24/08/2026
๐ ๐๐ฎ๐ฐ๐ฒ๐ฏ๐ผ๐ผ๐ธ ๐๐ฒ๐ฎ๐ฑ ๐๐ผ๐ฟ๐บ๐ ๐๐ ๐ช๐ฒ๐ฏ๐๐ถ๐๐ฒ ๐๐ฒ๐ฎ๐ฑ ๐๐ผ๐ฟ๐บ๐
This is something we've been looking at quite closely with dealerships running Meta ads to generate leads.
And there is an interesting pattern. On Facebook Lead Forms can deliver a lot of leads at a much cheaper cost per lead.
But we've had several dealerships tell us that the quality of those leads isn't always as good as the leads they get when someone goes through to their website and completes an enquiry form there.
Think about what happens with a Facebook Lead Form : Someone is scrolling through Facebook or Instagram -They see a vehicle they are interested in - They click the advert -The lead form opens.
With this native Facebook lead form, some of their information may already be filled in, they have a few qualifying questions to answer and then submit the lead form without ever leaving Facebook.
๐ง๐ต๐ฎ๐'๐ ๐ถ๐ป๐ฐ๐ฟ๐ฒ๐ฑ๐ถ๐ฏ๐น๐ ๐ฐ๐ผ๐ป๐๐ฒ๐ป๐ถ๐ฒ๐ป๐ ๐ฎ๐ป๐ฑ ๐ณ๐ฟ๐ถ๐ฐ๐๐ถ๐ผ๐ป๐น๐ฒ๐๐. But that's also the potential problem - It's very easy to become a lead.
The person may be genuinely interested in the vehicle, or they may simply think, "That's a nice car " and submit the Facebook form.There isn't much commitment required.
Now compare that with someone who clicks your vehicle advert and goes to your website.
They look at the photos - They check the price - They read the specifications - Maybe they look at two or three other cars - They check the finance options -They read more about at the dealership - And then, after doing all of that, they decide to complete the enquiry form.
๐ง๐ต๐ฎ๐'๐ ๐ฎ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ ๐น๐ฒ๐๐ฒ๐น ๐ผ๐ณ ๐ฒ๐ป๐ด๐ฎ๐ด๐ฒ๐บ๐ฒ๐ป๐.
They've taken the time to investigate the vehicle and your dealership before giving you, their details. That's where we think the conversation about lead quality gets interesting.
You can add qualifying questions to a Facebook Lead Form. You can ask whether someone wants finance. You can ask when they're looking to buy. You can ask if they have a trade-in. These types of questions certainly help.
But asking someone five questions inside Facebook doesn't necessarily mean they have the same buying intent as someone who has actively visited your website, researched a vehicle and then decided to enquire.
We are not saying Facebook Lead Forms are bad. Far from it.
They can be extremely useful, particularly when you need volume and have a good sales team following up and qualifying those enquiries.
๐๐๐ ๐๐ฒ ๐๐ผ๐๐น๐ฑ๐ป'๐ ๐ท๐๐ฑ๐ด๐ฒ ๐๐ต๐ฒ ๐ฐ๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป ๐ฝ๐๐ฟ๐ฒ๐น๐ ๐ฏ๐ ๐น๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐ฎ๐ ๐๐ต๐ฒ ๐ป๐๐บ๐ฏ๐ฒ๐ฟ ๐ผ๐ณ ๐น๐ฒ๐ฎ๐ฑ๐ in Ads Manager.That's where dealerships can get caught out.
โข Imagine Campaign A generates 100 leads at R70 each.
โข Campaign B generates 45 leads at R190 each.
At first glance, Campaign A looks like the winner.
But what if those 100 native Facebook forms leads produce 10 serious opportunities and 2 sales, while the 45 website leads produce 10 serious opportunities and 3 sales?
Suddenly the picture looks very different.
The cheapest lead isn't necessarily the most valuable lead. Remember that the sales team will need to spend a lot more time and effort as well to work through 100 leads to ultimately deliver 2 vehicles.
๐๐ผ๐ฟ ๐ฑ๐ฒ๐ฎ๐น๐ฒ๐ฟ๐๐ต๐ถ๐ฝ๐, ๐๐ต๐ฒ ๐บ๐ผ๐๐ ๐๐๐ฒ๐ณ๐๐น ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป ๐๐ต๐ผ๐๐น๐ฑ ๐ฏ๐ฒ:
"How much does it cost us to generate a qualified sales opportunity?"
๐๐ป๐ฑ ๐๐น๐๐ถ๐บ๐ฎ๐๐ฒ๐น๐:
"How much time and money does it cost us to generate a sale?" (Cost per unit sale)
That's where things get interesting.
Because when you're comparing Facebook Lead Forms with website enquiry / lead forms, you shouldn't just compare the cost per lead. You should ๐ณ๐ผ๐น๐น๐ผ๐ ๐๐ต๐ฒ ๐น๐ฒ๐ฎ๐ฑ ๐ฎ๐น๐น ๐๐ต๐ฒ ๐๐ฎ๐ ๐๐ต๐ฟ๐ผ๐๐ด๐ต ๐๐ต๐ฒ ๐๐ฎ๐น๐ฒ๐ ๐ฝ๐ฟ๐ผ๐ฐ๐ฒ๐๐ and donโt forget to look at the time and effort spend to follow up on 100 leads versus 45 leads, for exampleโฆ
That's where you'll find out which strategy is working for your dealership!
