How to Start Running Facebook and Instagram Ads for Lead Generation Campaigns

Stage 4: Writing the Primary Form

Step 10: Layout Your Ad Set‍

• Choose the Facebook page that's will be running your lead gen campaign, and name your ad set.
• If you haven't done so, make sure to accept Facebook's Lead Ads Terms of Service.

Step 11: Write Your Leading Form.‍

• Click "New Form" to generate a fresh lead form.
• Select whether "More Volume" (Higher quantity of leads) or "Higher Intent" (Higher quality of leads) best matches the objectives of your campaign.

Step 12: Perfecting your form.‍

• You can insert an optional introduction to your form, maybe using a title and a logo/picture.
• Ask the questions you want possible answers from. Add basic contact information such name and email and phone number. Then, think about adding custom questions relevant to your company. This can help you qualify leads.
• You'll need to add a link to your privacy policy to meet Facebook requierements.
• Tailor a thank-you note for customers who completed and submited the form. Attach a call-to-action button pointing consumers to your website, a calendar page, or any other action you'd like them to take.

Stage 5: Sharpening Your Marketing

Step 13: Create Your advertisement.‍

• Select the format of your ad: carousel, single image, single video, slideshow, or collection
• Select an the ad creatives [design(s) or video(s)] you've created for this campaign. If you have not created an ad yet, you can do so using Canva's ad templates or any other design/video editing tool of your preference. Make sure to keep ad creatives simple, with a clear and to to the point message/offer, and easy to understand and read. Make sure to add captions if you're going to be running videos.
• Add your ad's headline, primary text, and link descriptions. Use simple language to precisely present your offer. KEEP IT SIMPLE and to the point. Remember, "Simplicity Scales, Complexity Fails."

Step 14: Reviewing your advertisement‍

• Verify whether your advertisement looks good on every chosen ad format.
• Change whatever required elements of your text or images.

Step 15 (optional): Link To Your Website

Another good strategy is to direct leads to your website. They can sign-up there instead of using Facebook’s lead form. This approach is best suited for individuals who already have a working website with integrated calendars and/or CRM’s, and need to explain/sell their offer beyond what’s presented in the Ad itself. This approach combines Facebook's excellent targeting powers with the full lead collection capability of your website and other customer management tools.

Step 16 (optional): Create a Landing Page.‍

Creating a customized landing page for your specific offer, product or service is also a very powerful strategy. Landing pages are designed to make leads take ONE specific action rather than navigate your whole website. Hence, landing pages should not have any "escape links" (links that can take leads elsewhere from where you want them to go).

Therefore, your landing page must be very simple, have a nice user-friendly design, explain your offer clearly and effectively, and have only ONE call-to-action (Call us now, Book a Call, Buy Now, Get Access Now, Sign-up Now, Submit Request, etc). After, Redirect leads to a "thank you page" once they have completed the intended action. This is to ensure our tracking is as precise as possible. i.e. we will track when someone clicks on the ad, then reaches the landing page, and when they reach the reaches the thank you page. This data can later help you optimize your campaigns more effectively.

Creating a landing website will help you capture and monitor leads easier due to Meta's pixel's tracking capabilities, and the ability to create an integrated experience that connects your ad, with your landing page, and the next step in your funnel (confirmation emails/SMS/phone calls, reminder emails/SMS/phone calls, follow up emails/SMS/phone calls).

Make sure to add important components such a impactful headlines/titles, and use a short, convincing language. Add reviews and/or case studies for social proof. This will help you communicate confidence, trust and show people that you're a true professional that has a track record, and can be trusted.

Step 17 (optional): Link Your Ad to the Landing Page‍

• In the ad creation phase, the phase of advertising development, select "Website".
• Then enter the URL of your landing page to which you 'd like to send traffic to.
• Ensure the landing page URL is correctly set in your ad to avoid any broken links or redirections.

Step 18:  Optimize Your Landing Page for Conversions‍

• Keep the sign-up form short and only ask for essential information to reduce friction and increase conversion rates.
• Show consumers striking images and a clear CTA to help them to complete the form.
  Link a privacy statement to warn guests their data is under security.

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