Facebook Lead Spam Reduction Checklist

Stop Wasting Ad Spend on Junk Leads (7-Minute Implementation Guide)

✅ STEP 1: Form Settings (Do This First)

Lead Form Quality Setting:

Set to "Higher Intent" (NOT "More Volume")

Add minimum 2-3 custom qualification questions

Enable Lead Filtering if available in your account

Custom Questions to Add (Choose 2-3):

"What's your company size?" (Filter out students/job seekers)

"What's your budget range?" (Filter out tire-kickers)

"What's your timeline?" (Filter out "just researching")

"What's your role?" (Filter out non-decision makers)

✅ STEP 2: Placement Exclusions

Turn OFF These Placements (If Lead Quality is Poor):

Audience Network (biggest spam source)

Messenger Inbox

Facebook Right Column

Facebook Marketplace (unless you sell physical products)

How to Check: Go to Ads Manager → Breakdown → By Placement → Check CPL by placement after 50+ leads

✅ STEP 3: Audience Exclusions

Exclude These Audiences:

Existing customers (upload customer list)

Job seekers (interests: "job search," "employment")

Students (education status)

Competitors (manually add competitor company names)

For B2B Specifically, Also Exclude:

Job titles containing: "student," "intern," "unemployed," "seeking"

Interest: "Online shopping" (catches deal hunters)

✅ STEP 4: Targeting Refinements

Use These Targeting Methods (in order of preference):

Lookalike Audiences 1-5% (based on past qualified leads or customers)

Job Title + Industry Targeting (B2B)

Advantage+ Audience (but monitor closely)

Avoid These:
❌ Broad interest targeting without exclusions
❌ Lookalikes based on all leads (includes spam)

✅ STEP 5: CRM & Follow-Up Setup

Speed-to-Contact = Quality Filter:

Integrate leads to CRM instantly (Zapier, LeadsBridge, or native Meta integration)

Set up auto-email response within 5 minutes

Sales calls leads within 1 hour max

Why This Matters: Real leads respond fast. Spam leads don't. Fast follow-up naturally filters quality.

✅ STEP 6: Track the RIGHT Metrics

Stop Tracking Just CPL. Track These Instead:

Cost per Qualified Lead (leads that pass your screening)

Lead-to-Appointment Rate (goal: 20-40% for warm audiences)

Cost per Booked Appointment

Lead-to-Customer Rate

Set Up This Tracking:

Mark leads as "Qualified" or "Spam" in CRM

Calculate Cost per Qualified Lead = (Ad Spend) ÷ (Qualified Leads Only)

✅ STEP 7: Creative Best Practices

Use These Ad Formats (Ranked by Quality):

Video ads (best engagement + lowest spam)

Carousel ads (good for B2B)

Static images (use if video unavailable)

Copy That Filters Quality:

Mention budget/investment in ad copy (scares away tire-kickers)

Use specific industry jargon (attracts qualified prospects)

Lead with pain points only your ICP has

Example:
❌ Bad: "Get more leads for your business"
✅ Good: "Cut IT costs by 30% for mid-market SaaS companies spending $50K+/year"

📊 BENCHMARKS: What's "Good"?

Lead Quality Metrics:

Qualified Lead Rate: 40-60% (if lower, revisit Steps 1-3)
Lead-to-Appointment: 20-40% for warm audiences, 5-15% for cold
Facebook CPL: $30-$150 depending on industry (B2B typically $50-$100)

If You're Getting <30% Qualified Leads:
→ Add more custom questions (Step 1)
→ Exclude Audience Network (Step 2)
→ Tighten targeting (Step 4)

🚀 QUICK ACTION PLAN

Do This Today (30 minutes):

Change form quality to "Higher Intent" + add 2 questions
Exclude Audience Network placement
Exclude "job seekers" interest

Do This This Week:

Set up CRM integration for instant lead routing
Create custom audiences to exclude (customers, competitors)
Start tracking Cost per Qualified Lead

Do This This Month:

Build Lookalike audiences from qualified leads only
Test video creative if not already using
Implement 1-hour follow-up SLA

Need Help?

If you're still getting >50% spam leads after implementing this checklist, I can review your account.

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