Marketing · Facebook Ads

Why you should chase every lead first, then get picky later

On a recent strategy call, a business owner told me some of the leads coming through weren’t quite the right fit, and it’s a fair worry, though the timing of when you start filtering matters far more than most people expect.

So should you filter for quality straight away?

Hold off, prove the ad works first.

When a paid ad first goes live, the goal is volume. Generating as many leads as you can, whatever the quality, is what proves the advert can actually do its job and bring people to you.

Once you’ve got a steady flow coming in, that’s the moment to tighten the tap. We add qualifying questions like when are you looking to buy, and what’s your budget, so the wrong-fit enquiries quietly filter themselves out before they reach you.

Here’s a real example. One client was pulling in 77 leads a month, more than he could comfortably handle, so we added those questions and the volume settled down to the people he genuinely wanted to speak to.

The data leads every decision here. Start at a modest £10 a day, and only scale the spend once you’ve got an advert that’s proven it can convert. Now and then the polished ad falls flat while a scrappy, ordinary-looking one converts twice as well, and the numbers are what tell you which one to back.

This same approach holds whether you’re running ads across Leeds or targeting buyers around Leicester, because the principle sits underneath the location every time.

Prove it can flood you with leads, then teach it to bring only the ones you want.

So if a few stray leads have you tempted to tighten things early, give the advert room to prove itself first.

Get the volume flowing, then shape it, and you end up with an ad that’s both proven and pointed at exactly the right people.