Tuesday, 5 November 2019

Master Guide To Facebook Lead Generation Ads

Marketers use different channels, different strategies to generate business. One of the common objectives of most of the businesses is to generate leads.
Different channels used by marketers perform differently as the audience is different on different channels. More importantly if you are using display as a medium it’s a challenging environment to generate leads, that’s when Facebook Lead Generation ads come into the picture.

So What is A Facebook Lead Generation Ad?

Facebook lead generation ads are ads that advertisers can use to collect information of customers without leaving Facebook.
Facebook lead generation ads are very effective if you are looking for generating leads to your business.
Facebook lead generation ads can be used for businesses including Education, Real Estate, Hospitality etc. They can also be used to run offers, deals, product demos, free trials, limited period offers etc.
In Facebook lead generation ad, if a user clicks on the ad, Facebook creates a form on the screen itself, without leaving the app, which can be auto fill or manual fill.

So How to Create Facebook Leads Generation Ad?

Let’s understand in detail step by step, how to create Facebook lead generation ads. In this article I am going to create a lead generation ad, where I am taking an example of my Digital Marketing course to generate leads, this will guide you through the detail process
So let’s get started!
(Note: I am taking an example of my Online Digital Course, this is for reference)
Step 1
Login to your Facebook Business Manager Account
If you don’t have a business manager account – Refer article, Facebook Business Manager Guide
Step 2
Next step is to click on ads manager as below
Facebook Ads Manager
Step 3
Next step is to click on the create button
How To Create Lead Generation Ads
Step 4
Next step is to select the objective of the campaign. As my objective for this campaign is Lead Generation, so I am going ahead with lead generation campaign.
To know more about other objectives for Facebook Ads, refer article, Guide To Create Facebook Ads (Step 2)
Objectives in Facebook
Step 5
The next thing is to define campaign name. I am defining the campaign name as below, you can also define basis your understanding.
Facebook Lead Generation Campaign
Step 6
The next step is to define the ad set name. I have defined the ad set name as below.
Facebook Ad Set Name
Step 7
The next step is to select audience. Audience is for remarketing campaign, so skip audience step as you are looking to market to new users.
On the right hand side of creating new audience, you can see, use saved audience. This can be used if you have already created and saved the audience.
I am going to create a new audience so that you understand how to create a new audience for your campaign. So let’s move ahead without selecting the saved audience.
Audience in Facebook Ads
Step 8
The next step is to select location. I am selecting entire Mumbai location as my course is an online course and geography is not an issue to take the course. But let’s say you are a restaurant or a spa or a saloon or a business which has geography limitation, in that case you can search a particular location within the city and set the radius in km.

Eg: You want to target only people in Bandra West within 10Km of radius, you can search for Bandra West (in the search bar of location), and set the radius as 10Kms
Location Setting in Facebook Ads
After defining location, define the age group which you are looking to target on Facebook. I have defined as 24 to 35, as I am looking to target Marketing professionals who would be interested in learning Digital Marketing.
Then define the Gender, I have kept Men & Women both, you can define basis your target audience.
Post that you need to define languages. If you are targeting English users on Facebook, then you don’t need to enter anything, but if you want to target different language users then you can search for the language and set it as language targeting.
Step 9
Next thing which is one of the important things of Facebook lead generation ad is targeting. Targeting helps you to define the audience to whom you want to show your ad on Facebook. There are different types of targeting methods available on Facebook which are as below:
Job Title – Job title targeting allows you to target users who have listed specific job titles on their profiles.
I have targeted Marketing Heads in my target audience because I want to reach out to Marketing professionals who would be interested in taking up my Digital Marketing course
Facebook Job Title Targeting
You can select any other job title which matches your audience by searching a specific job title in the detailed targeting section.
Interests – Interests targeting allows you to target users with specific interest. Eg: Films, Medical Research, Travel, Adventure Travel etc.
I have selected interests as Marketing, as it will allow me to target users who have expressed interest in Marketing or have liked pages related to Marketing on Facebook.
You can add interest targeting basis your target audience.
Interest Targeting
Fields of Study – Fields of study allows you to target users who have listed a specific subject as their key subject on their Facebook profile.
I have added mass media as fields of study to target users who are mass media students/professionals.
You can target fields of study basis your target audience. Not every business would require to target fields of study targeting parameter eg: Real Estate business won’t need fields of study as targeting method, because an individual from any field would like to buy a property in a specific location with a specific budget.
Fields of Study in Facebook
Schools/Universities – Schools/Universities targeting method allows you to target individuals/students who have listed a specific school or university on their Facebook profile. You can search for any university/school in the targeting option and select
I have defined schools/universities as Symbiosis Institute of International Business. So users who have listed their university as Symbiosis Institute of International Business on their Facebook profile will be able to see my ad.
Schools Universities Targeting
Behaviours – Behaviour targeting on Facebook is defined basis the activities users do on Facebook. For Eg: Shoppers – User who have clicked on shop now button on Facebook, Frequent Travellers – Users whose activities suggest that they are frequently travelling. As our location services are switched on our mobile devices, Facebook tracks our location and also tracks what all places we have checked in, this then becomes the targeting method on Facebook for advertisers.
In the example below you can see, I have searched for Frequent travellers, so if I select this behaviour, I would be able to show ads to users whose activities suggest that they are frequently travelling.
Behaviour Targeting in Facebook
For my course I am not selecting any behaviour because most of the behaviours are broad, so I don’t want to target to an irrelevant audience, so I am skipping this targeting method for my campaign.
You can search and see what other behaviour targeting options are available on Facebook and basis your audience, you can select that as targeting.
Demographics – Demographics targeting method allows you to target users basis anniversaries, birthdays, newly engaged users etc.
This targeting method is not applicable for my course, so I am skipping this targeting method.
Few Demographics Targeting examples in Facebook are as below:
Demographics In Facebook
If you have any specific demographic audience in your mind, you can search in the detailed targeting box and choose which are relevant to your business.
To know more about detailed targeting, you can also refer article – Guide To Create Facebook Ads (Step 7)
I have selected only single audience in each targeting method, you can select multiple audiences for targeting.
Step 10
The next step is to narrow your targeting. With narrow your targeting the targeting becomes more precise.
Once you have selected narrow your targeting option, Facebook will show your ad to users who match both criteria, detailed targeting (step 8) plus narrow targeting as a combination
Facebook Narrow Audience
So for my course promotion, this is how the targeting will be.
Facebook Narrow Targeting for Ads
Step 11
Next thing is to define placements for your lead generation ad. Placements selection defines where your ad will be triggered on Facebook including stories, desktop, instagram, mobile etc.
There are two types of placements available in Facebook.
Automatic – Automatic placements types allows you to show ads on all the options available on Facebook Network
Edit Placements – Edit placements type allows you to choose specific placements, where you would like to show your lead generation ad Eg: Videos, Facebook Stories, Messenger etc.
Edit Placements in Facebook
For my lead generation campaign, I am going ahead with automatic placements option because I want to trigger my ad on all available Facebook inventory options.
Step 12
The next step is budget & schedule option. In the budget & schedule option, the first thing you will see is optimisation for ad delivery.
Optimisation for ad delivery tells Facebook to deliver ads basis your objective. As our objective is lead generation, we will have only one option of choosing from which is leads.
Next thing is you can define an amount which you are ready to pay for one lead. So I have defined as Rs. 500, you can also define basis, how much you are ready to pay for one lead.
The next thing is to define the budget. I am going with daily budget option of Rs 1000, you can also define a daily budget as per your ad spends budget. You should minimum start with Rs. 500 because the minimum the budget, minimum would be your campaign reach. In budget option, there is an another option called as lifetime budget, lifetime budget is the total budget you want to define for your lead generation campaign.
I would always suggest to go with daily budget model because it allows better control of spends on a daily basis.
The next thing in the process is to define start date and end date of the lead generation campaign. You can define the end date as per you lead generation requirement.
Facebook Budgets
Step 13
The next thing you will come across in the process is an option which says when you are charged. When you are charged option says impressions, means Facebook will charge you basis the number of impressions served for your campaign. Also, Facebook will calculate the cost per click and cost per lead and share the details with you on the dashboard, so that you know what the actual cost per lead was.
Ad scheduling – And scheduling helps you to define different time slots in a particular day. If you only want to advertisers users in the morning or only in the afternoon or only during business hours, you can go ahead with this option and set the hours. But this option is only eligible if you have selected lifetime budget in your budget setting (refer step 11), under daily budget, you won’t be able to define different timings in a day to show your lead generation ad.
Next thing is to set up delivery type for your Facebook ad. Delivery type is how you want to deliver your lead generation ad. There are two types of delivery type:
Standard – Standard delivery type will help you to rotate your lead generation ad evenly throughout the day.
Accelerated – Accelerated delivery type will consume your budget for lead generation ads as quickly as possible.
I would suggest always go with standard delivery method. You can use accelerated delivery method if you are running a sale or offer which is for a limited period, where you want to reach more people in a shorter period of time.
Facebook Ad Delivery Types
Step 14
Next step is to define ad name. I have defined the ad name as below for lead gen campaign.
Facebook Ad Name
Step 15
The next step is to define your Facebook profile and Instagram profile to your lead generation campaign. I have defined for my course as below, Facebook page of my Institute and Instagram profile of my Institute
Facebook Page Linking to Ads
Step 16
Now we need to select the ad format for our campaign. I am selecting carousel ad format for my lead generation campaign, you can select either carousel or a single ad format for running your ads.
Facebook Ad Format
Step 17
The next step is to define text, creatives, headline etc. I have defined as below, you can also add your creatives and copy as per your business details.
Facebook Ad Copy
Step 18
The next thing is to define call to action for your ad copy. There are different types of call to action to choose from, you can choose basis your requirement for your campaign.
Call to Action In Facebook
Step 19
Next step is to create a form, this form will be created on Facebook and users will see this form once they click your ad, post that they can enter their details basis the field on the form.
So start with form creation, click on new form as below. We will create a new form so that you know how to create a form for your lead generation campaign.
Facebook Ads Form Creation
The next part is to define the form name and the type of form. I have defined my form name as below and I have selected as more volume form type, because I am looking for higher no of leads.
Create Form in Facebook
Next thing is to define Intro for your lead generation form. Here you can define the Headline for your form, Image for your form and the paragraph for your form. I have defined as below for my campaign.
Intro Form in Facebook
The next thing is to define questions. You can add questions to your lead form by selecting from the options below including contact fields, user information, demographics etc. You can also add multiple choice questions, conditional questions etc.
I have added 3 questions for my campaign which includes name, phone number and an email. You can select basis your requirement and then define the questions.
Lead Form Questions
Next step in the form creation process is privacy policy. Define the link text and link url as below. You can also add a custom disclaimer
Privacy Policy in Facebook
Last is define the thank you screen options. Thank You screen option includes headline, description, button type, button text and website link. You can define thank you screen details as per your requirement.
Thank You Screen
Once you are done, say save and finish on the top right hand side of the form.
Lead Form Creation
Once you say finish, you will see your lead generation form on your screen as below
Lead Generation Form CreationThat’s it, now click on the green confirm button and your campaign is ready. The ad will now go in review and once approved will go live. Post that you will start receiving leads to grow your business.


Facebook lead generation ads are very effective for growing business. You should define your audience effectively and monitor campaigns regularly to gain maximum out of lead generation ads. Start your lead generation campaign today and let me know how they are performing!

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