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Building a Meta Ads Lead Generation Campaign Completely From Scratch

1500 words, 7 min to read
written by Jean O'Brien
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The challenge

The solution

The results

Engagement with email

TL;DR

  • RSFL Malmö, an LGBTQI+ organisation in Sweden, had never run Meta Ads before.

  • Limited budget and no technical setup initially made conversion campaigns unfeasible.

  • Ran a lead generation campaign using a quiz as a lead magnet.

  • Tested multiple audiences (broad vs. engaged lookalike) and creative variations.

  • Reached 54k users, achieved 2.8k engagements (5% engagement rate).

  • Gained 495 new subscribers at kr24.34 per lead (€2.19).

  • Built a digital infrastructure ready for future campaigns.

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