Video Advertising Impact on Lead Generation Performance: An Empirical Analysis of Meta Platform Campaigns

This study examines the impact of video advertisements on lead generation performance within Meta platform campaigns, analyzing key performance indicators that influence conversion efficiency and cost-effectiveness. A quantitative analysis was conducted using secondary data from 50 Meta video ad campaigns across various industries between 2022-2024. Statistical analyses including descriptive statistics, correlation analysis, and regression modeling were performed using SPSS and Power BI to examine relationships between video ad metrics and lead generation outcomes. The analysis revealed significant variations in Cost Per Result (CPR) ranging from ₹14.21 to ₹347.63, with Cost Per 1000 Impressions (CPM) showing the strongest correlation with CPR (r = 0.722, p < 0.001). Cost Per Click (CPC) demonstrated a moderate positive correlation (r = 0.590, p = 0.002), while Click-Through Rate (CTR) showed minimal impact on lead generation costs. The regression model explained 84.1% of CPR variation, with CPM and CPC as primary predictors. The study relies exclusively on secondary data from Meta Ads Manager, limiting insights into qualitative factors such as user emotions and satisfaction. The analysis is confined to video ad formats within the Meta ecosystem. Digital marketers can optimize lead generation by focusing on CPM and CPC optimization, implementing mobile-first video strategies, and utilizing data-driven approaches for campaign refinement. Short-form, emotionally engaging videos with clear calls-to-action demonstrate superior performance. This research provides empirical evidence for the effectiveness of video advertising on Meta platforms, offering practical frameworks for optimizing lead generation campaigns through statistical analysis of key performance metrics.