Facebook pulls in an astounding 2.7 billion active users to its platform each month. As a coach and entrepreneur, you’re already familiar with the reach you can achieve by leveraging powerhouse social media platforms like Facebook.
Even if you’re cranking out the best of content, organic reach can only get you so far, especially if your follower count is a little low.
Thankfully, there’s a simple solution that will help you capture more clients than the few in your small social circle.
Today, we’re walking you through, step by step, of the simple, yet mighty tool that is Facebook Lead Ads.
What Exactly is a Facebook Lead Ad?
Facebook Lead Ads are content ads you can leverage on Facebook that include a form directly inside of it. This form allows you to offer your audience something valuable in exchange for some of their information—like an email address, their Facebook user name, and even specific information about their likes and dislikes.
Lead ads are created to flow seamlessly. When someone sees your ad on Facebook, they can simply tap it, and a form pops up so the user can access your offer without ever leaving the platform.
This form will automatically fill in the viewer’s Facebook contact info so that they only need to tap a few times to receive whatever you’re offering. From there, you’re delivered the contact information you desire.
Why Are Lead Ads So Effective?
With such a wide array of functionality, Facebook lead ads are one of the most powerful tools you can use to connect with and collect important information about potential clients. Additionally, the lead ad’s auto-fill feature is especially convenient for anyone clicking on your ad from their phone.
Lead ads are most effective in helping you get to know your audience better. This little tool will help you collect information about Facebook users that could become your paying clients, helping you target them better.
Notice how Orangetheory leverages a free class in order to catch the attention and snag the contact info of their potential clients via this Facebook Lead Ad:
These ads are fully customizable giving you freedom to choose different styles and content.
Check out how the following ad offers a discount to prompt people to sign up.
What Type of Content Should Be In Your Lead Ad?
While the setup is quite simple, there is a catch. Millions of businesses actively advertise on Facebook. Being able to set up your lead ad is only half the battle, it has to stand out in the crowd. Here are three critical components to a great lead ad that will catch your viewer’s attention.
Clear Copy and a Compelling Image
Spend as much time as you need to create an ad that your viewers can’t scroll past. Include a double-take image or video of real people so that your viewer can imagine themselves in their shoes.
Create a capturing headline that will be sure to catch your viewer’s attention. Viewers interested in health and fitness want to know whether you can help them reach their goals, so lead with results. Make sure that your viewer doesn’t have to think hard or spend time figuring out exactly what they’d get by clicking on your ad.
Feeling a little foggy on what to include here?
For starters, make sure to avoid stock photos or videos at all cost—even videos that include still images perform better for fitness businesses than stock photos.
Make sure your ad is extra compelling by including client testimonial photos as these can be powerful movers for potential clients. (Just be sure you have permission from your clients to use their photos in your ads.)
Boast the Value of Your Offering
Ensure that your viewers don’t even hesitate by offering them something that’s truly valuable to them. Make it so worth their while they can’t help but want you in their inbox.
Offer them a free consultation, your favorite menu plan for weight loss, or your proven intermittent fasting guide—whatever will be sure to hit home with your target market.
Create an Irresistible CTA
Finish strong with a final call-to-action that prompts your viewer to complete your ad. It’s helpful to include a timely word in your CTA. For example, your CTA could say “Sign Up Now” or “Get Your Free 4-Week Fitness Plan Today.” This language will give your viewer a sense of urgency and make them rush to click that button.
These three components are a must if you want to have lead ads that will convert customers. Take your time designing and creating your lead ad so that you can start converting potential clients into paying clients.
How To Create a Facebook Lead Ad For Your Coaching Business
Set up your top-notch Facebook lead ads by following these 15 simple steps:
1. Prep and Get Set Up
Before you start creating your lead ad, collect these three important components:
- An image, graphic, or video to include in your ad. (make sure it’s high quality)
- Admin access for your Facebook Business Page.
Then, open either the Ads Manager tool (Facebook’s basic ad tool) or the Power Editor tool (Facebook’s more advanced ad tool) for your business page.
2. Click “Create”
Ads Manager will have a button that says “Create Ad” and the Power Editor’s button will say “Create Campaign” in the top left. Select either button.
3. Click “Lead Generation”
After you click “create” you’ll be prompted to “Choose your objective.” Here, you simply click “Lead Generation.”
4. Give Your Ad Campaign a Name
The next prompt will be to name your ad campaign. This will be for your reference, so include the name and details that will help you know exactly what your ad will do. Then click “Create Ad Account.”
5. Fill in the Details
At this point, you can start building out the details of your campaign. You’ll be prompted to include information like your country, currency, and time zone. Click “Continue.”
6. Select Your Business Page
You’ll next see a screen that allows you to choose the Facebook Page that you want to promote. In the dropdown menu, select your business page. Then read and accept Facebook Lead Ads Terms and Conditions.
7. Set Up Your Targeting Parameters
It’s now time to select the targeting parameters for your ad. You can narrow down your target and create a custom audience with hundreds of target settings, including location, age, gender, and languages. This page has a helpful ticker tool that will show you the total size of your audience as you narrow down your target settings.
8. Pick Automation or Custom Placement
Facebook can effectively place your ad where they think it will perform the best. If you’d like Facebook to do this job, select “Automatic Placements.” But if you’d rather have control over your ad placement, you can select “Edit Placements.”
9. Build Your Ad Budget and Schedule
A simple page will pop up next allowing you to customize the budget and schedule for your ad. Note: Facebook lead ads work within Facebook’s auction system. For example, if two companies are trying to reach the same target audience, the ad with the higher bid (or budget) will have a better chance of winning that ad placement.
10. Pick Your Look
It’s time to start designing. You’ll be given options on this screen to pick your ad’s layout and add any images you want to be included. Try out different layouts and looks so that your ad will be sure to catch your potential client’s attention.
Sidenote: We tend to see higher performance on video or carousel ads.
11. Create Your Form
Next, you can create the form that users will see when they click on your ad. Create a bold headline, copy explaining exactly what the viewer will get, and a strong call-to-action that will hook your viewer and make them want to fill in the form.
12. Select What You Want to Collect
Next, you’ll select what information you want to collect from your viewers. For example, if you’re working on building your email list, you could set up your form so that viewers have to give their email addresses to receive your free download.
Remember, emails are like little nuggets of gold that you never want to lose, so ensure that users enter that information in order to get your knowledge dropped to their inbox.
This gives users the reassurance that you’re not doing anything shady or misleading with their info—you’re simply storing it to talk to them later.
14. Set Up Your “Thank You Screen”
Insert your website link here so that once your viewer has completed the form, you can prompt them to visit your site.
15. A Few Finishing Clicks
To finish up your ad, double check and review your ad, click “finish,” and then select “Place Order” at the bottom.
Voila, your Facebook Lead Ad is complete!
What To Do Once Your Lead Ad Is Up and Live on Facebook?
After your ad goes live, don’t leave it to wander unmonitored. Keep an eye on your ad’s performance and take note of how many responses you’re receiving over the following 3-4 weeks.
After giving it some time, analyze whether the copy and image are performing and make any minor tweaks needed to up that performance. Note what is working well, and leverage these high-performing parts of your ads when creating more in the future.
We recommend having a “control” ad—one that has proven to be effective and will be the standard for making adjustments. Rather than changing your copy and images at the same time, use the copy from your control and change the image, or vice versa, to see how you can improve ad performance.
A Final Secret for Lead Ad Success
Before crossing your Lead Ad off the list, here is our final tip to make sure your time and money were well worth it: analyze an assortment of ads.
While one lead ad is better than none, don’t bank everything on a single ad. Work to create 2-3 different ads—some with still images and some with video—and compare how they perform against one another. Continue to refine your ad strategy so that they perform powerfully.
With these quick tips and with time, Facebook can become one of your most powerful marketing tools to help you grow your health and fitness business.
If you’re interested in learning how to fully leverage Facebook and tap into its powerful marketing potential for your business, check out our Facebook 101 Guide for Coaches, or sign up for the SPRNG newsletter for more marketing tips and tricks.
Ready to see your fitness business hit a big growth spurt? Then it’s time to transition into your own app! Take a few seconds and schedule a free demo of the SPRNG app to see how quickly your fitness business can grow.