> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/meta-ads/meta-campaigns/landing-to-whatsapp.md).

# How to create landing → WhatsApp campaigns

For rating definitions, see the [ILA lead rating system](/en/agent-optimization/ila-rating-system.md).

In a landing → WhatsApp campaign, a Meta ad sends people to a landing page where they click a WhatsApp button and start a conversation with your agent. Patagon AI captures the source on that page and sends qualified-lead conversions back to Meta so Meta can optimize for the leads that actually qualify, not just clicks or replies. That's what brings your qualified-lead (MQL) CPA down.

You run these as a standard **Website conversion** campaign, with either a **Leads** or a **Sales** objective. The flow is the same for both — the only things that change are the objective you pick and the conversion event you optimize for.

## Before you start

* Meta connected and conversions mapped in Patagon AI — see [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md).
* Your landing page has the Patagon AI tracking script installed and its WhatsApp button uses your Patagon AI tracking link — see [How to capture attribution data](/en/marketing-and-attribution/capturing-attribution-data.md).

## Choosing your conversion event

This is the most important decision, and it drives everything else. In Patagon AI you mapped a Patagon event (e.g. *Lead 4 Star*) to a Meta **standard event** (e.g. `Lead`). Before you build the campaign, make sure that event meets all three conditions:

**1. It matches your campaign objective.** Meta only allows certain standard events per objective — this is what determines whether you run a Leads or a Sales campaign:

| Campaign objective | Compatible standard events                                                                              |
| ------------------ | ------------------------------------------------------------------------------------------------------- |
| **Leads**          | `Contact`, `Lead`, `Schedule`, `CompleteRegistration`, `SubmitApplication`                              |
| **Sales**          | `Search`, `AddToWishlist`, `ViewContent`, `AddPaymentInfo`, `AddToCart`, `InitiateCheckout`, `Purchase` |

**2. It has been sent at least once.** A conversion event only appears in Meta's **Conversion event** dropdown after Patagon AI has sent at least one of it to your dataset. Trigger at least one conversion from Patagon AI first.

**3. It has enough volume: about 30 per week.** Meta needs roughly **30 conversions per week per ad set** to exit the learning phase and optimize properly. Below that, campaigns stall in *Learning limited*. For example, if you mapped *Lead 4 Star* → `Lead`, make sure you generate at least **30 four-star leads per week**. If your best event is too rare, optimize for a more frequent one (such as a lower star threshold).

## Build the campaign

The steps are the same whether you chose a Leads or a Sales objective.

### 1. Create the campaign

In Meta Ads Manager, create a new campaign and choose your objective — **Leads** or **Sales**, whichever matches your conversion event (see the table above).

![Leads objective](/files/WpXzRkNBHuYlWQVHVKcL)

![Sales objective](/files/og7SBChO8ZtqAzVKn03P)

### 2. Configure the ad set

At the ad set level, set:

* **Conversion location** — Website
* **Performance goal** — Maximise number of conversions
* **Dataset** — the website dataset you connected to Patagon AI
* **Conversion event** — the standard event you mapped in Patagon AI

![Ad set configuration — Leads objective](/files/ARFE84POXIQeJ69VUs9t)

![Ad set configuration — Sales objective](/files/YQJ2CNW0EnH8kq0iVgCS)

### 3. Set the UTM parameters on the ad

At the ad level, scroll down to **Tracking**, and under **URL parameters** click **Build a URL parameter**.

![Tracking section at the ad level](/files/LQVYSg3wZB0q5TakPHHn)

Set the following:

| Meta field                            | Value               | Resulting UTM                    |
| ------------------------------------- | ------------------- | -------------------------------- |
| Campaign source                       | `meta`              | `utm_source=meta`                |
| Campaign medium                       | `cpc`               | `utm_medium=cpc`                 |
| Campaign name                         | `{{campaign.name}}` | `utm_campaign={{campaign.name}}` |
| Campaign content                      | `{{adset.name}}`    | `utm_content={{adset.name}}`     |
| *(add a custom parameter)* `utm_term` | `{{ad.name}}`       | `utm_term={{ad.name}}`           |

![Build a URL parameter with the UTM mapping](/files/pGW5fVWVMupPwQdkvp7f)

This lets you see results down to the **ad level** in Patagon AI — which ads generate the most leads, and which generate the *best* leads.

### 4. Publish

Set your budget, create the ads, and publish. From now on, Meta optimizes delivery toward the qualified-lead conversions Patagon AI sends back from WhatsApp.

## Pro tips for maximizing performance

* Send paid traffic to a landing page with a **single call to action**.
* That call to action should be a **WhatsApp button**. We recommend **replacing landing-page forms with WhatsApp**.
* Make sure the **Patagon AI tracking script** is installed on the landing page and the button uses your **Patagon AI tracking link** (see [How to capture attribution data](/en/marketing-and-attribution/capturing-attribution-data.md)).

{% hint style="success" %}
At Patagon AI, **replacing our landing-page forms with a WhatsApp button** is what took website-visitor-to-lead conversion rate from **0.2% to 4.9%**. Together with optimizing for qualified-lead conversions, we also reduced qualified-lead CPA by **68%** and improved lead-to-qualified-lead conversion rate by **almost 50%**.
{% endhint %}


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