Lead Generation on Facebook

Lead Generation on Facebook with pre-filled forms in ads is an effective way to increase sales.

lead ads on facebook

What is Lead Generation on Facebook?

Lead Generation on Facebook is a type of advertising campaign that involves collecting customer data through forms in ads. These forms are pre-populated with contact information from Facebook profiles. Facebook lead forms can be customized with additional questions to collect more detailed information from potential customers.

How to generate qualified leads on Facebook?

To generate qualified leads on Facebook, make sure you have a business Facebook page. Once the landing page is created, an Ad Manager account will be created automatically. Facebook lead ad allows you to customize your target audience based on criteria such as age, location, interests, and behavior. The Ad Manager account allows you to create lead ads on Facebook, Instagram, or Messenger.

Facebook lead ads are for businesses where sales are not immediate but require prior contact to make an offer. Facebook lead generation uses chat messages (FB Messenger), phone calls, or newsletter signups for this purpose.

Facebook uses contact forms  for generating leads, Messenger chat, and phone calls. Lead ads allow you to:

  • use a form to collect information from prospects, then retrieve prospect data directly from Facebook or integrate CRM,
  • encourage potential customers to call when users click on the ad,
  • chat with potential customers in Messenger: When users click on the ad, they are redirected to chat in Messenger.

What is Facebook Lead Generation?

Facebook lead creation is the process of identifying potential customers for companies’ products or services using a variety of paid and unpaid strategies on the platform. Facebook, being a widely used Lead Generation channel, provides numerous features to reach and engage your target group effectively. Facebook lead ad has certain advantageous attributes that are well worth noting:

  • It allows for targeted strategies to reach the appropriate individuals by coupling lead ads with audience selection and optimization products.
  • It is easy for users to complete and submit forms on mobile users devices as these are pre-populated with the user’s contact information.
  • It can be integrated with a CRM, facilitating the syncing of leads and enabling you to follow up quickly.
  • It is customizable allowing you to request the most crucial information first and provide various types of offers such as quotes, demos, newsletters, and so on.
  • It has a higher click-through rate compared to other types of ads due to the value it offers to users.
  • It can generate more high-quality leads at a lower cost, being optimized for individuals most likely to convert.

What are the Facebook Lead Generation Tools?

Facebook Lead Generation Tools include:

  • Lead Ads: These are sponsored posts appearing on your audience’s Facebook News Feeds, Stories, and the Marketplace. They allow users to sign up for your offers without leaving Facebook, with user’s contact information pre-filled using their Facebook profile data.
  • Meta Pixel: A piece of code placed on your website that tracks visitor actions coming from your Facebook ad. This tool is essential for understanding how well your ads are performing, improving your campaigns, and creating custom audiences for retargeting purposes.
  • Facebook Analytics: A tool that provides insights into how people interact with your website, app, or Facebook page. It allows you to track user behaviors, conversions, and attribution to improve your marketing strategy.
  • Facebook Business Suite: A comprehensive tool that allows management of both Facebook and Instagram business accounts from a single location. It enables you to schedule posts, respond to messages and comments, view insights and reports, and manage ads across both platforms.

How to optimize Facebook Lead Generation strategy?

To optimize a Facebook Lead Generation Strategy follow this step-by-step guide: 

  1. Craft a Compelling Offer: Create a clear and enticing value proposition that explains why people should share their information with you. The benefit they get in return should be spelled out using catchy headlines, engaging background image, and strong call-to-action buttons.

  2. Optimize Lead Form: Reduce the number of fields in your form to make it easy to complete. Use custom questions to qualify your leads and filter irrelevant or fake ones.

  3. Define Your Audience: Leverage Facebook’s audience network tool to define your ideal audience based on their demographics, interests, and behaviors.

  4. Set Up Facebook Pixels: Install this code on your website to track visitor actions, enabling you to optimize your ads based on user behavior.

  5. Create Engaging Content: Use various Facebook ad formats and content marketing strategies to create eye-catching ads that pique the interest of potential customers.

  6. Create Custom Audiences: Segment your audience based on their engagement level with your ads using Facebook’s custom audience feature.

  7. Target Your Warm Audience: Craft ads that target your custom audience at their specific stage in the buyer’s journey.

  8. Present Your Sales Pitch: Develop persuasive ads that encourage your warm audience to take action. Utilize strategies like urgency, scarcity, and social proof to increase conversions.

  9. Retargeting: Create ads to target previous customers or those who left without purchasing. Techniques like cross-selling, upselling, and loyalty programs can help with this.

  10. Follow Up Fast: Sync your leads with your CRM for fast follow-up via email, phone call, or even Facebook Messenger.

  11. Analyze and Optimize: Use Facebook’s Ads Manager, Ads Insights API, or other tools like Google Analytics to measure ad performance. Track metrics like cost per lead, conversion rate, lead quality, and optimize accordingly.

Is it possible to integrate facebook advertising with Salesforce CRM? 

Yes,  it is possible to integrate Facebook advertising with Salesforce CRM. The integration allows follow-up on leads from Facebook directly in Salesforce. The integration reduces manual work and increases conversion rates. To set up the integration, you will need to use a third-party tool such as Zapier, LeadsBridge, or Salesforce’s own integration tool.

What is a Facebook Lead Ad Campaign?

A Facebook Lead Ad Campaign is the highest level of Facebook Ads structure. A Facebook Ads Campaign consists of three levels: campaign, ad set, and ad. Within a campaign, advertisers define the audience, budget, schedule, bidding, and placement for each Ad Set. Each Ad Set contains Ads with elements such as background image, video, headline, description, and call to action.

What is a Tailored Leads Campaign Facebook?

Tailored Leads Campaigns Facebook is a new campaign setup in Meta Ads Manager that is preloaded with optimal settings and backed by Meta’s Ad technology. Facebook’s system uses machine learning to suggest campaign settings that are most likely to achieve your goal. Tailored campaigns on Facebook (Meta) are designed to simplify the ad creation process. 

How to use Facebook Ads Campaign forms?

To use Facebook ads forms, create a lead ad campaign in Meta Ads Manager and choose Instant Forms as your conversion location. It is possible to customize the Instant Form with different sections, such as introduction, questions, privacy policy, and message for leads. Additional features, such as custom questions, conditional logic, gated content, click-to-call option, and appointment scheduling, are also available. Here are the basic steps on How to use Facebook Ads Campaign forms:

  1. Create a new campaign and select “Lead generation” as your objective.

  2. Set up the Ad Set, and choose your audience, placements, budget, and schedule.

  3. On the Ad level, create an Instant Form.

How do I optimize Facebooks Ads Campaigns?

To optimize Facebooks Ads Campaigns follow these good practice tips:

  • Use Facebook’s targeting options to define your target audience based on their demographics, interests, behaviors, and location.
  • Determine a budget that allows you to reach your audience effectively without overspending.
  • Use high-quality background image or video and engaging ad copy that speaks to your target group.
  • Test different versions of your ads to see what works best for your audiences, such as different background image, ad copy, or calls to action.
  • Use Facebook’s retargeting options to show ads to people who have interacted with your business before, such as by visiting your website link or engaging with your Facebook landing page.
  • Use Facebook’s optimization tools, for example, you can optimize for clicks or conversions. 

Are Facebook lead ad carousels effective?

Facebook lead ad carousels have been found to be very effective for many businesses, particularly for e-commerce due to their interactive and engaging nature. They showcase several facets of your products or services, which can offer users a richer understanding of offerings compared to single background image ads. Additionally, the cost benefits you mentioned are significant. Lower costs per conversion and click mean that Carousel Ads can deliver more value for your ad spend, making your advertising efforts more efficient.

Facebook Lead Ad examples in Real Estate:

Here are 3 Facebook lead ad examples on successful strategies in Real Estate Lead Generation:

  1. Lead Ads & Chatbots:

    • Campaign Objective: Lead Generation
    • Ad Set: Target audience based on demographics, interests, and behaviors that align with typical homebuyers in the region.
    • Ad Format: Lead Ads with an attractive background image or video of properties, a clear headline, and ad text addressing common challenges for homebuyers (e.g., affordable financing, prime locations, etc.).
    • Lead Form: Ask relevant questions to understand more about potential customers’ needs (budget, preferred location, etc.).
    • Chatbot Integration: Connect the lead ads to a Messenger bot for automated follow-ups, providing further details about the properties, answering queries, and potentially scheduling property viewings.

  2. Video & Lead Ads + Email Campaigns:

    • Campaign Objective: Video Views (for the testimonial video) and Lead Gen (for the site visits).
    • Ad Set: audience likely to be interested in real estate investment based on demographics, interests, and behaviors.
    • Ad Format: Video Ads showing testimonials from satisfied customers, along with Lead Ads encouraging users to book a site visit.
    • Lead Form: Collect necessary contact details and preferred dates for site visits.
    • Email Campaign: Set up an automated email campaign to send follow-ups, additional testimonials, property details, and reminders for scheduled site visits.

  3. Live Video & Lead Ads:

    • Campaign Objective: Brand Awareness or Reach for the live video; Lead Gen for the Lead Ads.
    • Ad Set: Target group in region, with demographic, interest, and behavior attributes that fit your typical buyer profile.
    • Ad Format: Use Facebook Live to host a virtual open house, tour the property, and answer viewer questions in real-time. After the live event, utilize Lead Ads to reach people who showed interest.
    • Lead Form: Collect necessary contact information from potential buyers, possibly also asking about their property preferences, budget, etc.

Are Facebook Lead Ads worth it?

Facebook Lead Ads can be worth it for generating leads by providing value for people on Facebook and Instagram. Facebook Lead Generation is an effective tool, especially for businesses targeting consumers (B2C). As one of the widely used lead ad channels, Facebook offers useful features to reach and engage the lead audience. In practice, Facebook Lead Ads:

  • allow users to fill out a form on Facebook or Instagram, offer call ads, or initiate conversations with businesses on Messenger or WhatsApp,
  • offer the ability to create video ads showcasing your product or service and include a call-to-action button,
  • can create carousel ads displaying multiple images or videos of your product and linking to a different landing page,
  • allow for dynamic ads showing personalized content based on the user’s previous interests,
  • can create live videos demonstrating your product or service and answering viewer questions,
  • allow for polls asking people for their opinions and preferences while collecting their email addresses,
  • can create contests or giveaways encouraging people to share their contact information and tag friends,
  • facilitate user-generated content showcasing your happy customers and encouraging others to share their stories.

What is Facebook Lead Ads cost?

The average Facebook Lead Ads cost is about $20 per lead, $1 per click (CPC), and $12 per 1,000 impressions (CPM). Facebook Lead Ads cost is influenced by a variety of factors including objective, audience, bid, and optimization strategy. Advertisers can set their own budget and maximum bid. Therefore, continuous monitoring, testing, and optimization are essential for any successful Facebook Lead Ad campaign.

Are Facebook Lead Ads effective?

Yes, Facebook Lead Ads have been proven to be effective in many campaigns across various industries. These are Facebook lead ad examples effectiveness:

  1. Lingerie Brand: Utilizing Facebook’s dynamic ads for broad audiences, along with an engaging quiz as a lead magnet, resulted in a 2.5X increase in return on ad spend and a 3X lower cost per lead.

  2. Smart Baby Monitor Company: Through the combined use of Facebook’s video ads and lead ads, the company was able to inform parents about their products and collect their contact information. By implementing automated email campaigns to nurture these leads, they managed to quadruple their sales and reduce the cost per lead by forty percent.

  3. Ice Cream Company: By leveraging Facebook’s carousel ads and lead ads, the company was able to showcase its flavors and offer a coupon code as an incentive for sign-ups. The result was a 14% increase in online sales and an 18% decrease in cost per lead.

What is the role of Facebook Ads in digital marketing strategy?

Facebook Ads play a key role in any digital marketing strategy due to their advanced targeting capabilities, diverse ad formats, and interactive features. By integrating Facebook Ads into a digital marketing strategy, businesses can significantly boost their visibility, increase user engagement, and potentially drive more conversions, enhancing their overall digital marketing performance. Facebook Lead Ads digital marketing functions offer: 

  1. Advanced Targeting: Facebook offers extensive targeting options, enabling advertisers to reach specific audiences based on demographics, interests, behaviors, and prior interactions with the advertiser’s business. Advertisers can thus customize their content to engage the individuals most likely to show interest in their products or services, enhancing the efficiency of their campaigns.

  2. Interactive and Visual Content: Facebook Ads allow for rich, visual content, including background image and video. This visual aspect can significantly increase engagement, making the ads more compelling and increasing the likelihood of viewers clicking on them.

  3. Versatile Ad Formats: Facebook ads come in a variety of formats, such as in-feed ads, carousel ads, video ads, and more. These diverse options enable advertisers to select the format that best aligns with their campaign objectives and the type of content they wish to promote.

  4. Broad Reach: While Facebook Groups offer an excellent platform for businesses to engage directly with their customers and foster community, Facebook’s advertising is not confined to group targeting. Ads can reach a broad spectrum of audiences, including those interested in similar businesses or products, or those who meet certain demographic or behavioral criteria.

How does Facebook Lead Ads compare to other social media channels?

Facebook Lead Ads has its own unique style, features and lead audience. in comparison to other social media channels. Here’s a comparison of Facebook, LinkedIn, Instagram, and Twitter:

Facebook:

  • Style: personal and interactive, with emphasis on background image and video.
  • Features: Instant Forms, Lookalike Audiences, Custom Audiences, Retargeting, and Carousel Ads
  • Target group: Wide range of demographics and interests, but tends to skew towards older audiences. There are 2.97 billion active users monthly whose main goal is to connect with friends and family and find and share content.

LinkedIn:

  • Style: professional and informative, with emphasis on text-based content.
  • Features: sponsored content, sponsored in-mail, dynamic ads, forms, and retargeting.
  • Audience: Professionals and businesses, with a focus on B2B marketing. Over 900 million users monthly, with a focus on networking, job searching, and industry news and updates.

Instagram:

  • Style: visually appealing and highly curated, with an emphasis on background image and video.
  • Features: Stories Ads, Carousel Ads, Shoppable Posts, Influencer Marketing, and Retargeting
  • Target customers: younger audiences, with a focus on lifestyle and visual appeal. Over 2 billion active users every month, with a focus on sharing and finding content as well as following brands and influencers.

Twitter:

  • Style: Quick and concise, with emphasis on text-based content and trending topics.
  • Features: promoted tweets, promoted accounts, Twitter ad campaigns, and tailored audiences
  • Target clients: Wide range of demographics, but tends to skew towards younger, tech-savvy audiences. Over 353.9 million monthly active users, with a focus on real-time updates, news, and trending topics.

What are the Facebook Ads regulations?

Following Facebook lead ad regulations in the EU and US should be considered when advertising on Facebook:

  • Data protection: In the EU, the General Data Protection Regulation (GDPR) regulates the collection, use, and processing of personal data. This means that businesses need to get permission from users before collecting their data, and they also need to keep the data safe and only use it for the reasons it was collected. In the US, state and federal laws like the California Consumer Privacy Act (CCPA) and the Children’s Online Privacy Protection Act (COPPA) protect personal information.
  • Advertising standards: Facebook has its own advertising policies and guidelines that businesses must follow when creating ads. These rules cover things like what content isn’t allowed, how ads are targeted, and how user data is used. Also, advertising in some fields, like finance, health care, and alcohol, may be subject to more rules and regulations.
  • Consumer protection: In the EU and US, there are laws that protect consumers from false advertising, deceptive marketing practices, and unfair competition. For example, in the US, the Federal Trade Commission (FTC) regulates advertising to make sure it is true, not misleading, and supported by evidence. The Unfair Commercial Practices Directive (UCPD) makes it illegal for businesses in the EU to use misleading or aggressive business practices.
  • Intellectual property: When making Facebook ads, businesses also need to be aware of intellectual property laws. This includes making sure they have the rights and permissions to use any copyrighted material, trademarks, or other intellectual property in their ads.
facebook ads lead generation

Lead Ads on Facebook: Key Takeaways

  1. Facebook Lead Generation involves collecting customer data through forms in ads, with the forms pre-populated with contact information from Facebook profiles.
  2. For generating leads on Facebook, businesses need a Facebook landing page and can use the Ad Manager account to create lead ads for Facebook, Instagram, or Messenger.
  3. Facebook lead ads are customizable, allow for audience targeting, and can integrate with CRM systems for efficient lead follow-up.
  4. Facebook Lead Generation Tools include Lead Ads, Pixel, Facebook Analytics, and Facebook Business Suite.
  5. To optimize a Facebook Lead Generation Strategy, businesses should craft compelling offers, optimize lead forms, define their target audience, set up Facebook Pixels, create engaging content and background image, segment audiences, target warm leads, present persuasive sales pitches, retarget, follow up quickly, and analyze and optimize ad performance.
  6. It is possible to integrate Facebook advertising with Salesforce CRM using third-party tools like Zapier, LeadsBridge, or Salesforce’s own integration tool.
  7. A Facebook Lead Campaign is the highest level of Facebook Ads structure, consisting of campaigns, ad sets, and ads.
  8. Tailored Leads Campaigns on Facebook simplify ad creation with optimal settings suggested by Facebook’s machine learning.
  9. Facebook Ads can be optimized by defining the target audience, setting a suitable budget, using high-quality content, testing different ad versions, and utilizing retargeting and optimization tools.
  10. Facebook Lead Ads cost approximately $20 per lead, $1 per click (CPC), and $12 per 1,000 impressions (CPM) on average.
  11. Facebook Lead Ads have been effective for various businesses, resulting in lower costs per lead and increased return on ad spend.
  12. Facebook Ads play a vital role in digital marketing due to their advanced targeting options, visual content, versatile ad formats, and broad reach.
  13. Facebook Lead Ads offer a personal and interactive style with a wide range of audience demographics and interests.
  14. Facebook Lead Ad regulations in the EU and US encompass data protection, advertising standards, consumer protection, and intellectual property laws.