So many people want to hear back from your business, but don't want to take the time to fill out a form to gain more information. Facebook created lead ads to avoid the pain points that are typically associated with filling out a form and makes it easier for the marketer to generate leads.
Now instead of sending users to a landing page where they fill out a lead form on your website, Facebook lead ads allows customers to access your offers without ever leaving the Facebook app and gain the information they want with a few simple taps.
Unlike more traditional ad types, nothing is standing between the first click and the form fill - you’re asking people to take direct action. Make sure to find custom audiences who are interested and engaged with your business and want to hear from you.
It's easier to get users who are already interested in your products and services to buy rather than trying to convert cold traffic into buying customers. The more relevant your ad set is to your target audience, the more high-quality leads you’ll get for your ads campaign.
Lead ads have specific requirements and recommendations that are often different from other ad set types on Facebook.
Here's what you'll need before you can begin creating your lead ad campaign:
- List of info you need to collect in your form - Facebook has many default fields you can select, but you can also create custom questions to obtain any other info you need.
- Any required info or fields for managing your leads - If you have software that you'll upload your leads to, you might need to include specific questions or info or add custom field ID names for each item.
- The info you want to include in an intro section - An intro section is optional but allows you to give more details, such as to describe your product or service or to tell people what they'll receive for submitting their info.
- Text and video or images for your ad - Lead ads have the same ad requirements for text and pictures as link ads on Facebook.
How To Create A Facebook Lead Ad
Step 6: Click Show Advanced Options to add a Facebook pixel if you have one.
You can also include field IDs if you want to change the column names for your data when you export your leads. This may be useful if your customer system requires specific column names to receive your leads.
Step 7: In the Lead Form section, you can click + New Form to create a new lead form and use a previous page or give your new lead form a name.
When you create lead generation ads, by default, you optimize for the volume of leads. Facebook will deliver your ads to get you the most completed forms within your budget. If you're looking to grow your email list, or build subscribers for your blog or podcast, this is the best option.
You can also optimize your leads by higher intent. This form adds an extra step to allow people to review and confirm their information before submitting it. You may want to choose this option if you need to follow up with each lead you capture, and this usually applies if you’re selling products like automobiles and services like wealth planning that require a high touch to close the deal.
Step 8: Under the Content tab, click the Intro (Optional) section and toggle the button on to add an introduction screen to your lead ad. By adding an intro to your lead ad it to gives more details, such as to describe your product or service or to tell people what they'll receive for submitting their info.
Tip: Preview your lead ad throughout the creation process in the right-hand pane.
Step 9: Next click Questions. Add a custom Headline (optional).
Common custom questions:
- How often do you want to hear from us?
- What types of emails would you like to receive?
Make Lead Ads Better With These New Features
According to Facebook, marketers can now use a context card. A context card is an added (and optional) tile that pops up after someone clicks on a lead ad but before they get to the form, giving businesses a place to offer more details on the information people are signing up for.
How To Access Your Lead Data
Make sure to download your leads regularly. Facebook gives you 90 days from the time people submit their information to access the data -- leads older than that can no longer get downloaded and are deleted.
Here are the three ways to access your lead information:
- Customer System Integration
- Facebook Marketing API
- CSV File Download
1. Customer System Integration
Many advertisers use a CRM (customer relationship manager) to manage the people they contact through their lead ads. Facebook has partnered with other platforms to make it easy to sync the data from your lead ad campaigns directly with your customer system. Some benefits of using a CRM are to ensure you get the most value from your leads, improve conversions, gain efficiency and scale.
2. Facebook Marketing API integration (real time)
You can also set up a custom integration between your customer system (Ex. CRM, ESP) using the Facebook Marketing API. This option makes sense if you use a proprietary customer system and have the ability to build the integration.
3. CSV file download (manual)
If you don’t have a customer system in place, you can easily download your leads as a CSV file. Just make sure you are downloading your leads multiple times a day to ensure you are following up with potential customers promptly.
Facebook Lead Ad Examples
Example 1: Revel Systems
This company wanted to reach a large number of people with its campaign. Their ultimate goal was to generate more customer leads.
The brand continued to collect high-quality leads, creating a series of lookalike audiences using its customer database of current and former members, website visitors and prior leads found using the Facebook pixel—increasing the percentage of leads as it expanded the lookalike audience.
Revel Systems tested different types of creative and their ad copy encouraged people to get a free demo through a "Learn More" CTA. The lead form is simple and only included fields that the sales team thought were necessary.
- 74% lower cost per lead
- 619X more leads (tested lead ads against link ads that sent people to a landing page)
- 17.7X increase in the lead rate
Example 2: Brown Chevrolet Buick GMC
The automotive dealer wanted to reach more people to increase website traffic and generate better leads without increasing its marketing budget.
- 43% increase in website visits
- 63% increase in collected email leads
- 63% brand new customers visited the dealership
- 12.5X return on ad spend
Example 3: Stuart Weitzman
Lead ads help many types of businesses connect with the people interested in their products and services. Stuart Weitzman used lead ads to find people who wanted to receive emails about their latest products and offers.
Here is what they said about lead ads:
“We offer our email subscribers access to exclusive updates and an inside look into the world of Stuart Weitzman. Email marketing is a valuable tool to expand our visual storytelling and drive sales. As compared to other acquisition efforts, lead ads yielded a 52% more efficient cost per lead across domestic and international markets.” - Susan Duffy, Chief Marketing Officer, Stuart Weitzman
Let's Wrap It Up
As a business owner or marketer, you might not have the time or resources to create multiple landing pages to convert visitors continually. Making Facebook lead ads the best opportunity to ensure the lead generation process is more natural and effortless for the business marketer and the customer.
There are so many different possibilities to explore when creating Facebook lead ads. Test what works best for your business and once you've done that you'll begin seeing an increase in lead generation and sales.
We hope this information helps you create successful lead ads. If you have any questions, please comment below.
If you want to learn more about Facebook ads go here: How Do Facebook Ads Work?
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