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Facebook Lead Ads 101

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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 that you can run on Facebook called “Lead Generation.” It allows you to collect lead prospects within the Facebook platform to let you know that they are interested in your business. 

We have created a complete Facebook Lead Ads walkthrough to help you create your first Facebook Lead Ad. Now, let’s begin with the process of how Facebook Lead Ads gets your business leads.

How Does Facebook Lead Ads Work?

Facebook Lead Ads will appear to whoever you decide to target with your ads and request for them to submit their information into a form on Facebook.

It’s a simple and easy way for prospects to fill in a form on Facebook because the form is pre-populated with their information such as Name and Email.

When you set up your ad, you can decide on what information you want to collect from your leads. 
You can also select the call-to-action that you want to use to encourage them to give you their information.

The options you have for call-to-actions are:

  • Apply Now
  • Book Now
  • Download
  • Get Offer
  • Get Quote
  • Learn More
  • Sign-up
  • Subscribe.

After they submit their information, the new leads are shown a thank you screen. This is a great opportunity to influence your prospects to make a purchase or follow a desired action. 

Facebook Lead Ads can be a great way for offline and online businesses to generate leads. Follow our walkthrough 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. A couple ideas are giving a coupon or a free quote.

If you own an E-Commerces 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: Create Your Facebook Lead Ad

First, go to Facebook Business Manager. If you haven’t set it up 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. First, go to the top of the page and click the tab button and then select “Ads Manager” under “Create & Manage.”

Once you are in “Ads Manager,” confirm that you are in the “Campaigns” tab and then click the green button in the left corner titled “Create.”

It will take you to a screen asking for your marketing objective. Select “Lead Generation,” which is the second last option under “Consideration.”

After you select “Lead Generation,” a screen will drop down, and you’ll be asked to name your campaign, create a split test, and to optimize your budget. 

When naming your campaign, it can be anything you want. But typically we use the offer of the campaign, along with the targeting information such as age, gender, country, and interests. We do this so that we can easily identify between campaigns.

Optimizing Your Campaign Budget

After you are done naming your campaign, we recommend enabling Campaign Budget Optimization (CBO).

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.

For reference, 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, the objective would be Lead Generation because you want to generate leads with Lead Ad. 

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, there is “Ad Level” for the third level. This is basically the ad creative that you use to help get your message across in your campaign.

You can start your campaign with any budget you like. For our own campaigns, we like to start with a $50 – $100 daily budget so that we can generate results quickly. 

Now go ahead and click “Continue” at the bottom of the page.

Step #2: Select Your Audience

You’ll be taken to the next page 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 your audience.

Before you start creating your audience, don’t forget to agree to the terms and conditions at the top of the page. 

For this campaign, we are going to select the US for location, both men and women, and keep the age group at 18-64+, and then 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.

Placing Your Ad

After selecting your audience, you will be asked to choose the placement of your ad. In this example, we are going to do “Automatic Placement.”

This 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 “Edit Placements.” You can also select if you want your ad to only appear on mobile or desktop.

It gives you different options to choose where you may or may not want your ad to be placed.

Here are some examples of where you can place your ad:

  • Feeds
  • Stories
  • In-Stream
  • Search
  • Messages
  • In-Article
  • Apps and Sites.

The following drop-down appears, explaining to you where and how your ad will appear in the 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!

Step #3: Design Your Ad

Now click “Continue” to be taken to a page to design your ad. Select the 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 #4: Create Your Facebook Lead Ad Form

It’s finally time to create the form for your ad. When you scroll down to the bottom of the page, you’ll see the option to create your first form.

Select the blue button that says “New Form,” and it will bring you to a pop-up to start creating your first form.

We recommend using a Lead Magnet as a strategy for encouraging leads to fill in your Facebook Lead Ads form.

For more information about Lead Magnets and other Facebook Lead Ad Strategies, read our blog about 3 Highly-Effectively Facebook Lead Ad strategies.

Select Your Type Of Form

It will first ask you to select the form type that you want. You can choose between “More Volume” or “Higher Intent”. 

For higher intent, the audience needs to review their information before submitting the form. But for more volume, they don’t need to and can submit whatever the pre-populated information is.

Higher intent makes people review the information that they have given you, 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 interest in your business.

More volume is the default option when you create a lead ad on Facebook. It makes it quick and easy for leads to submit their information, which helps 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.

Make The Form Intro

We recommend doing an intro section for your form. It is optional, but it gives prospects a better idea of who they are giving their information to. 

It’s a great place to put information about your product or service to begin building trust with your leads. You can also provide your leads with more information about what they will receive in exchange for giving their information.

Decide On Your Questions

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,” the form gets pre-populated with the prospect’s information when they click to fill out the form. But if you do “Custom Questions,” the prospect has to put in their information manually.

Check out this blog post to learn how to collect high-quality leads by getting rid of the pre-populated feature on Facebook Lead Ads here.

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 your leads live, then I’d ask for their postal code. 

Now that you’ve chosen the questions for your form, select “Privacy Policy.”  Since you are collecting people’s information, you are required to provide this. 

After you fill in the privacy policy section, let’s focus on one of the most important parts of your Facebook Lead Ad, the thank you screen.

Step #5: Close The Sale

The thank you screen can play a big role in closing the sale or navigating the next steps that you want your new leads to take with your business.

With the thank you screen, it’s highly recommended to utilize it as much as you can. It’s a great opportunity to encourage your leads to make a purchase or push them along your customer journey to eventually turn them into a paying customer.

An example would be to ask your new leads to check their email box, or you could also send them to your website.

There are a few options for your thank you screen call-to-action button type such as:

  • Download
  • Visit Website
  • Call Us.

The great thing about the call-to-action button text for the thank you screen is that you can customize it to say what you want. This is an opportunity to do split testing to see what button text works best to get leads.

Once you have created the thank you form, you have officially made your first Facebook Lead Ad. 

Unfortunately, Facebook does not have an automated way to collect your leads and import them into an ESP (Email Service Provider) or CRM of your choice. There are no notifications and zero automation for lead transfer in place.  

So if you did want to send your new leads an email, you’d have to go in and add them manually.

This isn’t good because you have already spent so much time bringing in leads with your Facebook Lead Ad. As a business owner, you immediately want to start building that relationship with your leads.

Avoid Missed Opportunities

If you don’t start building a relationship with your leads 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. This gives you the chance to turn your leads into paying customers.

LeadsTunnel streamlines your leads into your desired CRM Or ESP to trigger any automation that you have for your marketing funnels. 

We have integrated LeadsTunnel with over 24 of the world’s top CRMs and ESPs. We are continually adding new ones for our customers.

Take your newly-acquired leads and start turning them into paying customers through Facebook Lead Ads by claiming your FREE 7-day trial with LeadsTunnel.

Begin Automating The Entire Process And Claim Your FREE 7-Day Trial With LeadsTunnel Now

Start Collecting Leads Today

Take action and begin implementing Facebook Lead Ads into your digital strategy. Don’t overlook Facebook Lead Ads, start A/B testing different strategies, and using it as a tool to generate continuous leads into 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 remember to claim your FREE 7-day LeadsTunnel trial now by clicking this link, you don’t want to leave your leads unattended to go cold.

About LeadsTunnel

Learn how LeadsTunnel can help you streamline your leads from Facebook and Google.

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