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Meta ads leads generation strategy for NGOs

NGOs can benefit from running Meta ad campaigns for lead generation for several reasons:

Increased Visibility: Meta advertising campaigns can help NGOs increase their visibility and reach a wider audience. By targeting specific demographics or geographic locations, NGOs can ensure that their message reaches the right people who are more likely to engage with their cause and become leads.

Targeted Audience: Meta ads allow NGOs to target specific demographics, interests, and behaviors, ensuring that their message reaches individuals who are more likely to be interested in their cause. This targeted approach can generate high-quality leads who are genuinely interested in supporting the organization's mission.

Quick and Measurable Results: Meya ads campaigns provide NGOs with immediate visibility and measurable results. They can track the number of clicks, conversions, and leads generated, allowing them to evaluate the effectiveness of their campaigns and make data-driven decisions for future strategies.

Cost-Effective: While running Meta ad campaigns does involve expenses, it can be a cost-effective approach for lead generation. NGOs can set budgets according to their financial constraints and optimize their campaigns based on the performance data. By focusing their efforts on channels that deliver the best results, NGOs can maximize their return on investment.

Donor Acquisition: NGOs heavily rely on donations and support from individuals and organizations. Running Meta ad campaigns can help NGOs acquire new donors and supporters. By creating compelling ads that highlight their impact and the importance of their cause, NGOs can attract individuals who are passionate about making a difference.


Before starting a lead generation campaign using Meta ads, there are several prerequisites that you should consider:

Define Your Goals: Clearly define your objectives and goals for the lead generation campaign. Do you want to acquire new donors, volunteers, or supporters? Determine what specific actions or conversions you want to achieve, such as email sign-ups or event registrations.

Target Audience: Identify your target audience and create detailed buyer personas. Understand their demographics, interests, behaviors, and motivations. This information will help you create more effective ad campaigns that resonate with your desired audience.

Landing Page : Create a dedicated landing page or optimize your website for lead generation. Your landing page should be designed to capture leads effectively and provide valuable information related to your campaign. It should have a clear call-to-action and be optimized for conversions.

Conversion Tracking: Set up conversion tracking on your website or landing page to measure the effectiveness of your ad campaigns. This will enable you to track specific actions taken by users, such as form submissions or sign-ups. Conversion tracking is crucial for evaluating the success of your lead generation efforts.

Budget Allocation: Determine your budget for the Meta ads campaign. Consider factors such as the duration of the campaign, the size of your target audience, and the expected cost per click or conversion. Allocate your budget strategically to maximize the impact of your campaigns.

Ad Creatives: Develop compelling ad creatives that grab attention and entice users to take action. Use engaging visuals, persuasive copy, and clear calls-to-action to drive conversions. A/B testing can help you identify the most effective ad variations and refine your messaging.

Ad Targeting: Utilize the targeting options provided by the Meta ads platform to reach your desired audience. Narrow down your targeting based on demographics, interests, behaviors, and location to increase the relevance of your ads and improve lead quality.

Ad Optimization and Monitoring: Continuously monitor the performance of your ad campaigns and optimize them based on the data you gather. Track key metrics such as click-through rates, conversion rates, and cost per conversion. Make adjustments to your targeting, ad creatives, and bidding strategies to improve results.

Compliance and Policies: Familiarize yourself with the advertising policies and guidelines of the Meta ads platform you are using. Ensure that your ads comply with their terms and conditions to avoid any potential issues or ad rejections.

Data Privacy and Consent: Ensure that you comply with data privacy regulations, such as GDPR or CCPA, by obtaining proper consent from users before collecting and using their personal information. Implement data privacy measures to protect the information you gather.

By addressing these prerequisites, you can lay a strong foundation for your Meta ads lead generation campaign and increase your chances of success.

Initial phase (first 15 days - 30 days)

Balanced vs aggressive approach

For the initial phase in the first month, there are two approaches we can consider: a balanced approach and an aggressive approach.

In the balanced approach, the objective is to attract around 100 people daily to the website or landing page. This allows us to analyze their behavior and determine if they are completing the contact form.

On the other hand, the aggressive approach aims for a much larger visibility, targeting at least 1,000 people visiting the landing page. In both scenarios, the budget allocation for the campaign will differ. The primary goal is lead generation and directing traffic to the landing page. The choice between a balanced or aggressive approach depends on the allocated budget.

Once the approach is determined, we can launch the campaign with compelling creatives. We will primarily focus on displaying ads to the right people through detailed targeting. If we don't have a custom audience built yet, it will take approximately 15 days to gather enough data.

After reaching at least 1,000 visitors on the landing page, we can then devise a more refined strategy. However, for the first 15 days, the focus should be on detailed targeting options (choose people by interest, behaviors and demographics) aiming for a minimum of 100 people in the balanced approach or 1,000 people in the aggressive approach.

Test and learn more

Our main focus should be on experimenting with various creative approaches to convey the message that encourages people to either volunteer or donate. It is crucial to find the right tone and content that resonates with the audience and motivates them to take action. Exploring different angles such as the benefits of program, why participate in volunteer programs, and providing necessary resources can help engage the target audience effectively.

By addressing their concerns and offering valuable information, we can capture their attention and establish a connection.

During the initial 15 days, our priority is not to optimize the cost per lead or run ads at the most efficient pricing. Instead, our objective is to gather as much information as possible. This data will allow us to define our strategy clearly and make informed decisions about the future direction of our campaigns.

Phase 2 (Next 30 days)


Automations plays a crucial role in the overall success of marketing strategies. Once leads start coming in, it is vital to have a mechanism in place to promptly follow up with them.

Utilizing tools such as Automation tools (Zapier, Pabblyconnect) for automated email and mobile notifications

or CRM (Customer Relationship Management) systems can be immensely helpful in ensuring timely support and assistance to leads.

The lead conversion rate significantly depends on the speed at which leads are attended to. If there is a delay in following up with leads, the desired results may not be achieved. Therefore, it is essential that as soon as a lead is received, it is automatically transferred to the appropriate person, either through CRM integration or via email and mobile notifications.

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