Getting Quality Leads from Facebook Ads

For every successful business, getting quality leads from Facebook ads is critical. In this blog post I will go over the basics of how to do that effectively so you can start raking in more sales and profits right now.

Facebook ads have the ability to generate a lot of quality leads. However, they can also lead to fake leads from Facebook ads. This blog will discuss how to avoid generating fake leads and how to generate quality leads instead.

It’s hit-or-miss when it comes to getting excellent quality leads from Facebook.

Some companies and sectors, such as health/fitness, restaurants, and fashion firms, may benefit greatly from Facebook advertisements. Others, particularly in B2B, are less enthusiastic. At least not in the beginning.

This tutorial is for you if you’ve been running Facebook advertising for a while and are getting leads from them, but the quality of the leads isn’t fantastic or they’re not converting at the same rate as your Google Ads. 

Below are some of the methods I was able to greatly raise the inquiry-to-signup conversion rate for a Facebook advertisements campaign, and these strategies should work for you as well, particularly if you’re running a B2B campaign, which often performs poorly on Facebook.

Note that although I’ve just mentioned Facebook here, the same ideas apply to Instagram. 

1) Go through the messaging again.

Unlike Google Ads, where you can use keywords to manage the quality and kind of traffic that comes through to your landing page, Facebook does not allow you to do so.

Instead, you may use two major strategies to maintain the traffic quality high and relevant: interests targeting and ad wording.

Finding the ideal targeting mix isn’t an exact science, and the only way to figure out what works for your campaign is to develop many audiences in distinct ad sets and see which ones perform best.

By making your product or service’s value proposition apparent in the ad language, you may prevent low-quality leads from going through. Let’s imagine you’re selling corporate payroll software and your target client is a medium to big company with at least 2K workers.

With an ad that explicitly states something along the lines of “Suitable for enterprises with 2K+ workers,” you can avoid leads from tiny company owners, one-person operations, and freelancers.

Getting-Quality-Leads-from-Facebook-AdsKeep the quality of your Facebook leads high by include appropriate qualifier language in your advertising.

Many visitors may not even read the ad material, so you may try including an annotated version of the picture with the text to ensure it is not overlooked. 

Consider what expectations your prospective consumers have of an offering similar to yours, and if there is anything you need to educate them on before they make an inquiry.

If, for example, free trials are prevalent with payroll software (and they are), and you don’t provide one, it’s important to include that in your message, either implicitly or clearly, to maintain high lead quality.

Locate Prospects Who Require Your Services

In no time, you’ll be able to close more sales.

ADS illustration

2) Examine the position of your offer inside the marketing funnel.

Marketing funnels exist in a variety of sizes and forms, depending on who you ask. Some argue that there are just four phases, using the standard A.I.D.A. model (Attention, Interest, Desire, and Action), while others adhere to a more extensive plan that includes extra stages.

Any marketing approach or offer will fit into one of those standard customer life-cycles, regardless of which one you employ as a framework for your marketing strategy. At each step, the personality and disposition of the traffic quality will change.

Expanding on our previous example, customers who are just beginning their search for payroll software are more likely to read a blog post on the topic (particularly ones that give purchase advice), sign up for a webinar, or download a whitepaper. 

Getting-Quality-Leads-from-Facebook-AdsThe many phases of the marketing funnels, as well as which approaches are most effective at each step

Users farther down the funnel who have opted to deploy new large-scale payroll software may connect with additional sales-oriented material like downloading a brochure, while users towards the bottom of the funnel, who are ready to purchase, can schedule a demo.


The extent to which your offer corresponds to the different phases of your usual purchasing experience will have a significant influence on the lead quality of your Facebook ad, so keep this in mind when crafting your advertisements and offers.


For low-risk choices, such as someone searching for a basic solution like Quickbooks, people may just sign up for a free trial since the initial commitment is modest and the cost of switching vendors is almost nil.

If someone is in charge of researching a new payroll system for a company with 1,000 or more employees and the cost of change is high, they will most likely want to learn more about the product (white papers, case studies, webinars), particularly if they haven’t heard of the company before. They may want to schedule a demo or on-site visit after a few additional touch points.

Using numerous ad copy again helps you to see what works best. Consider running various ad campaigns with different offers to target pain points and demands at different phases of the funnel, if you haven’t previously. There’s a fair possibility you’ll uncover certain “sweet spots” in the funnel stage where you’re receiving the most traffic and leads.

3) Make the most of your audience

Facebook’s audience-related features are where it truly shines, and you should take use of them to assist enhance your lead quality.

Here are some ideas about how to go about it:

A) Use your most engaged users to find new leads.

Create a bespoke audience that includes visitors to your website who have viewed specified pages that show a greater degree of purchase intent.

To do so, you must first have the Facebook pixel installed on your site. Here’s a video to show you how to do it, or go to this page for written instructions on how to do it using your Business Manager.

Important Pages to Monitor After Your Pixel Is Installed

This would normally be your price/package page(s) and maybe your contact page (while the contact page isn’t a buy-intent page per se, most individuals searching for a typical service would prefer a local company if feasible and will typically visit the contact page when converting).

If you run an ecommerce store, this may be visitors who looked at certain goods or, even better, those who looked at the cart page (and put stuff to basket) but didn’t buy.

You may also create a bespoke audience depending on the length of time spent, and I suggest creating a second audience for those people so you can compare the performance of the two afterwards.

1636658795_995_Getting-Quality-Leads-from-Facebook-AdsOn Facebook, you can create specialized audiences.

1636658796_884_Getting-Quality-Leads-from-Facebook-AdsWhen building your lookalike audiences, don’t go higher than 1%.

You may establish a Lookalike audience based on your custom audiences after they’ve been formed.

In essence, you’re using Facebook’s immense processing power, as well as the massive amount of data it has on us, to discover new consumers (your new Lookalike audience) that are similar to the ones you choose. In fact, Facebook’s lookalike audience may sometimes surpass your own real-time consumer data! 

1636658797_521_Getting-Quality-Leads-from-Facebook-AdsLookalike audiences outperform original data.

When you create your Lookalike audience, Facebook will ask you to choose a percent between 1 and 10, with 1 indicating the closest match to the target data and 10 indicating the widest match.

Unless your product or service is really unique, I recommend starting with 1% since there’s a strong chance Facebook will still discover you enough new people to target. If the resemblance of your Lookalike exceeds 3%, it will start to look nothing like your target data, defeating the objective of the experiment!

That’s all there is to it! 

You may now construct new ad campaigns to target your newly established Lookalike audience(s), and since they are similar to previous engaged prospects, you should see a greater quality of leads as a result of this targeting method. 

B) Generating New Leads from Existing Leads 

If you have a list of emails from previous customers, all you have to do now is follow the identical methods outlined above to locate new prospects that fit the profile of your present client base.

When creating a custom audience, choose the ‘Customer file’ option and then option 1 or 2 depending on whether you have Lifetime Values (LTV) data associated with your customer base.

1636658799_831_Getting-Quality-Leads-from-Facebook-AdsUsing email addresses, create a specific audience.

You may also directly import your email lists from Mail Chimp.

Conclusion

That’s all there is to it. There are three techniques to improve the quality of your Facebook ad leads.

Testing is essential, just as it is with Google Ads or Microsoft Advertising (yes, that is what Bing Ads is currently called). 

Because interest targeting in Facebook advertising is similar to keyword targeting in Google Ads, I suggest creating numerous tiny ad sets for each relevant interest ‘combination’ you’ve generated. This will enable you to quickly assess not only which advertisements are doing well, but also which sorts of interests/demographics of your consumers are most engaged – this data contains valuable insights that you can use to your other marketing efforts.

1636658800_680_Getting-Quality-Leads-from-Facebook-AdsCreate distinct ad sets for each target demographic.

I’d love to know if you’ve tried anything else that works or if you have a suggestion of your own.

Facebook ads have been around for a while now and have become an important marketing tool for many companies. This article will show you how to get quality leads from Facebook Ads. Reference: facebook high-quality leads.

Frequently Asked Questions

How do I get genuine leads on Facebook?

A: You can create a Facebook ad that has your company name or website in it and target businesses which are looking for leads.

How effective are Facebook lead ads?

A: Facebook lead ads are extremely effective because they get you to engage with the ad, which is what leads to more conversion. With that said, its important not to go overboard as this will result in a decrease of engagement and ultimately conversions.

How do you get quality leads?

A: The quality of your leads will be determined by how well you are able to attract and convert visitors into customers.

Related Tags

  • capturing leads on facebook
  • facebook lead manager
  • facebook lead ads optimization
  • how to get maximum leads on facebook ads
  • facebook lead generation ad examples

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