The brief I walked into
The developer was running Facebook Lead Ads on autopilot — getting hundreds of form fills every month, but the sales team complained that 80% of them were people just curious about prices, not actual buyers. Sales kept burning hours calling the wrong people.
The real problem: the Lead Ads form was too easy to fill out without any commitment, and the targeting was too broad.
How I attacked it
I scrapped the Lead Ads form approach and built a project-specific landing page for each active development. Each page leads with the price range, location, and floor plan up front (instead of hiding it behind a form). The form itself is now a 4-step qualifier: budget, timeframe, location preference, then contact details — in that order, so price-shoppers self-select out at step one.
We also added WhatsApp as the primary contact method instead of phone — it gave the sales team async time to triage instead of dropping everything for every ring.
What changed for the business
Qualified leads (defined as "ready to schedule a site visit within 30 days") settled at 120+ per month across two active projects. Junk leads dropped over 50%, which gave the sales team back roughly 15 hours a week. The MQL-to-site-visit conversion rate climbed to 18%, up from the previous ~7%.
Total ad spend stayed the same. The team just stopped paying for wrong-fit conversations.