Lead Scoring + Meta Ads: The Secret to Better Targeting

Ever felt like your Meta Ads budget is a black hole, swallowing your money without delivering the results you want? 

You’re not alone. 

On average, 37% of marketers say their ad spend is wasted on the wrong audience. Yikes!

But here’s the good news. With lead scoring, you can rank your potential customers based on their likelihood to convert and by prioritizing the leads that are most engaged and ready to take action, you can focus your ad budget where it counts and stop wasting money on people who aren’t interested.

That sounds pretty good, right? Let’s do it then. We’re gonna dive into lead scoring for Meta Ads and see how you can stop wasting money. 

Why Most Meta Ads Fail: You’re Treating Every Lead the Same

Most Meta Ads campaigns don’t fail because your product isn’t great or because people hate your brand. They fail because you’re trying to talk to everyone at once. 

And here’s the truth – I’m sorry to say that not everyone cares about what you’re offering. 

It’s the classic “spray and pray” approach. Blasting ads to every potential lead and hoping for results. This strategy often leads to wasted ad spend, low engagement, and missed opportunities to connect with the leads that actually matter.

Now, imagine this. What if your ads knew exactly who was most likely to click, buy, and rave about your brand? What if you could focus your budget on the leads that are genuinely interested and ready to act?

That’s where lead scoring (and Customers.ai Meta Ads Audiences) comes in and yes, it works. 

By prioritizing your top leads and targeting them with precision, you’ll stop spending on dead ends and start running campaigns that actually deliver results. 

Let’s break down how it all works.

What Happens When You Ignore Lead Scoring (Hint: It’s Expensive)

Let’s cut to the chase. Ignoring lead scoring is basically like throwing your Meta Ads budget into a shredder. Without it, you’re likely spending big on people who have zero interest in buying from you.

Here’s what that looks like in the wild:

• Wasted Ad Spend: Without knowing which leads are worth targeting, you’re paying to show ads to people who might never convert. That’s money straight down the drain.

• Low CTRs and Engagement: Sending generic ads to everyone results in fewer clicks, dismal engagement rates, and a big hit to your campaign performance.

• Clogged Funnels: A flood of irrelevant leads clogs your pipeline, making it harder to identify and nurture the ones who actually matter.

The numbers don’t lie. Brands using lead scoring with Meta Ads see 20-30% higher conversion rates. And the brands that don’t? Well, let’s just say they’re spending a lot more for a lot less in return.

Don’t let this be your story. 

The Simple Math Behind Lead Scoring

Lead scoring is about categorizing your leads into three key areas:

1. Actions: What Are They Doing?

A lead’s actions provide the clearest insight into their level of engagement with your brand. Every interaction they have with your ads, website, or content can indicate how interested they are in what you offer.

Key actions to track include:

• Ad Engagement: Did they click on your Meta Ad or simply scroll past it? A click is a strong signal they’re curious about your product or offer.
• Website Behavior: What pages did they visit? Leads exploring your product pages, blog, or resources are engaging with your brand and moving down the funnel.
• Resource Downloads: Did they download a free ebook, guide, or template? This shows they see value in your content and are likely open to further communication.

With Customers.ai, you can see who clicked your Meta ad and better understand their behavior and engagement levels.

2. Demographics: Who Are They?

Not all leads are created equal and understanding who your audience is plays a huge role in determining their value. This involves looking at demographic information such as:

• Age and Gender: Are they within your ideal customer profile? For example, a lead in their early 30s might be more likely to buy athletic apparel than someone in their 60s.
• Location: Do they live in areas where your product or service is available? If you’re targeting a local market, proximity can make or break a lead’s relevance.
• Interests: Does their behavior or profile match the interests you’ve targeted? For instance, someone engaging with content about hiking gear is a strong lead for an outdoor equipment store.

Using Customers.ai’s demographic data and visitor analytics, you can gain insights into these demographics even if a visitor hasn’t filled out a form.

3. Intent Signals: Are They Ready to Buy?

Intent signals are the strongest indicators of whether a lead is on the verge of converting. These behaviors typically include:

• Browsing Pricing Pages: This is one of the most telling signals because they’re actively evaluating costs and considering a purchase.
• Spending Time on Key Pages: Are they lingering on your product descriptions or FAQ pages? The more time they spend, the closer they are to making a decision.
• Engaging with Customer Support: A lead asking specific questions about features, availability, or shipping is likely near the bottom of the funnel and ready to act.

With customer journey tracking, Customers.ai can show you these intent signals in real-time. See which pages they’re visiting, how much time they are spending, how many times they’re coming back, if they’re opening emails, and much more. 

By understanding and tracking these three factors, you’ll have a clear framework for prioritizing leads and focusing your resources where they’ll make the biggest impact. And with visitor identification tools like Customers.ai, you’ll have all this data at your fingertips, ready to turn insights into action.

Using Your Lead Scoring to Create Custom Audiences

Once you’ve scored your leads, it’s time to turn that data into action using Meta Ads’ Custom Audiences. 

The best part? with Customers.ai, you can take those high-intent website visitors and create audiences that sync directly to your Meta Ads campaigns.

For instance, you can build an audience of all visitors who reached the cart but didn’t provide their information or complete the checkout. Or you can get even more granular – create an audience of everyone who visited your Buffalo Bills page and retarget them with Bills fan gear. 

With this level of data you can craft highly targeted custom audiences that generate results and improve your ROAS.

By integrating Customers.ai with Meta Ads you’re not just advertising. You’re making every dollar work smarter, not harder.

How to Actually Use Lead Scoring with Ecommerce Meta Ads 

Lead scoring is even more powerful when applied to ecommerce. It helps you zero in on your highest-value customers, the ones who are most likely to buy, and craft campaigns tailored to their behavior. 

Let’s simplify things with this actionable framework.

1. Score It to Pour It

Start by assigning scores to specific actions your ecommerce leads take. The more valuable the action, the higher the score. Here’s an example of how to score common ecommerce behaviors:

• Form Submissions = 10 Points: They’ve shared their contact info, signaling serious interest in your brand.
• Product Page Views = 5 Points: They’re browsing specific items, showing curiosity about your offerings.
• Pricing Page or Shopping Cart Visit = 15 Points: This is ecommerce gold. They’re comparing prices, adding items to their cart, or checking shipping details. These actions indicate they’re close to converting.

With tools like Customers.ai that integrate directly into Salesforce, you can automate this process. By tracking website visitor behavior and syncing customer data, you can get a clear picture of who’s ready to buy and who might need more nurturing.

2. High Scorers, Meet VIP Ads

Your top-scoring ecommerce leads deserve the spotlight. Use Meta Ads Custom Audiences to target these high-value shoppers with precision.

Here’s how to apply this to your store:

• Use Customers.ai to identify high-intent visitors, such as those who added items to their cart but didn’t check out.
• Sync these leads to your Meta Ads account to create custom audiences tailored to their behavior.
• Run dynamic product ads showcasing the exact items they viewed, paired with incentives like “Free Shipping on Orders Over $50!” or “Get It Before It’s Gone!”

For example, if a customer spent time on your site browsing blue shirts but didn’t complete the purchase, show them an ad featuring your bestselling blue shirts or a limited-time discount.

3. Warm ’Em Up Without Burning Out

Not every ecommerce lead is ready to check out immediately. For those mid-tier leads, retargeting ads are the key to keeping your brand top of mind while gently nudging them toward a purchase.

Here’s how to nurture them:

• Identify visitors who browsed your site or clicked an ad but didn’t make it to the checkout stage.
• Use carousel ads to highlight related or complementary products they might love.
• Incorporate customer reviews or social proof into your ads to build trust.

Example: A visitor looked at a pair of hiking boots but didn’t buy. Show them an ad featuring the boots along with a matching pair of socks or testimonials from happy customers who rave about the product.

With Customers.ai, you can segment your audience by actions taken (or not taken), ensuring your retargeting ads hit the right people at the right time.

By blending lead scoring with ecommerce insights, you’re not just running ads, you’re running smarter, more personalized campaigns. 

The Experiment: How to Prove Lead Scoring Works for Your Meta Ads

Let’s turn your skepticism into excitement with a simple experiment that puts lead scoring to the test. 

No fluff, just results. 

Here’s how to prove that using lead scoring with Meta Ads isn’t just a good idea. It’s a game-changer.

Step 1: Set Up Two Ad Campaigns

• Campaign A: This is your control group. Set up a Meta Ads campaign without any lead scoring. Use broad targeting or general interest-based audiences.
• Campaign B: This is your experimental group. Use lead scoring to create a Custom Audience of high-intent leads using Customers.ai. Include visitors who interacted with your site, like viewing product pages, hitting the shopping cart, or browsing pricing.

Both campaigns should use the same budget, creatives, and objectives so the only difference is the audience.

Step 2: Compare the Results

After running the campaigns for a few weeks, dig into the data:

• CTR (Click-Through Rate): Are more people clicking the ads in Campaign B? A higher CTR indicates better targeting.
• CPC (Cost Per Click): Is Campaign B costing less per click? Lower CPC suggests you’re focusing on quality leads.
• Conversions: Which campaign drove more sales, sign-ups, or purchases? Higher conversion rates in Campaign B prove the power of targeting high-scoring leads.
• Bonus points: Track ROAS (Return on Ad Spend) to see which campaign gave you the biggest bang for your buck.

Here’s what one of our clients saw using the Customers.ai Meta Ads audiences in just 30 days:

Step 3: Celebrate the Victory

If Campaign B crushes Campaign A (and it will), take a moment to celebrate. You’ve just unlocked a smarter, more effective way to run Meta Ads that drives results instead of wasting money.

The Challenge: Let the Numbers Speak

Here’s your challenge: Run this experiment for 30 days. 

Use Customers.ai to identify and score leads, sync them into a Custom Audience, and let the campaigns run. Compare the data, and let the results convince you.

Remember…lead scoring isn’t just another marketing buzzword. It’s a proven strategy to make your Meta Ads more targeted, cost-effective, and impactful. 

Real Talk: Lead Scoring Won’t Fix Bad Meta Ads

If your ads suck, no amount of lead scoring will save you. You can have the most perfectly targeted audience in the world but if your creative doesn’t grab their attention or inspire action, you’re throwing money away.

Quick Tips for Killer Meta Ads

Want ads that convert? Here’s what you need to focus on:

Visuals That Stop the Scroll

Use high-quality images or videos that are eye-catching and relevant to your audience.

For ecommerce, showcase your products in action—think lifestyle shots, user-generated content, or dynamic product ads.

Copy That Connects

Speak directly to your audience’s needs and desires. Highlight benefits, not just features.

Keep it short and punchy. Meta Ads aren’t the place for essays.

Clear and Compelling CTAs

Be specific about what you want them to do—“Shop Now,” “Claim Your Discount,” or “Learn More.”

Avoid generic CTAs like “Click Here,” which don’t convey value.

Test, Test, Test:

A/B test everything—headlines, images, offers, and CTAs—to see what resonates with your audience.

Need some inspiration to make your ads more compelling? Check out our guide, 101 Meta Ads from Top DTC Brands to Inspire Your Next Campaign. 

Conclusion: Make Every Ad Dollar Count

Your Meta Ads deserve to be smarter. 

Your budget deserves to work harder. 

And your leads? 

They deserve better targeting. 

By using lead scoring to identify your most valuable prospects and pairing that data with precision Meta Ads campaigns, you’re not just advertising, you’re creating campaigns that convert.

The best part? It’s all within your reach. Tools like Customers.ai make it simple to find high-quality leads, sync them to Meta Ads, and build campaigns that generate real results.

Ready to see the difference? 

Try Customers.ai free and start improving your Meta Ads results today!

Important Next Steps

• See what targeted outbound marketing is all about. Capture and engage your first 500 website visitor leads with Customers.ai X-Ray website visitor identification for free.
• Talk and learn about sales outreach automation with other growth enthusiasts. Join Customers.ai Island, our Facebook group of 40K marketers and entrepreneurs who are ready to support you.
• Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.