How to Get Leads on Facebook for Less Than a Dollar

Generating leads on Facebook for less than a dollar is easier than you might think. In addition, you get obtain much more than just a new Page 'Like.' You can obtain their phone number, email address, and anything else you may want to know about them. This blog will outline exactly what to do and how to do it!

Facebook offers a new advertising format named Lead Generation Ads. Below is an example of a lead generation ad in action!

 Example of a Facebook lead generation ad.

Example of a Facebook lead generation ad.

This ad format allows you to show a message to your target audience while they're browsing their Facebook newsfeed. You can ask whatever questions you want! 

This ad format is managed the same way you would any other Facebook ad, through either Ads Manager or Power Editor. Below is a screenshot of how to get started with Lead Ads. 

 To get started, navigate to your Facebook Ads Manager account and click create new ad then select Lead generation. Facebook will walk you through from there!

To get started, navigate to your Facebook Ads Manager account and click create new ad then select Lead generation. Facebook will walk you through from there!

Creating lead ads is easy, but generating leads for less than a dollar is not so intuitive.

One of my clients is a local dance studio and wanted to not only promote their upcoming dance classes but also wanted to generate leads who are single, between the ages of 21-45 and live within the Chicago area.

Ad Structure

I created one campaign named, Leads, and rather than creating one ad group, I created four different ad groups, each targeting my ideal customer however in a slightly different way. 

facebook lead ad split testing target
  1. Prospect #1: New to Chicago. Facebook offers a targeting criterion that lets you actually target anyone who has recently changed where they are living. 
  2. Prospect #2: Lookalikes. I uploaded my clients' email list using Custom Audiences. 
  3. Prospect #3: Broad. I used very broad interest targeting and included such interests as dancing, nightclubs, etc.
  4. Prospect #4: High. I was much more niche in my interest targeting by only including those who were interested in dancing the styles that the dance studio taught. For example, I targeted people who were interested in Salsa dancing!

The reason why I did this was to test which type of targeting resulted in the best lead generation performance. Using cost as my primary measurement, you can see that high-interest targeting had the lowest cost-per-lead and highest click-through rate.

Knowing this I paused the other three targets and focused solely on the high-interest target.

Over time you can keep decreasing the cost-per-lead by testing additional targeting layers. Such as:

  • High-interest ages 21-34
  • High-interest ages 35-44
  • High-interest females
  • High-interest males
  • etc...

Creative

This form of advertisement is most effective when used with some form of giveaway. So we gave away a free dance class. In addition to this I split-tested two different ads, as seen below. 

 Example of a split test for lead generation ads.

Example of a split test for lead generation ads.

This then allowed me to begin learning what type of ad creative resulted in people opting into my contest. Similar to optimizing your targeting, you can continue to test new creative angles to get better and better. 

This means that I'm 1) learning how to best target my customers but also 2) what messaging I need to show them. 

This allows you to create the most effective and efficient Facebook lead generation ads as possible! I hope this provides value to me! Leave a comment below if you have any comments or questions.