Poor quality leads from your ads? 7 ways to improve them

Your ads have been running for a while and enquiries come in, but many people ask the price and disappear, leave wrong numbers, or aren't your customers at all. More enquiries don't mean better results; what matters is how many become business. These 7 methods help.

1. Be clear in the ad copy

State the price range, service area or who the offer suits. People who don't fit won't click. Fewer enquiries, but better ones, save time.

2. Narrow the location

Only target areas you can actually serve. If you only offer in-person service in West Malaysia, don't target all of Malaysia.

3. Choose the right objective

If you want people who will contact you, choose a messaging or lead objective, not just the cheapest clicks.

4. Add qualifying questions to forms

Add one or two questions to lead forms, such as “When do you need this?” or “What is your budget?”. Slightly fewer leads, but more serious ones.

5. Retarget interested people

Show ads again to people who watched your video, visited your website or engaged before. They already know you and usually have higher intent.

6. Follow up quickly and systematically

• The sooner you call or reply, the higher the contact and close rates.
• Prepare standard replies and answers to common questions.
• Record each enquiry's outcome (won, considering, invalid) to guide optimisation.

7. Tell your ad team which leads closed

Only when the people running your ads know which ones bring real business can they move budget to the right place. Share weekly which enquiries became customers.

Simple measures of lead quality

• Valid contact rate: how many leads can actually be reached.
• Reply rate: whether customers respond to follow-up.
• Close rate: how many enquiries become sales.
• Cost per sale: a truer measure than cost per enquiry.

Want more targeted customers from your ads? Read the WhatsApp ads guide, or see our Facebook ads and TikTok ads services, and contact us to talk about your situation.