Facebook Lead Ads: How To Create Them Step-by-Step in 2020
Are you ready to learn everything around Facebook lead ads?
Buckle up because if you are not tapping into that lead source as we speak, you are missing out.
Throughout the article and being a marketer myself, I am going to show you the importance of running those types of campaigns and why they are so effective.
Additionally, you might find some really interesting examples as you scroll through, that will help you set up your own awesome facebook lead ads campaigns in no time!
What is Facebook lead ads?
Facebook lead ads is a lead generation tactic used by marketers to acquire highly relevant prospects.
Why target leads on Facebook with ads?
1. Huge and Diverse Audience
Did you know that as I am writing this article, 2,466,988,781 users are registered on Facebook?
And according to a report from Statista 2.32bn are actively engaging with Facebook each month(Q4 2018).
As you can clearly see from the graph above, Facebook has managed to amass a huge number of active monthly users worldwide over a 10-year period.
Therefore as a marketer, you already understand that you should at least take a look on those Facebook lead ads for your Business and/or the Company you are currently working for.
But apart from all the fancy stats, there is an underlying element of Facebook lead ads that many marketers overlook.
2. Eliminate Conversion Friction
That means you can collect all the valuable information from your potential leads without redirecting them to an external landing page.
How? Well, by completing a lead generation form within Facebook, which is a major plus when it comes to conversions.
It practically means that you eliminate a huge user experience factor called conversion friction points.
What is friction?
A quick definition provided by Marketing Experiments:
“Friction is defined as the psychological resistance to a given element in the sales or sign-up process.”
The same principle applies to lead conversions.
And here is a 1-minute video explanation:
But besides conversion rate friction, you are already saving a ton of money by not creating landing pagrs.
Especially if you are not IT literate and/or have the proper tools in place to create them.
So instead of investing on creating a landing page, you can spend that fuel($) on your Facebook lead ads campaigns and increase your reach and conversions.
3. Optimized for Mobile by DEFAULT
In this argument here, one could present the following as a counter-argument:
“Based on my Google Analytics, 90% of my users visit my website via Desktop, since we are on the B2B space.”
Here comes the counter-counter-argument though.
Statista reveals that, as of January 2019, 96% of Facebook users are using it through a Mobile or Tablet device.
Therefore, even if a huge range of your prospects is on Desktop, having your Facebook leads ads optimized for mobile devices will help you reach more people.
And as we mentioned, you will not need to create another version for mobile as this one comes pre-built!
4. Target Qualified Prospects
Facebook lead ads allow you to target prospects that fall within your niche.
In order to do that, Facebook allows you to combine Facebook lead advertisements with their Audience selection and Optimisation products.
Therefore, you can show your lead ads to people that have a higher probability of actually completing your lead generation form.
This provides you with a unique opportunity to reach out to prospects that are willing to buy your product/services.
As well as those types of leads that are not going to be top-of-the-funnel ones, as their interest has already been expressed!
5. Customization to Fit your Needs
Depending on the type of information you need to collect from those leads in order to engage with them, Facebook has a huge range of customization features.
It allows you to acquire information that will help your sales team determine whether this is a qualified lead, as well as drive said lead down the funnel much easier.
Ask for their company name, phone number, any relevant information that will help your sales team!
Also when you think of lead generation you think of forms right?
With Facebook lead ads you can do much better than that.
If you want to know what else you can add to your lead ads continue reading, as we will be doing a deep dive into the types of lead ads you can run.
6. Integrations with various CRM Solutions/ESP
Lead ads by Facebook have a huge variety of integration with CRM solutions.
This allows you to seamlessly import your acquired leads directly to your customer relationship management system, in order to make your sales team’s life much easier.
In addition to integrating to a CRM like Salesforce, integrating your CRM with third-party platforms allows you to expand it’s functionality, for example, you can also send your leads directly to your Email Service Provider.
As you can see, you can integrate lead Ads from Facebook with Moosend.
And start engaging with your prospects by sending various drip campaigns!
Do Facebook lead ads work in 2019?
YES! In terms of the CPL ratio versus other marketing channels.
According to a statistical analysis by SurveyAnyPlace:
The Cost Per Lead(CPL) per marketing channel and specifically Social Media, is close to 27$.
Making it a great place to start generating leads with the lowest possible cost.
Although this can be a bit arbitrary based on your niche.
The only way to know is to try running them!
The Pros and Cons of running Facebook lead ads
The type of ad campaign you are going to go for doesn’t really matter, there are always some upsides as well as downsides.
Let’s go ahead and break down the Pros and Cons of Facebook Lead Ads!
Advantages of Facebook Lead Ads Campaigns
Lead ads have something unique that distinguishes them from traditional lead generation campaigns.
First and most important is the two-way advantage these types of campaigns offer marketers, as well as the potential prospects.
1. In-Platform Form Submission
2. Autofilled Data
In addition to the in-platform form submission, some data input fields can be auto-completed, like their first and last name or their email.
Which makes the process that much quicker and easier!
However most people do not have their business email on Facebook, therefore in some cases this might not be as useful as one would’ve liked!
3. No need to Create a Landing Page
One of the most daunting tasks when you are planning to run a paid ads campaign, is creating a Landing Page that will incorporate all the right elements that will lead your prospects into submitting their information.
Business-wise, that means that you will either outsource this to someone or, if you are lucky enough and have the tools and some really tech-savvy people, you will be able to create those in-house.
Either way, you are going to bleed a lot of money to make this happen.
4. Mobile Friendly
Facebook lead ads are mobile-friendly by default. This means that you will not need to worry about how your form is going to look on mobile/tablet devices.
5. Laser-targeted Ads
Due to the diverse range of audience parameters that you can set while creating them, your Facebook ads campaigns allow you to target people that are qualified based on the product/service you are offering.
Disadvantages of Facebook Lead Ads Campaigns
Most of the paid ads to generate leads have some sort of disadvantages that you have to take into consideration before starting to burn your marketing budget.
Here are some for Facebook lead ads:
1. Landing Pages do Matter
Hold on a second! In the previous section, I mentioned that not having a Landing Page is an advantage, didn’t I? Well, then why do Landing Pages matter after all?
Let me elaborate:
If you have the resources to create a Landing Page, you’ll most likely want to do so at the expense of sacrificing user experience with the native functionality that Facebook lead ads offer.
A well designed Landing Page that’s not cluttered with info and a crappy form asking one million questions, will end up generating prospects that are actually interested in your product/service.
On the contrary, Facebook’s inbuilt form offers instant gratification, although a Landing Page will enhance that instant gratification by providing more information in regards to your product/service.
2. Poor Leads
Acquiring poor leads is something you want to avoid but at the end of the day, it’s something that you cannot avoid, especially with Facebook Lead Ads due to the large volume of people using Facebook.
And If you do not target the right audiences you might end up with leads that are too arbitrary.
This happens due to the ease of signing up due to data auto filling, there it is again contradicting myself with the above advantage I mentioned.
Pro Tip: Do some tests with Facebook Lead Ads, and always diversify your marketing budget when it comes to lead acquisition!
Let’s take a look at how to set up your first Facebook Lead Ads campaign, shall we?
How to set up a Facebook Lead Ads Campaign
Time to get your digital hands dirty! (Make sure to read Facebooks’ policies for lead ads before continuing)
Are you ready to embark on a journey that will bring tons of leads and potentially paying customers to your business?
Simple enough right?
Facebook Lead Ads – Step 1: Create Campaign
After you’ve gone through all the necessary steps mentioned above, you’ll want to go to your Ads Manager.
And click on Create Campaign:
This will showcase all the available Facebook ads campaigns you can create.
Facebook Lead Ads – Step 2: Select Lead Generation
And then choose Lead Generation from the ad selection menu.
There you can set various campaign parameters like:
- Campaign Name
- Create A/B Tests
- Campaign Budget Optimisation
Facebook Lead Ads – Step 3: Choose Page
If you manage multiple pages or your business has more than one Page on Facebook, you’ll have the option to select a specific page to run your lead generation ad.
After selecting the appropriate page, you will be prompted to set the audience you want to target with your lead ads.
Facebook Lead Ads – Step 4: Set Your Audience
If you’ve previously run a Facebook ad campaign, you can use your saved audience or create a new one.
Let’s break down each aspect of creating a new audience the first two sections consist of:
- Custom Audiences
According to Facebook, Custom Audiences are for audiences that you have the following information for:
You can use email addresses, phone numbers, Facebook user IDs or app user IDs to create and save audiences you’d like to show your ads to.
Locations on the other hand, like you’ve probably already guessed, refers to the demographic and attributes your lead ads are going to be shown:
The other two sections cover:
- Detailed Targeting
“Detailed Targeting” allows you to set specific rules and enables targeting specific people in terms of various characteristics.
Whereas “Connections” allows you to include/exclude people that have done a specific action within your page. For example, responded to an event and/or like your page.
After you’ve properly set all the parameters, you are good to go.
Simply click Save this Audience and you are DONE (for now at least)!
Facebook Lead Ads – Step 5: Placement
Now that you have pinned down the audience you want to target, Facebook ads also provide you with the option to select where to place your lead ads.
This section is divided into Automatic Placements and Edit Placements.
As you can see from the etymology above and the name itself, Automatic Placements are optimized by Facebook to reach more people.
Although you might want to show your ads on specific spots of Facebook’s layout.
As well as include/exclude specific products of Facebook -ie Instagram and/or Messenger- from displaying your ads.
With Edit Placements, you can do just that!
Facebook Lead Ads – Step 6: Budget and Schedule
Last but not least, are you ready to make your company’s credit card blow up?
If YES, follow along!
It’s time to set your Daily or Lifetime Budget as well as schedule the uptime of your ad.
Designing a Facebook Lead Ad
Time to start creating your lead ad!
We are not going to delve deep enough on Facebook ad copy, however, I am going to show you how to set everything up and get ’em running!
Facebook Lead Ads Design – Step 1: Format
First of all, you want to pick the right format. For our example, we will choose Single Image or Video.
Pretty basic so far, right?
Now it’s time to show how artistic you can be and select a preview image for your Facebook lead ad.
Facebook Lead Ads Design – Step 2: Select Image(s)
You can upload your own image or emages and/or select from a range of Free Stock Images provided by Facebook.
As you can see below, Facebook has your back in terms of suggesting the right size as well as providing additional insights that will help you increase conversions.
Like the “Boost performance with video templates” section below.
Bonus: Here is a case study of the results of Facebook’s cooperation with Litographs and how they took advantage of video ads to increase their sales!
Facebook Lead Ads Design – Step 3: Text
Time to get your creative juices flowing-or hire an expert ad copywriter, it’s up to you. 😛
In this section, besides the copy, the most important part is the CTA.
This the ultimate button that your prospects are going to click in order to complete the lead generation form you’ve created (do not be impatient, we are going to show you that as well).
You have the option to change that button to display a different message, depending on the type of your campaign.
Facebook Lead Ads Design – Step 4: Lead Form
Now the most important part of the whole article on creating your lead generation form.
After you’ve designed the display ad and selected an appropriate call to action button that reflects your goal… (Drumroll, please!)
You will be presented with this section called Instant Form.
Simply Click on “Create New Form” and let’s take a look at how you can design the lead ads form:
Facebook Lead Ads Design – Step 5: Creating the Form
The content creation process for the lead ads form is divided into five sections. Some of them are optional and others are there to enrich your form.
The first sections are the Form Types
This section allows you to select 2 options: Either have your form generate more leads or generate fewer leads although they will be of higher intent.
Depending on your business model, either option can be a good option.
Although Higher Intent increases conversion friction as we mentioned above, therefore even your higher intent leads might end up not completing the form.
The second section which is optional, is called Intro
If you decide to include that section, you can add a Headline to your form as well as include a small paragraph as shown below:
The third and most important section of your lead ads form is Questions.
It’s all about what information you are going to ask your prospects to fill.
Apart from the input fields, you can also add a Headline that will entice the user to complete the form.
Best part is that you can have more than the default Email and Full name fields! Facebook allows you to include a plethora of additional fields that will help you drive your leads further down the funnel faster.
Although Facebook gives you the option to further customize your lead generation forms with custom questions which is an optional step.
Custom questions allow you to add:
That’s required because you are collecting data.
The fifth and final section is the “Thank you” screen:
Which allows you to send a heartwarming message to your potential customers!
A simple thing as a “Thank you page” can play a major role as you move those leads down the sales funnel.
Although customization does not end there. You can enter an additional call to action button to your lead generation form, just in case you have that hot lead ready to buy on the spot.
Now that you have your lead ads campaign ready you need to focus on the ad copy and the visuals!
Facebook Lead Generation Ads Optimization Tips
Optimizing your lead ads campaign can be a pain, especially if you haven’t run any similar campaigns in the past.
Let’s assume you do not have any data, what you want to do is use a fraction of your marketing budget to run a couple of campaigns to acquire that data.
This will allow you to evaluate what is working and what is not.
A typical optimization process would look like:
- Use Existing Data/Acquire Data (Testing)
- Compare Data (Analysis)
- Identify Problems (Identify)
- Act on Those Problems (Optimization)
It’s crucial to run A/B Testing in order to determine what works best.
Based on those test you will have a clear winner but there is always room for improvement, therefore, you test your Winner versus a different variation.
Rinse your hands and repeat.
Let’s take a look at some of the best practices when it comes to running Lead Ads.
1. Use Facebook’s Pixel
One of the most important aspects of effectively measuring your lead ads is using Facebook Pixel. This has to be installed within your website.
I am not going to get into detail because Facebook has your back with a comprehensive guide on implementing the Facebook Pixel.
2. Bid Amount is Important
Facebook offers you two alternatives when it comes to bidding.
The first one is the Automatic Bidding, were you can use their own propitiatory auction algorithm which adjusts bidding amount depending on your set budget.
Their algorithm is set to maximize lead acquisition, which is really important if you run campaigns on low budgets!
The second one is Manual Bidding, where you determine a set amount you want to bid for each lead you acquire. This can be derived from your past campaigns or industry standards.
Attention: Using Manual Bidding without proper CPL analysis may decrease the placement ratio of your targeted audience.
3. Set a Realistic Budget
When I say realistic, I do not mean $$$ per se, because you might have an infinite budget. If that is the case, please feel free to email me at firstname.lastname@example.org.
Due to the large audience reach, you might end up bottlenecking your sales funnels and most importantly your sales reps.
This can lead to losing potential customers.
To keep something like that from happening you should do a lot of testing to identify which ad spent does not overwhelm your sales team.
Taking into account variants like that one, your sales team will need to follow up with every lead you send their way, which can be a time-consuming process.
1. Audience Overlapping
Audience Overlapping means exactly what you have in mind:
Targeting people within the same Ad Set. It is something you want to be aware of.
Facebook’s auction algorithms will, by default, try not to show the same ad to the same people over a relatively short period of time.
This practically means that your ad spend for that particular ad set will be less.
Therefore, you may want to consider optimizing your audience so as to not overlap, otherwise you will not be hitting your daily ad spend limit.
Which means leads not coming through your door.
2. Use Lookalike Audiences
A Lookalike audience is practically your buyer persona in Facebooks’ terms.
Lookalike audience takes into account various characteristics of your current customers profile.
You can learn how to create those here.
3. Retarget Engaged People
It’s almost certain that some people will click on your Ad but will not complete and submit the form. Kind of like cart abandonment on an eCommerce store.
You can use Custom Audiences to target those people that abandoned the form as well as those that completed it in order to push them down the funnel.
4. Enhance your Reach
To enhance your reach, Facebook suggests using Automatic Placement which will allow you to display your Ad to more people across other platforms like Instagram for example.
Keep Your Promise
1. Be Clear on What you Offer
No matter the type of your paid advertisement you should always try not to entice users to signup up without living up to their expectations.
Same applies to Facebook lead ads and it’s super important here due to the lack of a landing page.
What you can do is use:
- Captivating Visuals (Facebook offers Slideshows and Carousels)
- Video Content
- Ad Copy that Reflects What They are Getting
- Clear CTA
This will provide sufficient information to the people seeing the ad and will make them understand what they will receive if they sign up and why they should sign up in the first place.
2. Showcase Your Brand
Make sure that you showcase your brand loud and clear within the ad and the lead generation form.
This will allow you to start building trust with your potential leads!
1. Make Concise Forms
The more input fields and questions you have on your form the less likely is for people to complete it. That’s no secret!
So make sure your form contains all the relevant information required to kickstart the journey of the lead through your sales funnel.
It’s always great to communicate with your sales team before launching such a campaign, in order to make sure you are not missing on any important information they might want to get.
There is not a specific rule here and it totally depends on your niche.
For example, a productivity app might want to know how many employees the company has, before or while running a Facebook lead ad.
This may occur due to the fact that their product is being priced based on a per-user pricing model.
2. Minimize Open-Ended Questions & Multiple Choice Options
Facebook suggests to not use open-ended questions on your lead forms due to the time required for the lead to answer them.
An alternative is to use Multiple Choice questions with a limited number of options. That way more people will complete your form.
3. The Context Card
A Context Card is:
“An added (and optional) tile that pops up after someone clicks on a lead ad but before they get to the form, giving businesses a place to offer more details on the information people are signing up for.” (source)
Onto the examples now, I need to make my point crystal clear:
Facebook Lead Ads Examples
In this section we are going to take a look at a couple of Facebook Lead Ads examples:
People simply click on the Subscribe button which prompts a pop with the persons’ Full name and Email prefilled.
All they have to do is hit Submit and they are done.
Here is an example with a Context card as well and an additional input field.
As you can see, the Ad copy is on the first frame, the second one is the Context Card we discussed before and finally the form which also asks for the persons’ phone number.
And the last one from Land Rover.
Which also mixes things up and asks a pretty bold question:
A bold but straightforward question that helps the sales team plan accordingly and reach out to the prospect at the right time!
How to Send Leads to Your Email Service Provider
Let’s assume you want to export your leads directly to your email marketing software and start engaging with them.
Facebook offers a range of Integrations. But sadly, not all ESPs have a direct integration with Facebook.
In most cases, there is going to be a third-party integration that will allow you to send that data.
Let me give you an example: Assuming you use Moosend as your ESP, you can use Zapier to automatically send all the data to your email list.
It’s utterly important to engage with your prospects as fast as possible before they lose interest!
That’s it! If you made it here, you’ve got down all the basics that will help you start your own Lead Ads campaign right away!
It might be tricky at first but the more you test, analyze and optimize, the more qualified leads will come your way.
I believe that Facebook Lead Ads is a great way to start acquiring some leads, although it’s definitely not a channel on which you should invest every single penny of your budget!
Diversifying your marketing budget is important when acquiring leads, as is measuring the performance in order to make the right moves, budget-wise and spend the majority of your marketing budget where you should.
Let me know in the comments below whether Facebook Lead Ads is something you’ve done or looked into doing! (Yay? or Nay?)
Further reading material:
- The Beginner’s Guide to Facebook Advertising 2019
- Facebook Marketing Tools for Small Businesses
- How to Research Your Competitors’ Facebook Ads
Tools to use that will make your life easier: