Each day, Facebook users spend more than 30 minutes scrolling their newsfeeds. What if your business could capture their attention during that time and turn passive viewers into valuable leads?
With Facebook lead ads, you can create a frictionless experience that encourages potential customers to take that next step, all without ever leaving the social media platform.
Facebook lead ads make it easy for interested users to sign up, learn more, or even get in touch, bringing you closer to your target audience where they’re already spending their time.
In this post, discover how you can transform your company’s Facebook page into a powerful lead generation campaign with tips for high-performing Facebook lead ads.
Main takeaways from this article:
- Facebook lead ads enable businesses to collect contact information directly from potential customers on Facebook.
- Lead ads allow Facebook users to automatically complete lead generation forms with details from their account.
- Facebook offers a total of 15 customizable questions for each lead form, including appointment requests.
- Like other types of advertising, Facebook lead ads require compelling visuals and copy, as well as clear calls to action.
- Facebook lead generation campaigns can be integrated with email marketing software to maximize their benefits.
What are Facebook lead ads?
Facebook lead ads are designed to help businesses gather contact details directly from potential customers without requiring users to exit the platform.
These ads feature pre-filled forms that make it easy for Facebook users to submit their information, plus customizable fields so businesses can gather the exact information they need.
Lead ads also integrate seamlessly with customer relationship management (CRM) and email marketing tools, like GetResponse, to simplify lead management and timely follow-ups.
Benefits of using Facebook advertising & lead ads
There’s a reason why 86% of marketers worldwide trust Facebook lead ads for their lead generation campaigns: they help businesses drive high-quality leads.
Take a look at the marketer-approved, data-backed benefits of using Facebook lead ads for your business.
- Efficient lead capture without leaving the platform: Facebook lead ads allow interested users to submit relevant contact details within the ads themselves, creating a frictionless experience that boosts conversion rates. With no need to redirect users to an external landing page, these ads help reduce drop-offs.
- Advanced audience targeting for high-quality leads: Facebook offers detailed targeting options that range from location and demographics to interests and behaviors, helping businesses attract qualified leads who are more likely to convert. There’s no guessing if your leads are relevant or valuable.
- Cost-effective lead generation: Facebook lead ads offer flexible bidding strategies, like cost-per-lead (CPL) and cost-per-click (CPC), that empower businesses to generate high-quality leads within their budget. Your company can remain in control of ad spend while still reaching potential customers.
- Pre-filled forms for a smooth user experience: Facebook ads automatically populate lead forms with user information, like name and email address, based on their account data. It’s a quicker, more seamless process for users to boost form completion rates and simplify lead generation for mobile users.
- Integration with marketing tools for lead nurturing: Facebook ads integrate with platforms like GetResponse, which allows businesses to automatically sync leads for nurturing through email marketing and automation workflows. Easily turn captured leads into customers with targeted follow-up campaigns.
With over 3 billion monthly active users, Facebook isn’t just the world’s biggest social media platform — it’s a hub for successful lead generation campaigns.
Setting up Facebook lead ads step-by-step
Facebook lead ads are as easy for businesses to create as they are for potential customers to fill out — here’s how.
1. Choose your campaign objective
First, head to your Meta Business Suite (formerly Facebook Business) and select Ads from the menu on the left.
Next, select your campaign objective. In this case, it’s lead generation. Be sure to choose ‘Get more leads’ on the ‘Choose a goal’ page.
2. Design the Facebook ad
Once you’ve set your campaign objective, you can choose the copy and visuals — like a single image, a carousel of images, or a video — for your lead ad.
Begin by entering a 40-character headline and 30-character description that captures a user’s attention. The headline will appear below your visuals, and the description will appear below the headline.
Next, you’ll enter the primary text for your ad. The preview for your ad will show up to 125 characters — the rest is only visible if the user clicks to see more — so follow these tips for effective ad copy:
- Keep the primary text short and concise.
- Restrict your copy to no more than one to three lines.
- Communicate your message at a glance.
From here, choose a button label for your call to action (CTA).
Facebook lead ads can have several CTAs, like subscribing to a newsletter, registering for an event, or requesting a demo, so be sure to select the button that aligns with your business goals.
At this point, you can select the media for your post. Facebook recommends using an image that’s either a JPG or PNG or a MOV video.
Select vibrant, people-based media — like user-generated content (UGC) or even video testimonials — to engage your target audience. You could also use an existing post or the GetResponse Facebook Ads Creator.
3. Create the lead form
Now that your ad is designed, you can create the lead form.
The lead form is arguably the most important part of collecting leads, as it allows your business to gather the exact details you need.
The essential form fields include name, email, and phone number, which will pre-fill from a user’s Facebook account.
Once you’ve established these fields, you can add other questions to help qualify leads.
What’s great about Facebook lead ads is that you can select from 15 customizable questions, including:
- Multiple choice questions that uncover user preferences.
- Short answer questions that allow users to share their thoughts.
- Store locators for users to search for nearby stores or business locations.
- Appointment requests that allow users to schedule a date and time to speak with you.
4. Define your target audience
Before your ad can go live, you’ll need to select your audience.
Facebook offers several detailed options to define your target audience, including:
- Demographics
- Location
- Interests
- Behaviors
If your target audience is too narrow, explore lookalike audiences. A lookalike audience refers to similar Facebook users who share characteristics with your current customers.
You can also use engagement audience targeting, which pinpoints Facebook users who have engaged with your content — like watching a video — but have not yet converted.
5. Review and launch
You’re finally ready to review and launch!
At this point, you’ll want to ensure all campaign settings are correct. Double-check your ad spend, audience targeting, and selected creative.
Then, launch your Facebook lead ads so your business can begin attracting potential customers.
Tips for maximizing Facebook ad performance
Now that your Facebook lead ads are live, it’s time to explore tips for maximizing their performance and helping your business thrive.
Optimize your ad creatives
Creatives are the key to Facebook lead ad performance.
Would you stop scrolling to look at a blurry image or a dull headline? Probably not, and your potential customers won’t either.
Once you’ve pushed a Facebook lead ad live, experiment with different images, videos, headlines, and CTAs to learn what works best. It’s wise to A/B test different ad components one at a time to discover which elements have the highest conversion rates.
Keep the lead form short and simple
If your company can capture the attention of an interested Facebook user, the last thing you want to do is scare them away with a lengthy lead form.
Instead, keep your lead form short and simple.
Only include essential questions that help you collect the necessary contact information and additional information that helps effectively qualify leads.
Offer a strong incentive
While Facebook does the heavy lifting of auto-filling lead forms, your company will still need to persuade interested users about the benefits they’ll gain.
Offer an attractive incentive in exchange for users’ information and advertise it in your headline or ad copy.
Provide something valuable to your target audience, like a limited-time discount, free trial, or exclusive downloadable content.
Use retargeting
Retargeting is the process of re-engaging Facebook users who have interacted with your ads but didn’t complete the lead form.
A retargeting Facebook lead ad gives your business a second chance to attract the attention of users who showed interest but didn’t take your desired action, making it easier to boost your conversion rates.
Retargeting can also follow up with new leads that complete your form. A tool like GetResponse can nurture leads captured through a Facebook lead ad through a series of timely, personalized emails.
GetResponse Email Autoresponders retarget interested leads with AI-powered automated email sequences optimized for your industry and audience.
Integrating Facebook lead ads into your marketing strategy
Once you’ve optimized your Facebook lead ad set, follow these integration tips to help turn fresh leads into paying customers.
Sync leads with your email marketing platform
Curious how you can follow up with Facebook leads? Sync them with your email marketing platform, of course!
GetResponse Email Marketing enables seamless follow-up and nurturing for the new prospects generated by your Facebook ad campaigns.
GetResponse automated email marketing uses the power of AI to deliver a sequence of personalized, behavior-based emails that help nurture leads. Once your Facebook leads are synced with GetResponse, you can quickly generate optimized emails with text and images based on their preferences.
Automate lead nurturing
Speaking of lead nurturing, that’s another marketing strategy your company can automate.
Use GetResponse Marketing Automation Software to build personalized workflows that engage leads immediately after capturing their information.
With automated email sequences triggered by conversions — like signing up for your email list or registering for an event — you can instantly follow up with (and nurture) a new lead.
Segment your leads
Beyond using your marketing strategy to nurture your Facebook leads, you can also use it for segmentation.
Segmentation involves grouping your leads into different lists based on their actions, interests, or demographics.
From here, you can send each segment personalized email campaigns that are far more relevant to them than mass-send email campaigns.
Use Facebook lead ads for multichannel campaigns
Facebook users might spend a half-hour daily on the platform, but there are tons of other channels to segment and nurture leads.
So, use Facebook leads to build multichannel campaigns!
Integrating your Facebook lead ads with channels like email and SMS lets you follow up with leads right where they are, keeping your business top of mind.
Add retargeting in the mix to help reconnect with leads who have yet to convert to boost the overall effectiveness of your marketing strategy.
Tracking and measuring Facebook lead ad success
Don’t forget to track and measure the success of your Facebook lead ad set to ensure you’re meeting your business goals.
Key metrics to track
- Cost per lead (CPL): This is how much you’re paying for each lead from your Facebook ad—basically, your cost per new prospect. Track this to see if your ad spend fits your budget.
- Conversion rate: This shows the percentage of people who clicked on your ad and completed the form. A higher conversion rate means your ad campaign is hitting the mark.
- Return on ad spend (ROAS): This metric tells you how much money you’re making for every dollar spent on your Facebook ad. Track it to be confident that your ad budget is paying off.
Analyzing ad performance
In the Meta Business Suite, use Facebook Ads Manager to monitor performance over time. This is where you can adjust elements like targeting, creatives, and bidding strategies accordingly.
To keep up with how your Facebook leads are performing and converting across your overall strategy, leverage GetResponse Digital Marketing Reports for a holistic look at your lead generation campaigns.
Facebook lead ads vs. Conversion ads
Curious how a Facebook lead ad campaign differs from a conversion ad campaign? Here’s a look at what sets these ad campaigns apart.
- Key differences in lead capture process: Facebook lead ads capture potential customer information directly within the platform using pre-filled lead forms, making it super convenient for users. Conversion ads, on the other hand, usually require users to click through to an external landing page to complete a form or purchase, creating a more involved process that can add friction.
- When to use lead ads vs. conversion ads: Facebook lead ad campaigns are perfect for quickly collecting contact information, making them ideal for nurturing leads through follow-up marketing campaigns. On the flip side, conversion ad campaigns shine for driving users to take immediate actions, like making a purchase or signing up for a service on your website.
- Performance and optimization: Facebook lead ad campaigns benefit from tracking lead quality, as their simplicity often leads to higher form completion rates directly within the platform. Conversion ad campaigns should prioritize tracking direct sales or sign-ups, as they tend to generate higher final sales, especially in the ecommerce space. Both benefit from routine optimization.
Power up your Facebook lead ad strategy with GetResponse
With billions of active users, Facebook lead ad campaigns can have incredible reach. And with the simplicity of auto-filled forms completed directly in the platform, few lead generation strategies are as simple — or successful — as Facebook ads.
Integrating Facebook ads with GetResponse is the perfect way to take advantage of that simplicity while nurturing leads more effectively.
GetResponse offers a suite of lead generation and automation tools that help your business seamlessly follow up and convert interested users, turning new leads into loyal customers that help grow your business.
Try GetResponse free today to power up your Facebook lead ad strategy!
FAQs
Are Facebook lead ads worth it?
Yes, Facebook lead ads are worth it because they help capture valuable contact information while flexing to meet your budget.
How much does a Facebook lead generation campaign cost?
The average cost per lead in Facebook lead generation campaigns is $21.98. Total cost relies on campaign duration and the number of leads generated.
How long does it take to get leads from Facebook ads?
You can start getting leads from Facebook ads almost immediately after launching. With an average conversion rate of 8.78% for lead campaigns, the speed of generating leads can vary, but you can see results within a few days.