Facebook Lead Ads Done Right
Facebook lead ads have been responsible for over half of the growth my team at Vendasta has driven in the last two years.
A lead ad is an ad that shows up in the newsfeed like any other promo. The difference is when someone clicks on it, a native card pops up in Facebook that acts as a landing page. If the person is interested in learning more or accepting the offer, they submit a form that’s pre-populated with their info.
Above: An example of a Facebook lead ad for a real estate agent. The real estate agent offers a free quote, and prospects fill out a form with the click of a button and pre-populated information.
At Vendasta, lead ads perform 8x better than ads that go to external landing pages. It’s about keeping people on one platform and helping them convert as easily as possible.
Here’s our recipe for lead ad success.
Step 1: Write ads with industry-specific copy
When writing lead ads, always use the name of your clients’ business or industry.
If you’re targeting agencies, say “agencies”.
If you’re targeting dentists, say “dentists”.
My head of social marketing, Jamie Taylor, says, “If you’re not getting leads, I can tell you that this is the primary reason why. In the 333 ad campaigns I created last year, there were two that didn’t convert. Why? My targeting was dialled-in, but my messages didn’t use the target’s job or industry title and didn’t catch their attention.”
How do you find the right message?
Jamie says: “I like to go old-school Mad Men. I start with a blank canvas, jotting down a succession of questions about my product and how it pertains to my audience. Each question leads to another. When the questions stop, you’ve found your message. You can spend hours, days finding it, but dammit, it’s worth it.”
Step 2: Set up lead ads
If you’re not familiar with setting up lead ads, follow these guides:
In case you’re curious, here’s the most successful lead ad I’ve ever run: