It’s no secret marketers like to use Facebook campaigns as top of the funnel tactics to generate awareness and create buzz surrounding a product or service. What is often overlooked is Facebook’s ability to be a reliable lead capture channel. Through Facebook, businesses can integrate lead form ads into a user’s news feed and collect information such as first name, last name and email without requiring them to click on the ad, visit a website and then maybe submit a contact form. With such a low barrier to submit a lead form, Facebook has become one of our client’s most successful lead generation channels.

The most successful lead form ad campaigns require ongoing testing, analyzing and optimizing. We’ve gathered our best tips and tricks to implement into lead form ad campaigns to generate more leads, at a lower cost.

• Create an effective incentive to entice users to submit a form. Ask yourself, “What value can I offer potential prospects in return for their email address?” This can be hosting a product giveaway, offering a limited time coupon or discount code, or sending a valued piece of content like a case study or report.
• A/B test ad copy and images to determine what resonates best with your audience. Incorporating the benefits or value gained from submitting the form can make users more willing to take the time to fill it out. Test using product-focused images versus a more commercial, lifestyle-focused image.
• Target the right users for higher quality leads. Target specific audiences so the more relevant your ad is to them, the more submissions you’ll get. Some of the most effective segments for lead form ad targeting includes retargeting website visitors, Facebook filtered targeting audiences and lookalike audiences based off past purchasers.
• Make slight changes to the budget and increase it as time goes on and your ads get more efficient. Finding your lead form ad sweet spot takes time, so be patient and trust the process. Avoid starting out with a large budget and work your way up to it so you can spend more once you’ve found the perfect combination of audiences, ad copy and assets.