How to Use Facebook Lead Generation Ads for Your Business

Table of Contents

• What is a Facebook lead generation campaign
• How to set-up a Facebook lead generation campaign
• How to create a Facebook lead ad form
• How to download leads from Facebook ads

What is a Facebook lead generation campaign

How to set-up a Facebook lead generation campaign

Here is a step-by-step guide on creating a Facebook lead generation ad.

Ad Set Level Set-up

4. Now, name your campaign in a way that can easily be differentiated and recalled later on

5. We now look at A/B test, campaign budget optimisation, campaign bidding

A/B Test:

• If you want to do Split testing, turn the A/B test on. In this case, keep budget optimization turned off.

• Remember, in split testing, limit the difference between your ad sets by one variable (such as creative, audience, delivery optimization) and keep other variables the same (such as budget). Otherwise, you may not be able to understand why a campaign performed better than the other.

• Your audiences will be evenly split across ad sets for accurate statistical comparison of ad performance.

Campaign budget optimisation:

• However, if you go with Campaign budget optimisation, Facebook will automatically distribute your budget across ad sets based on their performance. In that case, you won’t be able to do a split test.

• You can either have a Daily budget, or a Lifetime budget - ideal for lead ads.

Campaign bid strategy:

Then, choose a campaign bid strategy. The right bid strategy depends upon the needs of your business and your understanding of conversion costs. Here are the three bidding options:

i) Lowest Cost: Used for maximizing delivery and conversions. Here the goal is to get maximum conversions without worrying about the cost. This is a recommended option for starters who do not want to spend more money on later campaigns.

ii) Cost cap: Set a cap on your ad cost. For instance, you can set a cap on your cost per lead that keeps it lower than your product/service cost. But, Facebook doesn’t provide guarantees in adherence to cost cap limits.

iii) Bid cap: Instead of Facebook bidding for you, do it yourself across auctions. If you have good knowledge of predicted conversion rates, you may go for this option.

5. Next, select what type of lead method you want to use:

Then, select your Facebook page. View Terms and accept them.

6. Now, we schedule our ad and create its audience

Schedule:

Set the Start date of your ad. If you intend to promote a limited period offer, then set the End date as well to pause the ad as soon as your offer ends.

Audience:

Set your Audience as usual.

or

Click on Create new to create a Lookalike or Custom Audience.

• Custom audiences let you show ads to people who have already shown an interest in your business or product. This audience information can be collected through many ways, such as through pixel data, a CSV file, or even any interaction that audiences have made on your Meta properties (Facebook, Instagram, video, previous lead form, and more).
• Since custom audiences already know about your business, the chances of conversions are high.
• Lookalike audiences will let you reach people similar to your existing custom audiences and expand your reach.

7. Set up Placements and Optimization for ad delivery

Placements

You can either keep it manual (if you want to exclude some places) or automatic.

Ad Set Level Set-up

We now move on to the ad set level. Give it a suitable name.

8. Select the Facebook Page you want to use for this campaign. Choose your ad’s format - a single image, carousel ad (up to 10 creatives), or a video ad.

9. Suppose you select a single image format, go ahead and add your creative and copy.

Now we come down to the part where we create our lead form. The form is the next thing users see once they click on your lead ad.

How to create a Facebook lead ad form

10. Once you click on Create Form, give a name to the lead form.

Type of forms:

• Now you have two form types to choose from: More volume and Higher intent.

• The only difference between them is a higher intent form adds a Review screen at the end of your lead form. So, it adds an extra step for people to check the information they fill before submitting the lead form.

• If it doesn’t matter to you, you can go with the More volume format.

Intro:

Inside Intro, you can set the background image of your lead form - either use the same ad image or upload a new one.

Add a suitable headline that users will see.

Questions:

• Under Questions, make sure to set your questions to the bare minimum possible. More the questions asked to the user, the higher the chances of them dropping off the lead form.

• Ideally, a form has one contact field and name field.

• Facebook prefills the fields with the information available on the user’s account. The user can edit the answers as well.

In addition to your basic questions, you can add Custom questions as well.

If you are a brand with multiple stores, you can use Store locator option under Custom questions. It helps you understand where your potential customers are located. To use this feature, you need to first add Store locations for your multiple stores. Learn how to go about it in our Store Traffic Ads article.

Privacy Policy:

• Add the mandatory Privacy Policy link of your website. Alternatively, you can add the link of your website, Facebook or a third party website where your products are listed.

• Alternatively, you may use this sample privacy policy. Make a copy of it, edit it and share your Google doc link as the privacy policy link on Facebook ad.

The Review screen will come if you have selected a High intent form.

Under Completion, add a message that users will see once they fill out the lead form. Then, add a call to action button to tell users what you want them to do, such as visit your website. Clicking on Clicking on Publish will make your form ready to use in your Facebook lead ad.

10. As you can see, we have selected our demo lead form below. Now, under Tracking, choose your Facebook pixel for tracking website events. This will let you remarket ads to your website visitors.

Enter your optional UTM parameters.

That’s it. Your Facebook lead ad is ready to take off.

How to download leads from Facebook lead generation campaign

Once leads start coming in, you can download them on Facebook by following this flow:

• Go to your Ads Manager >> Choose your Ad account >> Campaign > Ad set >> Ad

• Inside Ad, under the Results column, you will find the option to download leads for your relevant ad.