Recipe 015: How to Generate Leads With A Landing Page And Facebook Ads
To start generating leads at scale on your own branded landing page using Facebook Ads.
One of the steps of this recipe is performed on Instapage but similar steps can be followed using any other landing page building tool.
Generating leads using your own landing page gives you better control of your brand and quality of your leads.
Every time you want to start a new lead generation campaign.
The person responsible for digital marketing, possibly with the help of a web designer and a web developer (most likely not required).
Step 1 - Design a high-converting lead generation landing page that is being tracked by the Facebook Pixel
Outcome: Your landing page has been designed and passed the tests laid out on the ‘Checklist’ section of the Landing Page Creation Spreadsheet .
Special instructions: In order to launch your campaign with Facebook Ads, setting up Google Analytics conversion tracking is not critical, but it is highly recommended.
Step 2 - Clearly define your objective
Outcome: You are sure which Facebook Objective better suits your goal for this campaign.
Special Instructions: In all likelihood, the objective that will suit you best is the ‘Conversions’ objective optimizing for ‘Lead’ conversions.
Step 3 - Clearly define your targeting
Outcome: You’ve selected all the audiences that you want to target on this campaign.
Special Instructions: If you’re going to be targeting interests, the Competitor Spying section of the SOP mentioned in Step 1 should help you with this step.
Step 4 - Understand where your campaign will fit within your account structure
Outcome: You have clearly identified all the campaigns, ad sets and ads that you will be using along with all the assets that are going to be required (Creatives, Copy, etc) ideally using the Facebook Ads Campaign Planner spreadsheet or similar.
Special instructions: If you have already been through that SOP and already have a Facebook Ads Campaign Planner spreadsheet done with your current structure, use that one instead and build upon it, do not start a new one.
Step 5 - Generate your Campaign / Ad Set / Ad name
Outcome: You’ve used the Naming Convention Generator to get your Campaign/Ad Set/Ad names.
Special instructions: Update your Facebook Ads Campaign Planner spreadsheet with the correct names for the Campaigns, Ad Sets, and Ads.
Step 6 - Implement your Campaign on Ads Manager
Instructions: Using your Facebook Ads Campaign Planner as a blueprint, start implementing those campaigns in Ads Manager .