Facebook Leads
Facebook MCA leads are merchant records generated through Facebook Ads — typically using Lead Ads with native form-fill or driving traffic to landing pages — producing high-volume, lower-cost lead inventory subject to Facebook's tightening financial-services advertising policies.
Why This Matters
Facebook delivered the highest-volume MCA lead generation of any platform in 2018–2021, with cost-per-lead in the $15–$50 range and broad SMB reach. Post-2021 policy tightening (financial services category restrictions, lookalike audience limitations, attribution losses from iOS 14.5+) has reduced Facebook's MCA volume and increased cost-per-lead by 30–60%. Funders still using Facebook successfully focus on lead-form ads with strong qualification questions, video creative for trust-building, and immediate speed-to-lead workflows because Facebook leads cool off rapidly.
Frequently Asked Questions
Frequently Asked Questions
Why has Facebook MCA advertising become harder?
Facebook's financial-services advertising policies tightened significantly post-2021, restricting targeting options and ad copy. iOS 14.5+ attribution losses degraded campaign optimization. Some funders' accounts have been restricted or banned for MCA-related compliance issues.
Are Facebook leads still worth running for MCA?
Yes for funders comfortable with policy-compliance management and willing to accept higher per-lead cost than 2020 levels. Facebook still produces meaningful volume and cost-effective leads for shops with strong creative and immediate-response workflows.