Identity: Select your Facebook Page and connected Instagram account.
Posted: Thu May 22, 2025 8:56 am
The Core of a Facebook Lead Generation Campaign
A Facebook Lead Generation campaign utilizes Lead Ads, which feature an "Instant Form" that pops up directly on the platform when a user clicks on the ad. This form is often pre-filled with the user's Facebook profile information, making it extremely easy for them to submit their details without leaving the app.
Setting Up a Facebook Lead Generation Campaign (General Steps)
Go to Ads Manager: Log in to your Meta (Facebook) Ads Manager account.
Create a New Campaign: Click the "Create" button.
Choose "Leads" Objective: Select "Leads" as your campaign objective. This tells Facebook to optimize for people most likely to open and complete your lead form.
Campaign Details:
Give your campaign a name.
(Optional) Enable A/B test or Advantage campaign budget (formerly CBO) if you want Facebook to optimize budget distribution across ad sets.
Ad Set Configuration:
Conversion Location: Choose "Instant Forms" (or "Instant Forms and Messenger" for more options). This is where your leads will be captured.
Facebook Page Selection: Select the Facebook Page associated with your business. If it's your first time running Lead Ads, you'll need to agree to the Lead Ads Terms of Service.
Performance Goal: Typically "Maximize number of leads" or "Maximize conversion leads" (if you've integrated your CRM for quality feedback).
Budget & Schedule: Set your daily or lifetime budget and define your campaign duration.
Audience Targeting: This is a critical differentiation point between B2C and B2B (see below).
Placements: Choose where your ad will appear (Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, Messenger). For most lead gen, Automatic Placements work well initially as Facebook optimizes delivery.
Ad Creative & Identity:
Ad Format: Choose between single image/video, carousel, or collection.
Media: Upload compelling, high-quality images or videos.
Primary Text & Headline: Write engaging ad copy that highlights the value proposition.
Call-to-Action (CTA): Select a relevant button (e.g., "Learn More," "Get Quote," "Download," "Apply Now," "Sign Up").
Create Your Lead Form (Instant Form):
Form Type:
More Volume: Lower friction, higher quantity of leads (good for broad B2C offers).
Higher Intent: Adds a review step, requiring users to confirm their information, ghana phone number list which can lead to higher quality leads but potentially fewer submissions (often preferred for B2B or high-value B2C).
Intro (Optional but Recommended): Customize a headline and description to reinforce the offer and set expectations. You can also use an image for branding.
Questions:
Prefill Fields: Select standard contact information (Full Name, Email, Phone Number, etc.).
Custom Questions: Add your own questions to qualify leads. This is where B2C and B2B strategies diverge significantly.
Privacy Policy: Mandatory! You must include a link to your business's privacy policy.
Completion (Thank You Screen): Customize the message users see after submitting. You can add a call to action (e.g., "Visit Website," "Download [Resource]," "Call Business").
Publish: Review your campaign settings and publish.
B2C Lead Generation Campaign on Facebook
Goal: Attract individual consumers interested in products, services, offers, or information relevant to their personal needs and desires.
Strategy & Best Practices for B2C Campaigns:
A Facebook Lead Generation campaign utilizes Lead Ads, which feature an "Instant Form" that pops up directly on the platform when a user clicks on the ad. This form is often pre-filled with the user's Facebook profile information, making it extremely easy for them to submit their details without leaving the app.
Setting Up a Facebook Lead Generation Campaign (General Steps)
Go to Ads Manager: Log in to your Meta (Facebook) Ads Manager account.
Create a New Campaign: Click the "Create" button.
Choose "Leads" Objective: Select "Leads" as your campaign objective. This tells Facebook to optimize for people most likely to open and complete your lead form.
Campaign Details:
Give your campaign a name.
(Optional) Enable A/B test or Advantage campaign budget (formerly CBO) if you want Facebook to optimize budget distribution across ad sets.
Ad Set Configuration:
Conversion Location: Choose "Instant Forms" (or "Instant Forms and Messenger" for more options). This is where your leads will be captured.
Facebook Page Selection: Select the Facebook Page associated with your business. If it's your first time running Lead Ads, you'll need to agree to the Lead Ads Terms of Service.
Performance Goal: Typically "Maximize number of leads" or "Maximize conversion leads" (if you've integrated your CRM for quality feedback).
Budget & Schedule: Set your daily or lifetime budget and define your campaign duration.
Audience Targeting: This is a critical differentiation point between B2C and B2B (see below).
Placements: Choose where your ad will appear (Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, Messenger). For most lead gen, Automatic Placements work well initially as Facebook optimizes delivery.
Ad Creative & Identity:
Ad Format: Choose between single image/video, carousel, or collection.
Media: Upload compelling, high-quality images or videos.
Primary Text & Headline: Write engaging ad copy that highlights the value proposition.
Call-to-Action (CTA): Select a relevant button (e.g., "Learn More," "Get Quote," "Download," "Apply Now," "Sign Up").
Create Your Lead Form (Instant Form):
Form Type:
More Volume: Lower friction, higher quantity of leads (good for broad B2C offers).
Higher Intent: Adds a review step, requiring users to confirm their information, ghana phone number list which can lead to higher quality leads but potentially fewer submissions (often preferred for B2B or high-value B2C).
Intro (Optional but Recommended): Customize a headline and description to reinforce the offer and set expectations. You can also use an image for branding.
Questions:
Prefill Fields: Select standard contact information (Full Name, Email, Phone Number, etc.).
Custom Questions: Add your own questions to qualify leads. This is where B2C and B2B strategies diverge significantly.
Privacy Policy: Mandatory! You must include a link to your business's privacy policy.
Completion (Thank You Screen): Customize the message users see after submitting. You can add a call to action (e.g., "Visit Website," "Download [Resource]," "Call Business").
Publish: Review your campaign settings and publish.
B2C Lead Generation Campaign on Facebook
Goal: Attract individual consumers interested in products, services, offers, or information relevant to their personal needs and desires.
Strategy & Best Practices for B2C Campaigns: