Facebook lead generation is one of the best ways to get leads for your business. With Facebook’s over 2.7 billion monthly active users as of the second quarter of 2020, it is the biggest social network all over the world. This means that almost every business has an audience on the platform. This makes Facebook a platform of choice for marketers and advertisers. According to eMarketer, 86.8% of U.S marketers use Facebook in 2019, and 87.1% of them will use it in 2020.
As a business owner, you might wonder if Facebook Lead Ads really work and why you need to use Facebook as a lead generation platform.
Below are a few advantages of using Facebook lead generation for your business.
Advantages of Using Facebook lead generation for your business
1. Facebook has a large target audience for various niches
There are 1.73 billion daily users on Facebook. According to the Pew Research Center, seven out of ten adults in the U.S use Facebook. This means most business audiences can be found on Facebook.
2. Facebook offers high engagement to businesses.
According to digitalmarketing.org, 32% of Facebook users engage with brands regularly, and 39% of Facebook users follow business pages to get offers. Engagement is key to any business on Facebook. High engagement on Facebook will help you reach more people and increase customer loyalty.
3. Facebook ads produce great results.
The average cost per click on Facebook ads across all industries is $1.72. Because of this, 86 percent of US marketers are using Facebook for advertising.
4. Facebook makes it easy for businesses to reach both desktop and mobile users.
According to Statista, 98% of active users’ accounts worldwide accessed Facebook via mobile devices.
Now that you know the advantages of Facebook lead generation for your business, it is time to look at the best tool to use for lead generation.
One of the best tools for Facebook lead generation is Facebook Leads Ads.
What is Facebook Lead Ads?
The traditional way of generating leads on Facebook is to send them to a landing page or a website to fill out a form. But, with Facebook Lead Ads, users can fill the lead form right there on Facebook. This makes it easier to capture the user’s information and avoid the friction of directing them to your landing page.
Facebook Lead Ads work by setting up the ad through the Facebook ads manager. Facebook then shows the ads to users in their news feed. These ads are shown in the form of “sponsored posts” to users in their feeds. Check out an example below:
So, when a user clicks on the ad’s CTA, Facebook shows them a form that is pre-filled with their information taken from their profile page. See the form below.
As can be seen on the form, the user fills in a bit of information about themselves. After that, users will confirm the prefilled information, usually the name and email address, and submit the form. After submitting the form, users are directed to the thank you page and the business gains a lead.
Benefits of using the Facebook Lead Ads for your business
1. Facebook leads ads are mobile, responsive
According to Statista, 98% of active users’ accounts worldwide accessed Facebook via mobile devices. This makes it easy for you to get loads of leads no matter the device your target audience is using to access Facebook.
2. Facebook Lead Ads has native functionality
The best part of Facebook Lead Ads that makes it a lead generation machine is the pre-filled form. Users can fill the form right on the Facebook platform. You don’t need to direct users to a landing page or a website, thereby disrupting their experience. This makes it easy to collect more leads.
3. Easy integration with CRMs
When a user confirms and submits the form, it is stored on Facebook as a CSV file. You can integrate it with your favorite CRM so that as leads are coming in, they are directed to your CRM, where you can start nurturing them before they get cold. One good tool to use for this is Leadsbridge. Leadsbridge can help you integrate your Facebook Lead Ads with your Favorite CRM.
4. Facebook Leads ads offer targeted segments
With Facebook Lead Ads, you can separate your audience into interests, demographics, location, etc. This makes the leads to be highly targeted and qualified for your business.
Does Facebook Lead Ads works?
Many people want to know if Facebook Lead Ads really work and are effective before they spend money on it.
In a survey carried out by Leadsbridge on how Facebook Lead Ads work for clients, below is the feedbacks to the four question survey.
1. Toronto Arts Academy
Questions and Feedbacks
1. How satisfied are you with Facebook Lead Ads?
“We love Facebook Lead Ads!”
2. What are the major benefits of Facebook Lead Ads?
“They are a great way to work with the established trust of Facebook to connect with a potential new audience and create a more direct bridge with our brand. It allows them to share minimal contact information, while expressing a higher intent or interest, giving us a chance to reach out to them directly and build a relationship directly.”
3. What are the downsides of Facebook Lead Ads, and what have you done to mitigate their negative impact?
“We used to find it a challenge to get access to the lead information as they were submitted, since we never received notifications from Facebook for new leads. But Leadsbridge has solved that problem for us! We’re able to get notified immediately of new leads valuable to us and that need attention immediately.”
4. Can you share some results of your Facebook Lead Ads campaigns? What did you achieve?
“We have grown our business around 10% using Facebook Lead Forms. It’s an easy way to get highly qualified and targeted leads.”
2. Digital Deluxe
1. How satisfied are you with Facebook Lead Ads?
“For driving a volume of leads, they’re fantastic. However, the quality of leads can be lacking, so a process for qualifying the leads is important.”
2. What are the main benefits of Facebook Lead Ads?
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Easy to set up, no landing pages required.
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Assuming that targeting and ad creative are decent, you’ll almost always get a strong volume of leads.
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Easy to integrate with CRM and MA platforms via Leadsbridge”
3. What are the downsides of Facebook Lead Ads, and what have you done to mitigate their negative impact?
“The quality of leads can sometimes be low, so it’s important to have a process in place to assist with qualification, especially if someone will follow them up manually. A few tactics for this include:
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Extra questions in the form; this way only those who are really interested in the offer will take the time to complete it.
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Lead scoring; utilizing a marketing automation platform e.g. HubSpot, Activecampaign, to score the leads based on interactions with content, answers to questions, etc. This way the sales team can prioritize lead follow up.”
4. Can you share some results of your Facebook Lead Ads campaigns? What did you achieve?
“One of our most successful lead ad campaigns was for a private health insurance client, where we were able to drive 6,000 leads in a 3-month period.”
3. Social-Xpl
1. How satisfied are you with Facebook Lead Ads?
“I’m very satisfied”
2. What are the main benefits of Facebook Lead Ads?
Easy to configure and low CPL
3. What are the downsides of Facebook Lead Ads, and what have you done to mitigate their negative impact?
“Sometimes I receive low-quality leads, but It’s solved by fine-tuning the segmentation.”
The agency case studies above show that Facebook Lead Ads really work.
Facebook lead generation campaign cost
Facebook lead generation campaign cost varies based on the bidding model and other factors. The cost per click (CPC) costs about $0.97 per click, while the cost per thousand impressions (CPM) is around $7.19 per 1000 impressions. Below is a table showing the Facebook ads cost per each bidding model.
|
Average Facebook Advertising Cost |
Bidding Model |
|
$0.97 |
Cost-per-click |
|
$7.19 |
Cost-per-thousand-impressions (CPM) |
|
$1.07 |
Cost-per-Like (CPL) |
|
$5.47 |
Cost-per-download (CPA) |
Source: AdEspresso
The numbers above are averages, so your business can see higher or lower ad costs due to other factors such as target audience, niche, ad placement, ad relevance, ad quality, ad bid, age, location, season, etc.
In addition, a study carried out by Wordstream revealed that the average cost per click (CPC) for a Facebook Ad across all industries is $1.72. Knowing this will help you to understand your budget on Facebook ads.
However, CPC is different in all industries and audiences, therefore, you need to test your ads to know your average CPC. Also, Facebook reduces the average price for ads reduced to 6% in 2019, and also increase ad impressions by 37%. This makes it a platform of choice for marketers to get the most ROI from their ad spends.
Conclusions
Facebook lead generation ads are is one of the best ways to generate consistent leads for your business. With Facebook’s 2.7 billion active monthly users, a good advertising strategy, and a tool such as Leadsbridge to help you funnel your leads from Facebook to your favorite CRM, you should be able to get targeted leads to grow your business.
The case studies above showed that Facebook Lead Ads really work. If you have not been using Facebook Leads Ads for your business, you are leaving money on the table. Now is the right time to advertise your products or service using Facebook Lead Ads.
