So, are Facebook lead ads effective?
The answer is: it depends.
I know that’s a frustrating answer to hear since you just clicked on this post, but if you’re in the position of trying to lower your cost per lead…
Well, grab some coffee and sit around reading this short & sweet post for the next 3 minutes and I’ll elaborate.
What Are Facebook Lead Ads?
Facebook Lead Ads are a campaign objective you can use when advertising within Facebooks’ Ads Manager.
Instead of having your prospects click your advertisement and be forwarded onto a landing page on your website, instead, a form opens up within Facebook that allows them to enter their information right there, on the spot.
The Pros & Cons Of Facebook Leads Ads
It’s important to not just understand what a lead ad is, but to also understand when you should or should not use them.
If you’re looking for a rule of thumb, look at it this way…
Lead Ads do their job very well, which is to have your ideal audience enter their information for you to contact them at a later date.
Be logical about what your product or service is before you use lead ads… If you sell coffee mugs, you’re probably not going to see much success with the follow up from those form submits.
If you’re a realtor, and you’re wanting to help people find a home, you can see some success there – people will expect you, and even want you to reach out after they’ve entered their information.
Let’s take a step back here…
Landing pages are phenomenal for pre-framing users into making that decision. There’s a reason long form sales pages convert so highly in many niches.
Lead Ads are absolute garbage for pre-framing. You can push around this by having long-form copy in your ad, but it’s never enough. If you have a high-end product or service that requires a serious decision-making process for new clients, you’re going to need to pre-frame before showing your lead ad, or simply avoid lead ads and send that traffic to a landing page.
Now, for more actionable, usable tips for your lead ads…
Present A Beast Offer
Obviously, the better your offer is, the more likely people will convert. But seriously, what can you offer that will really entice? What pain point can you solve? Is your main objection price? If so, offer a ‘fat’ introductory discount.
Be Clear, Concise & Set Expectations
Everyone the enters your lead form needs to understand that you will contact them, otherwise, you’ll just end up with a bunch of pissed off people to call.
I like to actually mention “we’ll call you within 24 hours” or something along those lines so that your call is expected.
Good Ad to Lead Form Flow
Whatever your core offer is, which should be in your ad headline, should also be in your form headline.
Just like ad to landing page flow.
There’s a reason someone clicked your ad, they liked it… subconsciously or consciously they were attracted to it, don’t mess that up. Keep the same color theme, offer, style of vocabulary, etc.
Quick Tips For Using Facebook Lead Ads
Try to avoid placing your lead form at the top of your funnel.
Run top of funnel engagement campaigns and video view campaigns and then retarget those custom audiences with your lead form.
This will lead to a much higher conversion rate, as they’ve been pre-framed by you in the past, they have heard of your brand and/or service quite recently.
Now don’t get me wrong here, I’m not saying it can’t work with an entirely cold audience. These are the results we’re currently getting on a cold audience for a Med Spa client…
Believe it or not, prior to us on boarding this client, corporate was averaging $29 per lead form.
The offer is $79 off an introductory microneedling treatment. We also heavily split tested an offer for 29% off (same price of $199 in the end) and saw around $7.44 per lead form with that variation.
The audience is a lookalike of video viewers, restricted to 12 miles within the clients’ business address.
So even though it’s a cold audience, it’s still working because we’re allowing Facebook to bring us the data from the lookalike of those video viewers.