Facebook Ads Budget Control: A Guide to Mastering Your Spending
Pay-per-click 10 min read
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Home Blog Pay-per-clickLead Generation in Facebook Ads: 6 Steps to Run Your Campaign
Lead generation in Facebook Ads should be a critical part of any advertiser’s digital marketing strategy this year.
The social networking site’s popularity, alongside its Ad Manager’s streamlined functions, make it the perfect pay-per-click (PPC) platform for high-quality leads generation.
Given the effectiveness of this paid leverage, you might be on the lookout for tips on running expert PPC campaigns for lead generation with this social platform right now.
Looking to optimize your ads and take them to the next level? Then read this guide to discover industry insights on lead generation campaigns with Facebook Ads Manager today.
Traditionally, lead generation is the practice of interacting with potential customers to collect their information and populate a new customer database. When this process is done online, users are often punted from one platform to another – just to be able to fill out a form for some brand’s digital marketing purposes.
Lead generation on Facebook, on the other hand, makes the overall process of form completion easier for customers, and more efficient for advertisers. The platform’s Ads Manager function allows you to connect with customers using streamlined platform ads, thus driving better info generation performance in just a few taps.
Essentially, Facebook lead ads are promoted forms. You pay to have fillable user information forms promoted to potential customers, in order to capture these users’ pertinent information for your company’s digital marketing purposes.
When a user clicks on this type of ad, they receive a streamlined survey form which they can easily fill up and submit. This lead generation form allows marketers like you to connect with customers while promoting your business, all at the same time.
Given a broad idea of how lead generation works on Facebook Ads Manager, you might be wondering why it’s such a highly recommended tool for digital marketers. Here are a few reasons why you should consider this social networking site for your brand’s lead generation needs:
From being a useful lead generation tool, to being a cost-effective advertising solution, Facebook offers much for marketers who are interested in effective info collection today. So make sure to read on to discover the most important steps to running a successful campaign for generating high-quality leads this year.
With the help of Facebook’s Ads Manager, you can create an effective paid promotions campaign that’ll garner high-quality leads for your online business. So here’s what you’ve been waiting for: the six steps that you need take to run a successful leads campaign using the network’s own Ads Manager today:
The first thing you have to do to run a successful campaign is to draft your brand’s Instant Form on Ads Manager. Do this by going to your company’s Facebook page and clicking the “Promote” button. Then, click “Get More Leads” to generate a window for making your Instant Form.
An Instant Form is a Facebook ad functionality that allows brands to collect contact information from users, without requiring them to leave the app. Pertinent user info like names, email addresses, and phone numbers may be prefilled by the platform if the info is already provided, making it easier for users to submit the Instant Form.
You can still include other custom questions in the new ad form to better reach your business goals. Just remember to review the questions you plan on asking your potential customers so that they follow the site’s Lead Ads Terms and Advertising Standards.
The next thing you might want to do is to customize your brand’s questionnaire. If you plan on asking custom questions, click the “Add Question +” button on the Instant Form builder, and then input your additional questions.
Just remember to avoid overwhelming your audience with too many custom questions. When you ask for a lot of things on a questionnaire, you risk overwhelming potential customers and turning them off from your brand. Stick to a simple and user-friendly form design to make it easier for users to submit their personal info.
After you add your custom questions, review your questionnaire one last time before clicking the “Next” button to complete the Instant Form.
Once you finish your Instant Form, you can upload your ad creatives. These ad creatives can come in the form of visuals, like a unique photo or video that’ll appear alongside your paid promo.
But remember: your creatives should be engaging and relevant to your business goals. Your photos or videos should entice people to click on your ad. After all, they should also clearly communicate your intent in having users fill out a questionnaire in the first place. Otherwise, these might just serve as a visual distraction for potential customers, thus stopping them from filling it out at all.
After you create and finalize your ad’s form, click the “Promote” button to run your ad today. This will allow users to view and fill up your questionnaire online.
Once your online customers submit their user info, you can collect and analyze these results by downloading their data. You can either download leads data directly from Ads Manager, or you can ask for it through the site’s API.
You can also access it through your integrated CRM automation – which you can learn more about in the coming sections of this guide.
Your new ad journey shouldn’t stop after you collect a user’s information. If you really want to run a winning campaign with your high-quality leads, then you need to nurture your customers’ trust with quick and relevant follow-up actions.
A Harvard Business Review study found that brands who follow a customer up within the hour after they fill up a form are seven times more likely to secure a qualified lead. By following up with relevant business information, asking for feedback, or otherwise providing value for your users, you develop more user trust – thus making customers more invested in your brand today.
The last step you can take to run a high-quality campaign is to test and optimize your ad for its next iteration.
A good digital marketer can drive an excellent online advertising campaign by A/B testing and fine-tuning their various ad elements. By running a test to compare cost per lead and cost per conversion, you can discover pain points in your campaign and optimize accordingly to meet your business goals in the long run.
Now that you’re equipped with a basic understanding of running a successful info collection campaign, you can level up your expertise with different tips for ad campaign strategy. Check out these four collections of tips to drive digital success for your marketing execution right now:
The first tip you can try to apply is to practice new retargeting strategies for your digital marketing.
Retargeting is a form of PPC wherein you target ads towards users who’ve already checked your brand out in some way. Retargeted audiences are better primed for conversion than new audiences; these are users who have interacted with your brand before, and are therefore more likely to convert in this followed up circumstance.
To set up Facebook retargeting for previously collected leads, first get a list of your customers’ contact information from your CRM. Then, go to your Ads Manager and create a new Custom Audience by uploading this customer list. Once you’ve created this Custom Audience, Facebook will process your data list and allow you to set up a new campaign for this retargeted audience.
The next expert tip you can try to drive brand promotion wins on this social media platform is to scale your current campaign’s budget or target audience.
When scaling a budget, you want to ensure you’re getting the most bang for your buck while extending the run of your current campaign. The great thing about using Facebook for advertising is that it has the Advantage Campaign Budget function, which allows you to automatically adjust your campaign’s budget for cost-effective budget scaling.
You can also utilize the site’s Advantage Detailed Targeting to effectively scale your campaign’s audience targeting. With this automated function, you can use the social networking site’s own algorithm to expand targeting parameters for an ad. Just make sure to tick the “Advanced Detailed Targeting” box when setting up your new ad, to automatically optimize your target audience.
Want to explore even more forms of advanced information collection? Try your hand at lookalike audience targeting instead.
A Lookalike Audience on Ads Manager is a Facebook-generated list of audience members that is modeled off your past campaigns’ most valuable customers. With this function, you can automatically target users who have similar interests, demographics, or behaviors as your best customers. This offers you an entirely new audience pool of qualified leads for your brand’s business needs today.
The last Facecbook best practice you should enact is to observe and troubleshoot common lead generation problems before they happen in the first place.
One mistake that marketers make, for example, is forgetting to include an intro section or completion screen in an ad. An ad intro section lets you introduce your brand, thus setting expectations for a helpful UX. A completion screen, on the other hand, lets you entice customers towards another action, thus continuing your connection with them even after a form is filled.
Without an intro section or completion screen, your user’s questionnaire experience will be incomplete, thus creating a more confusing submission experience for potential customers on your forms. So always remember to strategize your ad wisely and troubleshoot problems ahead of time for the best lead ad ever.
Remember how integrated CRM automation was mentioned in earlier sections of this guide? This is where you’ll gain more insights into automating your leads for better conversions today.
Once you collect a sizable user data list from your lead generation campaign, you’ll want to effectively save and manage these customers’ important info. You can do this by either manually downloading and uploading data to a CRM tool, or by using Facebook’s available CRM system integrations for ads. Here’s how you can leverage this site’s specific ad functionality:
At the end of the day, it’s always good to remember how great it is to learn and grow through trial and error. If you’re hoping to manage, optimize, and report on campaigns in the best possible ways, you need to be open to testing out new things for your business. So improve your every collection campaign by testing and experimenting on your strategies today.
Take your advertising to the next level by running campaigns that work for your brand this year. Bring these key takeaways with you as you pursue a new lead generation journey on the most popular social media site to date today:
If you have any other questions, send us a message via our Facebook, X, and LinkedIn accounts. Let’s chat.
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