Whenever we see a business running a lead ads campaign to generate walk-ins to their store or to get sign ups for an event they’re promoting, I tend to frown upon it.
Lead Ads campaigns, as a product has been created by Facebook to benefit them more than their advertisers.
… and the reason for this is simple:
People click on the CTA button on the ad
A form pops up on Facebook with pre-filled FB data
People hit submit
Then people return to using Facebook (which is what Facebook wants).
The problem with this is that there’s NOT enough time/space available for your business to create a pattern interrupt.
… and a pattern interrupt is crucial to establish a relationship with your prospect.
Here’s some issues with a standard Facebook Lead Generation ad…
- The amount of text/what you can say/do on your ad & the subsequent form is limited
- When people are browsing Facebook or Instagram, they’re really in no mood to interact with an ad or engage in a transaction. They’re just scrolling their newsfeed & your ad seems to pop up.
… And even if it pops up, the pattern interrupt is so minor & people go back to browsing after they ‘Hit’ submit.
We’ve seen many businesses complain that many of their leads have forgotten that they even opted in.
So, in my opinion, with most businesses – I won’t even recommend using Lead Ads at all.
Can they use it as an additional strategy to lower costs? Yes.
But as their only lead generation strategy – NO.
If you’re starting ads for the first time, we recommend creating a landing page specifically designed for Lead Generation & promoting your ads to that page & generate leads.
The advantage here is:
- It is your site, and you can make a bigger pattern-interrupt with your content
When most people click on a link in a Facebook ad, the page usually opens up in a new tab – creating a bigger pattern interrupt.
Many users are tech savvy, and before they give their contact information to a business – they scroll through the entire site.
When they do that, they’re engaging with you. And their decision to opt-in is more deliberate.
… and this level of engagement enables you to convert better on the back-end. Your lead is more qualified.
Tomorrow when you call them up, they REMEMBER that they visited your website, know what is about and actually interacted with you.
We’re not saying that you have to ditch Lead Ads because – even that comes into play at specific instances.
… But in my opinion from years of experience, leads generated from your landing page are of a far higher quality than the leads you generate from the Lead Ads based objectives.
And the bottom-line metric for every business is quality leads that convert to sales, and not cheap leads.
If you feel that your current lead generation strategy with Facebook is ineffective & not producing the results you want, we recommend that you take up a 1 – 1 strategy call with us.
In our strategy call, we’ll go over your present Facebook Lead Generation strategy & what you can do instead to get the maximum for your buck.
If you’d like to learn more about revising your Facebook Lead Generation strategy, click the link below:
Tell Me More About Your Facebook Ads Strategy Session
