Generating high-quality leads through website lead generation ads on Meta is one of the most effective strategies for service-based businesses today. Instead of relying on instant forms, you can send users from Facebook or Instagram directly to your landing page and track real conversions like booked calls. In this guide by Viral Groww, you’ll learn how to set up and optimize your website-based lead generation funnel using Meta Pixel and Events Manager.
What is Website Lead Generation on Meta?
Website Lead Generation is a strategy where your ads run on Facebook or Instagram and send users to a landing page on your website. Instead of filling a native in-app form, users interact with your page, click on the Book a Call button, and schedule a discovery call.
This method improves lead intent and helps businesses track conversions more accurately using the Meta Pixel. It is widely used for appointment booking funnels and consultation-based services.
How Website Lead Generation Works
- Ads run on Facebook or Instagram
- Users click and visit the landing page
- They select a time slot
- Fill in their details
- Reach the confirmation page
- Lead is tracked using Meta Pixel
Why Use Landing Page Lead Generation Instead of Instant Forms?
Landing page lead generation ads give you better control over the user journey and help filter out low-quality leads. Since users take multiple steps before converting, the leads generated tend to be more qualified.
Key Benefits of Landing Page Lead Generation
- Better lead intent and higher conversion quality
- Complete control over the sales funnel
- Accurate lead conversion tracking
- CRM or scheduling tool integration
- Improved Cost Per Lead (CPL) optimization
- Advanced retargeting capabilities
Step 1: Install Meta Pixel on Your Landing Page
Before running Meta lead generation ads, you need to install the Meta Pixel on your website landing page. This pixel tracks user activity and sends conversion data back to Meta Ads Manager.
Once installed, it allows you to monitor conversions such as booked calls, optimize ad delivery, and build custom audiences for retargeting campaigns.
Step 2: Test Events Using Meta Events Manager
After installing the pixel, testing events is necessary to ensure your website lead tracking setup is working properly.
Steps to Test Lead Events
- Go to Events Manager
- Click on Test Events
- Enter your landing page URL
- Click on the Book a Free Discovery Call button
- Select a time slot
- Fill in demo details
- Confirm booking
Once done, you’ll be redirected to a confirmation page which triggers the lead conversion event.
Step 3: Track Confirmation Page URL as Lead Event
Inside the Meta Events Manager, you need to track the confirmation page URL as a Lead Event. Whenever a user lands on this page after submitting the form, Meta will count it as a successful lead.
This ensures your website lead generation campaign is optimized based on actual conversions instead of link clicks.
Step 4: Create a Lead Generation Campaign on Meta Ads Manager
Now it’s time to launch your Instagram and Facebook lead generation ads.
Campaign Setup Structure
| Campaign Level | Settings | Recommended Value |
| Objective | Lead Generation | Website Leads |
| Conversion Location | Website | Enabled |
| Conversion Event | Lead | Confirmation URL |
| Daily Budget | ₹800 – ₹1000 | Starting Budget |
| Ad Set Structure | One Ad Set | Recommended |
| Ad Creatives | Multiple Ads | 3–5 Creatives |
If your instant form CPL was around ₹250–₹300 earlier, expect the website lead generation CPL to range between ₹350–₹400 initially due to higher lead quality.
Viral Groww Lead Generation Funnel Explained
At Viral Groww, we use a proven funnel structure that helps businesses generate consultation-based leads effectively.
Our Website Lead Funnel Structure
- Instagram or Facebook Ad
- Landing Page
- Book a Call Button
- Slot Selection
- Form Submission
- Confirmation Page
- Lead Tracked via Meta Pixel
This funnel helps improve lead quality, sales call bookings, ROI on ad spend, and data-driven optimization for future campaigns.
Conclusion
Running website lead generation ads on Meta using landing page tracking is one of the most reliable ways to generate qualified leads for your business. By setting up proper Meta Pixel tracking and optimizing your campaign for conversion events, you can improve your CPL and scale your appointment booking funnel effectively. If you’re looking to grow your business with high-quality leads, this strategy is a must-have in your digital marketing approach.
FAQs
What is the difference between instant forms and website lead generation ads?
Instant forms collect leads directly inside Facebook or Instagram, while website lead generation ads send users to a landing page where conversions are tracked using Meta Pixel.
Is Meta Pixel required for website lead generation?
Yes, Meta Pixel is essential for tracking conversions such as booked calls and optimizing your campaigns for better lead quality.
What is a good Cost Per Lead for website lead generation?
A typical CPL for website-based lead generation ranges between ₹300 to ₹500 depending on your industry and targeting strategy.
Can small businesses use landing page lead generation ads?
Yes, even with a limited budget, small businesses can run conversion-focused campaigns using one ad set and multiple creatives.
