B2B and Services

Service businesses (clinics, studios, agencies, SaaS, local services) use ads to get leads. The comments under those ads are people asking what it costs, whether you cover their area and how to book. An answer while they are still on the ad keeps the lead; an answer the next day usually doesn’t.

The knowledge base

Your website. Service pages, pricing or price ranges, areas served, the booking page.
Files. A service menu, terms, a one-page overview.
Q&A. “How much is a consultation?”, “Do you work with companies outside the EU?”, “How do I book?”, with the answer you want given.

If prices depend on the job, say so in the knowledge base and give the next step (“Prices start at $X; book a free call here: [link]”). The agent can then answer honestly instead of guessing a number.

Agent instructions for a professional tone

Examples of instructions that work:

“Answer in two sentences at most, then give the booking link.”
“Never quote a final price; give the starting price and offer a call.”
“Don’t give medical, legal or financial advice. Say a specialist will reply and stop.”
“Use formal address in German and French.”

Sending leads and issues to a person

Leads and issues that need a person go to the Needs attention queue in the inbox:

Complaints go there by default.
On Pro and Ultra, a moderation rule set to review catches what you define in plain words, for example: Send comments asking for a quote for more than 10 people to review.
Reply rules (Pro and Ultra) can skip a topic so the agent never answers it in public, or send a ready reply, such as your booking link for “how do I book?”.

Messages

Agents answer Messenger and Instagram Direct messages as well as comments. Meta allows replies to a DM only within 7 days of the person’s last message, so pick up anything in Needs attention within the week.

What to measure

Median reply time to questions under your ads.
Leads that reached Needs attention, and how fast someone followed up.
Cost per lead in Ads Manager, before and after.