I will outline the steps of running a successful Lead Gen campaign on Facebook that will get you registrations from $2-$7 on Facebook.
Step 1 - Creat a New campaign
Leads is the objective.
Step 2 - Make sure you select “Manual Leads Campaign”
We want to be able to control how this is shown because we are in real estate. These ads are a little different than others.
Step 3 - Name the Campaign: “Lead Generation”
All ads you run in the future that are lead generation based (Facebook lead forms) should be under this campaign. The more you run, the better Facebook will be at finding you the right conversions.
We do not want to launch a new “campaign” every time. That causes the algorithm to start over.
Step 4 - Name the Ad Set and Make sure “Instant forms” is selected.
Name the Ad Set “City” Plus 15 Miles. City meaning the city you are running this in. Again, in the future, if you are running a lead gen ad in the same city, that should be added to this ad set so Facebook can continue to get better.
Step 5 - Make sure your Facebook page is selected.
You can only run ads from pages, not profiles.
Step 6 - Nothing in Catalog.
Budget should be at least $10 per day. We typically do $25
Put no end date. Facebook will mess with the spend if you do that. *Make sure to put in your calendar when to shut this off or it will keep going.
Step 7 - Change the location to whatever city you are running it in.
It will auto default to the city plus 15 miles because this is a real estate ad.
Step 8 - Placements for this campaign should ONLY be Facebook and Instagram Feed. Nothing else
You’ll need to click edit next to Advantage+ Placements to edit this.
Step 9 - Name the ad with the following structure:
”address” - “Media Name/Name of image” - “date Launched”
Example: 123 Main Street - Lunch Table Ocean - 10/20/2024
The make sure the right facebook and instagram pages are selected.
Step 10 - Creative Steps
One photo that will cause the client to click. Sometimes, this is NOT the front of the home. It is a feature.
Every listing must have an “only statement” as I have outlined below. This is what causes curiosity in advertising. Always lead with this.
You only need one headline. I have two below there in case of it coming soon or being an active listing.
The call to action is ALWAYS “Learn More” (the button)
Step 11 - Now let’s build the form.
Note: you cannot edit these when done. You can only duplicate and start over. So do not launch until everything is double checked.
Follow these following steps EXACTLY this is the only way these will convert.
If you want more leads - remove the phone number.
Turn off the greeting. We don’t need it.
The below image is a little weird but we want the following fields in this order:
First Name
Phone
Email
The description is super important. Type it out exactly as listed below.
Enter your privacy policy link here. This is required. If you are using a lofty site, just use the privacy policy on the bottom of your main homepage.
This section froze on me. Here is what you put:
Headline:
SUCCESS! Here is what happened next
Paragraph:
In a few moments, my team will send you all the details. You can also reply to that email and we can get all of your questions answered.
Cheung button text:
Watch Video
Link:
A landing page to a video exacting how to book a call.
*If you don’t have this built, not problem, just sent them to the blog page with your posts or all the homes for sale in the market.
Whatever you send them to, make sure to change the text in the button to reflect it.
BOOM!! That’s it
Make sure your Facebook ads are connected to HubSpot or whatever CRM you use so you can send them the email they requested and to follow up.
Remember, every lead we get always gets what they registered for, plus 3 followup emails for conversion.