Some of the best-performing campaigns I’ve run over the past 18 months have been Facebook Lead Ads, better known as Lead Generation campaigns in Facebook Business Manager terms.
Lead Ads are a great and easy way to collect email addresses and customer information in a matter of seconds. With creative copy and eye-catching imagery – as well as on-point audience targeting backed with a carefully allocated and paced spend – Lead Ads help grow email databases, offer biz dev teams a valuable stepping stone for gathering leads, and provide data that can be used to flesh out lookalike audiences.
Lead Ads are designed for mobile-first users, as the drive the majority of Facebook traffic and time. The form is simple to fill out, and with Facebook autocompleting any information provided in a user’s profile (name, email address, etc.), sometimes all the user needs to do is hit the “Submit” button.
Since June of 2017, I’ve been tracking a set of metrics for each Lead Ad campaign I’ve run. Currently, I have 3 clients who are running a total of 5 campaigns each month. Each client operates in a different industry and according to its own goals and KPIs. Monitoring each campaign’s month-over-month performance has been an eye-opening experience.
Below is a quick rundown of each client and each campaign. I also discuss key successes and takeaways.
Rundown: My nonprofit client’s mission is to bring more green space to downtown Dallas via the construction of four new parks. Our main social media goals revolve around branding and sharing information about each park, and with that comes a monthly newsletter. For the first year, we focused mainly on email signups though a form on the website. In 2018, we began running a two-week Lead Ad campaign each month, and the results came rolling in. The first campaign pulled in 165 leads at a cost of $0.61 each. I’d never seen leads come in that low, so it was a major win right out of the gate for the client.
Key Successes: Over a five-month period, we pulled in 586 leads at an average cost of $0.85 each. We also had almost 1,400 link clicks to the site. Moreover, the average Relevancy score here was an 8.6, showing that the copy and creative we developed for this campaign resonated with our targeted audience. That, in turn, helped increase the ads’ overall visibility.
Campaign Takeaways: Copy and creative have proved essential to achieving success here. Sharing images of what’s to come in Dallas helped win users’ attention and increase signups. In 2018 alone, we almost doubled our newsletter list size due to the five Lead Ad campaigns we ran.
Rundown: My premier luxury shopping center client runs Lead Ads in order to grow their newsletter database, targeting high-income shoppers who follow specific lifestyles. We quickly noticed that, within the Dallas market, we had reached as many specific users as possible, so we opened up targeting to travelers and those in larger cities inside and outside of Texas.
Key Successes: Our campaigns run anywhere from 15 to 30 days. They focus on events as well as new shop and restaurant openings. An average campaign pulls in around 515 leads, with the highest performing campaign pulling in 963 ads at a cost of $1.50 each. The client’s sizable spend each month allows us to pull in more leads. We’ve also found that, when a campaign performs incredibly well, we see a surge in forms fills and a lower cost per lead.
Campaign Takeaways: This client loves trying new things with each campaign, including swapping out images for 30-second videos across several campaigns we ran in the fall of 2018. This proved to be a great way to add some movement to a Lead Ad, and costs per lead remained about the same compared to campaigns that used static images as their main creative.
Rundown: A well-known hospital system in Dallas, my client relies on Lead Ads to grow their newsletter database for specific health service lines. One such example is a program designed to encourage nicotine users to kick their habit. Specifically targeting the Dallas-Ft. Worth area as well as users who either are active smokers or are trying to quit, our campaigns offer a free class for anyone who signs up.
Key Successes: Campaigns average around 100 leads per month, although we’ve found that the time of the year sometimes dictates the response rate. For example, we see more form fills come in before the winter holidays and after January, as users focus on their New Year’s resolutions. (It certainly doesn’t hurt that we’re deploying copy urging this resolution). Cost per lead lands anywhere between $6 and $9.
Campaign Takeaways: The client considers all these metrics a great success, and we agree. At first, we didn’t know how Lead Ads would perform in the medical field. In fact, we envisioned very high Cost Per Lead and almost no response. To date, the highest we’ve ever seen the nicotine cessation program leads come in at is $10.00, which we still consider a huge win.
Once your Facebook Lead Ads campaign is over, it’s time to pull the leads and get them to where they need to be. (Side note: you can pull the leads at any time during the campaign and not disturb a single thing.)
However, an even better solution is to set up an automation to connect leads into your email database the second they come in. This allows you to email your contact list any time using the most up-to-date information and contacts.
My preferred automation solution is Zapier, which connects Lead Ad forms directly to MailChimp. (All my clients use MailChimp to send their newsletters.) Once you set up your Lead Ad campaign and your contact list in MailChimp, Zapier gets to work in a matter of minutes. All you need are access to each account, a couple clicks of the mouse, a quick test, and you’re done. I recommend this solution for all my clients, whenever possible, so their contact lists are always up-to-date. The goal is to empower our clients to be able to send an email at a moment’s notice.
If you’re looking to expand your email database through Facebook Lead Ads, reach out to one of our Account Executives today. We’ll design a set of recommendations for you, each one focused on your goals and KPIs and designed to help you reach your target customers and increase your conversions.