Overview

In this blueprint, you will discover why running lead ads is one of the most effective methods to generate leads on Facebook.

You’ll learn the best practices for lead generation on Facebook and how you can create your own high converting campaign in no time.

How You Can Use This:

  • You can follow the steps in this blueprint to launch off your first lead generation campaign.
  • You can use the tips in this blueprint to improve your current lead generation campaign.

Tools And Resources

Launching your first Facebook lead generation campaign can be challenging especially if you are still familiarising yourself with the platform.

This is why we created this blueprint as a straightforward step by step guide to help you get started on the set up.

You can download a PDF version of the blueprint here.

You can do the set up on Facebook at the same time you are reading this blueprint.

What You Need To Know

A lead ad is an ad where clicking the call to action button (In this case, it’s a ‘sign up’ button) will bring the user to a form in Facebook.

Facebook Lead Ad Example MPM

Autofill Feature

When a user clicks on the Ad and is brought to the lead form, Facebook extracts the user’s information from their database.It autofills the user’s name and email, making it more convenient for the user to fill up the form.

Facebook Lead Ad Form Autofill Feature

Cheaper Cost Per Lead (CPL)

Due to the autofill feature, you usually see a lower cost per lead (or CPL for short) compared to getting a user to opt in through an external landing page.

Also, one of the Facebook’s goals is to keep the user on its platform for as long as possible. As such, they usually “incentivize” advertisers by providing lower advertising costs when you use advertising options that keep the user on their platform.

Easy To Set Up

If you’re looking to generate leads through a landing page, there’s one thing you definitely need… A WEBSITE!

On top of that, there’s MUCH more things you have to learn: Such as setting up your Facebook pixel, training your pixel and designing an effective landing page.

For lead ads, there’s no need for pixels and websites. Everything you need can be set up on Facebook without having to purchase additional tools.  

Integration With Email Marketing Software

Ever bought something online and because you don’t receive a confirmation email, you’re worried that your purchase didn’t go through?

Integration with email marketing software like Drip (https://www.drip.com/) allows you to easily send a confirmation/welcome email to your lead after he submits his details on the form.

Drip Email Marketing Software Example

(Image Credit – Drip.co)

There are 4 key elements that determines the success of your lead generation campaign.

  • Facebook Ad
  • Lead Magnet
  • Lead Ad Form
  • Campaign Setup and Management

In this blueprint, I’ll be focusing on the 3rd and 4th elements. You’ll learn how to setup your Lead Ad Form and your lead generation campaign.

If you like to learn more about to crafting high converting ad copy, you can check out our blueprint on crafting Facebook Ads: https://www.growthtribe.com/blog/blueprint/how-to-create-fb-ads-that-sell/

If you like to learn more about choosing and creating a high converting lead magnet, you can read our blueprint on Lead Magnets:

https://www.growthtribe.com/blog/blueprint/lead-magnets/

How To Create Your Lead Ad Form

Facebook Lead Ad Form Example 1The Lead Ad Form is the first thing that your prospect will see when they click on your lead generation ad. It plays the same role as your lead capture page – to turn interest into leads for your business.

The form is broken down into 2 parts – The welcome card and the actual form where users can fill in their details.

Do you always need the welcome card?

Not necessarily.

If you clearly and persuasively communicate your offer on your ad (as shown below), you don’t actually need to create a welcome card.

Facebook Lead Ad Form Example 2

(Image Credit – Eye Level Jurong West)

Some advertisers do find that by removing the welcome card, their conversion does improve by as much as 20%.

You can test both options – with or without the welcome card to see what works for your business.

If you do choose to use a welcome card, it’s important to use the right message for your Lead Ad Form.

Your message should be:

  • Congruent to your ad
  • Increase their desire to take the next step
  • Provide specific details about your offer e.g. date and time for your event
  • Provide clear instructions on what they need to do next
  • Optional: Includes qualification that tells them exactly who the offer is for

To ensure that we have a persuasive message, I will usually plan out the Lead Ad Form copy on paper first. 

Here’s an overview of the steps we usually take:

Step 1: Write The Headline

Step 2: Write The Bullets

Step 3: Pick An Image

Step 4: Write A Call To Action

Step 5: Set Up The Form Fill

I created a quick video on how you can craft your Lead Ad Form with the help of our templates.

You can watch this video below:

In order to set up your Lead Ad Form, you’ll need an existing fan page.

If you don’t have a fan page, you can refer to the video below to learn how to set up in less than 15 minutes or less.

Once you have your Lead Ad Form planned out, the next step is to start setting up your Lead Ad Form on your fan page.

To do this, you’ll have to go to your fan page and click on “Publishing” tools. You’ll see the “Lead Form” library on the left navigation bar.

Follow the instructions in the video to create your Lead Ad Form:

Campaign Setup

One of the most important (yet overlooked) aspect of setting up campaigns is the campaign structure you’ll use.

There are basically 3 levels in each Facebook Campaign.

  • Campaign
  • Ad Set
  • Ad

There are different settings you need to take note of for each level and we’ll cover them in the next few steps.

In terms of Campaign structure, here’s what we propose you use if this is your first time setting up Facebook Ads.

Facebook Campaign Structure Example

For every campaign, we’ll have multiple Ad Sets targeting different target groups. Each Ad Set will have one Ad inside.

You can put multiple ads within the Ad Set when you’re more familiar with the campaign setup and management process.

But if you’re a complete beginner, we recommend you start with one Ad in each Ad Set first.

The first thing you need to do is to get access to your Ad Manager.

You can do so through your business manager (if you set it up) or simply go to http://www.facebook.com/ads/manage

There is one important step you need to take note of when you set up Lead Generation campaigns.

Facebook has specific terms and conditions at the fan page level. You’ll need to open up the agreement by clicking “View Terms”. After going through the terms, click “Agree” to accept Facebooks’s terms.

Facebook Terms And Conditions

I created a video that covers the whole process of setting up your campaign. You can check it out here:

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

The Facebook Adset is the part of the Facebook campaign where we select the following:

  • Budget – how much are we willing to spend
  • Schedule – when are we running the ads
  • Audience – which audience we’re targeting
  • Placement – where the ad will show up
  • Optimization – how the ads will be optimized

We’ll share our prefered setting for each of them in the video below:

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

If you like to find out more about targeting, we created a whole blueprint that covered most (if not all) the targeting options available on Facebook. You can check it out here: https://www.growthtribe.com/blog/blueprint/facebook-laser-targeting-guide/

We highly recommend you type out your ad copy in a word document before you jump into the setup process.

If you haven’t created your ad copy, check out our other blueprint on how to create a highly converting ad:

https://www.growthtribe.com/blog/blueprint/how-to-create-fb-ads-that-sell/

Do note that you’ll not be able to use an existing post on your fan page when you create lead generation ads.

This means you’ll have to create a new unpublished post from scratch.

To understand how you can set up your first ad, you can watch this video below:

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

Great! You are done with your first campaign!

Now you’ll need to duplicate your Ad Sets targeting different options along with your ads.

Why?

It’s because right now you’re in the testing phase of your campaign and you’re not sure which audiences will work.

We recommend you test at least 3 different audience types.

For example, if I’m promoting a probiotic product for weight loss, I could test the following types of audiences interested in:

  • Veganism
  • Alternative Medicine
  • Exercises
  • Diets
  • Natural Health

To learn you can duplicate your Ad Sets, you can watch this video below:

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

Do remember to review and publish your ads or your campaign will not be live.

You can watch the video to find out how to do this:

After you publish your campaign, the status will show “Pending Review”. This means your ads are going through an ad approval process.

You’ll usually need to wait between 30 minutes to an hour for your campaign to be approved and launched.

However, if you’re running ads for the first time, you can expect your ad approval to take a little longer e.g. up to 24 hours.

Campaign Management

Facebook Ad ManagerThe first step in managing your campaign is to make sure you have access to the right metrics. When it comes to managing a Lead Generation campaign, here are the key metrics to look at:

  • Results / Leads
  • Reach
  • CTR (All)
  • Link Clicks
  • Cost Per Result
  • Amount Spent
  • Budget

You can view the results of your campaign on your Ad Manager.

To understand how to set up your Facebook Report, you can watch this video below:

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

When you’re running ads, you’ll focus on cutting the losers and scaling the winners.

We came up with a simple 3 step “Testing” process for complete beginners who are working with small budgets and might not necessarily have time to manage their campaigns.

Here’s a short summary of the process:

Facebook Ads Testing Process

Do take note that there are different testing methodologies used and each of them have their own pros and cons.

We teach this specific methodology because it’s the easiest to pick up and allows business owners to get results within a short period of time without spending too much on their advertising.

You can watch this video below to understand how the methodology works.

In the video, I’ll run through an example of how the methodology is used with a live campaign.

Note: We use the term “Power Editor” throughout the video. As of early 2018, Power Editor and Ad Manager are now merged into one tool. The functions and options in the video covered can be found in your Ad Manager.

Once you start getting leads for your campaign, you can download your leads from your forms library.

Facebook Publishing Tools

You’ll can download the file as a .csv or .xls file and view the details of the leads. Here’s an example of how your downloaded sheet will look like:

Facebook Leads Download

What’s Next

Now that you’re done with your first lead generation campaign, you have a system that will help you get consistent leads for your business.

If you like to learn more about other types of campaigns, you can check out our other blueprints here: https://www.growthtribe.com/blueprints/