How to Create Facebook Lead Ads

How to Create Facebook Lead Ads

Digital marketing is rapidly changing. With the existence of different marketing techniques, reinventing oneself is the only key to survival. Embracing the use of social media platforms such as Facebook, for instance, can be of great help. For starters, making the most out of Facebook Lead Ads can contribute to business success. 

What is Lead Generation?

 

Lead generation can be defined as the process of attracting, capturing and converting leads as they develop an interest in your company’s products or services, allowing marketers to nurture them until they are ready to make a purchase.  

Most brands today are making use of various lead generation techniques. These include:

  • Email marketing
  • Social media marketing
  • Blogging
  • Live events and seminars

What are Facebook Lead Ads?

What are Facebook Lead Ads?

Businesses from all over the world are now using Facebook Lead Ads, Facebook’s powerful yet easy-to-use advertising format that allows businesses to collect information from prospects through the use of a lead ad form. In most cases, the information includes name, email address, date of birth, contact number and more. The field of a lead ad form is automatically filled with a user’s information based on the details shared with Facebook. However, the user can still edit the pre-filled information if necessary. 

People can simply tap your ad and a form pops up – it’s already pre-populated with their Facebook contact information and ready to be sent directly to you. With just a few taps, they can get the information they want, and you generate a qualified lead for your business.” Facebook for Business

 

The Benefits of Facebook Lead Ads

Facebook lead ads allow marketers to get to know their audience even better.  It helps simplify the signup process by collecting Facebook users’ essential information, allowing businesses to build targeted ads for custom audiences. 

To give you a better perspective, here’s a list of significant benefits you can get from using Facebook Lead Ads. 

  • Work seamlessly on mobile

Easily collect enquiries, subscriptions, registrations or preorder with Facebook Lead Ads. With auto-filled forms, leads can easily provide you with their information even on the small screen of a mobile device. 

  • Provide efficient functionality

With Facebook Lead Ads, users can submit their details without the need to leave the platform, keeping your leads engaged. 

  • Capture the right leads

Through the use of interest-based targeting, Facebook Lead Ads help businesses acquire users who have already shown interest in products and services that are similar to what you offer. 

  • Retarget past leads

Facebook Lead Ads provide wider opportunities by allowing marketers to reach people who have previously opened the lead ad form without submitting it. 

  • Real-time lead access

By integrating Facebook Lead Ads to a CRM system, marketers can easily access leads immediately after they have submitted their forms, allowing the sales team to make the necessary action. 

How to Create Facebook Lead Ads

How to Create Facebook Lead Ads

You can create Facebook Lead Ads either via the Ads Manager or your Facebook Page. 

Creating Lead Ads from Ads Manager

  1. Sign in to Ads Manager then click Create
  2. Select the Lead Generation objective. Click Continue.
  3. If needed, add your Campaign Details, A/B Test and Campaign Budget Optimisation information. Click Next.
  4. In the Page section, select the page you like to use for creating lead ads. 
  5. Click View Terms. Read the Lead Ad Terms then click I Agree to Terms and Conditions.
  6. Like any other Facebook promotions, you have to define your budget, audience, placements and optimisation.
  7. In the Ad Setup section, you can either use a Single Image Video or Carousel, depending on the type of information you are intending to collect and the number of images or videos you are planning to include in your ad.
  8. In the Ad Creative section, you can select the image(s) or video(s) you would like to use for your ad.
  9. Add the headline, description, and the Call to Action button
  10. Once the design is complete, click Create Lead Form. The Create Form window will then open. Click Form Name to name your Instant Form
  11. Select your preferred Form Type.

    a. More Volume – allows users to sign up as easy and as quick as possible

    b. Higher Intent – adds a review step that allows users to confirm their information before submission.

  12. To add an introduction screen to your Instant Form, click Intro. In this section, you can include a headline, image and text providing more details about your product or service. 
  13. To add questions to your Instant Form, click Questions. In the Custom Questions section, you can add up to 15 questions giving you a total of 21 questions. Although adding custom questions can help you get answers to valuable questions, it is best to limit the number of questions to just a few. 
  14. In the Privacy section, you’ll need to add link text and a URL to your privacy policy. 
  15. In the Thank you Screen section, you can add a Thank You Message and a link that will keep your leads engaged after they have submitted the form. 
  16. Click Finish to complete your form then click Publish.

Creating Lead Ads from Your Facebook Page

  1. On your Facebook Page, click Publishing Tools then Forms Library
  2. Click + Create
  3. Under Create a Lead Form choose New Form.
  4. In the Create Form window, start by giving your form a name.
  5. Under the Content tab, select your preferred Form Type.

    a. More Volume – allows users to sign up as easy and as quick as possible

    b. Higher Intent – adds a review step that allows users to confirm their information before submission.

  6. The Intro section allows you to add an introduction to your Instant Form. In this section, you can create a headline, upload an image and customise your layout.  
  7. In the Questions section, click + Add Question to add up to 15 questions
  8. In the Privacy Policy section, you can add a link text and a URL to your privacy policy. 
  9. In the Thank You Screen section, add a headline and description.
  10. Click Save then Finish to complete your form. Select Boost to use it in an ad. 
  11. Click Next then Submit 

Tips for Effective Lead Generation on Facebook

Asking people to fill out and submit forms is a challenging task. Thus, you need to find ways to make your lead ads as enticing as they should be. Here’s a list of 4 effective tips for Facebook lead generation.

  • Make use of Facebook Audience Insights

Using Facebook users’ data collected from both the in-app activity and third parties, you can use Facebook Data Insights to produce highly-targeted advertisements, allowing you to target the right audiences. 

  • Choose high-quality images 

When choosing images to use for an ad, make sure to use high-quality photos that blend easily into the app’s feed. Use natural-looking imagery that won’t look so much like an ad. 

  • Play with videos

According to Render Forest, 75% of people are more likely to follow a brand’s social media page if it has video content. Given the vast majority of users who prefer video over other types of content, it’s safe to say that video ads can potentially contribute to higher ROI. 

  • Monitor your analytics regularly

Lead generation on Facebook doesn’t end with capturing leads and converting them into clients. To maximise Facebook Lead Ads, monitoring Facebook Analytics regularly is necessary. Find out how your ads are performing by looking at your audience’s response. This will give you the time to adjust and improve your ad campaign before you waste resources on the wrong techniques. 

SMMILE for Facebook Lead Generation

SMMILE for Facebook Lead Generation

Improve lead generation and maximise your company’s potential through Facebook Lead Ads. For more details, you can email us at [email protected] or call us at (65) 8687 8143.

Chris Anne

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Smmile is a Digital Marketing Agency in Singapore with over 10 years of experience in the industry.