- HoneyHat

What is Facebook advertising?

Facebook advertising can be a very effective digital marketing strategy. To achieve marketing goals, every business that starts with Facebook Marketing considers using pay-per click (PPC) and targeted advertising.

Here’s a quick overview of what Facebook advertising is all about:

Ad Formats:include different formats such as video, image, lead and Messenger Ads to target your audience.
Audience Targeting: Define your target audience by using various criteria such as demographics, interests and behaviors. You can also choose from options such as lookalike audiences and retargeting.
Budget and bidding:Facebook offers options such as cost per click (CPC), costs per mille (CPM), costs per conversion (CPC), automatic bidding, etc.
Ad placementAds may appear in a variety of places, such as the Facebook feed or Instagram, Audience Network and Messenger.
Ad Scheduling:Schedule the time when your ads will run. This allows you to better control ad budget and delivery.
Ad Optimizer: Facebook’s ad-delivery system optimizes the delivery of ads based on campaign objectives, targeting and bid strategy.

Facebook advertising is a powerful tool because of its versatility and options. Lead Ads can help you capture lead information more efficiently and create an effective funnel for your company.

What are Facebook lead ads?

Lead Ads on Facebook is a Facebook advertising format which allows advertisers and businesses to collect valuable information such as email addresses, phone number, etc. through instant forms.

You can then add the qualified leads to your contact list or email and target them with SMS messages or follow-ups.

Source

What are the key features of Meta Lead Ads?

Meta outlines the features that businesses and advertisers should use to maximize the effectiveness of Lead Ads.

Included are:

Custom forms for mobile devices
Conversion optimization
Integration of CRM workflow
Lead Filtering
Gated content
Rich text and visuals

These tools allow brands to create engaging content and offer clear value propositions that encourage users to interact with their ads.

Let’s now discover the benefits of this format.

Facebook Lead Ads Benefits

You will learn about some of the benefits of lead ads, and why they are so effective.

1. Lead capture streamlined

Lead Ads simplifies lead generation because it allows users to enter their data without ever leaving the social media platform.

Facebook also automatically populates the lead forms with user data from profiles, including names and emails. It is easier for the users to fill out these forms, since they do not have to manually type this information. This leads to a higher conversion rate and less friction.

2. High-quality leads & precise audience targeting

Facebook’s targeting features allow you to reach a specific audience. You can create audiences based on demographics and interests and you can also target by behaviors.

Facebook Lead Ads generate higher-quality leads because users are more likely to be interested in your offer. You can then easily follow-up with additional messages to nurture your potential customers.

3. Integration of CRM and marketing tools

This ad format is also compatible with marketing tools and Customer Relationship Management Systems (CRM). This allows for more personalized communications and easier lead management.

Moosend’s Email Marketing Platform lists Facebook Lead Ads in their Integrations Page. Modern businesses need to streamline their efforts and connect their apps. Using them together will boost your marketing.

Want to combine Moosend’s power with Lead Ads. Sign up for a FREE account.

Try it now!

4. Mobile optimization

81.8% users only access Facebook through mobile devices. You need to optimize your ads for this audience.

Facebook Lead Ads have been optimized for these devices to provide a seamless experience and increase conversions.

5. Cost-effectiveness

Facebook Lead Ads campaigns are more cost-effective than traditional methods of lead generation, such as cold outreach or outbound marketing. You only pay for leads that you receive.

You can estimate your social marketing costs and better control them.

6. Ad tracking and analytics

Facebook offers detailed analytics, reporting and tracking, which allows you to track the leads.

After consulting your performance analytics, you can monitor important metrics such as click-through rate, conversions and return on Investment (ROI) in order to optimize your campaign.

7. AB Testing

A/B testing can be used by advertisers to test different ad creatives and targeting options. They can also experiment with lead forms and form variations.

You can maximize your budget and engage your audience by doing this.

How much do Facebook lead ads cost?

Let’s look at how lead costs are calculated now that we have covered the benefits.

According to meta,, the average cost per lead is calculated by dividing the total amount of money spent by the number leads received during the same period.

The amount spent tells you what you have invested over a certain period. This includes invoiced amounts or billables.

You can find more information in this guide.

For Who are Facebook ads suitable?

Everyone, but you must first understand your budget, target audience and ad goals.

Here are some industries that could benefit from these ads in order to increase their lead generation.

Ecommerce businesses:Online retail can use these to showcase their product, drive website traffic and increase sales.
Local Businesses:Small business with physical storefronts are able to target local customers in order to promote their services or products.
B2B businesses: Businesses that target other businesses can use Facebook advertisements to generate leads, promote Webinars, or increase brand awareness.
Event promoters :Event planners can use these to advertise concerts and conferences to their target audience.
Content Creators:Bloggers and YouTubers are able to use these ads in order to promote and expand their audience.
Real Estate Professionals:Realtors may use Facebook ads to promote listings and attract buyers or tenants.

Here are some businesses that could benefit from Facebook Lead Ads. This ad format can be used to promote political campaigns, hotels and even hotel chains.

Let’s now see how you can create Lead Ads.

Step-by-Step Instructions for Setting Up Facebook Ads

There are several steps to creating Lead Ads. You’ll find below a step by step guide on how to create them.

Access to Facebook Ad Manager
Choose the Ad Campaign Objective
Set up the Ad Set
Budget & Schedule
Define your audience
Select the ad placement
Create your own ad
Create your lead generation form
Tracking events
Review and Publish

Important: Even if you do not have a Facebook business account, you can still advertise on Facebook. To proceed, you will need to have a Facebook account.

Step#1 – Access the Facebook Ads Manager:

You will need to have a Facebook Page in order to run ads. It can be created during the Ads Manager Onboarding Process. You only need to add a category, a name, and a profile photo.

You’ll then be asked to select a payment option. You can then click on next. You’re now ready to create your Facebook ad. Click on “Create an ad campaign”.

Choose your Ad Campaign Objective

Select the campaign objective which aligns with your objectives. You need to choose the “Leads’ objective for lead generation. Meta will provide additional information when you hover your mouse over the items listed below the visual.

You will need to add a few details after clicking continue. Add a campaign title and specify if the ad is about credit, employment or housing issues, social issues, politics, elections or other political topics.

You can also activate the A/B Test campaign budget and the A/B Test campaign budget in this section to optimize your campaign. This will give you more control over your ad set spending.

Let’s now see how you can create your Ad Set.

Set up the Ad Set

Ad sets should be completed carefully to reflect the persona of your campaign.

Give it a name, and then choose the location where you want to convert. You can choose from Instant Forms, Messenger, Phone Calls etc. You can select your performance goals, selecting between “numbers of leads” and “numbers of conversion leads.”

Meta also allows you to specify the goal of the cost per result, whereby the service will invest your budget to get the maximum number of leads by using the highest bid strategy.

You’ll find Dynamic Creative under this section.

Meta allows you to upload your creative elements and create combinations automatically that target your audience more effectively.

Step#4: Determine your budget and schedule

You’ll see the Budget & Schedule button below Dynamic Creative. Here you can choose your budget type, either daily or lifelong, and the amount that you wish to invest.

You can also see in the screenshot below that Ads Manager provides useful information about your budget.

Finally, you can schedule your ads to run at specific times and days based on audience criteria such as time zone.

Step#5: Define your audience

Now, you need to choose your target audience. Here, you choose:

Location
Age
Gender
The Language of the Speaker

You can also add more demographic information, interest or behavior to your target by adding additional details.

Click the “Exclude button” and enter your desired items.

Meta’s “Advantage detailed Targeting” feature allows you to reach out to more people than your criteria, improving your performance.

Check if all of the details are correct and that you have saved your audience.

Important: You will be asked for beneficiary and payer details if you are targeting European audiences. More information can be found here.

Step #6: Select the ad placement

The last section of your Lead Ad Set is Placements. You can select between “Advantage+” placements and “Manual Placements.”

Don’t forget the Block Lists (if applicable) and Content Type Exclusions for brand safety.

You will need to select the asset customizations, device, platform, and customizations if you choose manual placements. Below you can see how to customize your assets.

You are now ready to create your advertisement.

Create your Ad

You can choose whether you want to create a Partnership Ad before creating the actual ad. Meta suggests these ads because they are optimized to perform better than normal ones.

Once you’ve made your choice, it’s now time to set up your Ad. You can choose between a carousel or a single video/image.

You’ll need to create a compelling ad and an attractive image or video in order to capture your audience.

Upload your media, or use a template to create a video or slideshow. Add a title, description and call-to action (CTA) buttons that will encourage users to act. If you want to make sure that your ad copy is successful, here are some useful tips.

Media and Ad Copy

Keep these tips in mind to nail your ad copy:

Make your headline strong:Your title should be concise and attention-grabbing. Your offer’s main benefit should be highlighted. Encourage users to act by using action-oriented language.
Keep your copy concise and as clear as possible. Try to keep the copy of your ad as simple and as short as you can. Because Facebook ads are limited in space, you should clearly explain what the user will receive by filling out a form.
Social proof signals and trust signals: Mention any awards or certifications to build trust among new leads.
Facebook Policy Compliance: Make sure your ad copy is compliant with Facebook’s advertising policies in order to avoid rejection.
Actionable Call to Action: Use an actionable button. CTAs that are commonly used include “Sign up,” “Get started,” “Learn more,” and “Download Now.”

Consider your target audience when creating your copy to increase its effectiveness. Here are the specifications for videos and images:

Feeds : square (1:1) and vertical (4:5) images.
Stories: fullscreen vertical (9.16) images and videos.
Instagram Reels : Fullscreen Vertical (9:16) Videos of 900 Seconds or Less.
Instream ads for videos or reels:fullscreen (16:9) horizontal for videos of up to 10 second, vertical (9:16), for reels and a square image format (1:1).
Native videos, banners, interstitials, and rewarded videos. Fullscreen vertical images or videos (9:16). In-stream Videos: Fullscreen horizontal (16:9) Images or videos.

Step#8: Create your lead generation form

You will also need to create an instant form before you can publish your Facebook lead ad.

Give your form a title and select the type of form you would like to use based on your campaign’s goal and the information that you wish to collect (e.g. email, phone number or name). Choose between “Higher Intent,” “More Volume,” and “Rich Creativity.”

You can also:

Use a background picture to make your form more appealing. Write a brief intro explaining why people should fill out the form.
Use questions or fields specific to your campaign. You can use conditional logic in order to filter leads based on their previous responses.
Include a link to the privacy policy of your company to be displayed alongside Facebook’s default privacy disclaimer.
Create a note of thanks that confirms the submission or directs them to your site.

Step #9: Tracking events

You can build parameters for your ad and track events before you publish it.

You can then move onto the last step of publishing your lead generation ad.

Step#10 – Review and Publish

Review your lead ad before you click the Publish button to make sure everything is correct. Also, ensure that your lead ad forms collect all the required information.

Once you’ve completed the necessary checks, launch your lead advertising campaign.

Facebook Lead Ads Example

You should have a lead advertisement that looks like the following:

Source

Sleeknote created an informative advertisement to increase webinar registrations. The brand created a beautiful visual to give more information on the event. It also included an instant form for Facebook users to sign-up.

The headline is also beautifully designed to grab attention. It uses the word “free”, as well as an idiom, to catch the eye.

Always consider your audience when writing your ads and CTAs.

What to do after you set up Facebook lead ads

After your lead ads have run, there are a few more things to do. You should first start tracking the performance of your lead ads through Facebook Ads Manager.

The data can be used to optimize current and future Facebook Lead Ad campaigns. You can adjust targeting, creative or questions on the lead form to improve results.

You can save the leads that you have collected using Facebook Lead Ads after your campaign has been running for a while.

Do this:

Go to Facebook Ads Manager
Select your campaign
Click on the “Forms library” tab

You can then download your leads as CSV or XLS files.

To ensure a successful Facebook Marketing strategy that includes PPC, you must comply with Facebook advertising policies at all times and make sure that your lead generation practices are in line with Facebook guidelines.

To achieve the best possible results, you should continually refine your lead advertising strategy using performance metrics.

Acing Your Facebook Lead Generation

Lead ads can be a great tool to reduce friction. You can improve your conversion rate by not sending your audience onto a landing-page with additional steps.

Facebook Lead Ads are valuable when used strategically, and in alignment with your business objectives. To achieve the best possible results, it’s important to monitor and optimize your campaign continuously.

This type of advertisement has many benefits but it also can have some downsides such as ad exhaustion and competition. If you use them with other lead generation strategies, and optimize them, they will have more positives that negatives.

What now? Send them a message of follow-up to begin nurturing them. How?

Create a free Moosend account today to target potential customers.

FAQs

Simple answers to commonly asked questions

1. Are Facebook Lead Ads GDPR-Friendly?

Facebook Lead Ads are GDPR-friendly, but you must take precautions to ensure that your personal data is handled in compliance with GDPR.

2. How can I ensure that Lead Ads comply with GDPR?

Data minimization is key to GDPR compliance. Store data securely and ensure that you obtain consent.

3. Do you require a business account in order to run lead ads?

No. To create lead ads, you only need a Facebook page and an account. A business account can help you to manage your campaign much easier.

4. How can I create Facebook lead ads?

Facebook Lead Ads can be created by accessing Facebook Ads Manager, or the Business Manager. Choose the Lead Generation goal, design your ad, select your targeting options and create your lead form.

5. What information can Lead Ads collect?

Lead ads can be used to collect a variety of data, including names and email addresses as well as phone numbers, postal addresses, and custom questions.

6. How can I follow up on leads that I receive from Facebook?

You need to develop a strategy for nurturing leads after you have collected them. Lead data can be downloaded from Facebook, and imported into email marketing or CRM software to further nurture and communicate with leads. Moosend can, for instance, help you send professional emails to your new leads.

7. How can I determine the effectiveness of my lead ads?

Lead ads should be evaluated based on conversion rate, cost-per-lead, ROI, and quality of the leads. These metrics can be tracked using the Facebook Ads Manager.

8. What restrictions apply to the content of Lead Ads?

Facebook has policies and guidelines on advertising content. These include prohibited content and restricted industry. Before you publish your ads, make sure they comply with the guidelines.

9. How can I integrate Facebook lead ads with my CRM system?

Facebook offers the ability to integrate lead ad information with CRM systems such as Salesforce, email marketing platforms like Moosend and native integration. You can automate lead management by integrating apps.

The post Facebook Lead Ads: Step-by-Step Guide 2023 first appeared on Email marketing automation platform for thriving businesses.

Author: Marilia Dimitriou

Need Help Finding B2B Service Provider?

Table of Contents