Generating leads can be a pain, but Facebook has made our marketing lives a little easier with Facebook Lead Ads.
Facebook Lead Ads is a type of ad you can run on Facebook called “Lead Generation.” It allows you to collect lead prospects inside of the Facebook platform. When people fill in a form with their information, it lets you know that they are interested in your business.
And recently, Facebook has changed their interface for creating ads, so we have now updated this blog with those recent changes to make sure you are up-to-date.
Now, let’s talk about how Facebook Lead Ads collects leads for your business.
How Does Facebook Lead Ads Work?
Facebook Lead Ads will appear to whoever you choose to target with your ad and request for them to put their information into an online form. It’s all done within the Facebook platform, making it simple and easy for both you and the prospect.
The reason why it’s so simple and easy for prospects to fill in a form with Facebook Lead Ads is because the forms are pre-populated with their information.
When a prospect opens your form to give you their information, it is already pre-filled with their information, so all they have to do is click submit.
When you create your ad, you can decide on what information you want to collect from your leads.
You can also select the call-to-action (CTA) that you want to use to encourage them to provide you with their information. Some of the options you have for call-to-actions are:
- Apply Now
- Book Now
- Get Offer
- Get Quote
- Learn More
After they submit their information, the new lead is shown a thank you screen. This is a great opportunity to influence your prospect to make a purchase or follow a desired action.
Facebook Lead Ads allows businesses that are offline and online to easily generate leads. Continue reading to follow the walkthrough below to help you create your first Facebook Lead Ad!
A Walkthrough On How To Set Up A Facebook Lead Ad
Before you begin creating your ad, you have to determine a compelling offer that you will use to incentivize leads to click your ad.
If you own a local business, there are lots of options that you can do as an offer. Some ideas are giving a coupon, a free quote, or anything that would motivate your prospect to fill in your Facebook Lead Ad.
Or if you own an eCommerces store, an example would be offering an exclusive coupon to first-time buyers to encourage them to make a purchase.
Once you’ve decided on your offer, let’s get started on setting up your Facebook Lead Ad!
Step #1: Access Your Business Manager Account
First, go to Facebook Business Manager. If you haven’t set-up an account yet, now is the time to do so. Go to the Facebook Business Manager website here to create an account.
Facebook Business Manager allows businesses to securely manage their company’s page, ad accounts, and pixels all in one place. For more information on how to create a Facebook Business Manager account, check out this link here.
Now that you have a Facebook Business Manager account, let’s make your first Facebook Lead Ad.
Sign in to your Business Manager account, and then under the sidebar called “business suite,” click the button that says “Ads” to get started.
Don’t click on the blue button in the right-hand corner of the screen that says “Create Ad.” Instead, click on the highlighted blue text that says “Ad Manager,” as shown in the image below, to be taken to the ads manager section for managing campaigns.
The reason for this is because the “Create Ad” is a shortcut to creating an ad with limited options. But, if you create your ad inside of Ads Manager as we suggested, you will get all the options for designing your Facebook Lead ad.
Step #2: Select Your Campaign Objective
Now, click on the green button that says “+ Create” to begin creating your lead ad. A pop-up will appear for you to choose your campaign objective, select “Lead Generation.”
Then you have to name your campaign by clicking the drop-down that says, “Name Your Campaign Optional.”
You can name your campaign anything you want, but typically we use the campaign offer as the name. We do this so that we can identify between different campaigns that we run.
Now, it will ask you to name your ad set and ad, so let’s briefly break down what those are.
Each Facebook campaign consists of 3 levels. The first level is “Campaign,” which is where you set the objective of your campaign. In this case, it would be Lead Generation because you want to generate leads.
The second level is “Ad Set,” which is where you decide on your targeting. For ad sets, there can be more than one ad in a campaign.
Then finally, the third level is the “Ad,” which is the ad creative that you use to help get your message across in your campaign.
You can name your ad sets at this stage of creating your lead ad, but you also have the option to do it later on as well, which we will be doing further on in this walk-through.
There is also an additional drop-down that says “Show More Options,” as shown in the image above.
It gives you the option to accept the terms of service if you haven’t yet, and also select which Facebook page you will run your ads on. But, you also can select this later when creating your ad.
Then to continue with creating your lead ad, click the blue “Continue” button at the bottom to begin selecting the details of your campaign.
Step #3: Choose Your Campaigns Details
When you start creating your campaign for your lead ad, it will ask if your ad falls into the special ad categories. You only need to select this if your ad is related to credit, employment, housing, social issues, elections, or politics.
For example, if you are a realtor running an ad for a house you are selling, then you would turn on this option.
Next is Campaign Budget Optimizing (CBO). When it comes to CBO, we recommend enabling it.
CBO is a way for Facebook to optimize the distribution of your campaign budget across all of your campaign’s ad sets to get the best results. For example, when an ad set in your campaign is performing well, Facebook will allocate more of your campaign budget to that ad set versus other ad sets in the campaign.
You can start your campaign with any budget you like. For our campaigns, we start with a $50 – $100 daily budget. We do this so that we can generate results quickly. Now, go ahead and click “Next” at the bottom of the page.
Step #3: Create An Ad Set
During this stage, you have the option of naming your ad set if you didn’t earlier on.
When it comes to naming at the ad set level, we recommend using the targeting information such as age, gender, country, and interests, along with the audience size, as displayed in the image below.
This way, when comparing ad set data and results, you can easily see which targeting you used and the audience size at a glance.
Now you need to set the schedule of your ad, along with the end date. It’s up to you what you decide to select as your start and end date.
But if your promotion does end on a selected date, then you can use this setting to make sure that your ad doesn’t run past the promotion dates.
Step #4: Select Your Audience
And finally, it’s time to select your audience. Of course, the audience you select depends on the type of business you have. Make sure to use Facebook Audience Insights to learn more about different audiences on Facebook.
For this campaign, we are going to select the US for location and select the drop-down of “People living in this location.” Then, both men and women, keep the age group 18-64+, and select “English (All)” for languages.
We are also going to choose a big interest for the targeting, meaning that a large number of people have expressed an interest in it.
In this example, we are going to select “Digital Marketing” as our big interest target.
Step #5: Decide On Ad Placement
After selecting your audience, you will have to choose the placement of your ad. In this example, we are going to select “Automatic Placement.”
It means that Facebook will automatically place your ad across all devices, as well as Facebook and Instagram. But you can have your ad only on Facebook or Instagram if you select “Manual Placements.” You can also choose if you want your ad to only appear on mobile or desktop.
When selecting “Manual Placements,” a drop-down appears to choose where you want your ad to appear. It also explains where and how your ad will appear in different placements.
Depending on what type of advertising you are doing, you may only want your ad appearing in certain placements.
If you’re not sure which placement will work best for your offer, we recommend doing automatic placement for your Facebook Lead Ad.
You can let Facebook do the work for you by showing your ads in different placements. Facebook will automatically optimize the ones that perform the best for your business, and it won’t cost extra!
Now that your lead ad is set-up at the ad set level, click the “next” button to continue setting-up the rest of your ad.
Step #6: Design Your Ad
This page is to design how you want your lead ad to look. And, if you haven’t done so already, you can name your ad here. For naming ads, we recommend something similar to the image below, so it’s easy to identify if you have different ad variations.
It will allow you to know just by looking at the results and data, the variation of ad image and ad copy that is performing the best.
After naming your ad, select the image format you’d like to use for your ad. It honestly depends on your ad, how you want it to look, and the type of message you want to get across.
But since this is your first ad, we recommend just doing a single image ad. When you scroll down, you’ll be able to upload your images, write copy for the ad, and choose a call-to-action.
Here are some tips for writing your Facebook Ad copy:
- Make the copy short and to the point
- Have a call-to-auction, directly telling them the action they need to take with the ad
- Make sure that you use the word “free” in your ad
- Use emojis to make your ad stand out to catch people’s attention.
Step #7: Create A Lead Form
It’s finally time to create the form for your ad that you will use to collect information from your leads.
A newly released feature that Facebook has come out with is Automated Chat. As you can see from the image below, you’ll be asked to choose between “Automated Chat” or “Instant Lead Form.”
Automated chat allows you to instantly follow-up with leads inside of messenger. But for this walkthrough, since we are focusing on Lead Ads, you want to select “Instant Lead Form.”
When you scroll down, click the button that says “Create Form,” and it will bring you to a pop-up to start creating a form.
It will first ask you to select the form type that you want. You can choose between “More Volume” or “Higher Intent.”
Higher intent makes people review the information that they have given you before submitting it, which can result in higher quality leads with updated information.
It can also help you get rid of leads with lower intent and less interest in your business. If you are a company with higher-priced items and need to qualify your leads, it makes sense to use the higher intent option for your lead form.
Since they are making more of an effort to give you the right information, you are cutting out leads that are just there to collect whatever freebie you may be offering. This helps you get leads from potential customers that have an actual interest in your business.
More volume is the default option when you create a lead ad on Facebook that doesn’t require them to review their information before submitting it. It makes it quick and easy to bring in a large number of leads.
For example, if you want to grow your email list by giving away a free book, selecting more volume makes sense as you are gathering as many people onto your list as possible.
The option you select for collecting leads depends on why you are collecting leads and what type of product or service you offer.
Step #8) Write Your Forms Intro
We recommend having an intro section for your lead ad form. It is optional, but it gives prospects a better idea of who they are giving their information to.
You also have the option to upload an additional image that you want to use as the background for your lead form.
And it’s also important to know that if you don’t want to have an intro for your ad, you have to make sure to click the “Remove Greeting” button as shown below, otherwise you won’t be able to click publish.
The intro is a place to put information about your product or service to begin building trust with your leads. You can also provide your leads with more details about what they will receive in exchange for submitting their information.
Step #9: Decide On Your Questions
Now you need to decide on what questions you want to ask your leads with your lead form. Click “Questions” and select the information you’d like to collect, such as the prospect’s full name and email.
Also note, that if you do “Prefill Questions” instead of “Custom Questions,” the form gets pre-populated with the prospect’s information when they click to fill out the form.
There are lots of questions you can ask, but only collect information that is valuable to your business.
For example, if you never call your leads, there is no point in asking for their phone number. But if you need to know where they live, then ask for their postal code.
Step #10: Create A Thank You Message
Lastly, let’s focus on one of the most important parts of your Facebook Lead Ad, the thank you message. To start creating your thank you message, select “completion.”
The thank you message can play a big role in closing the sale or navigating the next steps that you want your new lead to take with your business.
With the thank you message, utilize it as much as you can as it’s the first message leads receive after submitting their information to you. It’s an opportunity to encourage leads to make a purchase or push them along your customer journey.
An example of how to use the thank you message would be to ask your new lead to check their email box, or you could also send them to your website.
There are also few options you can select for your thank you screen CTA button, such as:
- View Website
- Call Business
The great thing about the CTA button text for the thank you message is that you can customize it to say what you want. It’s a chance to do split testing to see what button text works best to get leads.
Once you have created the thank you message, added the CTA link, and any tracking you want to do, click “publish” to officially create your first Facebook Lead Ad.
Unfortunately, Facebook does not have an automated way to import your leads into a CRM or Email Service Provider (ESP) of your choice. There are no notifications and zero automation for lead transfer in place.
So if you did want to send your new lead an email, you’d have to go in and add them manually to your ESP or CRM.
This isn’t good because as a business owner, you immediately want to start building a relationship with your leads.
Avoid Missed Opportunities
If you don’t start building a relationship with your lead right away, you are at risk of your leads going cold and losing interest in your business. The best way to prevent that from happening is with LeadsTunnel.
The easiest and most flawless way for you to manage your leads is with LeadsTunnel. It’s a software that automates the entire process of gathering and managing your leads.
As soon as the prospect submits their information into your form on Facebook, you’ll instantly get a notification to contact them.
If you have a CRM or ESP, LeadsTunnel will send all your new leads information to your providers. This will allow you to follow-up with your new leads in real-time as soon as they come in.
There are also in-app email and SMS features that give you the ability to communicate with your leads and store all their information in LeadsTunnel. This is a cost-effective solution if you don’t have a CRM or ESP in place.
So, if you want to take your newly-acquired leads and start turning them into paying customers through Facebook Lead Ads than…
Start Collecting Leads Today
Take action and begin implementing Facebook Lead Ads into your digital strategy. Don’t overlook Facebook Lead Ads and start using it as a tool to generate continuous leads for your business.
Please share with us how using Facebook Lead Ads has made an impact on your business in the comments below and, let us know what you think about this article! We appreciate any suggestions as we strive to serve you with the best training possible.
And don’t forget to click here to claim your free 7-day LeadsTunnel trial now, as you don’t want to leave your leads unattended to go cold!