There is no shortage of articles or information out there when it comes to how businesses can use Facebook to generate leads, build a brand, engage with customers or a plethora of other objectives.
By writing this article, we aim to cut through the noise and provide you with a strategy that we have used for ourselves, with our clients and in multiple countries, with a single goal in mind.
To generate leads with Facebook ads in 7 days or less.
Before we get started, we run all of our ads through the Facebook Business Manager. If you are planning on running Facebook ads or following this strategy to generate leads for yourself, then we would recommend that you also use the business manager.
You can signup by following the link and then complete the guided signup process.
Who Is Your Target Audience?
Before running any kind of ads, you must know who your target audience is. Better still, what does a lead look like?
It is important that you understand who your audience is, so that you can understand the challenges and pains that they feel. Once you understand what they are struggling with, you can help them solve it.
A lead should be someone that has a problem you can help solve.
Once you have defined who would be a lead, it is possible for you to list out their challenges and begin solving them.
For example at Straight Talk, we help people scale their businesses, so we created our guide on ‘Learning to Scale.’
We also know that the main areas people need support are:
- Product-Market Fit
- Lead Generation
- Closing leads
- Retaining and expanding existing customers
So we create helpful content in these areas. You must create a similar piece of helpful content, for your ideal customer.
Identify a specific problem that they have and create a piece of content that explains how to fix it. It doesn’t have to be hundreds of pages, have had a designer make it look fancy or be written by an expert writer but it does need to help them solve a problem.
This piece of content will become your ‘lead magnet’ and is what we will use to generate new leads.
Once you have this ‘lead magnet,’ we can begin creating our ads and generating leads.
Choosing An Objective
When you are in the Business Manager, navigate to your Ads Manager and create a new ad by selecting the green ‘Create’ button.
The Facebook ads campaign builder will be opened and you will be prompted to choose an objective. Each of these objectives has its own strengths and weaknesses with a whole article being possible for each of them.
However, we are attempting to cut through the noise and will be focusing on our aim of generating leads in 7 days or less.
We will be choosing the Lead Generation option and then selecting the blue continue button once prompted.
Here you will be given the option to name your campaign and adjust the campaign settings. Give your campaign a name such as “Lead Generation” and turn campaign budget optimization on
Campaign budget optimization or CBO is when the Facebook AI sends your budget where it thinks you will get the best ROI (in our case leads). This means that different ad sets can get different amounts of budget per day depending on what Facebook thinks their likelihood of being successful is. With CBO turned off each ad set will get the same amount of budget.
You can also set your daily budget at the campaign level. We would recommend starting at $20 per day. Don’t worry if you can’t always spend that amount simply run your ads for the number of days your budget allows. For example, if your monthly budget is $200, run your ads for 10 days per month at $20 per day.
Creating Your Ad Set
Once the lead generation objective has been chosen you will be prompted to create your Ad Set. An ad set is where you define who you are targeting with your ads.
The ad set configuration is perhaps the most important part of this strategy and critical to overall success. In order to fully explain this setup we have created a short video walking you through the process.
Creating Your Ads
At this point, the campaign has been created and the ad sets have the correct targeting. All that is left is the ad itself. With any campaign, we do not recommend running just a single advert. You should always run at least two ads per ad set. This allows you to test which one is performing best and make adjustments to improve the performance.
We will show you how to create these variations shortly.
A lead generation advert is broken down into 5 parts; the media, the primary text, the headline, the CTA, and the lead form. We will look at each of these individually.
When choosing the right media you have an option between a single image, single video, or carousel. For lead generation ads we recommend choosing a single image.
Make the image reference what you are offering. For example, if you are offering an ebook include a mock-up of the ebook in the image. If you are offering a checklist then have a checklist in the image.
We use Canva for creating our ads and this is one that we have used recently:
The primary text section will follow a tried and tested structure for writing advert copy. Here is an example from one of our own ads that you can use to create your own primary text.
Section: Call out your target audience
Startups & Scaleups! 🚀
Section: Ask questions around pains that you know they experience
Are you in control of your growth?
Does growth happen when you want it to happen? At the rate you are looking for?
Section: Introduce your lead magnet
The Learning To Scale Guide tackles these challenges head on.
For many startups and those entering the scaleup phase Once they have achieved market fit 🧩
They want to see accelerated growth but they struggle to gain the traction they are looking for.
This is because they are missing the “learning to scale” phase.
Going through a “learning to scale” phase will provide you with a walk through on everything you need in order to scale.
It also pressure tests the business so that when you do put your foot on the accelerator 🏎️
Nothing breaks and the growth is consistent.
At Straight Talk we work with startups to achieve market fit before implementing scalable and repeatable growth plans.
Section: Social proof through a testimonial
📣 This is what our client Corey had to say: 📣
“Gravwell is in a much better place today. We have worked closely with Dan & the team at Straight Talk to improve our processes and set us up for success.
Things have worked out well and now we’re struggling to keep up with the amount of business we are generating.
Straight Talk is the closest thing to guaranteed success you will get.”
Section Summarise the benefits
We have decided to collect all of our experiences on scaling and have pulled together this bumper guide 💡‘Learning To Scale Your Business”
In this guide you will learn how to:
💲 Consistently generate SQL’s
🧑🤝🧑 Prove non founders can sell
🤝 Create a scalable sales process
😃 Build your customer success team
It even includes the key metrics you need to track as well as hidden mistakes people make too!
Section: Call to action
Create consistent growth that you control and click below to get your guide!👇
By following these sections you will be able to create a winning formula for your own ads.
The headline should be used to insert a CTA for your chosen lead magnet. We like:
Download Your Free Guide Today 👉
Call to action
For the call to action, you will need to select download. If you were offering a demo or something similar then the Sign Up option would be a better choice and for discount codes, we use “Get Offer”
Once you have selected a call to action you will see the section below is labeled “Instant Form”. This is where you will create your lead form to collect personal information from your leads. Select create form and the form builder will be opened.
Give your form a name so that you know what lead magnet it relates to and what information is being asked for. At Straight Talk, we follow this same naming convention so our form titles look like this: Learning to Scale – Name & Email
Within the intro section, you will be asked which background image you want to use. Select “use the image from your ad”
You will also be asked to provide a headline and description.
For your headline say what you are offering. For example Free scaling checklist
In the description provide a short summary of what the offer is. For our scaling checklist we could use:
“A complete checklist of all the steps that must be completed before you can accelerate your growth.”
Within the questions section, you can choose what information you request from potential leads. We recommend that you start with first name, last name, and email. By default, Facebook will ask for a Full Name. We recommend you replace this with the first name and last name options as it makes data storage far easier within your CRM.
You may want to ask for more information but we would suggest starting with these three fields, begin generating leads and then add more fields if needed. This way you have a baseline and can test how your conversion rate changes as you ask for more information.
Within the completion section, you can choose to leave this with the default text that Facebook provides or write a short description on how they will receive the lead magnet they have just requested.
Typically you will email it to them but it is also a good idea to provide a link directly to the resource via the call to action button provided in the form.
Take a final review of your form and select publish
Publish Your Campaign
Once you have completed each of these steps you simply need to select publish and wait for your advert to be reviewed and approved.
Once approved duplicate your ad and change the image so that you can split test between two options.
At Straight Talk, we used these two ads
My Ads are Live
Once your ads are live you simply have to wait. Within a couple of hours, you should start receiving engagement on your ads and after that (if you got the right targeting with the right lead magnet) some leads.
But just in case you don’t get any leads within the first 24 hours here is a short video explaining how to analyze the data you are receiving and what changes you can make to ensure leads start flowing.
That is the strategy that we follow to generate leads with Facebook ads in 7 days or less.