Most businesses track form fills but never tell ad platforms which leads became customers. Without closed-loop revenue tracking, Google and Meta optimize for junk leads instead of revenue. Learn the four essential components you need, popular tools that make it easy, and why waiting costs you more every day.

In 2026, creative is Meta's new targeting mechanism as algorithms handle audience selection. UGC-style and static image ads often outperform polished content due to authenticity and faster processing. Success comes from clear hooks, benefit-focused headlines, and matching creative to placement. Small businesses should prioritize authenticity over production value and test consistently.

Standard Shopping campaigns give you full control with visible search terms, manual bidding, and product-level optimization—ideal for new businesses or limited budgets. Performance Max automates across all Google placements using AI but sacrifices transparency. The right choice depends on your conversion history, budget size, and need for granular control.

Performance Max promises more leads with less work, but for lead generation businesses, the reality is more complicated. This guide breaks down when Performance Max actually works, when Search campaigns are the better choice, and what you need in place before making the switch.