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Facebook Lead Ads

Facebook Lead Ads typically see a 50%+ cost per lead saving vs a normal website for due to the fast loading, pre-filled native forms.

What are Facebook Lead Ads?

Facebook Lead Ads (Facebook Instant Forms in Ads Manager), are lead forms that can be attached to your ads.

The forms are native to Facebook, so load instantly. They pre-fill with the users profile information to save time with a simple experience on mobile.

This results in great performance for marketers too. We usually see a 50% lower cost per lead compared with sending to a website landing page.

How do Facebook Lead Ads work?

  1. The user sees an ad in their Facebook News feed.
  2. They click on the call to action and a lead form loads instantly.
  3. The form is pre-filled with their profile information, or the user can add correct details.
  4. At the end of the form you can add custom disclaimers, privacy policy and multiple consent checkboxes.
  5. The customer submits the form.
  6. The lead details can be downloaded via CSV or synced to your CRM using Driftrock.

How to set Facebook Lead Ads

Setting up in Facebook Ads Manager

  1. Login to Facebook Ads Manager to build your ad.
  2. Use the Lead Generation objective and create your campaign.
  3. Create your Lead Ads Instant Form Facebook Ads Manager or Driftrock.
  4. Set the campaign live!

Syncing to your CRM

It's critical to respond to the leads you receive right away to increase conversion rates. Driftrock enables you to sync instantly and securely to your CRM or custom system.

  1. Connect your new form to Driftrock.
  2. Driftrock automatically maps your form fields.
  3. Map the fields you would like to send to your CRM.
  4. Monitor your results and optimise your campaigns.

Tracking & optimisation

Make sure you constantly optimise and tweak your campaigns to maximise return on investment.

If you are using Driftrock to sync your leads, then you'll have a dashboard of useful reports to help you optimise for lead quality and cost.

With Driftrock it's also possible to track leads through to a purchase.

Simply connect your CRM, configure your conversion touch points, and you'll be able to optimise for downstream conversions in your Driftrock reports.

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Do Facebook Lead Ads work?

Yes! Facebook Lead Ads are a great way to drive lower cost leads at scale.

  • We usually see a 50% lower cost per lead compared to website lead forms.
  • However, make sure you ask enough questions and target the right audiences to ensure quality leads.
  • Like any campaign, make sure you add a number of variations and optimise the campaign after it goes live.

How do I optimise Facebook Lead Ads?

Here s a few quick tips to get you started:

  • Generally the few questions you ask, the lower the cost.
  • However, with Facebook & Instagram Lead Ads, adding more questions won't increase costs a huge amount - the algorithm seeks people more likely to fill out your form.
  • Make it clear what they customer is signing up for and ask qualification questions to ensure good quality.
  • Turn on the setting to enable confirmation if you are struggling with lead quality.
  • Remember that the user only has the ad and the form to understand why they should sign up, so make sure you communicate the value clearly.
  • Follow up as soon as possible. You can see as much as a 9X increase in conversion rates if you respond within 5 minutes.

The Driftrock team is also on hand to help you optimise your campaigns.

How much do Facebook Lead Ads cost?

Like all Facebook Ads, the cost per lead will vary based on your industry vertical, budget, value proposition etc. The best idea is to test with a reasonable budget. You can assume that you'll be able to optimise performance by a further 50% after the first campaign.

Here are some indicative costs to get you started:

  • Automotive test drive lead ~$5 to $120
  • Automotive keep me informed lead $5 to $35
  • Education enquiry for a course ~$10 to $100
  • A PDF guide download $0.50 to $10