How to Use Facebook Ads to Get Business Leads


There are three options for getting new business leads with Facebook Ads…

  • Encourage Facebook users to book a demo or speak to a representative.
  • Retarget past website visitors to return to your site to take advantage of a sale or promotion.
  • Encourage Facebook users to provide lead information in exchange for protected content.

Why use Facebook Ads to generate leads?

Promoting lead generation with Facebook Ads is all about giving your potential customers a conversion opportunity that’s higher in the sales funnel than an outright purchase.

This keeps your conversion rates high, your costs low, and relies more on your team’s ability to convert leads than on Facebook.

And that’s great, because it puts the control back in your business where there’s more room for optimization.

Learn all about lead generation…

Check out Wishpond’s microsite, “Learn lead generationwhich gives you 1000+ lead generation strategies, ideas, best practices and examples from businesses just like yours.

Invite Facebook users to book a demo

Using Facebook Ads to directly drive SaaS or B2B sales can be a difficult problem to solve. The cost per conversion is often too high and the click-through rate too low to be profitable.

Use Facebook ads, however, to pilot demos? Suddenly, it’s much easier to say yes to “request” and the cost per conversion is easier to bear.

Mathematics, however, now has a human element. You need to be sure that your VIP demos turn into sales at a high enough percentage that (when you do the math) it’s worth it.

Let me give you an example…

If your Facebook ad has a 0.05% click-through rate, 50,000 impressions, and a 25% landing page conversion rate, you’ll book 5 demos. Let’s say the ad budget says you pay $50 per demo booking.

If you’re converting demos at 20%, the whole thing might not be worth it. 50% conversion though? Then you have a profitable ad campaign.

Here’s an example of a Facebook ad that prompts Facebook users to make a call, rather than buy immediately:

How to Use Facebook Ads to Get Business Leads

The ad audience for this type of campaign should also be very specific to your target audience. If you go overboard, you might get a lot of calls, but none of them will result in a final sale. My recommendation is to limit your target audience by country and interest, then continue to test and hone your sales team’s ability to turn those leads into sales.

Retargeting website visitors to Facebook to take advantage of a promotion

Retargeting is one of those online marketing strategies that intimidates most of us and is underutilized by all of us.

But it’s actually not that complicated, and it’s even more powerful than you might think.

As a reminder, retargeting is the practice of automatically tracking your website visitors when they leave your website without performing the desired action, and showing them advertisements to send them back to your site.

Retargeting can be an extremely useful tool in a marketer’s toolbox for everything from onboarding new users to e-commerce cart abandonment.

It’s notoriously hard to track because we have no real way of knowing how many potential customers are subconsciously choosing or remembering your business because of a retargeting ad they don’t click on (if that makes sense) .

Still, it’s cheap, and every time we at Wishpond turn it off because it looks like we’re getting a negative return on our ad spend, our bottom line drops. So we stopped turning it off.

Here’s how you retarget your website customers and drive them to become leads…

The first step is to add the Facebook pixel to your website. It’s the piece of code that Facebook uses for everything from tracking the “cost per action” of your ad campaign to creating Custom Audiences.

To learn more and add a Facebook pixel to the backend of your website, Click here.

Creating a retargeting ad is simple once you’ve added the Facebook pixel to your website. Simply click on “Custom Audience” in the ad creation page:

How to Use Facebook Ads to Get Business Leads

Then set the conditions for inclusion and exclusion (usually people who visited my website but did not buy from me). Something like that:

How to Use Facebook Ads to Get Business Leads

Now that you’ve set up your retargeting ad audience, we need to create the right Facebook ad.

There is a question to ask with retargeting: Why did this person leave my website in the first place?

We need to address the pain point – why someone didn’t complete the action you wanted. And we have to fix it.

For many of us, 9 times out of 10 the answer is price.

The easiest way to solve a price problem is to offer an exclusive promotion to the person who cares.

Here’s an example of a retargeting Facebook ad that addresses the main problem of the website:

How to Use Facebook Ads to Get Business Leads

When someone clicks on that ad (or sees it and voluntarily returns to your website), you have a second chance to turn them into a lead or customer.

Without retargeting, they were lost.

Isn’t that worth an hour or two?

Prompt Facebook users to download email-protected content

Creating great secure content (an ebook, webinar, white paper, industry report, case study, or whatever) is a great way to entice relevant potential customers to provide their information about leads.

It’s also a great way for your business to connect with other businesses (especially webinars and co-authored ebooks) and increase your reputation as a thought leader in your industry.

Sure, they’re a big investment, but once they’re live, they’re persistent, meaning they can stay on your website, generating leads, for months and years without you seeing them. touch.

Here’s an example of an ebook download prompt in a Facebook ad:

How to Use Facebook Ads to Get Business Leads

For now, here’s the landing page this ad sends traffic to:

How to Use Facebook Ads to Get Business Leads

My first strategy (and why I’m showing you this) will be to A/B test the ad image so it’s more consistent with the landing page. In general, consistency across ads and landing pages is key to maximizing conversion.

Important Note:

There’s no point in generating an ebook lead (or any of the leads in this article) unless you have a strategy to convert them into a sale. And leads are all created differently. You’ll pay less for an eBook lead, but unless you have a solid strategy for converting leads, it won’t be worth it in the long run.

For an overview of how you can effectively turn leads into sales, check out two of our top articles: “How to Create Email Drip Campaigns to Grow Leads” and “How to Turn a SaaS Lead into a sale”.

Final Thoughts

Facebook Ads can be a great way to drive traffic to a lead generation campaign, but you really need to know what you’re doing.

I hope the strategies and tips in this article help you, but if you have any questions, feel free to comment below.


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