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Complete guide to using Facebook lead ads effectively

HT Vũ Ngọc 12 Jan, 2025 Facebook Marketing

There are currently many advertising methods being used, especially on social media platforms. This is because it is one of the best ways to reach customers and bring high effectiveness to businesses. Facebook Lead Ads is one of the most popular advertising methods today. So, what is Facebook Lead Ads? Why should you use this advertising method? How does it work, how to set it up, and the tips for creating an engaging Facebook Lead Ads campaign? Let’s explore and answer all these questions in the article below!

I. What are Facebook lead ads?

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1. What is a Lead in Marketing?

First of all, “lead” is a very common term in marketing, not just in Google or Facebook advertising. A lead refers to a group of users who show special interest in your products or services, or are considered potential customers.

Based on this idea, Facebook has specifically developed Facebook Lead Ads.

So, what is Lead Ads? Lead Ads can be understood as a type of advertising aimed at finding potential customers. We will delve deeper into this definition in the next section.

2. What is Facebook Lead Ads?

Facebook Lead Ads, or Facebook lead form, is a technique for creating registration forms on Facebook. It is a popular advertising method that Facebook has been developing recently. Its goal is to help businesses or entrepreneurs find people who are interested in or have a need for their products.
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For this advertising method, when users click on the Call-To-Action button on the ad, a registration form will be displayed (this form looks similar to a Google Form). Here, users will directly fill in their registration information without having to be redirected to any other page. Filling out the registration form is how users agree to participate in the program being organized by the advertiser.

They may also register their information to receive offers from stores or businesses for products or services that they are interested in or want to own.

Currently, running Facebook Lead Ads is considered an effective advertising method that brings a good conversion rate for businesses, as well as provides a positive experience for customers. The cost for Facebook Lead Ads is much cheaper compared to other types of ads on the same platform.

II. Why should you use Facebook lead ads?

1. On the user’s side

With Facebook Lead Ads, users can access and provide their information directly on the platform without being redirected to other pages. Especially when they click on the CTA, a form will appear that may already have some personal information pre-filled, which the user had previously shared with Facebook.
So, is Facebook Lead Ads suitable for mobile devices? The answer is certainly yes. Due to its convenient format, users can easily view and fill out Facebook Lead Forms, regardless of the device they are using.

2. On the advertiser’s side

You can collect data from potential customers quickly without needing to create any additional webpages. All you need to do is sign up for the Facebook Lead Ads service, and the data will automatically flow in, even connecting directly to your CRM.

Additionally, Facebook Lead Ads allows you to easily target customers by interests and geographic location. This helps ensure the quality and relevance of the product or service you are offering.

To make your Facebook ads successful, in addition to using Facebook Lead Ads to gather customer data, businesses should also consider using Facebook Canvas to optimize the interface and enhance the customer experience when the ad is displayed.

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III. How Facebook lead ads work

To use Facebook Lead Ads, you need to set up a campaign on Facebook’s Ads Manager.
Here, you can customize features, upload media files to create various creative ad templates, ensuring you reach the right audience while still saving costs.

Facebook will use the information you provide to select potential audiences who will see and click on your ad. The ad will appear on the user’s newsfeed in a format similar to regular Facebook posts but with a small “Sponsored” label.

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IV. Fields suitable for Facebook lead ads

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1. Real Estate Sector

Facebook lead ads is an extremely effective tool for businesses in the real estate sector. It helps increase brand awareness among customers, drive traffic to the website, and attract new potential customers.
For example, a real estate business may choose to display ads to audiences with high incomes or those who have experienced significant life changes recently. For instance, people who have just gotten married or had children are more likely to be interested in buying a house or investing in real estate in the near future.

2. Automotive Business

Automobile businesses can leverage information about geographic location, age, and income levels to run targeted ad campaigns that are more relevant to potential customers.

3. Education Sector

By using information such as age, field of study, etc., businesses in the education sector can create ads that help them reach potential students and achieve higher profits.
Additionally, many other industries can also benefit from using Facebook lead ads.

V. How to Set Up Facebook Lead Ads

First, you need to review Facebook’s Advertising Policies and ensure that the form you are about to use for Facebook Lead Ads does not violate any terms. Additionally, you need to have the following:

  • Admin rights to access your business Facebook page
  • An Instagram account linked to the page
  • A URL link to your Privacy Policy page on the website
  • Images of the product to be displayed on the newsfeed

Next, we will guide you step by step on how to set up Facebook Lead Ads.

1. Open Manager

Log in to Facebook then go to “Ads Manager” and click the “Create” button.

2. Choose your campaign’s objective

Since this is a Facebook Lead Ads campaign, in the goal settings section, select “Lead Generation.” At the top right, you’ll see a button labeled “Switch to Quick Creation.” If you’re familiar with setting up Facebook ads, you can click this to save time. In this article, we will guide you step-by-step so beginners can easily follow along.

3. Set Campaign Name

For the campaign name, it’s best to make it as specific as possible. If possible, clearly indicate the objective in this section.

Next, you will need to fully provide your personal information in the “Ad Account Setup” section, including the country, currency, and time zone.

4. Create an Ad Set

An ad set includes ads targeting a specific group of potential customers. In this section, it is recommended to name the ad set based on individuals and specific details, such as “Sherly: 23-30 years old – Student.”

5. Confirm Facebook Business Page

Select the Facebook page you want to place the ad on. If your business only has one Facebook page, it will be set as default in this section.

6. Dynamic Content Distribution Feature

This feature allows you to upload dynamic content files so that Facebook can automatically combine images, headlines, CTA buttons, etc., to create an appealing ad. If you haven’t created complete images for split testing, you can choose this option.

7. Filter Customers

You can filter customers based on specific characteristics such as age, interests, gender, and location. You can even select users based on their interests, behaviors, and demographics. Facebook also allows you to target individuals who have interacted with your business previously. Additionally, Facebook allows you to exclude audiences that are not aligned with your goals.
When you add characteristics to narrow down the audience, the scale meter will also change, showing the total number of users you will reach. Facebook will use the information you select to determine which potential customers are most likely to see your ad.

8. Choose Ad Placement

In this section, you can select the ad placements such as desktop, mobile, Facebook, or Instagram, in the newsfeed or sidebar. Additionally, Facebook also offers an automatic option, which places ads based on their effectiveness. Therefore, you need to determine which placement works best for your campaign. You can start with a random selection, observe the results, and adjust accordingly. Younger users tend to use mobile devices more, while office workers prefer desktops. Understanding your audience is key.

9. Set Budget and Schedule

This section allows you to set the average amount of money you wish to spend daily and the duration for which you want your ads to run. Since Facebook Ads works on a bidding system, you should research your budget thoroughly to avoid overspending. For Facebook Lead Ads, there is only one bidding option, which is the cost per 1,000 impressions (CPM).

10. Name Your Ad

This can be customized, but it’s important to give each ad a clear and distinct name to easily differentiate and compare them for monitoring and performance analysis.

11. Link Social Media Accounts

This section will be automatically set up depending on the ad group and product being advertised.

12. Choose Ad Format

There are two main options: carousel or a single image. The carousel option allows you to include two or more images or videos, which can be scrolled with different headlines. This is the perfect choice if you want to showcase multiple products or display various angles of a product in a carousel format.

13. Upload Media Files

You can upload up to six different versions, including videos, GIFs, or images for a single ad, and then compare to see which version performs best.

14. Add Content

Add the headline, description, display link, and related links. Facebook will also show you a preview on the right side so you can see how your ad will appear.

15. Choose Response Template

Facebook Lead Ads is a highly effective method because it allows conversions directly on the platform. You can select the format, content, and form template to match the information you want to collect.

VI. Tips for Creating Attractive Facebook Lead Ads

Here are some tips to help you optimize your Facebook ad campaigns, especially for those learning how to run Facebook ads.

1. Offer Attractive Incentives If

If you offer customers benefits, they will feel more comfortable completing a survey or form. Examples of incentives include:
  • Discount programs or promotional offers
  • Free raffle tickets
  • Free trial products
  • Opportunities to participate in events
  • Pre-order options for products
  • Free downloadable resources, such as documents or whitepapers

2. Clearly Explain the Offers

You need to clearly state the benefits that customers will receive when filling out the form. While it’s not mandatory, Facebook encourages mentioning these benefits in the description or introduction at the beginning of the form. Additionally, it’s a good idea to repeat the brand name a few times throughout the Facebook Lead Ads to ensure the reader understands who they are providing information to. Don’t forget to use product images to highlight your message.

3. Create Engaging Content and Formats

Lead ads work most effectively when there’s a smart combination of media and content. If you want to showcase more products, consider using the carousel format. On the other hand, short videos are a great choice if you want to tell a story and boost brand recognition.

4. Keep the Form Simple

According to surveys, a Facebook lead form with too many questions can easily make users feel bored and cause them to exit the form. The form should only ask for the most relevant and important information. For multiple-choice questions, limit the options to 3 or 4 choices.This is a detailed explanation of Facebook Lead Ads. We hope this article helps you in your journey of running ads for your brand.
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