Not all leads are created equal. A Facebook Lead Ad can generate dozens, or even hundreds, of form submissions. But depending on your business, one phone call from a genuinely interested prospect could be worth more than 20 form fills. That doesn’t mean Facebook Lead Ads aren’t effective; it means the type of lead you generate matters. For businesses that rely on conversations to sell their services, getting someone on the phone can be one of the most valuable things your advertising can accomplish.
A Phone Call Shows Intent
Think about the difference between these two actions: Someone sees your Facebook ad, taps a button, and submits their name and email address. Another person sees the same ad and decides to call your business. Both are potential customers, but the person who picks up the phone has taken an additional step. They’re actively choosing to start a conversation.
That can be a strong indicator of intent, especially for services where customers have questions, need a quote, or want to speak with someone before making a decision.
Calls Create an Immediate Conversation
A form submission puts the responsibility on your business to start the conversation.
A phone call starts the conversation immediately. Instead of waiting for a salesperson to respond, you can learn what the prospect needs in real time. You can ask questions, address concerns, explain your process, determine whether they’re a good fit, and, when appropriate, you can move directly toward booking an appointment or providing the next step. That’s a major advantage for businesses where a personal conversation can make the difference between a prospect and a customer.
You Can Qualify Someone Faster
Forms are useful because they allow you to collect information up front, but a form can only tell you so much. A phone conversation can uncover details that might never appear on a lead form. For example:
Form lead:
“I need a roof inspection.”
Phone conversation:
“We had a major hailstorm last week. I noticed several damaged shingles, and I’m trying to figure out whether I need repairs or a full replacement.”
That’s a completely different level of information. Your team can quickly determine what the prospect needs, whether your business can help, and what should happen next.
Calls Can Reduce the Follow-Up Gap
One of the biggest challenges with Facebook Lead Ads is what happens after the form is submitted. You have to contact the person, then wait for a response. Maybe they answer. Maybe they don’t. Maybe they remember filling out the form. Maybe they don’t. A call-focused campaign can eliminate some of that friction by encouraging the prospect to initiate the conversation themselves. The customer is already on the phone. Now your job is to have a great conversation.
A Call Doesn’t Automatically Mean a Better Lead
There’s an important caveat here. More phone calls don’t automatically mean better advertising.
You still need to measure quality. If your ads generate hundreds of calls from people outside your service area, people looking for something you don’t offer, or people who aren’t serious about buying, the campaign isn’t successful simply because the phone is ringing. The goal isn’t more calls. The goal is more qualified calls that turn into customers. That’s why targeting, ad creative, messaging, offers, and campaign strategy still matter.
Calls Aren’t Right for Every Business
Phone calls can be particularly valuable for businesses where customers benefit from speaking with a person before making a decision
Think:
- Roofing and home services
- Moving companies
- Legal services
- Insurance
- Financial services
- Medical and professional services
- Automotive services
- High-ticket services
- Businesses that provide custom quotes
For some businesses, though, a form submission may be the better option. If your customer prefers to communicate through email, if your sales process requires detailed information upfront, or if your team isn’t equipped to answer calls quickly, a lead form may make more sense. The right campaign depends on how your customers actually buy.
Should You Run Call Ads or Lead Ads?
The answer isn’t always one or the other. In many cases, businesses can benefit from testing both. A lead campaign can capture people who aren’t ready to talk immediately. A call campaign can capture people who are ready to have a conversation now. Together, they can give prospects multiple ways to take the next step. The key is matching the campaign to the customer’s intent. Someone who wants to compare options may prefer a form. Someone whose roof was just damaged in a storm may want to talk to someone immediately. Your advertising should make both options possible when it makes sense.
Ready to Generate Better Leads?
At No Time for Social, we help businesses throughout Round Rock and Central Texas build customized Facebook advertising strategies designed to generate meaningful leads and turn them into real business. Whether your customers are more likely to submit a form or pick up the phone, we can help you choose the right campaign, reach the right audience, and track what actually drives results. Ready to build a lead generation strategy that works? Visit notimeforsocial.com/contact or call/text 512-721-0333 to get started.
