How Facebook Lead Gen Ads Can Help You Increase Conversions
Master this specific type of ad for maximum opt-ins
Advertising on Facebook has changed drastically over the past decade.
Long gone are the days where running a simple engagement ad on Facebook would be enough to get likes on the ad, views on your video, clicks to your landing pages, and sales on your website.
This isn’t news. Most people who have some sort of experience with social media ads know that you should choose the right objective for your campaign. After all, Facebook has been working hard to ensure your advertising objective actually delivers on what it promises, and these objectives are becoming easier and easier to use.
Let’s say you’re a gym owner. You want to promote your special offer, so you go ahead and create an engagement ad that talks about your offer. Your CTA (call to action) is to get people to give you a call.
You load up your creative, write your copy with your number in it, put the budget behind it, and launch. After a week, you are left high and dry because you only got a handful of people to give you a call.
The example above is sadly a reality that many small business owners face.
So what are Facebook lead gen ads, and why should you use them to get better results online?
Facebook Lead Gen Ads
Facebook explains them as:
“Facebook lead ads makes the lead generation process easy. 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.”
Here is an example below to show you what one looks like.
You can create your ad as usual with your chosen creative. In this instance, we have used a video plus a Get Offer CTA.
Once your potential customers click on your CTA (in this case, Get Offer), they will see the following.
Once your potential customer clicks on your lead gen ad, they’re faced with the form above. You are able to customise this form, from the image used to what it says and more.
What Happens After People Submit Their Info?
After people fill out their information and submit it, you’ll be able to find them all under your Publishing Tools tab at the top of your Facebook page.
From there click on Forms Library on the left-hand side of the screen to view downloadable CSV links of your leads’ information.
If the turnaround time is small and you have to be able to contact your leads as they come through, there are a few tools that can integrate to make it happen.
You can use Zapier to link your Facebook lead generation results with an SMS or email integration. This way, the second you get your lead, this information either gets texted or emailed to you within the minute.
If Zapier is too complicated, you can use a tool such as Privyr that allows you to get notifications to your phone every time a lead comes through.
Data and Metrics About Lead Generation Ads
Ok, so the above is great, and you now have a basic overview of what Facebook lead generation ads are and how to create one. (If you’d like to learn more, I recommend watching YouTube tutorials that refer to specifically creating Facebook lead gen ads.)
What about the data? Do lead generation ads convert at a better rate?
AdEspresso performed a $2,000 ad campaign comparison between a lead gen ad and a standard conversion-based campaign.
What they found was that while the conversion campaign had a conversion rate of 50%, the lead gen campaign had a conversion rate of 67%.
“When comparing Lead Generation Ads with Conversion Campaigns, we saw that lead generation ads converted clicks to leads at an approximately 17% higher rate.”
What this means for you as a business is that if you’re a business that is confident in your sales process, sales staff, and ability to convert leads in general, then you definitely should be using lead gen ads.