Solved: Facebook Ads Not Converting Survey Leads

Hi there,

Thanks for reaching out. It sounds like you're facing a classic and frustrating problem – you're paying for clicks, you know people are reaching the page, but the final step just isn't happening. It's a leaky bucket.

I'm happy to give you some of my initial thoughts. From my experience, when you see a drop-off this severe between the click and the conversion, the problem is almost never a technical glitch. It's usually a fundamental disconnect between what your ad is promising, who it's reaching, and what you're asking them to do on the landing page. We need to diagnose the strategy, not just the campaign settings.

We'll need to look at your Funnel, Not Just Your Ads...

First things first, let's break down where things are going wrong. You've got 37 link clicks, which tells us a couple of things. One, the ad creative and copy is at least compelling enough to get a click. It's not a total dud. Two, the issue is happening *after* the click. This is the most common failure point I see.

Think of it like a path with three gates:

1. The Ad Gate: Does the ad stop them scrolling and make them click? (Yours is doing this, sort of).
2. The Landing Page Gate: Does the page instantly confirm they're in the right place and is the offer compelling enough to make them act? (This is where you're failing).
3. The Conversion Gate: Is the final action (filling the form) simple and frictionless? (You believe it is, but the offer itself is the friction).

You're stuck at Gate 2. People are arriving, taking one look at what you're asking them to do, and leaving. This is what I call the 'value gap'. The perceived value of clicking your ad is higher than the perceived value of completing your survey. They thought they were going to get something useful, but instead they've been handed a chore – giving you market research data for free. We need to close that gap, or more accurately, reverse it, so the value of converting is much higher than the effort required.

I'd say you need to rethink your platform choice...

You've mentioned you're targeting B2B niches on Facebook. Tbh, this is one of the hardest things to do in paid advertising. You have to realise what you're doing: you're interrupting a business owner or a decision-maker while they're scrolling through photos of their cousin's holiday or arguing about politics. They are not in 'work mode'. Their buying intent is zero.

For most B2B services, the real money is made on platforms where the intent is already present. Think Google Search. When a company's accounting system breaks, the CFO doesn't scroll through Instagram hoping for a solution; they go to Google and type "new accounting software for manufacturing firms". By being there, you're not trying to create demand, you're capturing it. This is a fundemental difference.

That's not to say Meta is impossible for B2B. I've run successful campaigns for B2B software, getting thousands of registrations. One campaign I worked on for a B2B software client generated 4,622 registrations for just $2.38 each. But it worked because the offer was incredibly strong (a free tool they could use immediately) and the targeting was absolutly spot on. It wasn't a vague survey. For other clients, especially those with high-ticket services, LinkedIn is often a much better bet. The targeting is built for B2B, and you can get in front of specific job titles at specific companies. On one campaign, we saw CPLs around $22 for highly qualified B2B decision makers there, which is a bargain if a single client is worth thousands.

Your £15/day budget is being stretched incredibly thin trying to find the 0.01% of people in a "work" mindset on a "leisure" platform. You might get better results by pausing Meta entirely and putting that budget towards a small, highly targeted Google Search campaign first.

You probably should define your customer's nightmare...

This is the single most important piece of work you need to do. You said you're targeting a few niches, but your audience size is 50 million. That's not a niche; that's a small country. This tells me your definition of your customer is way too broad. "Small business owners" is not a target audience. It's a demographic.

You need to stop thinking about who your customers *are* and start obsessing over what their biggest, most urgent, most expensive problem is. What is the thing that keeps them awake at 3 am? What's the problem that, if it's not solved, could cost them their reputation or even their job? That is their 'nightmare', and that is your real target.

Your ICP isn't a person; it's a problem state.

When you define the nightmare, your targeting on Facebook changes. You stop targeting broad interests like "business". You start looking for proxies for that pain. What software do people suffering from this nightmare use? (e.g., Asana, Slack). What influencers do they follow? (e.g., Seth Godin). What publications do they read? Layering these specific interests is how you shrink that 50m audience down to a much more potent group of 500,000 people who are far more likely to have the problem you solve.

You'll need to kill your current offer...

I'm going to be brutally honest here. You think your offer is a "no brainer", but from the customer's perspective, "fill out my survey" is one of the worst offers you can make. It's all take and no give. You are asking a busy professional to stop what they are doing and give you free consulting on their needs so you can sell to them later. It is arrogant, high-friction, and has zero immediate value for them.

You need to delete the survey. Nuke it. It's the source of your entire problem.

Your new offer's only job is to deliver an "aha!" moment. It must solve a small, real problem for them, for free, right now. This builds trust and demonstrates your expertise, making them *want* to talk to you.

What could this look like for a B2B service?

• A Free Tool/Calculator: A simple, interactive tool on your website that solves one specific pain point. E.g., if you sell financial services, a "Cash Flow Projection Calculator".
• An Automated Audit: A tool where they enter their website URL and get a free, instant report on their SEO or ad performance.
• A 'Value-First' Asset: Not a generic ebook. A detailed spreadsheet template, a recorded workshop, a checklist that helps them do something they're struggling with *right now*.
• A Free Strategy Session: This is our primary offer. We audit their existing ad accounts for free. It provides immense value, shows them we know what we're doing, and makes working with us a natural next step for the right people.

Notice the theme? All of these give value *before* asking for anything in return (except an email). This is how you win in B2B. Once you have a better offer, you can start thinking about what a lead is actually worth to you. If a single client is worth £5,000 over their lifetime, paying £50 or even £100 for a qualified lead from the right person is a fantastic investment. Your current problem isn't the CPL, it's the LTV of the leads you're getting (which is zero).

This is the main advice I have for you:

To pull this all together, here is a summary of what I believe the problems are and what you need to do to fix them. You've got to work on the foundations before you spend another pound on ads.

This might seem like a lot, but it's the strategic work that makes the difference between burning cash and building a repeatable system for acquiring customers. Getting the foundations of your offer and your customer understanding right is 90% of the battle. The ad platform is just the delivery mechanism.

It can be tough to diagnose these issues from the inside. Having an expert take a look can often uncover the core problem in minutes. If you'd like to go through your setup in more detail, we offer a completely free, no-obligation strategy session where we can audit your campaigns and landing page together.

Hope this helps!

Regards,

Team @ Lukas Holschuh