Guide to setting up a Lead generation campaign on Facebook

A "Lead generation" campaign is a powerful tool for attracting potential customers.

By choosing this goal, we focus on collecting contact data of people interested in the service or product for further communication with them.

How does it work?

Users who click on your ad will be prompted to fill out an instant form and leave their contact details (such as first and last name, email, and phone number).

Once the user fills out the form and submits it, the system will credit the lead, and you can upload the data left by your potential customer to your Facebook business page or ad cabinet.

The great advantage of "Lead generation" is that it can be used for projects without a website.

How to set up a Lead Generation ad campaign on Facebook?

1. Log in to your Business Manager's advertising account.

2. Click the "Create" button and select the "Leads" campaign.

3. Next, you need to configure the advertising campaign's parameters. Let's discuss this stage in more detail.

To begin, give the campaign's name and specify the conversion event's location.

Select the desired Facebook page and performance goal.

Set the campaign budget (daily or for the entire period) and the duration of the ads (for example, from date to date or indefinitely).

Find more about audience selection here.

Specify the parameters of the target audience: geo, age, gender, interests, and languages.

If you are unsure about your settings, you can additionally enable the advantage+ function. In this case, the system can reach people beyond detailed targeting to improve efficiency.

Choose placements, devices, and platforms to show your ad.

To minimize the number of low-quality leads at this stage, we recommend the following:

choose placements themself;

use only mobile devices;

turn off Audience Network.

4. The next step is setting up your ad. Choose a type (for example, carousel, image, or video), upload the required materials, write the main text, and add a title and description optionally.

Also, remember to choose an appropriate call to action (e.g., "learn more," "apply," etc.).

5. The final step is to create a Facebook lead form.

You can create instant forms in two ways: through Meta Ads Manager immediately during the launch of an advertising campaign or in advance using Meta Business Suite. Let's consider both ways.

Method 1: Creating an instant form in Meta Ads Manager.

At the stage of creating an ad, in the "Destination" section, click "Create a new form."

Method 2: Create an instant form in Meta Business Suite.

Open Meta Business Suite. From the menu, select All Tools and click Instant Forms.

To set up a new form, click the Create Form button.

The further process of setting up the form in both methods is the same, so we will not separate the instructions.

How to set up an instant form?

Select "new form", "next".

Enter a name and select a type of instant form.

The "Higher Volume" option will allow you to create a form that can be quickly filled out and submitted from a mobile device.

The "More motivation" option is suitable for you if you want to create a form with an additional step where people can confirm the information provided.

The next step is to go to the "Brief information" stage to add an introductory section to the instant form.

Here, you can choose a background image and write a greeting that provides brief information about your products or services.

Next, go to the "Questions" section. By default, only two fields are active here—full name and email address. However, you can add more questions from the ready-made list of categories.

There is also an opportunity to add your own questions in this section. You can choose one of the following types of questions:

– multiple answer options to give people the opportunity to choose one of the answers you offer;

– a short answer to ask open questions, the answers to which users will write on their own;

– conditional answer to create a selection of questions with conditional answers based on previous ones;

- a meeting request form so that potential customers can request a date and time to meet with a company representative or visit your store, for example.

We want to warn that additional questions should not be overused because the user may not be ready to answer them. In this case, he will simply close the form or enter incorrect data. Ask only what you really need for the first contact with the client. For example, it can be a name, phone number, or e-mail.

We also recommend adding a "Short Answer" question type. This will help minimize the number of bots and increase the quality of leads because, in this case, the person answers the question on his own, so he consciously fills out the form.

If you do not add your own question, there is a risk that a person may not even pay attention to how he sent the form because other data (name, surname, e-mail address) are pulled automatically.

The next section is "Privacy Policy". Here, you need to enter the URL of the privacy policy page.

You can also add your privacy policy disclaimers, which are no longer mandatory.

The last chapter is the conclusion. Here, you should thank the potential client and indicate when the manager will contact him.

You can also set up a feedback button. Among the proposed options, you can choose "Call the company," "Download," or "View the site" if your company has one.

If you choose the last option, "View site," we recommend setting the UTM tag. This will help you track the number of people who came to your site after completing the form.

When you're ready, click Create Form to complete the setup.

Publication and launch of an advertising campaign

At the final stage of starting lead generation in Ads Manager, in the "Destination" section, the form you created will be available. All that remains is selecting it and " publishing" to launch the campaign.

Done! Your ad has been published. When leads submit a completed form, you can view/download lead data from Ads Manager or the Lead Center in Meta Business Suite. It is worth noting that

only leads that have been left within the last 90 days can be downloaded.

By default, lead information is available to all Facebook business page administrators. Access can be limited if necessary: in this case, the Business Manager administrator issues it manually by activating the Leads Access menu.

How to activate Leads Access?

To activate Leads Access, go to the Business Manager settings, select "Integrations," and then click "Access to leads" in the menu on the left.

Here, you can invite new people or edit existing accesses.

Conclusion

Properly configured lead generation on Facebook helps companies quickly obtain potential customers' contact information compared to other purposes. However, getting the most out of this ad campaign requires more than just getting the campaign and form right.

It is also necessary to ensure that the offer is relevant to your target audience and that the manager can quickly contact the potential client. Even the most successful lead form may not bring the desired result if the user is not contacted quickly.

Therefore, approaching the processing issue leads to no less responsibility than setting up an advertising campaign.