Meta & Google Lead Generation

My B2B service firm relies on paid traffic for a steady stream of qualified leads, and the existing campaigns on Facebook (Meta Ads Manager) and Google Ads are under-performing. The account history is there—pixels are firing, basic conversion events are set up—but the cost per lead keeps creeping up while close rates stay flat.

The immediate scope is to audit both platforms, identify wasted spend, and rebuild the structure so every ad set, keyword group, and landing page is aligned to one purpose: lead generation. That means refining audiences, tightening ad copy, improving creative, and setting up proper conversion tracking with GA4 and Google Tag Manager so we can see the full funnel inside our CRM.

Deliverables
• 360° audit with clear, written action items
• Fresh campaign architecture for Facebook and Google (search + Performance Max where it makes sense)
• Compelling ad copy and creative angles tailored to B2B decision-makers
• Conversion tracking fixes: pixel events, GA4 goals, offline conversion import
• Weekly optimisation reports highlighting CPL, conversion rate, and next steps

Acceptance criteria: campaigns must run for at least two full optimisation cycles and achieve a measurable drop in CPL against the current baseline. Continuous testing, data-driven adjustments, and clear communication are key to success on this project.