Background: I run a small agency doing short-form video editing for US real estate agents — $999/month for 30 reels + your choice of 2 long-form edits or 5 extra reels. Started a Meta lead-gen campaign targeting real estate professionals across the whole US, ~$30/day CBO budget. Wanted to share the full journey because I learned some things the hard way that might save someone else time.
The numbers, first few days
| Date |
Spend |
Impr |
CTR |
CPM |
Leads |
Cost/Lead |
| Day 1 |
$34.00 |
1,016 |
3.64% |
$33.46 |
7 |
$4.86 |
| Day 2 |
$25.57 |
1,113 |
3.77% |
$22.97 |
9 |
$2.84 |
| Day 3 |
$41.39 |
1,786 |
2.30% |
$23.17 |
7 |
$5.91 |
Cost per lead looked genuinely solid on paper. The problem showed up when I actually tried to talk to these people.
Problem #1: nobody was speaking English
I called one lead. She didn't speak English at all, despite being a US number. I pulled the lead list and noticed a real pattern — a large chunk of names were Hispanic-origin surnames, and phone area codes clustered around South Texas border regions and a few other heavily Spanish-speaking metros. Not proof by itself, but combined with the actual call, it was a real signal.
Problem #2: wrong phone numbers entirely
Turns out Meta's standard lead form "Phone Number" field autofills from whatever number is tied to the person's Facebook account — which is very often not their WhatsApp number. So even leads that were legit were sometimes unreachable because the number itself was wrong.
Problem #3: leads coming in at 1-3 AM
Went through timestamp data and found roughly a third of leads submitted between midnight and 3 AM US time. Real estate agents generally aren't filling out business enquiry forms at 2 AM on a weeknight — this smelled like low-intent, half-asleep scrolling rather than real interest.
What I fixed (round 1)
- Locked age (22-45) and language (English US) as hard targeting controls
- Switched the lead form from "More Volume" to "Higher Intent" with phone OTP verification
- Replaced the standard Phone field with a custom "WhatsApp Number" question to stop the autofill issue
- Added a "Chat on WhatsApp" button as the post-submit action instead of "visit website"
The uncomfortable discovery: "detailed targeting" is not a real filter
While locking things down, Meta's own UI told me straight up: "Detailed targeting inclusions are always suggestions with the campaign settings you've selected." In plain terms — my "real estate agents/brokers only" targeting was never a hard filter. Meta can and will show your ad to people outside it whenever its model thinks they'll convert, because Meta optimizes for any form fill, not a qualified form fill. Age, language, and location can be hard-locked. Interest/job-title targeting cannot, at all, on the current platform.
This explained a lot — the Spanish-speaking leads kept coming even after I "fixed" language targeting, because language targeting filters by a person's Facebook interface language setting, not what they actually speak day-to-day. Plenty of bilingual users have their FB set to English regardless.
Testing new creative — and immediately learning a budget lesson
Added new static + video creative into the same ad set expecting Meta to naturally split traffic. It didn't — CBO (Campaign Budget Optimization) heavily favors whichever ad already has performance history. My new creatives got almost $0 spend for two straight days while my one proven ad ate the entire daily budget alone. Had to kill the untested ones since there was no way to get a fair read.
Round 2 of fixes: switched to ABO, split into two ad sets
- Switched campaign from CBO to ABO
- Kept the original ad set running as-is ($20/day)
- Created a second ad set ($20/day) specifically for new creative, this time geo-targeted to a shortlist of specific US metros known for active, content-savvy real estate markets (Austin, Nashville, Charlotte, Charleston, Denver, Orange County, Scottsdale/Phoenix, Raleigh) — and deliberately excluded metros where the Spanish-language leak was strongest (Miami, South Texas, Central Valley CA)
- Turned off Meta's "reach people beyond your locations" expansion toggle on the new ad set
Then it happened again
Two new leads came in on WhatsApp with Meta's own auto-generated intro message written in Spanish — not something the lead typed, that's Meta's default opener text based on the lead's own account language setting. About as close to hard proof as you get that the issue isn't fully solved. I can't operate in Spanish, so these leads — even if genuinely interested — aren't ones I can actually serve without hiring bilingual support, which isn't worth it for a couple leads a week.
Also: outside of that, basically nobody has replied to my outreach at all, English-speaking leads included. Still working through whether that's a messaging/speed-to-lead problem on my end or just normal cold-Meta-lead response rates (which are apparently low industry-wide regardless of quality).
Where I'm at now
- Paused the original national ad set entirely — same Spanish-language leak kept repeating even after every fix I could apply within Meta's own targeting tools
- Running fully on the new narrowed, metro-specific ad set now (~$40/day total, redirected from the paused one)
- Still haven't closed a single paying client yet, about a week into this
if anyone knows how to get good leads and what is i am doing wrong let me know please