We're teaching Meta, Google and LinkedIn what a good lead actually is.
Season 2, Episode 3 of "Superpowers" – documenting how we're replacing the media agency for smaller businesses, so they can capture leads they'd otherwise never get. Follow Season 2 here: smoc.ai/blog/categories/superpowers. Season 1 of 5 Minutes is here: smoc.ai/blog/categories/5-minutes-series
You pay Meta, Google and LinkedIn to find your customers. Most businesses have never told them who those customers actually are.
Ad algorithms are extremely good at one thing: finding more of whatever you ask for. Ask for clicks, and you get people who click. Ask for form fills, and you get people who fill in forms – including the ones who will never buy.
That's where most smaller businesses are. The pixel reports a page view or a form submission, and the algorithm goes looking for more of those. It has no idea which of them turned into a real lead.
What we send back instead
When you connect your ad account to SMOC, we send signals from the conversation itself back to the ad platform, server-side:
- Interaction — the person started a conversation with the agent. Meta receives ViewContent. Google Ads and LinkedIn receive SMOC_Interaction.
- Lead — the person left contact details after the conversation. Meta receives Lead. Google Ads and LinkedIn receive SMOC_Lead.
Each event is sent once per conversation per platform, so nothing is double counted.
Three things are worth knowing about how it works:
- No per-step code. You connect the account, accept the data processing agreement, pick the ad account and paste a set of URL parameters into your campaigns. The events fire from the published flow.
- No tracking cookies. We use the click IDs the platforms already add to the link, store them on the conversation and send them back. Organic traffic is skipped.
- Consent first. Hashed contact details are only included when the visitor has given marketing consent.
Why LinkedIn is the example that matters most
LinkedIn is where B2B buyers are, and where every click is most expensive. That also makes it the place where optimising for the wrong thing costs the most.
A pre-filled form is easy to submit. A conversation where someone answers your questions and then chooses to leave their details is a much stronger signal. With that signal, a LinkedIn campaign optimises towards people who became leads – not people who tapped a button.
The third learning loop
In the previous episode I described the two levels our agents learn on: each agent learns in real time, and new agents are generated from the best-performing flows across the network.
This is the third loop: the ad platform learns too.
Better signal → better audience → more conversations with the right people → an even better signal.
Each round should make the next lead cheaper. And the algorithm doesn't start from zero: when you connect, we also send the paid leads from the last 30 days.
What it isn't
It's in beta, and for now it's available to invoiced customers. We don't create or publish the ads for you – you still build campaigns in Ads Manager, Google Ads or Campaign Manager. And the signal is never better than the definition behind it: the agent needs to know what a good lead means for your business.
Setup guide: Connect Meta, Google, and LinkedIn Ads.
👉 Follow Season 2 here: smoc.ai/blog/categories/superpowers. Season 1 of 5 Minutes is here: smoc.ai/blog/categories/5-minutes-series
Shipped this month — September 2026 release log.
