Facebook Lead Ads: Best Bang for Your Buck

Why Facebook Ads?

Love them or hate them, Facebook has almost 3 Billion monthly users.

That’s a big deal because that’s almost half of the world’s population!

And when people come to me and say Facebook Ads didn’t work for them, after having a look, I can it's usually due to not having the right strategy.

As the largest social media platform, Facebook offers unparalleled opportunities for businesses to expand their reach and boost their online presence.

And another great reason is that Facebook ads in 2023 are still coming in at a lower price than Google,! ,

Of course depending on your industry, time of year, and type of campaign, costs can vary significantly.  

According to The Annual Industry Report by Social Media Examiner, Facebook ads are used more than any other platform by marketers.

So, now you know why to use your marketing budget on Facebook Ads, get ready to push up your sleeves!

Let's get you some new leads coming into your business without spending gobs of money!

What are Facebook Lead Ads?

Facebook offers a type of ad format called Facebook Lead Ads, which allows businesses to collect information directly from potential customers on the platform. which is one of the reasons why they’re so cost-effective.

Instead of clicking the ad and getting redirected to another page, the user gives information right on Facebook.

And the reason this matters is anytime the user gets redirected to another page off Facebook, things can go wonky.”

For example, It could take too long and the person x’s out before landing on the new page.

Or they’re enjoying scrolling on Facebook right now and when they realize they’re somewhere else, they might just close the page. 

Additionally, Facebook's Lead ads are also great for smaller businesses that are building an email list and might not have a website, because the user isn’t being sent to a website, which makes this an attractive type of marketing strategy for newer, less established businesses.

How Are These Ads Different Than Other Facebook Ads?

As I mentioned earlier, the main difference is the information is collected on the Facebook platform, making it a seamless user experience.

The information will be pre-populated with the contact information Facebook already has, making it so simple for your potential customer. 

Their contact information including their email address can be automatically added to your CRM, so you could have a nurture sequence ready to go and immediately be communicating your offers to your brand new leads. Hello, sales!

Of course, this can have a downside in that if it's too easy to click without doing any work, your lead may not be too interested in your offer.

Sometimes, some effort is better for lead quality, but don’t worry because I’m going to share with you exactly how you can screen people before they submit their lead ad form and spend more of your money. 

The Role of the Instant Form

When a user clicks on a lead ad, they are presented with an instant form that has been pre-filled with their Facebook profile information, but I'll show you how to ask questions to screen out people that aren’t your ideal customer.

If you’re wondering how you would use this type of ad, here are a few examples.  

1) A local restaurant

could use an instant form to give a discount on a meal in exchange for contact information.

And these campaigns are typically successful because the future customer is getting a deal on the dinner so most likely they’ll come to eat at the restaurant. 

And the good news is If it’s a positive experience, chances are they’ll be a repeat customer.

2) A clothing brand

could use lead ads to offer a discount code on the customer’s next purchase in exchange for their email address. This not only generates leads but also encourages sales.

3) An online business

can offer a lead magnet such as an Ebook, cheat sheet, or a free consultation, which is what I did for my business.

How to prep for a Facebook Lead ad campaign

Before you go into Ads Manager on Facebook, make sure to download this checklist to prepare for your campaign.

How to Create The Instant Form

From Ads Manager, go to “more tools”, and a little more than halfway down the page you will see the “instant forms”

This is the step that determines the type of lead you want, by choosing between “higher intent” or “more volume” 

Maybe you want to choose more volume and do your own screening, but I'd rather not pay more for leads that aren't as high quality, so I choose higher intent. 

​Please note: this is a new practice by Facebook, if you choose higher intent your ad will only be shown on mobile, not desktop. Keep that in mind when you're thinking about your target audience and how they are most likely going to see your ad. 

After you've created your form you'll need to save it, but keep in mind, once it's published you can't make any changes.

I just like to save it and have the option of making changes, until I'm ready to create my ads. 

How to Create a Facebook Lead Ad Campaign

The first step is to go to your Business Manager., and click on “all tools”

Click ‘Ads Manager” and then select ‘Create”

The next step is to click on Ads Manager- Click “Create” under Campaigns. 

Next, you’ll need to choose your “objective” which will be “Leads”

​From the Ad Set Screen

Choosing Your Audience

Something that sets Facebook Ads apart from other platforms is the unique ability to get more targeted in your audience creation.

For example, if you are selling swimsuits, you might want to target people who live in warm climates and have expressed an interest in swimming or traveling.

So, by taking the time to target your ads, you can greatly increase your chances of reaching your target audience.

You're able to do this by choosing the locations, age ranges, genders, and interests of the people you want to reach. 

Creating Your Ad

There are a variety of different ways of creating your ad.

You can use your form, a single image, a short video, a carousel ad, or use Facebook's create video option to create a video out of images. 

​You'll add your headline, copy, and description, and once you're satisfied, it's time to click publish!

And, hopefully, you'll get good news from Facebook that your ad was approved, and if not go back and fix whatever the issue was. 

How to Measure the Success of Your Facebook Lead Ad Campaign

There are a few metrics you can use to measure the success of your Facebook Lead Ads campaign.

• First, you can track the number of leads that you generate. This will give you an idea of how many people are interested in your product or service.
• Second, you can track the conversion rate of your leads. This will tell you how many of your leads actually convert.
• Finally, you can track the cost per lead. This will help you determine whether or not your campaign is cost-effective.

By tracking these metrics, you can get a good idea of how successful your Facebook Lead Ad campaign is.

Best Practices for Facebook Lead Ads

Crafting the Right Ad Copy

Compelling ad copy is key to driving engagement with your lead ads. Make sure your copy is clear, concise, and speaks to your target audience's needs and interests.

In addition to the ad copy, the instant form can be optimized as if it's a landing page. This is convenient and makes it simple especially if you don't have a website or landing pages already set up.

Creating a Powerful CTA Button

A clear and compelling call-to-action (CTA) button can significantly increase click-through rates.

And you can use the last page of your instant form to create a call to action.

This can include sending them to your website, a Facebook group or anywhere else you'd like them to end up. Facebook has a default setting that says” Thanks you're all set” 

I like to change that up a bit by saying something like “Wait- you're not done yet.”

And tell them what you want them to do and set up the button. 

Including Custom Questions for Short Answers

You don't want to inundate your prospect with too many questions, so try asking one qualifying question.

For example, if you're a business that caters to kids in college, you could ask “What college are you attending?” or “What's your major in college?”

If they're not a student hopefully they'll exit and you won't have to pay for an unqualified lead. 

The Role of Facebook Pixel

If you have your pixel installed on your website, you can create a custom audience, which would add better targeting.

However, I’m not going to cover setting up custom audiences in this post.

The beauty of Leads Ads is that you don’t need a pixel to track your data because it's all staying on Facebook.

Customer Relationship Management (CRM) Integration

Once the leads start rolling in, you want to make sure you have access to them.

And ideally, you’ve got a nurture email sequence set up in your CRM.

Many CRMs have seamless integration with Facebook, but in case yours doesn’t you want to be able to find your leads, because you’ll need to manually download them.

Frequently Asked Questions

Q: How do I integrate my CRM system with Facebook lead ads?

A: Most CRM systems offer integrations with Facebook. Check your CRM provider's documentation or contact their support for assistance.

Q: How can I optimize my Facebook lead ads for mobile devices?

A: Ensure your ad copy is concise, your images are high resolution, and your lead forms are easy to fill out on a small screen.

Q: How can I measure the success of my Facebook lead ads?

A: Use Facebook’s Ad Manager to track metrics like engagement, click-through rates, and conversions. You'll be able to see how many leads you got, and how much each one cost.

Q: Can I use Facebook lead ads to build my email list?

A: Yes, Facebook lead ads are an effective way to build your email list. You can ask for users' email addresses in your lead forms

A: Facebook lead ads are designed with user privacy in mind. Make sure your lead ads comply with Facebook’s privacy policy and always be transparent about how you will use your leads' information.

To Sum It Up

Facebook lead ads are a powerful tool for lead generation because they: