Social Media

How to generate leads with Facebook Ads?

By Sean, on November 21, 2020, updated on December 15, 2020 - 6 min read

What is Facebook lead generation?

Facebook Lead generation is one of the best marketing processes for obtaining contact information from potential customers through ads. The cost of generating a Facebook lead ad is meager compared to its benefit in marketing. It majorly has the objective of enabling user engagement in the buying process through social media.

facebook data

Most importantly, it serves to recognize the customers interested in your products and services, hence converting them to potential buyers.

Generating leads with Facebook Ads is a very popular digital marketing technic available in social media for businesses to accomplish these objectives. It is an ideal method to advertise your brand.

A Facebook lead ad essentially contains a set of questions that a business expects the target audience to answer. Facebook lead generation is an advertising objective that enables contact form integration to your lead ad.

This is the only possible method of such advertising available for Facebook. These contact forms are known as Instant forms. Through these, you can request contact information (names, email addresses, etc.) from the users who click on your Facebook Lead ad.

Benefits of using Facebook lead ads to grow your business

Leads can be collected across almost all the devices

Contacts forms can be integrated into the Facebook ad: The users who click on the lead ad will be prompted with a brief form where he/ she can submit his/her contact details through. In this case, no need for a landing page on your website. Everything is done directly on Facebook. Conversion rates are often higher, but it can impact the quality of leads. It’s not possible to embed a form in a sponsored post.

It is in your power to decide on the questions to be asked from the users: The questions in a Facebook lead ad form are customizable, enabling you to present the right mix of questions to the target customers. Reliable customer data is the best type of information that you can use to boost up your sales.

Leads are easily downloadable: Your leads can be easily downloaded from your Facebook page, Ads Manager, or via your CRM system.

Integrating lead ads with CRM systems increases the speed of lead downloads, and it enables taking real time actions on new Facebook leads.

Lead ads support auto-population of the information that Facebook already contains, such as the user’s name and email. You will save the time of the users. You also can integrate the URL of your website to the lead ad. It’s also relevant to create a unique landing page on your site dedicated to receiving traffic from your ads. Targeting the right audience allows you to prepare the right visuals and content to convert visitors into customers. These ads can be the entry of your conversion funnel.

Step by step procedure to create a Facebook lead ad

Generating leads with Facebook Ads can be done via Ads Manager as well as directly from Facebook Page. (through Publishing Tools)

Generate leads from Ads Manager – Step by step guide

  1. Go to Ads Manager.
  2. Click the Create button in the top left corner of the window.
  3. Choose the objective, Lead generation from the Consideration category, and click Continue.
  4. Set a Campaign Name. Add the Campaign Details, A/B Test, and turn on Campaign Budget Optimization if required. Click Next.
  5. Select the Facebook page that you would like to use for ads in the next section.
  6. If you are a new user, review the terms by clicking View Terms and select I Agree to Terms and Conditions.
  7. Set your Budget & Schedule, Audience, Placement, and Optimization & Delivery. Click Next.
  8. Select your Facebook page and link the Instagram profile (Optional) in the Insert section.
  9. In the Ad Setup section, select how you would like to structure your ad from Single Image or Video or Carousel options.
  10. Upload an image(s) or video(s) to Ad Creative section followed by a Primary Text, Headline (Optional), Description (Optional), Destination, Website URL, and a Display link (Optional). Make sure to add a Call to Action Button relevantly.
facebook lead

Instant Form (IF) section shows the different options available for creating a form:

  1. Create a Lead Form – creates a new IF.
  2. Duplicate button – creates a modifiable copy.
  3. Edit button – used to modify the form. Please note that you can not change published forms. To change a published form, you should first create a duplicate.
  4. Click Create Lead Form (LF) to open the Create Form window.
  5. Give a name for your IF in the section, Form Name.
  6. Click Form Type and select the preferred Form Type among More Volume and Higher Intent.
  7. Click Intro to set a background image, headline text, and a description that elaborates your product or service. Click Remove Greeting if you wish to exclude the introductory section.
  8. Click Questions. In the Custom Questions section, you can add up to 15 custom questions. Make sure to include questions that are most important for the purpose. Use the Prefill Information section to add a notice to let people know how their information will be used or shared. Click Add Category to insert more types of data to be obtained from people.
  9. Link the page of your business websites, which includes the company privacy policy in the Privacy section. Additional disclaimers can also be added to your form, clicking Add Custom Disclaimer.
  10. Use the Completion section to add a message for Leads after the person submitting the form. A call-to-action or download link also can be included here.
  11. Use the preview pane on the right to check the look of your IF.
  12. You can complete the form by clicking Finish. You can click on Save Draft to make changes later.
  13. Click Settings in the top right corner and complete fields in the sections of IFconfiguration, Field Names, and Tracking Parameters if applicable.
  14. Click Publish to publish your lead ad.

Generate leads from Facebook page – Step by step guide

  • Click Publishing Tools on your Facebook page.
  • Select Forms Library from the left menu.
  • Click Create to create a new form.
  • Click New Form or Duplicate an Existing Form.
  • Click Next.
  • Click Untitled Form in the Create Form window in the Content tab, select the preferred Form Type among More Volume and Higher Intent.
  • Click Intro to set a background image, headline text, and a description that elaborates your product or service. Click Remove Greeting if you wish to exclude the introductory section.
  • Click Questions. In the Custom Questions section, you can add up to 15 custom questions. Make sure to include questions that are most important for the purpose. Use the Prefill Information section to add a notice to let people know how their information will be used or shared. Click Add Category to insert more types of data to be obtained from people.
  • Link the page of your business websites, which includes the company privacy policy in the Privacy section. Additional disclaimers can also be added to your form, clicking Add Custom Disclaimer.
  • Use the Completion section to add a message for Leads after the person submitting the form. A call-to-action or download link also can be included here.
  • Use the preview pane on the right to check the look of your form.
  • You can complete it by clicking Finish. Changes can be made later if you click Save Draft.
  • Click Settings in the top right corner and complete fields in the sections of Form configuration, Field Names, and Tracking Parameters if applicable.
  • Click Publish to publish your lead ad.

‘Tips’ and ‘must-knows’ to get the optimum use of lead ads on Facebook

Keep your form simple to ensure a higher completion rate: the social media audience does not like to spend too much time filling it up. Make sure to include various questions choosing between multiple-choice, conditional type, and short answer questions.

Set the best content in a user-friendly manner to avoid ambiguities. That’s why targeting the audience is the best way to get great results.

Offer incentives for the audience if possible, and be precise about your offer: Incentives can increase the Lead ad’s engagement rate. It gives a sense of worthiness to the target audience to take time in submitting their information. An offer may consist of free sample product delivery, free pre-order product delivery, offers and discounts, free studies, etc.

marketing facebook

Concretely, remember that all this is to create the entry of your conversion funnel. Only ask the right questions with the proper forms of questions: You should not overwhelm your social media audience with many questions as it will gradually reduce the completion rate. Be sure to include the most relevant questions that help your business. You can use Facebook’s rubric of business goals and examples to get help with brainstorming questions.

Target the audience aligned to the objectives of the Facebook Lead Ad: Your target audience can consist of people near your business area, the subscribers of your newsletter, recent site visitors, recent app visitors, and people from your CRM. One of the most challenging points is to distinguish who’s your future customer through all the audiences.

Use captivating content and formats: Your content and the format should be formed to grasp the social media audience’s attention throughout the ad. Your medium must fit the message which is conveyed. Also, make sure that the embedded pictures and videos of the Lead ads are of high quality.

Remember that this way of publishing on Facebook requires an entirely different content than a post. Deliver great content through your ads.

Improve the chances of conversion with swift follow-ups: Conversion rate can be increased by ensuring testing and optimizing your Facebook Lead Ad aligned with A/B testing, followed by fine-tuning. That’s the best way to find what ads convert most of your audience into customers and to be able to low the cost per conversion. In conclusion, Facebook Lead generation is the best option available on social media to boost your sales; hence to position your brand in the minds of the target audiences!

Sean