How to generate leads from Facebook Ads? How to use Facebook advertising to generate prospects and customers? In this guide, we will see 3 methods and strategies to use the full potential of Facebook campaigns and contribute to your prospecting efforts.

Note: This article was contributed by Jeremy Peronis from the blog “Creative Adventurer“. Jeremy is a web marketing consultant specializing in search engine and social media advertising (Google Ads, Twitter Ads, Facebook Ads and LinkedIn Ads). Passionate about the web and digital marketing, he has been blogging for money since 2012. This is his first article contribution on “Easy to Retire – Living the Laptop Life” and I am delighted to welcome him. So, if you are a marketing expert, you can offer your articles by contacting me on the dedicated page: “Write for us!“

Note from the author: “Easy to Retire – Living the Laptop Life“.

Before we begin, you might like to subscribe to my free Internet Marketing course: “My 10 Simple Steps to Making Money Online!” which will get you started in no time.

Generate leads via Facebook Ads

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Are you looking to generate leads for your business via Facebook advertising?

Great idea, this advertising channel can be extremely powerful in getting qualified leads.

Three types of campaigns are specifically offered by Facebook to meet this objective.

So, I want to introduce you to each of these 3 surefire methods that I am personally using with great success and how you need to approach them to get results.

I therefore recommend that you test them all to determine which one generates the most qualified and relevant prospects for your business, based on your offers, your customer journey and your sales processes:

1. The conversions objective campaign (the most classic method) which consists in redirecting your potential prospects to an optimized landing page with a form to collect their data (name, email, telephone, position or even need…)
2. Then, the campaign with the objective of generating leads and form advertisements where your ads will send to a prospect data collection form without the user leaving the Facebook platform.
3. And finally, the campaign with the objective of lead generation and automated discussion where your advertisements will have the role of initiating an automated conversation with the internet users who click on your ads in order to collect information and take action.

I tested this last feature for 4 months in the affiliate marketing niche and the results are very encouraging!

In this article, I will also show you the advantages and disadvantages of each type of campaign and the method to implement them in a concrete way for your business.

1 – Campaign with goal of Conversions

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So, this is the most classic method of lead generation on Facebook.

As seen above, the principle of these campaigns is to direct Internet users who click on your advertisement to a landing page where you can collect their prospect data in order to contact them again.

The main advantages of this method are:

• To be one of the most direct ways to generate leads
• Attract an audience to your site (which will, if it does not convert immediately, get to know you)
• Not to limit themselves to your advertisement to detail your offer or service
• Control where Internet users are redirected (design, message, etc.)
• Put your brand more forward.

I will show you how to do it step by step …

Optimize your landing page

In this strategy, optimizing your landing page is therefore essential.

This is where you will convince (or not) the Internet users to leave their contact details (and then continue the relationship).

Tools like Leadpages, Instapage, Unbounce, Optimizepress, Thrive Architect or Leadfox allow you to create your landing pages in a few hours.

So, several options are possible to encourage the user to connect and leave their contact details (email, name, first name, etc.):

• Offer a free ebook, white paper or training
• Suggest to send more information on services / products
• Present a free appointment or a free call with a specialist
• Offer to access a demo or trial version for free …

The option to choose depends on your product or service, your target and the level of convincing necessary for a prospect to become a client (for example, expecting a sale from an advert immediately does not make sense if you sell a complex product with an entry ticket at $10,000).

Here are some tips to maximize your conversion rate:

1. Your message should be clear and direct: Why should your future prospect give his contact details? What immediate value will your prospect get in exchange for their data?
2. The process to generate the conversion should be simple for the user: If your prospect wants more information / a quote / a white paper, the action should be done without friction.
3. Your form should be kept concise: Is all the information requested really useful to you? The more information you ask for (and therefore the engagement), the more your conversion rate will drop (but the more qualified prospect you will have). Find the right balance between cost per conversion and the information you need to qualify.
4. Social proof is your friend: Have you added testimonials or customer reviews to your page? Or, customer references or mentions in the media?
5. Removing obstacles to conversion is essential: What is the main obstacle for your prospects (his or her urgent and critical “problem” that you intend to solve through your bonuses and offers)? Do your page and your bonus respond to this problem?
6. Your page must be responsive: It must be particularly suitable for mobile users, otherwise you easily cut yourself off from 50% of your conversions. Is browsing your landing page pleasant on mobile and tablets? Are the forms also always visible and usable?
7. Your page should also be able to load quickly: the level of attention of a user is counted in seconds (and not in tens of seconds). You can use tools like GTMetrix or Page Speed ​​Insights to test the loading speed of your site and see how you can improve it.

If we take the example of this landing page …

We see that:

1. The message is clear: we know what we get, we almost touch it with our finger and this guide answers a clear problem of my prospects.
2. The information is accessible just by giving away a name and email address, and by clicking on the “Submit” button. Also, there is nothing else on the landing page.
3. The form is concise: name and email, that’s it (in another configuration, we could have asked for the first name, email and telephone number).
4. We could have added a short social proof message, for example: “Already 50,000 students registered” and / or a few customer references.

Set up your conversion tracking

Before even creating your Facebook Ads campaign, set up your conversion tracking on your website.

It is essential to follow the conversions generated on your website (eg sending a demo request form, downloading a white paper, request for information, etc.) following a click on a Facebook advertisement.

Without a proper conversion tracking in place there is no accurate performance campaign management. So, this is what you need to do …

1. Go to the Events Manager: Menu: search for “Events Manager“

2. If you don’t have a Facebook pixel yet, then click Create Pixel

3. Name your pixel: you will then have three options to install it on your website:

4. Select the most suitable option according to your website:

If you are using Google Tag Manager to manage your tags, then click Add code using an integration partner. It will only take a few minutes to place the Facebook pixel on your site.

Now remains to set up the tracking of your Prospects conversions …

In the Facebook event manager:

1. Click on your newly created pixel then on Configure (top right)

2. Select Configure new events

Here again, you have two options:

You can either use the Facebook event configuration tool (which allows you to add conversion events to your site without having to modify your site code or use a tag manager), or manually add the event code to your site.

The solution to choose from depends on your site and the complexity of the conversion to follow.

I generally recommend using a tag manager like Google Tag Manager which allows you to centralize the management of all your marketing tags.

3. Select “Prospect” as the conversion event since our objective is to generate leads

Create your Facebook Ads campaign

When creating a campaign on the Facebook Ad Manager, select the “Conversions” campaign goal.

At the set of ads level, choose to optimize the delivery of your ads for Conversions and then select the conversion for which you want to optimize the delivery, here I’m going to select Prospect.

Then select your audience, your placements, etc …

And then create your ad.

Analyze your performance

To analyze the performance of your Conversions goal campaigns, remember to add the “Prospects” indicator in the columns of your Facebook ad manager.

The number of prospects will also be displayed in the “Results” column.

2 – Campaign with the objective of generating leads and form advertising

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This method is also well known by companies and marketers wishing to generate leads via Facebook advertising.

The ad below looks like a classic ad, but when the user clicks on it, a form is appearing (without leaving Facebook):

This type of ads, also called Facebook Lead Ads, has significant advantages:

• Smoother user experience (no need to change site)
• Optimized form for mobile users
• Much easier to set up (no need to create a landing page)
• Possible integration with many CRM (Customer Relationship Management) platforms and emailing tools.

Therefore I almost always recommend testing it as part of lead generation!

So, how do we create a campaign with the objective of Generating leads and form advertisements?

Create your Facebook Ads campaign

When creating a campaign on the Facebook ad manager, select the “Lead Generation” campaign goal.

At the set of ads level, you will need to accept the conditions of Facebook form ads for your page.

Then, select your audience, placements, etc … before moving on to creating your advert.

The optimization of ad delivery is automatically set to “Prospects“.

Create your form advertisement

Creating form advertising starts in the same way as creating a regular Facebook ad.

1 – You can choose between four ad formats:

• Carousel, Single Image, Single Video, or Slideshow

2 – Fill in the text of your ad, upload one or more images / videos and choose a call-to-action related to the action you want the user to perform via your form.

3 – You have the choice between 8 call-to-actions:

• Apply now
• Reserve
• Download
• Take advantage of the offer
• Get a quote
• Find out more
• Register
• Subscribe.

4 – At the Question Format level, select Instant Form and click New Form.

5 – The creation of an instant form has two tabs to be carefully completed: Content & Settings.

• Content: Type of form, introduction, questions (form fields), privacy policy and thank you screen
• Parameters: Configuration of the form (language and sharing), field identifiers, tracking parameters

Collect your leads

To retrieve the prospect data from instant forms, you must be an administrator of the Facebook page used.

Go to your Facebook page (administrator interface) then, in the top menu, click on Publishing tools.

Then go to the section Form Ads> Form Library.

You should see there the forms that you created and linked to Facebook ads.

For the page administrators, there is a column for downloading form data.

If you use a CRM to followup with your prospects, it is possible to recover your data directly in your CRM (super time saving and especially you can integrate these emails in your marketing automation tool!).

To do this, you can check the exhaustive list of compatible CRMs and client systems on this page as well as the procedure for retrieving the leads generated by your Facebook form ads.

Analyze your performance

To analyze the performance of your Lead Generation target campaigns, add the “Prospects” indicator in the columns of your Facebook ad manager.

Note that you can also separate prospects on your website and on Facebook when you customize the columns.

The number of prospects will also be displayed in the “Results” column since this is the objective of your campaign.

3 – Campaign with lead generation objective and automated discussion

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Third option: the target Generation campaign and automated discussion on Messenger.

This possibility is rather new since it only appeared in August 2019.

It’s about opening a Messenger conversation with people clicking on your ad.

This discussion is automated and should allow you to collect precise information, such as email, country, city, etc.

You can then decide to continue the discussion with the most qualified prospects or recontact them via email / phone once you have collected this data (or even add it to your marketing automation tool).

This type of advertising also has undeniable advantages:

• Fluid user experience (no need to change site)
• Easier and more direct contact, especially for mobile users
• Much easier to set up than a Conversions campaign (no need to create a landing page)
• Possible integration with many CRM and emailing tools.

Create your Facebook Ads campaign

As with the previous campaign, select the “Lead generation” campaign goal when you create your campaign.

At the level of the configuration of your set of advertisements, as usual, accept the conditions of Facebook form advertisements for your page then define your audience and your placements.

Create your automated discussion

1 – As with form-based advertising, you can choose between four ad formats in terms of creating the advertisement:

• Carousel, Single Video, Single Image, or Slideshow.

2 – Fill in the text of your ad, upload your images, video or slideshow, and choose a call-to-action related to the action you want the user to take via automated chat.

3 – And here again, you have the choice between 8 call-to-actions:

• Apply now
• Reserve
• Download
• Take advantage of the offer
• Get a quote
• Find out more
• Register
• Subscribe

4 – At the Question Format level, select Instant Form and click New Form.

5 – Click + Create discussion.

A new screen will appear, it is used to configure your automated chat.

6 – The creation of an automated discussion is divided into two parts: content and advanced settings.

• Content: introduction, questions, reminder (automatic message to people who have not answered all your questions within 24 hours), end message, privacy policy
• Advanced parameters: recording, question pause management, field ID (for CRM synchronization)

Note that it is also possible to create the same type of advertising by choosing the Messages campaign objective, then by selecting Generate prospects in the Messenger Configuration (creation of advertising).

In this case, you can also choose “Send a message” as your Call-to-action for your advertisement.

Collect your leads

Lead recovery is done in the same place as for leads from form ads.

Go to your Facebook page (administrator interface) then, in the top menu, click on Publishing tools.

Then go to the section Form Ads –> Form Library.

There, you should see the automated discussions that you created and related to Facebook ads.

For page administrators, there is a column for downloading form data.

If you use a CRM to follow your prospects, it is possible to recover your data directly in your CRM (again, a huge time saver).

To do this, check again on this page the exhaustive list of CRMs and compatible client systems as well as the procedure to recover the leads generated by your Facebook form ads.

Analyze your performance

Again, to analyze the performance of your Lead Generation target campaigns, you can add the Prospects indicator in the columns of your Facebook ad manager.

The number of prospects will also be displayed in the Results column since this is the objective of your campaign.

Conclusion

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To recapitulate, here are the main advantages of each type of campaign:

Conversions goal campaign:

• Generating traffic on your site in addition to conversions
• No character limit
• Custom design
• Brand more highlighted

Campaign with objective of Generation of leads and form advertisements:

• Fluid user experience optimized for mobile users
• Easy to create
• Integration possible with many CRM and emailing tools.

Campaign with lead generation objective and automated discussion:

• Fluid user experience optimized for mobile users
• More direct contact
• Easy to create
• Integration possible with many CRM and emailing tools.

What do you think? Which of these campaigns helped you to generate the most qualified leads?

And if Facebook Ads is not your thing, or you find it difficult get the number of leads you feel your should have, take a minute to join my FREE Internet Marketing class by clicking on the banner below to register …

… you will learn many other ways to go about setting up your traffic strategy, prospects and customers.

Generating leads and getting sales through advertising is one of the many ways of becoming successful in marketing.

Thanks for reading this tutorial about getting leads out of Facebook ads

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I hope that you enjoyed going through this step by step guide and that you now know that you can get leads from Facebook ads. However, if you want to learn about more ways of filling your autoresponder with valuable leads for your business, I invite you to take a look at my #1 Recommendation.

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