How to Use Facebook Ads for Lead Generation

Improve Your Lead Quality Today

Do you want to stop wasting time and money on Facebook Ads that produce low-quality leads? If you’ve been frustrated by spammy inquiries or unresponsive prospects, you’re not alone. Many marketers have faced the same challenges and even abandoned Facebook lead ads altogether. But there’s good news. With a simple two-minute adjustment in Facebook Ads Manager, you can dramatically improve the quality of your leads and set the stage for higher conversion rates.

It’s crucial to generate leads that not only show interest but also provide accurate and actionable contact information. This approach ensures your efforts are focused on prospects who are genuinely engaged, making your follow-up process more efficient and effective.

Start with the Right Campaign Setup
Begin by creating a Leads Campaign in Facebook Ads Manager. Configure your campaign, ad set, and ad as usual. The default setup allows users to fill out lead forms directly on Facebook without being redirected to your website. While this process is convenient, it often results in leads forgetting they interacted with your ad.

To avoid this, focus on the lead form’s design. Once you create a form, it’s essential to save it as a draft before finalizing it. Facebook does not allow edits to lead forms after they’re published unless you duplicate the form. Proofread everything thoroughly to ensure accuracy.

Use Higher Intent Forms
When setting up your lead form, select the Higher Intent option. This choice ensures prospects review their details before submitting, reducing accidental submissions. Keep the introduction text aligned with your ad’s promise. For instance, if you’re offering a free guide or consultation, clearly state what they’ll receive and how it benefits them.

Eliminate Pre-Filled Questions
Here’s the secret to getting better-quality leads: delete all pre-filled fields for name, email, and phone number. Facebook auto-fills this information based on the user’s account data, which is often outdated or incomplete.

Instead, replace these with custom short-answer questions that require users to manually input their information. This small change has two significant benefits:

1. Better Accuracy: Users are more likely to provide current and valid contact details.
2. Higher Engagement: By typing their information, prospects are more likely to remember interacting with your ad, leading to higher responsiveness during follow-ups.

Design Questions That Match Your Offer
Craft questions that align with your lead generation goals. For example, if you’re targeting professionals, you might ask for their job title or company name. Ensure your questions are clear and concise to avoid drop-offs.

Focus on Privacy and Completion
Fill out the privacy policy and completion message sections carefully. Reassure users that their information is safe and briefly remind them of what they’ll gain by submitting the form.

Test and Optimize Your Form
Save your form as a draft and review it thoroughly. Look for typos, unclear instructions, or anything that could confuse users. A polished and professional form builds trust and encourages submissions.

Why Custom Questions Improve Your Results
By requiring users to type their information manually, you reduce the chances of receiving outdated or fake data. It also creates a slight friction point that filters out less serious prospects. This process ensures your leads are more engaged and aware of their interaction with your business.

Follow Up Strategically
Once you’ve started generating high-quality leads, focus on timely and personalized follow-ups. Call or email your prospects while their interest is fresh. A well-timed message can make all the difference in closing the deal.

Make this small adjustment to your Facebook Ads strategy, and you’ll see a noticeable improvement in lead quality. With better leads, you can focus your energy on nurturing relationships and turning prospects into loyal customers.