Lead generation is the foundation upon which many types of businesses are built. Being able to generate consumer interest in your product or service is absolutely imperative, and there are several ways to go about it. Facebook ads present a very real opportunity, but it is important to learn how to use these ads to your advantage. Here’s a step-by-step guide to get started.

Step #1 – Give Them Something


Before you can create a successful ad campaign that will generate leads, you must first decide what you want to give to consumers in return for their information. In many cases, companies will create an e-book filled with information, but you don’t even have to go this far. Instead, consider offering visitors an article packed with information, a free trial to a service you offer, or even some sort of discount on your products and services. All of these things are great incentives to click and provide an email address and/or telephone number.


Step #2 – Set Up a Landing Page


A landing page is the first thing your visitors will see when they click on your Facebook ad. As such, you need to make sure that it is visually appealing and that it contains all of the information that your visitors should have without being overwhelming. Balance the size of your lead form with the rest of the page, remove excess information, and use blank spaces to focus attention where you want it.


Step #3 – Design Your Facebook Ad


While some businesses put together a single advertisement and run it from the very start, the absolute best strategy involves coming up with three pictures, two headlines, and two unique Facebook posts. This means you’ll have a total of 12 ads to run in the end, but you’ll only be doing this long enough to find out which ads generate the most leads. Choose photos that are visually appealing, be sure to use your headline to highlight the benefits of what you offer, and add a sense of urgency to the Facebook post itself.


Step #4 – Optimize Your Campaign


After a couple of days have passed, and after you’ve generated about 10 leads for each one of your “test” ads, you can take a look at your Insights and determine which of your ads outperformed the others. This will allow you to pull those ads that underperformed and keep anywhere between five and 10 to help you generate the most leads. At this point, you can just continue to let those five to 10 ads run until you notice that your cost per conversion is on the rise. At that point, it may be time to refresh your ads and start the testing process again.

Generating leads using Facebook ads is a great idea, but in order to do it efficiently, you’ll need to set aside a budget for testing and be patient. With a well-designed advertisement on Facebook and a solid landing page for your visitors, you should start to see more leads than ever before in just a few days’ time.