The Best Ads for Lead Generation: What the Numbers Show
Instead of guessing, look at what real accounts produced. Here are the numbers, and what they say about which ads to run.
The short answer. For lead generation, Google Search ads usually produce the highest-intent leads and Meta produces volume and earlier-stage demand, with retargeting as the cheapest layer. On a real media wall account, Google produced 1,050 conversions at £15.46 and Meta 687 leads at £17.01. The best mix depends on whether people search for your service and how visual it is.
What real accounts show
| Account | Meta | |
|---|---|---|
| Media wall installer | 1,050 conversions at £15.46 | 687 leads at £17.01 |
| Conservatory and garage conversions | 1,060 conversions at £29.49 | 826 leads at about £28.47 |
Different jobs and values. Both platforms produced at similar cost, which is why many service businesses run both.
How to read this
Neither platform wins outright. Google tends to convert at a higher rate because people are searching. Meta reaches people who would never have searched. Together they cover the whole market.
Quality, not just cost
A cheap lead is only good if it is quotable. Track which leads were quoted and won on each platform and compare cost per sale.
Choosing for your business
If people search for your service in volume, Search first. If your work is visual and considered, add Meta early. See the starting order in best ads for service-based businesses.
Common questions
What is the best ad for lead generation?
Google Search for intent, Meta for reach, retargeting for efficiency. The best mix depends on your market.
Is Google or Facebook better for leads?
Google usually captures higher intent. On a media wall account both produced leads at similar cost.
What is a good cost per lead?
It depends on job value. Use the break-even figure from the calculator.
How do I improve lead quality?
Tighter keywords, qualifying questions and tracking which leads become customers.
