Performance Campaign for Creator Lead Generation
Client Goal
Generate high-quality leads of content creators across specific niches for future collaborations.
Problem Identified
- The client was previously tracking the wrong event as a lead: submit button clicks.
- This triggered Meta’s lead event even if the form was incomplete (errors).
As a result, ad learning was inaccurate, and low-quality leads were being optimized for.
What We Did
Fixed the Tracking First
We created a custom conversion event tied to the Thank You page visit, ensuring only successful and valid submissions were counted as leads. This helped Meta optimize for real conversions, not partial clicks.
Built Trust Through Creator UGC
We onboarded content creators to record invitation videos explaining:
- Who we were looking for
- What the opportunity is
- What creators would gain
Tested Audience Strategy in Phases
- Started with interest-based targeting (Digital Creators) — but lead quality was poor.
- Switched to broad/open targeting, which surprisingly delivered better results.
- Once we collected over 1000 high-quality leads, we built Lookalike Audiences (LAL 2%) to scale effectively.
Iterated Creatives & Killed Underperformers
- We regularly replaced non-performing video ads.
- Most performing ads were partnership posts with creators — helped build social proof.
What Worked for Us
- Fixing tracking with custom conversion tied to Thank You page
- Using UGC-style video ads with clear, scripted messaging
- Letting Meta’s algorithm optimize via open targeting
- Scaling with Lookalike Audiences after qualifying base leads
- Ongoing creative refresh and performance-based pruning
Key Learnings
If you’re not tracking accurate conversions (like TY page visits), your ad performance is built on false signals.
Let the platform optimize on real actions, not button clicks.