Have you been trying to turn your Facebook ads into conversions?
More than 95% of users access Facebook via mobile, which means that a ton of scrolling through newsfeeds, watching Tasty videos, and, yes, clicking on ads happens on a smartphone.
Facebook lead ads are mobile-friendly, budget-friendly ads that can help you reach your audience and acquire more leads – even when they’re on their phones.
What are lead ads?
Facebook lead ads are a great way to encourage people to contact your business and to request information or services from you with minimal effort. The bottom line, they are the best ad unit for Facebook lead capture. This user-friendly, mobile-friendly ad format enables potential customers to provide you with their contact details and further information about the products or services they are interested in. Not only do lead ads allow people to request specific information, but they also allow you to capture customer details for later targeting without the person visiting your site.
Lead form ads include a call-to-action that opens a form pre-populated with any information the user has already provided via the Facebook platform. These details can then be reviewed and edited before submission.
Guide to setting up Facebook lead ads that convert like crazy
1. Give people a reason to fill out your lead ad
To get someone to give you their personal information, you need to be offering them something they want – it’s important to consider this before creating your ad. Think of something specific to your business that’s an achievable giveaway at little cost and gets you the information you want from a relevant target audience, enabling you to achieve your objective.
For example, a lot of lead ads offer free content. This is great for people trying to increase their reach and expand their mailing list. However, if you’re a business offering a bespoke service, you may want a lead form ad that offers a free consultation or quote.
Other things you could offer to people in return for form submission include:
- Competition entry
- Event registration
- Test drives
- Newsletters
- Early access to new products or services
2. Know what information you require
Lead ads are a useful way to gather information from your target audience, but it’s important not to request too much information. This can be time-consuming and deter potential leads. And, after all, this would contradict the very appeal of an easy, user-friendly lead form ad. For this reason, it is important that you focus on the information you require to meet your objective and nothing else. Facebook offers a lot of fields to request for data, but don’t be tempted to ask for more than you need. You can add up to 15 of these to your form, but in most instances, it’s better to include just a few at the most.
4. Target the right people
As with all ad formats, it’s important that you target the right people. To gain conversions, your easiest audience to start with is a lookalike of the lead audience. To target this custom audience, upload a customer database of your leads and then create a 1-2% lookalike of this database. If you don’t want to target all of your leads you can target a lookalike of purchasers only. You can also target people who have engaged with your business, and you can use Facebook’s engagement targeting options to reach these people.
5. Verify the details
In order to ensure the information you collect is accurate and prevent the likelihood of typos, add a page that allows people to check their details. This is also useful in case someone’s contact details have changed since they last filled them out on Facebook.
To add this option to your form, select “Higher intent” when choosing your form type.
6. Customize the thank you page
A customized thank you page is a great way to encourage people to stay engaged with your business after they submit their lead form. Add a headline to promote brand awareness and include a call-to-action button to entice your new leads.
These CTAs work well on thank you pages:
- View website: Direct people to your website.
- Download an offer: Allow people to download a white paper or coupons, for example.
- Call business: Encourage prospects to call your business for more information.
