How to Create Facebook Lead Ads: Step-by-Step

  • Want to start generating
    leads on Facebook Ads?
    Well, stayed tuned, ’cause
    I’m gonna be showing you
    the step-by-step process to creating leads
    inside of Facebook without any
    third-party software needed.
    (soft music)
    Today, I’m gonna be showing
    you exactly how to use
    Facebook’s built-in
    Facebook lead form feature.
    I’m gonna be showing you how to run ads
    using the lead form feature.
    And look, I’ll tell you what fam,
    if you stick around to the end,
    there’s gonna be a bonus tip
    that’s gonna be showing you
    exactly how to build custom audiences
    based on past interactions
    with your lead forms.
    Let’s make like a kangaroo and hop on in.
    Okay, so the first
    thing that we need to do
    is create the actual lead form itself.
    So, let’s go into your Facebook page,
    want to go ahead and click on more,
    and then we’re gonna
    go to publishing tools.
    Now that we’re in the
    publishing tools section
    of your Facebook page, we wanna go down,
    on the left, and click on forms library.
    Inside of here, if you
    wanna create a new form,
    in the right-hand corner, click on create.
    And we wanna create a
    new form, click next.
    Let’s give our form a
    name, free case study.
    So now that we’ve named our form,
    we can choose from two options,
    more volume, or higher intent.
    With the more volume option,
    it’s really, really great
    if you’re trying to get as
    many leads in as possible.
    If you try and drive high quality leads,
    and eventually, high quality sales,
    you would choose the higher intent option.
    The option you choose here will affect
    your overarching return on ads spent,
    and how successful your forms
    are at generating leads.
    Let’s just choose more volume
    for the purposes of this example.
    Gonna go through and click on intro.
    As it suggests, you just
    type in the headline, cool.
    You can either upload a custom piece
    of image creative up here,
    which would be a static piece of creative
    which will follow your ad
    around for the rest of eternity,
    or you can use dynamic creative,
    variable to the ad in which you’re running
    at the ad level, inside of Facebook Ads.
    I’d recommend using dynamic
    image so that you can split test
    and switch out ad creative,
    without having to create
    new forms in the future.
    So now you’re at the layout area,
    paragraph or bullets are your option.
    It’s totally up to you,
    in terms the aesthetics
    of how you want your form to look.
    Here, you wanna provide
    some kind of call to action,
    or some kind of description as to the form
    in which they’re filling in.
    So what you wanna do is ask yourself,
    why would someone want to provide me with
    their email address, their phone number,
    their contact information?
    In this case, it’s gonna be
    because it’s a free case study.
    So this is an example of the lead magnet,
    I’m using this lead magnet to basically
    give people access to my case study,
    so I can capture their email address
    and add them onto my email list.
    You can do lots of really cool things
    with your Facebook lead ads.
    Let’s say you wanna do a survey,
    or you wanted to ask
    them more information,
    you can go through and
    get their email address,
    you can get their full name,
    you can go through and add a new question,
    like contact fields, user information,
    demographic questions, work
    information, national ID number.
    You can also create custom questions
    with multiple choice
    and conditional logic,
    or you can do an appointment scheduling
    and qualifying questions.
    There’s so much stuff that you can
    now do inside of Facebook lead formats.
    Now I know what you’re thinking.
    Oh, I’ve got all these options and fields
    that I can choose from,
    I’m gonna try and get
    as much information from
    my audience as possible.
    No, none of that!
    As you ask more questions,
    and your audience has provided
    more information to you, the
    likelihood of you converting
    these leads is gonna get a lot lower.
    I’d recommend starting
    really, really small,
    get as minimal amount of
    information as possible,
    to achieve the goal in which
    you’ve strived to set out for,
    with your Facebook lead ad generation.
    The idea here is you wanna minimize
    the friction points with
    generating those leads
    from your audience as much as possible.
    Speaking of friction, one
    of the other great things
    about Facebook lead ads,
    it minimizes the amount
    of friction with your audience,
    because when you typically
    send people offsite,
    off of Facebook, to say,
    a third party landing
    page software, you’ve got,
    sometimes, between three and
    10 seconds for that to load.
    When you do it on Facebook,
    (fingers snapping)
    it’s an instant experience,
    and it also pre-populates the form
    with the information from
    that user’s Facebook profile.
    You can capture a lead
    within five to 10 seconds.
    You’re basically almost
    done, how easy is this?
    So in order for you to run a
    Facebook compliant lead ad,
    you need to make sure
    that you’re linking off
    to a privacy policy.
    Easiest way to do that is to have
    a privacy policy created in your website,
    paste in the link to your privacy policy,
    and make the link text privacy policy.
    And depending on where
    you are in the world,
    and where you’re generating leads from,
    you may need to add in
    an additional disclaimer,
    for example, a GDPR disclaimer,
    if it’s not included in
    your terms of service
    or in your website’s privacy policy,
    and you can do that by clicking here.
    For the purpose of this example,
    we’re just not gonna worry about it.
    So we’re almost done, so
    quick, so fast, so painless.
    All we need to do now is
    complete your thank you screen.
    So for ours, we’ve got
    thanks, you’re all set,
    Thanks so much for filling
    in your contact information.
    Please click the link below
    for instant access to the case study,
    and obviously that’s relevant
    to what we’ve been offering in the form.
    Now with that in mind, all you need to do
    is customize the button,
    you can customize in three different ways,
    view website, download, or call business.
    Button text you can customize,
    which you couldn’t do back in the day,
    but you can now, thank you, Facebook.
    Put in the URL in which they can download
    that lead magnet from,
    and then it’s as simple as going save.
    And the next step, and this
    is a really important part,
    exit out before you click finish.
    It’s gonna ask you if you
    wanna close lead form,
    your draft will appear
    in your list of forms,
    you’re gonna hit OK, gonna refresh.
    So now, you’re gonna navigate
    over to draft forms library,
    and you’ll see the form
    that we just created,
    gonna click edit, double check
    that everything’s working,
    interestingly enough, the
    emojis that I included
    before aren’t working,
    so I’m really glad that I closed this down
    and went back in and double
    checked before you publish,
    because once you publish,
    you can’t make changes again.
    I’m gonna go into the intro section
    and just delete these emojis from here,
    so now it’s all correct,
    go through and double check the questions,
    double check the privacy
    policy, double check your links,
    double check that everything’s all good.
    Once you click finish,
    you can now go into your forms library.
    So now you’ll see the
    completed Facebook lead form.
    You can go and preview it
    to see what the experience is like.
    You see that it’s pre-populated
    with the placeholder information.
    Go and click next and then submit.
    This is just showing you exactly
    what the experience will
    be like for your audience,
    and then you can go and
    click download case study,
    and it’s gonna take you through
    to where you can download
    and view the case study.
    And it’s as simple as that.
    So we’ve created this awesome lead form,
    but now we need people to see it.
    So we have to hop into ads manager
    and create a quick little test campaign
    to see how people in our
    audience react to this lead form.
    Click on create.
    I’m gonna call it Facebook lead form test,
    and we’re gonna name our
    ad set Facebook page likes.
    I always like naming my ad sets reflective
    of the audiences in which I’m targeting,
    and we’re gonna name
    our ad free case study,
    which is reflective of of the lead form
    that we’re building this ad for.
    We’re gonna click save to draft.
    And then I’m just gonna go through
    and click filter by selections,
    so that I don’t have to see
    any other ads in my accounts.
    We click on the ad set
    tab, gonna click edit.
    So now that we’re inside the ad set,
    what we want to do is set your budget,
    you wanna define your audience
    that’s most likely to respond positively,
    and then, this is a little bonus tip, fam,
    we wanna exclude people who have opened up
    our lead form in the past 90 days
    and people who’ve actually
    downloaded our lead magnet,
    or submitted the form,
    because we don’t wanna be targeting people
    that’ve already converted,
    or opened the lead form,
    but haven’t chosen to download it.
    To do that, we wanna
    go in the ad set level
    and click exclude, go
    create new custom audience,
    use Facebook sources, we’re
    gonna click on lead form,
    so you wanna go ad click on this dropdown,
    click people who have
    opened and submitted form,
    in the last 90 days,
    then we wanna select the specific
    form that we just created,
    name our audience, create
    audience, click done.
    You’ll see that this
    is automatically added
    this audience to targeting,
    you don’t wanna target it,
    we wanna exclude it, so go ahead
    and click exclude this audience.
    So the next audience
    that we need to exclude
    are people who have actually
    just opened the form,
    but didn’t submit.
    So to do that, we follow the
    same process, create new,
    custom audience, lead form,
    we select anyone who has opened this form,
    in the last 90 days,
    for our Facebook page,
    for the free case study,
    named it free case study,
    opens last 90 days, click
    create audience, click done,
    make sure that we’re
    excluding that audience.
    So by creating these exclusion audiences,
    it means that our ads
    are only gonna be shown
    to people who have never interacted
    with our lead form before.
    Okay, so now that our ad set is completed,
    we need to go and build our ad.
    Click on the ads tab,
    click edit on the top ad,
    we’re going to scroll down
    and select our Instagram page,
    and we’re gonna scroll
    down and select our form.
    Now you wanna go through
    and build out your ad.
    So let’s go and change our creative.
    Here’s something I prepared earlier.
    Now what we need to do is
    populate your primary text,
    your call to action, and
    your call to action button.
    Want to learn the exact
    tips, tricks, hacks
    I use to generate $251,374.87
    of sales from Facebook
    ads in only 32 days,
    simply click the download
    button below for instant access.
    Now of course, this copy and
    this creative maps to the form
    creative and copy in
    which we built earlier.
    I’ve selected the call to action
    button, which is download.
    If I wanna customize the
    Instagram Stories colors,
    I can do that as well.
    I’ve also made sure and double checked
    that free case study is the
    lead form in which we’re using.
    Make sure my Facebook pixel is on,
    go ahead and click
    publish, and you’re done.
    You might be thinking, Paul,
    I’ve generated all of these leads now.
    How do I access them?
    How do I download them?
    Great question, glad you asked.
    You simply have to go into
    the forms library section
    of your Facebook page, you
    can download your leads
    up to 90 days from the time
    they were submitted by the user,
    simply by clicking the
    download button here.
    Depending on what kind of CRM you have,
    you can also connect it
    through to the back end
    of your Facebook lead
    ads by clicking here.
    From there, you’ll be prompted
    to search for your CRM,
    you can then connect it
    and then manage your leads.
    In the event that your email
    marketing platform or your CRM
    is not listened inside of Facebook,
    you can use a platform like Zapier
    to find an integration that
    works for your platform.
    So this is just one of the
    many, many ways in which
    you can use Facebook
    Ads to generate leads.
    If you’d like to learn more tips, tricks,
    hacks and how-to’s, I recommend
    you check out this playlist
    for more strategies on how to master
    Facebook for your business.
    I’ll see you over there.

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