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Facebook’s Lead Gen campaigns have made the platform a more attractive platform for B2B companies. A simple, pre-populating form can drive actionable leads from the Facebook platform with low CPLs – though users’ professional information on Facebook is far less reliable than it is on LinkedIn, the low CPLs can more than offset the lead quality gap for certain companies.
In this post, we’ll talk about why we began to use Lead Gen campaigns on Facebook – and how to set them up for your own objectives.
Why to Start
After several months of seeing slow lead volume for a B2B client on the Facebook platform, we launched lead gen campaigns. Within one week of launch, the Lead Gen campaign alone drove more leads on the platform than all previous campaigns combined had driven in three months.
Steps to Get Started
Getting started with Facebook Lead Gen campaigns can be easy – and only requires a few extra steps than building your typical Facebook Ads campaign.
Create a Lead Generation Campaign. You will need to create a new Facebook campaign, selecting “Lead Generation” as your campaign goal.
Load in your creative assets as usual. Ads in a Facebook Lead Gen Campaign can take any of the traditional Facebook formats: static image, carousel, single video, or slideshow.
Create an Instant Form. Rather than driving to a certain off-site conversion goal, Lead Gen campaigns drive to Lead Forms completed.
Select your form type. You have the option to choose between “More Volume” or “Higher Intent.” Higher Intent forms are only available on mobile devices and provide users the option to review their data before submitting the form. Choosing Higher Intent typically cuts lead volume by about 50%, though as the form type indicates, these forms are more likely to be qualified down-funnel.
Add your optional introduction. The introduction to your lead form can give the users more context to the offers they will receive upon completion of the lead form. The introduction is comprised of three parts:
- Headline (60 character limit): Give the user context into your offer.
- Image: The image used in the introduction can be the same image used in your ad, or you can upload an additional image asset to serve alongside the form introduction.
- Paragraph or Bulleted List: Use this to provide more context for the offer or give the user more information about your business.
Select the fields of data to collect in your Lead Gen form. We see best results when lead gen forms have between 3 and 5 fields of data to collect. Available fields are shown below.
For certain fields, such as full name and email, Facebook will auto-populate user data. Other fields will need to be filled in manually by the user. The more fields in your form auto-populate, the more likely it is that a user will complete your form.
You also have the ability to add a custom question not shown above into your lead gen form. Custom questions can take the form of a short answer, multiple choice question, conditional question, or appointment scheduling.
Develop your Thank You screen. Choose the message you would like to display to the user after they have completed your lead gen form.
The Thank You screen is comprised of six fields:
- Headline (60 character limit): Write a headline thanking the user for completing the form or explain the offer coming their way.
- Description: Provide more context for the user.
- Select Your Button Type:Use the Button at the end of the lead gen form to prompt the user to Download, Call the Business, or Visit Your Website.
- Button Text (60 character limit): Write the text you would like displayed on the button.
- Website Link: Provide a URL for the user to visit after completion of the lead gen form.
And you’re off and running! As with all Facebook campaigns, success will result in a mix of bidding, creative testing, audience targeting, and messaging – but expect to see a healthy volume of low-CPL leads that must be QA’d more heavily than LinkedIn counterparts.