the cost per qualified stays consistent across channels.
How many junk leads did you pay for last month?
Share your Meta Ads or Google Ads account. We'll send back a video audit showing your lead-quality delta and what the AI filter would change.