LEAD ADS: Generating potential customers on facebook

Lead Ads, or generating potential customers on Facebook, is a specific type of advertisement. Its goal is neither impressions, clicks, nor purchases. The goal is for customers to fill out a form generated by you directly on Facebook and Instagram. Let's take a look at the broad usage of this format:

1. GENERATING AUDIENCES

Perhaps the most common way of using Lead Ads is collecting audiences. The ads are simple. The respondent provides contact information such as an email address for a newsletter database directly on Facebook. It is a good idea to offer the respondent a reward for providing contact information. For example: "Leave us your email and we will send you a discount coupon/an interesting article."

This is the simplest type of Lead Ad, and the cost per "Lead" acquired this way is usually in cents, depending on targeting and creativity.

2. LEAD ADS AS A REMARKETING SOLUTION

In the online world, we often encounter an extension of the customer's conversion path. With the ever-growing digital literacy and the emergence of comparison sites like Heureka, the customer's purchase journey is becoming longer. If we have a more expensive or specific product on our e-shop, we can use Lead Ads to improve the conversion rate.

An example of such use of Lead Ads is remarketing for mattresses. Mattresses are a specific product with many types and price variations. Therefore, choosing the right mattress can be difficult for a customer on an e-shop. However, with Lead Ads, we can remarket to an audience that viewed mattresses with a call to action: "Can't decide on the right mattress? Leave us your phone number and we will provide expert advice."

3. LEAD ADS AS AN HR SOLUTION

Are you looking for a new colleague or employee for a client as an HR agency? Obtain contacts for candidates for the first round easily through Lead Ads. You target these ads in the standard way as all other types through the Facebook ad system. You can thus reach people with specific interests in a certain area.

For this type of ad, it is good to encourage people to fill out the form. For simpler positions, just "Fill out the form and get a new job" and for more complex ones "Answer the questions in the form and prove that you are good enough for this position."

The advantage over classic HR ads is

the process of submitting contact information:

Classic Ad: The respondent is interested in the post -> clicks on it -> learns more information -> leaves Facebook -> opens email -> writes an email -> attaches a resume -> sends it.
HR Lead Ads: The respondent is interested in the post -> clicks on it and learns more information -> fills out the form directly on Facebook -> sends it.

4. LEAD ADS AS A B2B SOLUTION

Facebook can also be used as a B2B platform. You can target not only people based on their interests but also based on their behavior on Facebook. For example, you can target business page administrators on Facebook, or administrators of café and restaurant pages. These administrators are often owners, marketing managers, or other decision-makers in companies.

To such an audience, you can show an ad like "Free Marketing Advice," which serves to collect B2B contacts.

I hope this case study has provided you with new ideas to expand your business. If you have any additional questions, feel free to contact me. If you want to learn more about the world of online marketing, don't forget to follow me on Facebook and subscribe on YouTube.