Creating a successful Facebook Lead Generation Campaign

Creating a successful lead generation campaign in Facebook can be one of the quickest and most cost effective ways of growing a database. Lead generation campaigns are easy to set up and can integrate with your CRM to seamlessly transform prospects into contacts.

To create a lead generation campaign you’ll need a Facebook Business page and access to Business Manager. Navigate to Ads Manager within the Business Manager and click Campaigns. Click Create. You can choose the “buying type” opting for either “Auction” or “Reach and Frequency”. If you’re unsure, leave this as the default option. Next select “Leads” as the campaign objective.

You will be presented with the campaign structure which features three levels:

1. Campaign – here you will enter the details of your campaign including the campaign name and category.
2. Ad set – this is where you’ll set your targeting. You can choose whether you want the user to fill in leads on Facebook (recommended) or directed to your website to a form. Ensure you select the correct Facebook page which should default to your account. Set your budget and a start and end date if required. Set your targeting options based on location, demographics, interests, saved audiences, etc. Facebook will give you an indication of your audience size, it’s worth using a moderate audience size with a really targeted approach to ensure you’re targeting the right type of user for your campaign. Note you can duplicate Ad sets and create multiple variants to test.
3. Ad – once you’ve finalised targeting, you can create your ad including headline, copy and creative. You have multiple options including images, video, carousel. There are options to select placements such as stories, news feeds, reels, etc. across Facebook and Instagram. You will also need to create a form for contacts to fill in which you can customise with a number of fields. If you have a CRM, ensure that this is connected to your Facebook page and that the fields you have selected are mapped correctly to those in the CRM. If you have a Facebook pixel, ensure this is switched on and select this on the Ads page. Note you can duplicate Ads and create multiple variants to test.

Once you are happy with your campaign, click publish and push your campaign live. It may take a few minutes for the campaign to be approved by Facebook.

You can view the statistics of your campaign in the campaigns section of Facebook. This has a number of columns you can choose from including reach, impressions, clicks, leads and cost per metrics to measure the success of your campaigns