Complete beginner running Meta Ads for B2B SaaS — Lead gen campaign with 0 results, need advice
Hey Reddit, I'm a complete beginner who was handed the task of running Meta Ads for a small AI SaaS company. No prior experience, learning as I go.
What we offer: A B2B service for small businesses — an AI tool that handles DMs, bookings, and customer replies automatically across Instagram, Facebook. We decided to focus on the beauty sector first as our initial niche.
What I did:
Started with a Traffic campaign targeting UK beauty business owners. Results looked okay — around £0.16 per landing page view, ~4,000 impressions on £16 spend. But zero conversions, which makes sense. Problem is we can't afford to keep running awareness campaigns on a small budget.
So I switched to a Leads campaign. Duplicated the original, changed the objective to Leads, £20/day budget, UK targeting with Detailed targeting set to Small business owners, Business Owner, Beauty salons, Hair salon, Nail salon.
The problem:
After spending £24 — zero leads. Only 600 impressions. CPM is way higher than the traffic campaign. I'm not sure if this is normal for the learning phase or if I've set something up wrong.
My questions:
- Is 600 impressions and £24 with 0 leads normal during the learning phase for a leads campaign?
- Should I be worried about the low impression volume compared to traffic campaign?
- Any advice on Meta lead gen setup for B2B targeting with a small budget?
- Should I keep Detailed targeting or switch to broader Advantage+ audience?
Any advice appreciated.