Today we are going to talk about Facebook Lead Ads, I am going to break down, step-by-step, how to create a Facebook Lead Form. For the people that don’t already know what a Facebook Lead Form Ad is, well, it is basically an ad you can set up inside Facebook Ads Manager and instead of sending people to a website, your blog or a landing page off of Facebook it actually pops up a little form inside the Facebook or Instagram news feed. And the cool thing about is Facebook will automatically fill out whatever contact information they have for that person, like name, email address and phone number inside the form.
Because Facebook’s Algorithm is always changing and updating I am going to show you how to actually set this up using a recent ad account. So the first thing we want to do is going to the Facebook Ads Manager and click on create.
Now from here, we are presented with a number of options regarding our campaign objective. If you are in the US or looking for clients in the US, there is a brand new box at the top called a special ad category. So if your ad is related to Credit, Employment or Housing, you need to check and it will automatically disable a number of options. Okay, for the sake of this article, let’s say you are a real estate agent and we check the little box at the top. If you don’t check the box your ads will never get approved and chances are your ad account will be disabled, which is something you absolutely want to avoid because it’s almost impossible to get Facebook to reinstate your ad account after it has been shut down. If you are not in the US or targeting the US, you don’t need to worry about this.
As I said, we are going to be a real estate agent and setting up that type of Facebook ad. So we are going to check the box and in the ad category dropdown, we will select “Housing”, ads for real estate listings, homeowners insurance, mortgage loans or other related opportunities. So if you are a mortgage broker, a loan officer or anything, you want to choose this housing category.
Then we continue a little further down where it says campaign objective, basically what you want to achieve with this campaign. And in the dropdown, we are presented with all these options, and the cool thing about these objectives is Facebook knows so much about every single user, so they know which people are more likely to click off to your website. So if you choose “Traffic”, they know who to show your ad to. And that’s the same for every one of the objectives they propose. OK, but for this one, setting up a lead form, we want to choose “Lead Generation”.
This allows us to create a little form that’s going to automatically fill out their information inside of the lead form. Then we can name our campaign, this is for your own purpose so you’ll be able to keep track of your different Facebook ad campaigns. Today we are not going over a split test or campaign budget optimization, that’s a lot more advanced and at the end of the day, you don’t really need to use. So we are just going to continue and create an ad set.
We start by giving the ad set a name, what I like to do is name the ad set after the audience I’m targeting. Once again you can do whatever you want here, it’s for your own purpose. But let’s say we’re going to target the Orlando Area.
Just below that we are going to choose our Facebook Page from the dropdown, in this case we’ll pick Sem Express Advertising. Then, if you have not already done so, you need to accept their terms because as you have probably heard Facebook is trying to be more compliant with all their advertising discrimination.
If we go on, we don’t need to mess with dynamic creative or the catalog. We just scroll down to “Audience”, this is where we are going to select the group of people we want to actually show our ad to. So if you are a National Brand, you can select the whole country, but obviously, for this article, we are a real estate agent and we want to select our local area. Like we said, we are going after the Orlando area, so we start typing and select “Orlando, Florida” and by default, it says “Everyone in this location”. Now Orlando is a highly trafficked place where lots of visitors come, so we don’t want people traveling there because they’re most likely not looking to buy or sell a house, so in the dropdown, we select “people who live in this location. As for the radius, as per the new update and special ad category, you can no longer go below a 15 mile radius and at the end of the day this really doesn’t matter.
And once again, with the new special ad category for housing, we can no longer discriminate based on age or gender, so these are no longer available for us to choose from. If you are outside the US or targeting outside the US, you will still be able to select an age range anywhere from 18 to 65+ and choose if you want to show your ad to only women, only men, or both. But here, once again I haven’t really found any difference because the cool thing is Facebook’s Pixel, their algorithm, its’ always learning. So when your ad goes out and is shown to a hundred people and two people opt-in, well Facebook is basically going to say the people that opted in, they are this and this age, they’re this gender, they have this type of interest or maybe surfing these kinds of websites and they will find other people like that in the area that you’re targeting so that your ad is going to perform a lot better.
Facebooks priority, after all, is providing a good user experience for all their users, so they want to show ads that are relevant to them and at the same time they want you to have success with your advertising money that’s spent because the more success you have, the more money you will spend and the more money they will make in the long run.
For language, you just choose whatever language your ad is going to be in. And for the detailed targeting, I tend not to touch this.
In the placements section, you can either choose to edit the placements and choose only Facebook and Instagram Newsfeeds for example or leave it up to Facebook and select automatic placements. Automatic placements are recommended, that’s what I would recommend as well after a lot of testing.
And then coming down, in Budget & Schedule, we only need to set the daily budget and leave the rest alone. Now, a lot of people ask me about the daily budget, how much to spend and at the end of the day this comes down to whatever your budget is and what you can afford. So if you can only afford 5 or 10 per day, that’s where I would start, if you can afford more, then do that. But if you have like an unlimited budget, you can spend as much money as you want, I would still recommend starting into the 22 to 25 per day range.
Now as far as as low as you can get with your budget. Let’s say it costs you 8 to generate a lead for your real estate business or whatever business you’re in. Well, if it costs you 8 to generate a lead, but your budget is only 5 per day, it’s simple math. Facebook’s algorithm works on a daily basis, so it’ll spend the daily budget and then the next day it’ll reset and it’ll spend the daily budget and then the next day it’ll reset and it’ll never get to the point of spending that 8 in a single day. So you’ll never be able to get one single lead?
You’re basically shooting yourself in the foot by simply not having a big enough budget, so usually, I would start at 10 per day. You don’t really need to pay attention to the estimate on the right because you’re not necessarily gonna get three to twelve leads per day. There are so many variables that go into this and at the end of day, it’s not true.
And then from here, we’re gonna actually create the Facebook ad and then the lead form in just a second.
So this first part we created the campaign, we said we wanted to generate leads the ad set is choosing your targeting who you want to actually show the ad to and your budget is how much you’re willing to spend and then this part is the ad, this is what the people on Facebook or Instagram are actually going to see as a post in their newsfeed. If you’ve got an Instagram account, you can add an Instagram account or just say use the selected page.
As far as the format goes, we’re just going to use a single image or video and then for the image what you can do is “Add Media” and you can upload an image or a video. Let’s say you’re trying to market a specific listing in your area, I would upload an image of just the front of that house. Okay, that works best or select one of the free stock images you can choose from.
So let’s say this is the home we’re trying to market. One thing to note, you can see the little watermark on this picture but it’s not going to have the Shutterstock watermark once the ad goes live. Then we’re going to write the Facebook ad copy, the text that people can read as they’re scrolling through their Facebook or their Instagram newsfeed. And if you just happen to be a real estate professional reading this article you can just copy this text for your won ads.
This example right here was using a landing page, but for this article, we’re creating a facebook lead form. And for those of you wondering which one performs better, what I’ve seen is different y every location, in some areas, the lead form performs way better and in some areas landing pages perform way better, while in other areas they both perform very well. So at the end of day you just want to test and see what works best for your business.
So, we are not going to put in a link as we’re going to create a lead form. To do this we just click “new form” and it’s going to automatically pop up a simple form that we can use to capture their contact information to generate a lead. So now we are at the part where we have created the campaign Joe’s lead generation, we’ve created the ad set, chose our targeting, our budget, where we want to actually show these ads. We created the ad of what people are actually going to see inside of their Facebook or Instagram newsfeed.
So once the form pops up we give it a name. Let’s say “Orlando Listing” and one thing I’ve noticed, if you do not name it right here, right now, It’s impossible to name it later. Now we’ve got form type more volume, we’ll just go with that right now and then as far as the intro goes we can use whatever we had as the headline on our ad. Because we want to keep it as consistent as possible, we just use the image for the ad. You want consistency because if they’re clicking on an ad and they see one home and on it this lead form they see different home. They’re like wait that wasn’t the home I wanted to opt-in for and that same thing goes for any business, so if you’re a chiropractor, a dentist, if you’re selling Shopify products or whatever it is. You want consistency in your messaging, in your images and everything that’s going on.
Then you go through and type more info in the paragraph style or you can have it in a bullet style. But the questions will just below and by default they’ve got the email and the full name. What I like to do personally is I like to have the full name first and this is just preference, I’m not saying you have to do it this way. And then I also like to grab the person’s phone number, because if I’m a realtor an email is great, but I’m never gonna sell a home via email, right? So I want a phone number, so I can actually text them, I can call them, I can book an appointment and, get in person with that prospect.
All right. So now for the thank you screen, this is the confirmation. Okay, so it’s gonna say hey, thanks. You’re all set. You can easily tweak this right here. Your info is sent to XYZ, tap below to visit xyz.com. Okay, so you can say for example, tap below to schedule an appointment with me or something like that. And then what you can do is put a link to your schedule, like Calendly, in the view website field. Click “Finish” and we are all set.
Have it go live. And then that’s it. It’s all live. Now a couple of things to keep in mind once the ad goes live, do not tweak anything, do not change your budget, do not change where the placements are, do not change the ad copy. Believe me so many people try to jump in and change things. It messes everything up. Okay, it messes everything up completely so let this ad run for a minimum of four to five days. If you don’t generate a lead within the first one to two days, don’t worry. Especially if you’re only spending 10 per day what Facebook’s algorithm is doing is it’s learning, it optimizes the ad, it’s finding the best people who are interacting, engaging with your ad, the people that are opting in, the people that are clicking on it and then it’s finding more people just like that.
So after four to five days, if it’s still not converting leads and the lead cost is crazy high and in my opinion crazy high is anything over 15. The average, at least in the real estate space, is 6 per lead on Facebook, but after four to five days you can shut it off and maybe tweak it, try something else. If on the other hand, after the four to five days it’s performing extremely well on your small daily budget, you will want to scale this thing to 50 per day. Don’t touch the original ad set, duplicate the ad set and then raise the budget and let this original ad set running until the new ad set is performing well.
For example, if the original one is at 10 per day, the new ad set you duplicate and maybe let’s go to 20, 30, 40, 50 per day and then let that one run, and once it gets to a similar cost per lead as this original one you can shut off this original one. Don’t shut it off immediately, because if this new one with the increased budget doesn’t perform as the original one and you already shut it off, you’re back to square one. Don’t ask me why … I don’t know, but it just throws everything out of whack and you don’t want that to happen to you because you’ll end up wasting a lot of time and a lot of money.
So anyway, I hope this article was helpful. If you have any questions drop them down in the comment section, I respond to every comment to help you guys out.