Maximising the Potential of Facebook Lead Ads

Everyone agrees that Facebook is a great way to reach new customers and keep in touch with old ones, and there are many ways to use it to help your business grow. In recent years, the cost of customer acquisition on Facebook, along with most other social media marketing, has increased significantly.

However, one of the most effective ways to get leads and make sales is to use Facebook Lead Ads. These ads let you collect pre-populated information from potential customers using high-intent lead forms called “instant forms” without sending them to a website or landing page.

In this article, we’ll explore how to use Facebook Lead Ads to grow your business and provide tips and best practices to help you achieve your desired results.

What are Facebook Lead Ads?

Facebook Lead Ads are a type of Facebook advertising that allows businesses to collect leads directly from the platform. When a user clicks on a Facebook Lead Ad, a form pops up within the Facebook app, allowing them to submit their contact information without leaving Facebook. This means that potential customers can sign up for your products or services quickly and easily without navigating away from Facebook to a different landing page or website.

How Does It Work?

Yes! Lead Ads on Facebook can be highly effective in generating leads and driving conversions for businesses. Many businesses have said that Facebook Lead Ads have helped them get more leads and customers.

One reason for their effectiveness is that Facebook Lead Ads make it easy for potential customers to sign up for a product or service. The lead forms are pre-populated with user data that is already in the Facebook database, like name and contact information. This makes the lead generation process smoother and more streamlined, making it easier for potential customers to take action with little effort.

Using Facebook Lead Ads, businesses can get more qualified leads and sales by focusing on the right audience and making ads with great copy.

What Are the Benefits?

Below are some of the top benefits of Facebook Lead Ads for businesses looking to generate more leads, drive more conversions, and ultimately grow their business.

• Higher conversion rates: Facebook Lead Ads can increase conversion rates because they make it easier for potential customers to sign up for your products or services without navigating to a website or landing page.
• Lower costs per Lead: Since Facebook Lead Ads can lead to higher conversion rates, they can also result in lower costs per Lead, making them an efficient and cost-effective way to generate higher-quality leads.
• Valuable lead information: Facebook Lead Ads allow you to collect valuable pre-populated information about your leads, such as their name, email address, and phone number. This information can be used to create targeted marketing campaigns that speak directly to your audience.
• Customisable lead forms: With Facebook Lead Ads, you can customise your lead forms to collect the specific information you need from potential customers. You can add call-to-action buttons like “book an appointment,” “request a quote”, etc. This lets you create marketing campaigns that fit your target audience’s needs and interests.
• CRM integration: Leads that are newly generated can be directly synced with your CRM, enabling your sales team to take immediate action.

How to It Up

Let’s say you own an e-commerce store selling pet products and want to promote a new product line to potential customers. Setting up a Facebook Lead Ad is a simple process. Here are the steps and practical examples for your hypothetical pet products store.

By following these steps, you can create effective Facebook Lead Ads that convert potential customers into paying customers. This will help your business grow and succeed in the highly competitive world of digital marketing.

1. Choose your objective: When creating your ad, choose the objective “Lead Generation.” This tells Facebook you want to create an ad that collects leads directly within the platform.
2. Create your ad: Let’s say this particular ad is for a dog toy. You can create an ad that features a short video of a happy dog playing with a new toy. The ad copy highlights the benefits of the toy, such as its durability and how it can keep dogs entertained for hours. The call to action encourages people to “Sign up now to receive a special discount code!”
   • Design your ad creative and copy.
   • Ensure your ad is eye-catching and clearly communicates the value of your offer.
   • Use images or videos that show your product or service in action, and include a strong call to action that tells people what to do next.
3. Create your lead form: Create an instant form with the information you want to collect from potential customers. You can customise the form fields to suit your needs. Remember to keep the form fields simple. This can lead to higher conversion rates. Keeping to our pet products example, your instant form can include fields for the user’s name, email address, and phone number. This information will allow you to personalise your marketing messages and create targeted campaigns.
4. Add a privacy policy: Facebook requires that you include a link to your privacy policy on your lead form. Make sure you have a privacy policy in place before creating your ad. You add a link to your privacy policy, which outlines how you use customer data and protect their privacy for transparency.
5. Choose your audience: Choose the audience you want to target with your ad. Facebook allows you to target by location, age, interests and other criteria. This can help you reach the people who are most likely to be interested in your product or service. In this example, you can target people interested in “pets,” “pet products,” and “animal welfare.”
6. Set your budget and schedule: Choose how much you want to spend on your ad and how long you want it to run. You can also choose whether to run your ad continuously or at specific times of the day. Let’s say you set a budget of $500 and run your ad for one week, starting on a Monday.
7. Publish your ad: Once satisfied with your ad and lead form, publish your ad and start collecting leads. Your ad goes live on Monday, and by the end of the week, you’ve collected leads from people interested in your pet products.

Best Practices for Best Results

However, as with any marketing strategy, success with Facebook Lead Ads requires careful planning, testing, and refinement. It is essential to follow best practices and continually monitor and adjust your campaigns to ensure they are effective and efficient.

• Keep your Lead form simple: Avoid overwhelming potential customers with too many form fields. Stick to the information you really need, such as a name and email address.
• Provide value: Make sure your ad and lead form clearly communicate the value of your offer. Explain why someone should sign up for your product or service and what benefits they can expect.
• Follow up quickly: When someone submits a lead form, follow up quickly with an email or phone call to provide them with more information and thank them for their interest.
• Test and refine: As with any marketing campaign, Facebook Lead Ads require testing and refinement. Try different ad creative, copy, and targeting to see what works best for your business.
• Customise your form fields: Customise your form fields to collect only the information you need, and make sure to include a link to your privacy policy as required by Facebook.
• Target the right audience: Choose your audience carefully, based on factors such as location, age, interests, and more, to ensure that you are reaching the audience that is most likely to be interested in your product or service.
• Set a budget and schedule: Decide how much you want to spend on your ad and how long you want it to run based on your budget and the goals of your campaign.

Facebook Lead Ads can be a powerful tool for generating qualified leads and growing your business. By following the steps outlined in this article and keeping best practices in mind, you can create effective lead ads that convert potential customers into paying customers, helping your business to thrive and succeed despite the increasing cost of customer acquisition.