Doctrine
For coaches, local services, and real estate, the campaign currency is lead quality, not ROAS. The recurring complaint is bogus leads: bot-shaped submissions asking the same question in the same words. The fix is deliberate friction: one qualifying question filters more junk than any targeting setting, at the cost of some volume. That trade is almost always worth it, because the real cost of a bad lead is the follow-up time it burns.
When to use
- Lead-gen offers where a landing page is overkill or does not exist yet.
- When current forms fill with junk: rebuild with friction instead of blaming the creative.
- Needs a Meta Ads MCP. Forms are drafted and shown before publishing.
Run it
Build me a lead form for: [OFFER + WHO from my angle]
- Fields: name, email, phone.
- Add ONE qualifying question that a bot or tire-kicker would not bother answering, phrased in my brand voice. Propose 3 options and recommend one (example shapes: budget range, timeline, "describe your situation in one line").
- Intro section: one sentence restating the angle's promise, so the person who clicked knows they are in the right place.
- Completion message: what happens next and how fast ("we call within X hours" only if I confirm it is true).
- Save as a DRAFT and show it to me before publishing. After I approve, publish and tell me exactly which campaign/ad it should attach to.
## Guardrails
- Draft first, publish on approval.
- The completion promise must be true. Do not write "we respond in 15 minutes" unless the business actually does.
- Track lead quality weekly, not just cost per lead: a $5 lead nobody can reach is more expensive than a $20 lead that answers the phone.
## Good output looks like
A form that slightly reduces volume, visibly raises quality, and never promises a response time the business cannot keep.