How to Create a Lead Generation Facebook Ad

There are many options available to advertisers and businesses when it comes to creating a Facebook ad. In this article, we’ll show you how to create ads for lead generation.

Before you create a Facebook ad it’s important to know how much budget you are able to allocate to the campaign you are about to create. If you’re not sure how much money you’ll need we’ve written an article that can help you determine your Facebook ad spend budget.

Now that you know how much you have to spend let’s create your first Facebook lead gen campaign.

To begin you will need to login to Business Manager. Once you’re here choose the Ads Manager option from your tools.

How to Create a Lead Generation Facebook Ad

From here you will need to create an ad.

How to Create a Lead Generation Facebook Ad

Create Ad

Once you are in the Ads Manager section choose the Lead generation objective, we recommend using the Guided creation option if you are new to Facebook ads. If your Facebook Business Manager has defaulted to the Quick Creation view, simply click the Switch to Guided Creation button at the top right of the box.

How to Create a Lead Generation Facebook Ad

Once you have chosen your object for your ad you will be guided through the Facebook ad creation process.

Create Ad Set

The main elements of creating the Ad Set involves choosing your Facebook audience, selecting your placements, and setting your budget and schedule.

Facebook Audiences

Facebook audiences are very important in creating an ad. It is important that the ad messaging is relevant to your target audience for this ad. For a lead capture ad we would recommend using:
– A lookalike audience of your current email list
– Individuals who like your page
– Customised audience reflective of your business’s primary target audience

This article provides a more in-depth look at creating and using Facebook audiences.

Placements

This is where your ad will be shown. Facebook will automatically default your ad to appear in all possible placements. We recommend choosing the edit placements option and ticking Instagram feed (if you have an Instagram account) and Facebook feed, we have found that these placements have the best ROI, however, every business is different.

The best way to see what placements work best for our business is to review the performance of your campaign upon its completion.

Budget and Schedule

This sector determines how much you will spend and how long your ad will run for. You can choose to run your budget in two different ways; a lifetime budget, or daily budget.

Lifetime budget: If you are aware of how much you are allocating to your ad campaign then choosing the lifetime option is the best option.

Daily budget: This is a good option if you are running a short campaign, less than 7 days. It gives you the flexibility to increase budgets per day if you need to see a sudden increase in lead generation for a certain period of time, or if you need to scale down the costs.

Facebook also allows you the option to deliver your ads as standard or accelerated. For this option, we highly recommend avoiding the accelerated option.

The standard option means that tour budget will be distributed evenly throughout the lifetime of your campaign. The accelerated option will allocate the majority of your budget to the beginning duration of your campaign, with the small remainder being sparingly distributed towards the latter end of your campaign life.

Create Ad Creative

In this section, you will be creating the ad that will be seen by your campaign audience. This part of the campaign creation process involves creating the:

  • ad copy
  • ad imagery or video
  • email sign up form

Ad copy

The ad copy includes your title, caption and preview text.

Title: make this succinct. The title should reflect what is being offered to the audience in exchange for their email address.
Caption: your caption should go into more detail about the value of what is being; how it will improve the life of the individual inputting their email address.

Ad imagery or video

Facebook allows 20% text overlay on images without penalty. If you are creating an image overlay text with the product offered.
Knowing what creative to use will come through testing. This image or video should be conformed to what your customers are used to seeing or what you have seen work well with other campaigns.

Email sign up form

This is the form that individuals will fill out after clicking the call to action button on your ad. Once users submit their details on this form you will have their email address. You can connect this ad to a zapier task which allows you to set up triggered emails every time someone signs up. Alternatively, you can manually download email addresses via business manager to upload into your email marketing account to then send out emails.

The email sign up form has 5 main elements; the form type, intro, questions, privacy policy, and thank you screen.

How to Create a Lead Generation Facebook Ad

Form Type: Here you have the option of higher volume or high intent. The high intent allows customers to review their information before submitting their details. This is a good option to choose to avoid misspelled email addresses.

Intro: This is an optional feature. We recommend filling out this area with an image that reflects the ad imagery as well as a copy with a reminder for what the individual will receive for signing up.

Questions: These are the fields to be filled out by individuals when submitting the form. Facebook allows you to add custom questions if you like. For example, whether the individual has previously heard of your brand, you can add in that question.

Privacy policy: this is a compulsory requirement and simply links to your business privacy policy page.

Thank you screen: This is the screen individuals see after they submit their details. We recommend adding in an image and some text thanking the individual and reminding them to keep an eye on their inbox for their exchange.

That’s it! Click submit and publish and you’re done.

Leave a Reply