Increased lead volume and quality through a new Facebook approach
A metal recycling company scaled both volume and quality of leads by redesigning their Facebook funnel.
The customer purchases and recycles scrap metal from individuals and businesses. They previously ran Facebook traffic ads that generated low-volume, low-quality leads. We hypothesized that improving ad messaging, simplifying user flow, and using lead forms would attract higher-volume submissions. After implementing a carousel ad with a native lead form, results skyrocketed: over 700 leads in three months—60% involving more than 200kg of metal.
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Customer challenges
- Low volume and poor quality of leads (e.g. frying pans, old stoves)
- Landing page flow created friction and drop-off.
- Previous efforts on LinkedIn failed to deliver relevant leads
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Actions taken
- Replaced static traffic ads with scroll-stopping carousel creative.
- Shifted to Facebook lead forms to reduce friction.
- Simplified messaging and focused on key benefits.
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Results
- Total leads: 703 over 3 months
- Substantial increase in metal volume per inquiry
- Campaign extended due to strong performance