Ecomm Agency Lead Gen – Meta Ads

MQLs: 87
SQLs: 52
Deals closed: 9
Cash collected: ~$18,000
Total cost: ~$3,500

Background

Early-stage digital marketing agency focused on:

  • building e-commerce stores
  • running Meta Ads (Facebook & Instagram)
  • running Google Ads

The agency owner had strong sales experience and business background, but was still testing different offers and positioning for paid client acquisition. There was no proven Meta Ads–based lead generation system in place yet.

Strategic Work: Offer & Messaging

Before launching ads, the core work was not technical, but strategic.

  • Helped define and refine the offer
  • Worked through different positioning options
  • Designed a clear value proposition specifically for cold traffic

Once the offer was defined:

  • copy was written around that offer
  • a video ad script was created to clearly explain it
  • the script became the backbone of the entire campaign

The video was not just a creative asset — it was a sales message structured for paid traffic.

Campaign Approach

Instead of sending traffic to a landing page, a simpler and more reliable setup was chosen.

  • Meta Lead Ads with native forms
  • 3 qualifying questions (service selection, budget range, starting timeline)
  • Video ads built directly from the scripted offer
  • Supporting static ads
  • Broad targeting

Meta’s native forms were used intentionally due to their low friction and high completion rates.

Lead Handling & Automation

Speed to lead was treated as a key performance factor.

  • Lead forms connected directly to Google Sheets
  • Automation via Zapier
  • Instant email notifications after each lead submission
  • Offline conversions sent back to Meta to optimize for SQLs instead of MQLs

This allowed immediate follow-up while intent was still high.

Results so far

  • MQLs: 87
  • SQLs: 52
  • Deals closed: 9
  • Cash collected: ~$18,000
  • Total cost: ~$3,500

Why This Case Matters

  • The offer was created and validated through paid traffic
  • Ads did not just generate leads — they proved the positioning
  • Shows strategic involvement beyond media buying
  • Demonstrates transition from execution partner to business partner

Takeaway

This case demonstrates how defining the right offer and translating it into a clear video message can unlock effective lead generation for agencies — without complex funnels or landing pages.