You may not be familiar with Facebook Lead Ads. Essentially, these are a means of capturing someone’s contact details without them ever having to leave the Facebook platform.
Which means if you’re targeting the right audience, with the right message, you should be able to capitalise on the format to generate leads for your business.
Pre-Populated Contact Information
People are more likely to submit an enquiry using a Facebook Lead form than through having to leave the site and spend their time filling out contact details on a form on your landing page.
This is basic human nature – with the path of least resistance always likely to appeal to the largest number of people. The fact that a Facebook Lead form comes ready-completed with a person’s contact details makes it very easy for them to click ‘Submit’. So with just a few taps on their screen, the lead is generated. (Lead Ads are especially effective on mobile devices).
Higher Quantity, Lower Quality?
For organisations that have used Lead Ads, a criticism is often that the quality of the leads isn’t as good as sending people through a funnel such as to a specific landing page.
And the criticism is correct. Someone who has taken the time to read a separate webpage and then fill out their details on a contact form is almost certainly more engaged with your message as a result. Thus you will filter out more of the ‘tyre kickers’ by using a funnel system.
However, I’ve found that you can also attract these more highly-engaged people with your Lead Ads, as well as through an ‘Ad to Landing Page’ setup. It’s just that you will also attract more ‘tyre kickers’ at the same time.
The trade-off is that Lead Ads are usually cheaper and can thus generate higher volumes of leads. You just have to spend more time sifting through the leads to get to the best ones.
What Exactly is a Facebook Lead Ad?
The Ad itself can be the same as a normal Facebook Ad, such as those featuring a Single Image or Video. Which means you can show the same messaging to your audience with a Lead Ad as you can for other Facebook Ads.
You will have to setup a separate Campaign for Lead Ads, though, choosing Lead Generation as the Conversion Objective.
Targeting at Ad Set level is the same as for other types of Campaign – it’s at the Call To Action (CTA) stage that the Lead Ad differs from other types of Ad and comes into its own.
Once people click the button to ‘Learn more’ or ‘Sign up’ (or whichever CTA you choose for your Ad’s button), they will then be presented with the contact details form (their own contact details being pre-populated) which they can submit. You have a series of options you can choose regarding the Questions on the form – name, phone, email etc. Plus you can ask your own questions – though you may wish to keep these to a minimum to capitalise on the fact that Lead Ads are a speedy option for Facebook users.
Be careful here to avoid any questions that Facebook might deem too personal and to not fall foul of Facebook’s notoriously strict policies. There are specific policies relating to Lead Ads which you can see here – https://en-gb.facebook.com/policies/ads/lead_ads.
You should also include additional text above the form, in order to make people aware of the criteria for applying. This should further filter the leads such that more of the ‘tyre kickers’ are weeded out and you end up with better qualified leads.
If you haven’t investigated Lead Ads for your business – especially in these times of uncertainty where an influx of new enquiries might be a necessity – I recommend you give them a try. Setting them up can be done quite quickly, too – so you might find they are one of the fastest methods for generating new leads that you’ve ever used.
If you’re interested in taking advantage of the capabilities of Facebook Lead Ads but don’t know how to do so, get in touch and we can chat through how I might be able to help out.