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.
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.
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.
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.
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.
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.
Create a lead form
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.
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.
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.
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