Five Meta ad essentials for high-revenue MCA leads

If you run Meta ads for a merchant cash advance shop, here are five non-negotiable things your campaigns must have to bring in the highest-quality merchants for the price you’re paying. So: merchants doing $30K to $100K to a million a month, requesting a good amount, in good industries, with good credit scores and no previous defaults — all those things. That’s what we’re looking for. Real quick, just so you can trust whatever I’m going to tell you: my name is Alex Makowski. I’ve been in the MCA lead generation space for just over three years at this point. I run Infinite Bookings, which is an MCA lead aggregator and lead generation company. We have all different types of leads, everything from real-time exclusive, real-time shared, live submission data and aged leads — everything under the sun.

We’re processing close to a thousand net new leads every single week and working with over 50 different brokerages nationwide, and you can check me out on any of the socials here. So, number one: verify their phone number with a six-digit passcode. This is such low-hanging fruit. It’ll take you maybe an hour to set up completely and make sure it works well, and it is going to infinitely increase the quality of the leads you get from your ads. You’re not going to have any more spam. We have zero spam coming through our funnel because of this. Every mobile number you get is the true mobile number of the person filling out the form. It’s not going to be a voice-over-IP number. It’s not going to be a landline or a receptionist, any of that. So the pickup rate goes up, and you’re not going to have disconnected numbers.

That’s the whole point: fake numbers can’t get through. So your pickup rate goes up. And it’s also higher intent. Someone who fills in a six-digit passcode has higher intent than someone who just filled out a form with a few questions on it. We ask a lot of questions on our forms, and that’s why we want it. We want a good cost per lead. We don’t want the cheapest cost per lead. The cheapest leads actually end up being the most expensive, because you have disconnected numbers, people you can’t even reach, people who submitted the form by accident. Here, the intent of the merchant is extremely clear: they are looking for working capital.

Number two: set up the pixel correctly. Only report back your highest-quality data. This is one of the most common topics I talk about when it comes to Facebook ads. Whatever you give back to Meta through the pixel — the dataset, as they call it now — is what you’re going to get in lead quality for the next seven to fourteen days. What you give Meta is what you’re going to get in the future. The pixel is not there to track. It is not there to measure how many leads you got this week. That is not what it is for. It’s for telling Meta: this is what I’m looking for, and this is not what I’m looking for. So if you send back junk data, you’re going to get junk leads back.

If you send back qualified leads, or offline events from your CRM — submissions, or funded deals through the hashed data, which I’ll probably make a video on in the future — Meta is going to find more of that, and the cycle keeps going. So it’s a very slippery slope both ways. You can very easily mess up your campaign by sending back bad data, but you can also steadily increase the quality of your leads, without dramatically increasing the cost per lead, by sending back the correct data.

Number three is budget plus creatives. What you really want to be looking at is this: if you’re doing $100 a day, which is what I always say is the floor if you’re running a campaign on your own, the maximum you want in terms of creatives is 15 — ten to fifteen, even. Too many creatives on too little budget means nothing learns. You’re always stuck in the learning phase and you’re starving the campaign. It’s like a fire. The fire needs oxygen to grow, and the oxygen in this case is money — and creatives. So you need a good balance. It’s an equilibrium you need to find, because on the other side, you don’t want just one creative on $100 a day. You want a good number of creatives that complement each other.

Number four is finding where they drop off — where the leads drop off. Having Microsoft Clarity and page-to-page analytics is super important. With Microsoft Clarity, first of all, it’s just a five-minute install onto your page. You see all the session recordings: everything the person is seeing, in real time, while they’re filling out the application. So you get to see if something is broken in the funnel, any drop-offs, anything like that. And the page-to-page analytics show you the drop-offs from the landing page to the revenue question to all the other questions, so you see where people are dropping off.

And more importantly, if you collect this data over a long period of time, you can see: in January last year we had a 20% page-one-to-page-two conversion rate, but this January we have 10%. There’s an issue there. Without the data, though, you wouldn’t know, and you’d be shooting in the dark. You can’t fix what you don’t track. So watch the recordings and fix the biggest drop — and obviously, these are just example numbers.

Number five is calling the leads within 60 seconds. If you’re running Meta ads, there is no excuse whatsoever for not calling the leads within 60 seconds. If you’re not calling in 60 seconds — if you’re calling in five minutes, in an hour, the next day — you are burning your ad spend. That is the highest level of waste, and you don’t even deserve the leads at that point, because the whole point of running Meta real-time exclusive leads is that you as the broker get that lead. The moment they opt in on your landing page, on their phone, you’re calling them and helping them right away, and nobody else is calling them. That’s the whole point.

So when I sell my real-time leads, I tell these brokers: this is not aged leads, where you can just call them whenever, or call them back later. No. You are paying a premium. You’re paying $60, $50, $100, $200 a lead, depending on who you’re buying it from, or if you’re generating it through Meta yourself. You’re paying a premium for a premium lead, and then you’re not taking advantage of it. That’s why a big thing we always have to say is that you have to adjust your sales process to these real-time leads. You have to be calling them right away and staying on top of them.

So, the quick recap: six-digit phone verification. A pixel that only sends back the good data, the best data you have — you need at least 50 conversion events a week. $100 a day, and a maximum of 15 creatives; ideally ten to fifteen, and you also don’t want too few. It’s a balancing act. Microsoft Clarity plus page-to-page analytics. And calling them within 60 seconds. Now, if I had to pick just one of them — and it’s very hard — call them within 60 seconds. That is by far the highest-leverage thing you can do to make more money from the ads you’re already paying for. That’s how you get high-quality merchants.

Now, if you’re looking for someone to just give you high-quality merchants — someone who does this day in and day out and generates over a thousand of these every single week — they’re all doing $30K to $100K a month in revenue, some a lot more than that, in all the top industries: restaurants, medical clinics, niche ones like HVAC and landscaping, all requesting $15,000 or more, with verified phone numbers and no previous defaults. You get mobile-verified leads. Book a call through the link in the description and we’ll show you exactly how we do this and how you can get started with us. We charge $60 per real-time exclusive lead.

Now, if you’re not going to call them within 60 seconds, like I mentioned in this video, don’t even bother. We make sure you’re actually doing that, so you can actually make money from our service. If we don’t think you’re actually going to do it, we’re just not going to sell them to you. So click the link. And if you found anything useful in this video, don’t just keep it in your brain. Act on it. Actually implement Microsoft Clarity, or set up a page-to-page analytics system. Actually implement this, because the knowledge in your brain is not useful until you put it into something real. So start using this stuff. If you have any questions, put them in the comments below or DM me, and I’ll get back to you. Thanks.