Facebook Tips and Tricks

Lead Generation Ads – Complete Guidance

Are you planning to organise, at the end of the Winter Holiday, a Sale Campaign to generate massive sales through it? You should prepare your field way before with a Lead Generation Campaign!

What are Lead Generation campaigns?

The purpose of this type of campaign is, obviously, to attract potential customers. This can target both a completely new audience and users that had interacted previously with your brand and business.

One of the most voguish Lead Generation campaign type is the one that is going to increase the current number of your newsletter subscribers. To collect a big number of subscribers, it is indicated to use an “incentive”. For example, you can make discounts accessible only for them with a given period of time before making them public or you can choose to offer an extra discount for these subscribers.

The strategy and campaign message should be built with strong attention for attracting lots of subscribers. Think that this foundation of new subscribers is very important for you, as you will be able to repetitively use it for communicating them things related to your business.

How to create a Lead Generation Campaign?

For us, maybe the most efficient source of generating leads is Facebook Ads. Through the multiple types of campaigns you can build on Facebook, there is also this one, called Lead Generation.

After you’ve selected the campaign objective, go forward with the Ad Set settings. Here, the first thing to do is going through Facebook Terms and Conditions regarding this type of campaign. Meanwhile, be sure that the right Business Facebook Page is selected.

Next, you must go through the well-known audience, placement and budget settings.

Underneath them, you will find, at Optimization for Ad Delivery, with Leads preselected.

In the window’s right part, you will find the Daily Estimated Reach and Leads, for the introduced settings.

Going forward at the Ad level, you will see that here take place the most interesting things regarding setting up a lead generation campaign.

The first step is to choose a Facebook Page and the associated Instagram account. Up next, you must select Ad Format. For a Lead Generation objective campaign, formats that will be available are:

  • Carousel
  • Single image
  • Single video
  • Slideshow

The next steps are to entry ad’s description and to choose creatives and a Call-to-Action button.

For the Call-to-Action button, you can choose one of the following options:

  • Apply Now
  • Book Now
  • Download
  • Get Offer
  • Get Quote
  • Learn More
  • Sign Up
  • Subscribe

For a campaign that must generate newsletter subscribers, you can choose Sign Up or Subscribe.

Underneath, you will see a section called Instant Form. Practically, here is where you create the form that people will fill in for subscribing.

Here, you can choose from two options:

  • More question options
  • More media options

For a lead generation campaign that will have the purpose of filling in the name and email address, you can use More question options.

After you will have created more forms, you will find a list of them in the bottom of the chosen section. To create a new form, select New Form.

It will open a window, that will look like this:

At Content, the first setting to be made is Form Type, where you can choose between More Volume and Higher Intent. If you choose Higher Intent, users will go through a review stage where they will confirm that they agree with subscribing to the newsletter.

At the next step, at Intro, you have the possibility to introduce a headline, an image and a short description. The image could be even the one used in the ad.

Going forward, you can choose the form’s sections. Facebook offers you a wide range of options, but you can also create custom sections if you cannot find the ones you need in the given list.

Because you are about to collect data about the users, you should connect your website’s privacy policy in the Privacy Policy area.

The last step is about setting the Thank You screen. Here, you can introduce a headline, a description and a CTA button that should send users to the website. For the Call-to-Action button, the next options are available:

  • View Website
  • Download
  • Call Business

In the right part of the window, you have the form’s preview and you can see how the elements are arranged. Before submitting, you should also verify the settings sections of the form, where you can modify its language, you can choose if the form will be able to be shared or not and you can add tracking parameters that will show you what leads were generated through Facebook.

After you’ve finished with all the setup of the form, you can save it if you want to make further modifications, or you can finalise it and publish the ad.

To download the generated leads through the ad, you should go to the Business Facebook Page, at Publishing Tools – Lead Ads Forms – Forms Library. Leads are available to be downloaded for a period of 90 days from the date the user completed the form.

Does it seem to be a complicated process? No worries, you can always call us and we will help you create lead generation campaigns. Just say the word!


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