Lead generation campaigns aim to capture a prospect's contact details — typically name, email, and phone — through a form, rather than driving an immediate purchase, with the actual sale happening later through a call, email sequence, or in-person follow-up. Common lead-gen sub-verticals include insurance, home services, legal, and financial services.
Because the ad's conversion event (the lead) is several steps removed from the ultimate revenue event (a closed sale), lead-gen campaigns depend heavily on strong offline conversion feedback and lead scoring to ensure Meta's optimization is chasing lead quality, not just lead volume.
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