There are hundreds of ways to generate leads for your business, and I’m sure you know most of them.
But nothing beats Facebook lead ads.
Because your target audience doesn’t have to leave Facebook. The lead form is submitted on Facebook, you get a lead and your audience stays on Facebook (which they prefer).
It takes 6 to 8 unique touches to generate a sales-ready lead. This means you have to connect with your audience on at least 6 different touchpoints to generate leads. Facebook lead ads significantly reduce touchpoints.
When lead generation is a top marketing challenge, according to 63% of marketers, what’s better than generating leads without sending traffic to your landing page?
This guide will cover everything you need to know to get started with Facebook lead ads, why they’re important, and how to use them starting today.
Let’s start from the beginning.
What is a Facebook lead ad?
Lead ads by Facebook helps you generate leads without sending people off Facebook. Your audience can fill a form on Facebook.
When a potential customer clicks on your lead ad, a signup form pops up which is already filled with the information that Facebook has about the user (name, email address, etc.). You can customize the lead form and collect any relevant information you need.
You can also use information collected via lead ads to create new audiences for your Facebook ad campaigns.
The best part: You can send leads from Facebook to your email marketing software (such as MailChimp). In fact, you can connect your Facebook lead ads to several third-party tools like your CRM.
This means you can push these leads directly to your sales funnel or any autoresponder series.
Ready to create your first Facebook lead ad?
Follow these steps.
Steps to creating a Facebook lead ads
You can use Ads Manager as well as Power Editor to create a Facebook lead ad. Since Ads Manager is beginner-friendly and easy-to-use as compared to Power Editor, therefore, I’d suggest using Ads Manager.
Step #1: How to create Facebook ad
Click here to visit Ads Manager. Or, you can click Create Ads from your Facebook account menu.
Step #2: How to create lead generation ad
You will be asked to choose marketing objective.
Click Lead generation under Consideration.
Step #3: How to give a name to your Facebook ad campaign
Give your campaign a name and click Continue or Create Ad Account.
If you don’t have an ad account already and you visited Ads Manager directly, you’ll be asked to create an ad account. You’ll have to select your country, currency, and time zone.
Step #4: How to create an ad set name
Once you click continue, you’ll land on the Ad Set creation page. You can check progress on the left sidebar.
You can create one ad set for your campaign or you can create multiple ad sets. Create New Ad Set will be selected by default. Continue with it and enter an ad set name.
Step #5: How to choose a Facebook page for lead ads
Select a relevant Facebook page for your ad set from the Facebook Page drop-down.
You’ll be asked to read and accept Facebook’s lead ads terms to proceed. Click View Terms, read, and click I Agree to Terms and Conditions to proceed.
Step #6: How to set up audience targeting for Facebook ads
Select target country and choose how you want to target people in this location.
Select age, gender, and languages.
Select interests and other detailed targeting variables like demographics, behaviors, and others from Detailed Targeting.
The Connections feature is very interesting and useful. You can use it to target specific people such as people who have liked your Facebook page, their friends, and several others. So if you want to get the email address of people who have liked your page, you can target them.
You can check audience size and reach from the right sidebar. It is a pretty handy feature that shows you how broad or specific your audience is.
Step #7: How to choose right placement for Facebook ads
You can choose from two different placement types: Automatic and Manual.
Automatic placement is recommended because Facebook will show your ads in the places where your audience is more likely to engage.
You can select the Edit Placements checkbox to choose placements manually.
Step #8: How to set budget and schedule for lead ads
Next, you’ll have to customize the budget and ad scheduling.
Select between Daily and Lifetime budget, enter the amount, and choose an appropriate schedule for your ad set.
Step #9: How to choose right bidding strategy for Facebook lead ads
After setting budget and schedule, choose a bid strategy. Lowest cost is the preferred strategy to go with. You can set a bid cap to avoid overpaying for leads.
You don’t have to change Delivery Type. Make sure it is set to Standard. Click Continue once you’re done.
Step #10: How to choose ad format for Facebook ads
Next, you’ll create your ad.
There are different ad formats available to choose from such as Carousel, Single Image, Video, and Slideshow.
Select an appropriate ad format. I’ll go with Single Image for now, you can test others too.
Step #11: How to ad images to Facebook ads
For Single Image format, you can use up to 6 images and 6 ads. You can upload your own images, choose from the library, or use free stock images.
Check Recommended Image Specs on the right to ensure you don’t violate any terms. Make sure your image has no text to boost reach and delivery.
Step #12: How to write appropriate Facebook ad text
Up next is ad creative.
Enter text, display link, headline, news feed link description, and a CTA.
As you update these fields, you’ll be able to see how your ad looks like on all the placements in Ad Preview. Make sure everything works fine and is visible.
Step #13: How to setup lead form for Facebook ads
Next, you’ll have to create a Lead Form. Click New Form.
Select Form Type on the next window. Select More Volume as it can be filled instantly and has minimal fields.
You can add intro which is optional. Don’t overdo it, just keep it simple and short.
Next, you’ll have to add Questions. You can add short answers, multiple choice, and conditional questions. It is recommended to stick with the basics and don’t add questions unnecessarily.
Finally, customize Thank You Screen. Add a link to your website to send interested visitors to your website.
Click Finish to use this form.
Step #14: Finalize your Facebook ad campaign
You’re almost done. Click Confirm to start your campaign.
Your campaign will be reviewed before it can go live. You’ll get a notification and an email once your campaign will be approved.
You have successfully created a Facebook lead ad.
Facebook lead ads best practices
Creating an ad is just the beginning.
You have to make sure your ad gets all the love it deserves. It should persuade your target audience to click it and add their details. That’s how you’ll generate leads.
Here are a few best practices and techniques to help you improve and optimize your ad for better exposure, reach, and conversion.
1. Use different ad formats
You can create four different types of lead ads. Try other ad formats to see what works best for your audience.
Each of these ad formats appeals to a different target audience. For instance, some people like images while others love interacting with videos. If you’ll stick with image ads only, you’ll miss a big chunk of your target audience.
You never know what your audience loves interacting with unless you try and test it.
2. Optimize ad copy
Image or video gets the attention while text boosts conversions.
If heading and description of your ad are not compelling enough, it won’t work. People will see your ad, they might like your ad but they won’t click and convert just because they liked the image.
You have to convince them to click and take action with the text.
The best approach is to use a lead magnet. That is, give something extremely valuable for free to your audience in exchange for their contact information.
It could be an eBook, a discount coupon, or a PDF. Anything that your audience cannot resist and needs badly will work.
You should presell your lead magnet in the ad copy. Share its benefits and tell them what specific problem it will solve.
3. Use a call-to-action
You cannot create an ad without a CTA, right?
Facebook provides you with different CTA buttons such as Download, Get Quote, Subscribe, Sign up, and a few others. But using a CTA button isn’t enough.
You have to use text CTA to presell your lead magnet and to clearly tell your audience what and why of your lead magnet.
Here is an example of how to use text CTA.
So make sure your lead ad has text as well as button CTA.
4. Test and tweak
Perhaps the most important part of any advertising campaign is testing and tweaking.
Create multiple ads with different images and videos, change ad copies, change CTAs, use different targeting, and so on. The idea is to see what works best.
You never know, the addition of a single word in the headline might double conversion rate. And when it comes to split testing and A/B testing, the sky is the limit.
You can (and should) test everything.
Keep tweaking your ads to improve conversions.
Facebook lead ads is a powerful way to generate leads on auto-pilot. You can create multiple lead ads, connect them with your autoresponder, tweak your ads, and grow your business.
You can use lead ads in several other ways too such as for retargeting and creating custom audiences. But for now, let’s stick with the basics.
Create your first campaign, get it approved, and see how it works for you.