Create Effective Facebook Lead Generation Ads

Create Effective Facebook Lead Generation Ads

Lead generation ads are the best way to build interest for your products or services and the most cost effective channel to run lead ads is through Facebook and Instagram.

With lead ads, potential customers can sign up for what you’re offering, and you’ll get accurate contact info to follow up with them.


Follow the steps and best practices below to start getting new customers with lead ads.

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Define your audience

Reach people who are likely to be interested in your business with our targeting options. You can target based on location, age, gender, interests and language. Or you can use more advanced options like a Custom Audience or Lookalike Audience.


Over 40% of lead ads impressions served on Facebook use Custom Audience targeting. This is a great way to collect high-quality leads who will provide the most value to your business. Learn how to build a target audience.


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Set your budget and bid

Set a daily or lifetime budget for your campaign. To set your bid, you have two options:

  • Automatic - Let Facebook set the bid that helps you get the most results at the best price.
  • Manual - Enter a bid based on what results are worth to you.

Best Practice:

When optimizing for leads, it's important that you bid high enough to get sufficient reach for your ad. If you know how much each lead is worth to you, use manual bidding and set your bid to no less than your true cost-per-lead (the true maximum you can pay for a lead and get a positive return on your investment). Otherwise simply use automatic bidding.


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Select your creative

Grab attention with engaging text and images to illustrate why a person should complete your lead form. You can choose to use a single image, carousel format, slideshow or video.


Best Practice:

Consider using one of the more engaging creative formats like carousel or video to stand out and capture attention. Provide more context that you would with a traditional ad and consider including coupons or other incentives in the ad creative - anything that gives the viewer an incentive to share their information with you.


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Create a lead form

You'll need two things to create a lead form - a list of the questions you want to ask and a link to your privacy policy on your business website. We require all advertisers who create lead ads to have a privacy policy on their business website. Learn more about the different parts of a lead ad.


Best Practice:

Only ask for the information you really need. While more information is great, it comes with a trade-off. Additional questions may increase the chance that a person abandons the form before completing it.


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Lead Follow-up

Immediately following up with your leads can help drive the best conversions rates and ensure your budget is spent efficiently. You can access your leads by downloading them from your Page or receive them automatically by integrating your email marketing or customer relationship management (CRM) tools with lead ads.


Best Practice:

Make follow-up easy by integrating lead ads with your marketing tools. That way, when someone completes a lead ad, their information will automatically appear in your CRM tool or be added to your email list. Integrations are available for many tools including MailChimp, Marketo, Constant Contact, Salesforce Marketing Cloud and more.


Related Article: 

Lead Generation: Best Practices For Top of The Sales Funnel Marketing

Related Article: 

What is Inbound Marketing? And can it really help my business?!


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By Humberto Valle | December 12, 2017 | Categories: social media marketing, lead generation, lead generation ads | 0 Comments

About the Author:Humberto Valle

Humberto Valle is a digital marketing strategist with Unthink Marketing Experts in El Paso, Texas. He has over 10 years experience helping small businesses find clever ways to compete in their markets.

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