How to Use Facebook’s New Lead Generation Ads

Generating and buying leads can be expensive and take time. With Facebook’s new lead generation ad option, you can set your budget, highly target key audiences (within and beyond Facebook), and collect leads as they roll in. This article assumes you already know a little about the Facebook paid ad interface.

Getting Started

  • Go into your Facebook Ads Manager. Click “Create Ads” in the management section. Choose the ad objective “Collect leads for your business.”
  • Create a new target audience, or select an existing one. This is where Facebook really shines. Take advantage of the targeting options. When creating an audience, if you click “Narrow Audience,” you get a cross-reference option for targeting as well.
  • Choose your ad placement (where it will show up). You can select auto, or you can edit to choose where the ads will appear. The lead ad placement is a bit limited currently.
  • Set your budget by the day or by the campaign. The estimated reach on the right-hand side is helpful.
  • Create ad copy and imagery. You have many options — photos, videos, slideshows, etc.
  • Create your lead form. Customize it for your audience. Consider adding a question about how the potential client would like to be contacted, and then follow up with them that way (instead of forcing a call).
  • Add a custom disclaimer, specific to your business.
  • Review the order, and place it.
  • Await approval. The most common reason for ads getting denied is too much text (more than 20 percent) within the image.
  • Check your leads! Go to the reporting area of the ads manager, and click on your ad set. You will see the leads generated listed in the “Results” category. Click the “Lead (Form)” link to download the leads in a spreadsheet.

Pro-Tips

  • Run two versions of the same ad using different images. With Facebook’s analytics tools, you can use what you learn from test ads elsewhere.
  • Try the ads with both the context card and without to see what might garner more clicks and viable leads. The context card shows the potential client information about your company — but also adds another layer to submitting the form.
  • When creating your lead form, name the columns the same as the columns in your CRM or email marketing system so you can import them easily.
  • Getting leads is only half the battle! If you don’t have a CRM in place or a similar system to track your customer interactions, then set up a process to ensure leads are followed up on according to an outreach schedule that makes sense for your business.
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