We get asked this all the time:

“What’s the best strategy for generating leads with Meta ads?”

And our honest answer?

It depends.

Because when it comes to running Meta ads (formerly Facebook ads) for lead generation, there’s no one-size-fits-all solution.

What works brilliantly for one business can flop for another—even if they’re in the same niche, using the same budget, or selling similar offers.

At Impactful Marketing, we’ve seen this play out across dozens of client campaigns. And the takeaway is always the same:

The best lead generation strategy is the one that fits you.

What Lead Generation Strategies Work Best with Meta Ads?

Here are a few formats we frequently test and run for clients through Facebook and Instagram ads:

1. Webinars

Ideal for: Experts, coaches, consultants, and service providers

Why it works: Webinars position you as the expert. They allow your audience to get to know you, hear your voice, and understand your approach—all before you make an offer.

When done well, they produce:

• Warm, qualified leads
  
• High show-up and engagement rates
  
• Strong conversion opportunities
  

But they’re not for everyone. If you don’t love presenting live or have a short lead time, they may not be the best fit.

2. 5-Day Challenges

Ideal for: Community-driven experts, programs, coaches and consultants 

Why it works: Challenges create trust over time. You show up every day, provide value, and build real momentum.

We’ve seen challenges lead to:

• Highly engaged attendees
  
• Daily micro-commitments that lead to sales
  
• Strong sales on the final day
  

But they’re intensive. They require energy, planning, and consistency.

3. Virtual or In-Person Events

Ideal for: High-ticket programs, experts or masterminds

Why it works: Events create a sense of urgency and exclusivity. Whether online or in person, people love to show up for something they can’t easily repeat.

These campaigns often deliver:

• High-quality leads
  
• Direct conversations and conversions
  
• A powerful experience that builds loyalty
  

But they require more logistics—and ad campaigns need to account for the longer runway.

So… Which One Should You Choose?

The truth? You won’t know until you test.

What worked for your competitor or business mentor might not work for you. Even if their ads looked great or their funnel seemed seamless.

Why?

Because every campaign depends on:

• Your audience – What do they respond to?
  
• Your offer – Is it high-ticket? Fast-action? Nurture-heavy?
  
• Your energy – Are you great live? Do you prefer pre-recorded?
  
• Your assets – Do you have a team to support a challenge or event?
  
• Your timeline and goals – Are you trying to scale fast or warm leads over time?
  

At Impactful Marketing, we test with intention

When we manage Meta ad campaigns for lead generation, we don’t just pick a strategy and hope for the best.

We:

• Test different formats and hooks
  
• Monitor the data closely
  
• Listen to the audience response
  
• Adjust the strategy based on results
  

Because when you find the right format, everything clicks:

• Your message lands better
  
• Your cost per lead improves
  
• Your leads are warmer
  
• And selling becomes a lot easier
  

Final Thought

If you’re wondering what the best lead generation strategy is for Meta ads, stop trying to copy what’s working for someone else.

Instead, focus on finding what works for you.

• Your audience
  
• Your offer
  
• Your format
  
• Your message
  

That’s where the magic happens.

And with the right testing, tracking, and support?

You’ll find your sweet spot—and scale from there.

Need a hand with your Meta Ads? Here’s some options:

Done For You – Discover how we can take over all of your Facebook Ads hands-free.

Done With You – Explore the ways we can work alongside you and your marketing team.

Free Video Training – Instant access Facebook Ads training.

Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.