Learn how to create and generate more leads for your business using Facebook leads ads.
What Are Facebook Lead Ads?
Facebook lead ads are a type of Facebook advertising that allows people to sign up for your newsletter, meeting, or email list directly from a Facebook ad without leaving the platform.
The benefit to this Facebook lead ad campaign is that the Facebook users take one less action before signing up. This reduced friction in the sign-up process will result in lower costs and increased conversion.
Facebook Lead Ad Examples
Facebook lead ads can appear in your newsfeed just like any other Facebook ad.
Facebook lead ads work to bring you qualified leads within Facebook.
If someone clicks on your lead ad they will see your lead form with your offer.
Use this to qualify your leads and filter out those to whom this ad may not apply to.
Facebook users can then insert their information into the lead form.
Finally, they accept the terms and conditions.
How Can Facebook Lead Ads Benefit My Business?
There are a few key benefits of using Facebook lead ads for your business:
Lead ads can be used to help you grow your email list quickly and easily.
Lead ads can be used to collect SMS numbers.
Facebook lead ads are less intrusive than other types of ads, so people are more likely to sign up for your email list.
You can target your lead ads to specific audiences, so you’re more likely to reach people who are interested in your business.
If you are looking to book meetings for sales calls lead ads are an excellent source of lead generation.
How Do I Create A Facebook Lead Ad?
If you are already running Facebook ads in the ads manager than creating a Facebook lead ad campaign will be easy for you.
If this is your first ad campaign, and you find you need additional help, read our guide on creating your first Facebook ad campaign.
Log in to the Facebook business manager and go to your ads manager.
Then click the green "Create" ad button.
Select “Lead Generation” as your objective then click continue.
Once you've chosen your objective you should see something like this.
Setting Up Your Targeting Audience
Go to your ad set, this is the middle option located on the left-hand side in green.
This is where we are going to set up our target audience.
When setting up your lead generation targeting. The first step is to decide on your conversion location.
You have 5 different options to choose from when it comes to your conversion location.
Since we are looking to create a Facebook lead form. We are going to use the Instant forms option. This option allows us to convert the lead on Facebook without the Facebook user having to leave Facebook.
If you are interested in generating leads in other locations, here is a short description of the other options.
Website - This is how we used to gather leads. A form exists on the landing page or a pop-up appears offering 15% off if you provide your name and email/SMS. Then Facebook tracks the lead via the Facebook pixel.
We are going to use Facebook lead ads because we want to avoid the friction involved in this option.
Messenger - Use something like ManyChat to automate responses from customers in Facebook Messenger and ask for the customer's email/SMS address.
Calls - Generate leads off Facebook when a meeting is booked.
App - Connect your app and generate leads from within your app.
If this is your first time running Facebook lead ads, you will need to accept the terms and conditions from Facebook before you can start generating leads.
Once terms are accepted, ensure that the Facebook business page connected is accurate.
Budget & Schedule
The next step is to set your budget.
You have an option to choose a daily or lifetime budget.
Let's go with daily to get started.
Audience
Once you have decided on your budget. Scroll down to set up your audience targeting.
Within your audience targeting, you can search existing audiences and target any custom audiences you may have created.
If you are creating custom audiences you can go to the Facebook audience section, within the ads manager.
Here you can create a custom audience of people who viewed the landing page/collection page for your new product/collection launch.
After adding custom audiences to your Facebook lead ads campaign, if any, you can choose the gender, age, and location for the lead ads.
Detailed targeting is great if you want your Facebook lead ad to go after new traffic with a specific character trait.
Placements
Next, you are going to choose your placement.
Placement refers to where you want your Facebook lead ad to show up.
For example, by choosing manual placements I can choose which platforms and placements to show my lead ad.
I can also choose if I want my lead ads to show up for mobile devices, desktops, or both.
If you are just getting started, I would recommend two options when it comes to placements.
Automatic placements.
Facebook + Instagram Feed
Automatic Placements
If your Facebook lead ad campaign is your first Facebook campaign then you may not know how or where your best converting customers are located.
Automatic placement lets Facebook choose where to show your lead ads.
Because we are running Facebook lead ads with a lead objective it will choose where to show your leads ads based on the placement performing the best.
Of course, after you have run ads for a while you can check the Facebook ads manager "Breakdown" to see which placement or platform is performing best.
Facebook + Instagram Feed
If you want to limit your Facebook lead ads to just the most "popular" placements you can choose the Facebook + Instagram Feed.
After automatic placements. This is probably the easiest starting point for your Facebook lead ads campaigns.
One thing to keep in mind is that when you limit your placements to just the Facebook + Instagram Feed, is that you may see higher cost as there is lower inventory on these placements.
This is due to a high amount of people bidding for these placements.
Facebook Lead Ads: Creating Your Lead Form
Once you have your targeting selected your last step is to set up your lead form.
To do this hit the blue "Next button" or go to the ad setup by clicking on the bottom option on your left in green.
First, double-check to make sure that the Facebook page and Instagram account is correct. The Facebook page was set in the targeting section.
Ad Creative
You will of course need to add copy for primary text, ad headline, ad description, ad creative, and your call to action.
You can add these in and see the results on the right-hand side of the ads manager.
Creating Your Lead Form
Now let's create the lead form.
You can see the lead forms you've created in the past. If you want to use a previously built lead form you can select that or create a new lead form.
We are going to create a new lead form by clicking "Create Form".
To complete the lead form fill in the information in each drop-down.
As you do so you will see the results appear on the right.
You can scroll through the final version by hitting the arrows in the top right corner.
Once done you can "save draft" and come back later or "publish" and use it as your lead form.
UTM Tracking
As the last step, add in your UTM Tracking.
Facebook Lead Generation Will Grow Your Business
Running lead ads through Facebook can be a great way to collect leads and grow your business.
Just remember to follow the tips we’ve outlined above and you’ll be sure to create a successful campaign.
If you need additional help creating your Facebook campaign, don't forget to read our guide.
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