There are a ton of different ways to drive traffic and get new inquiries for your business: Google, Pinterest, knocking door-to-door (this is actually how we started our business!), Vendor Lists, Networking, Blogging… but our favorite by FAR is Facebook and Instagram ads.
Even within the Facebook Ads platform, there are a lot of different ways to create campaigns and run ads.
One of the easiest ways to get started (and get leads fast!) is to run Lead Generation campaigns.
Fair warning: these leads are relatively easy to setup (they don’t require their own landing pages!), but that doesn’t mean you should just throw some up. If you’re anything like us, you want to generate the right kinds of leads – not just a lot of them.
We’re all about quality over quantity, here people!
Generating High Intent Leads on Facebook
If you’re going to test out the Lead Generation objective, we recommend using the “High Intent” option in your form. It will mean that the person will have an extra step of reviewing their information before submitting.
This may seem like the opposite of smart marketing (typically you want the person to click as FEW times as possible before taking action), but since these ads are so easy to fill out the extra step helps to filter out lazy leads and give you HIGHER intent leads.
When creating your form, just be sure to click the “High Intent” option!
You can also turn off the auto-fill option for your form. Typically this is what makes Lead Ads super easy to get leads, but if you’re finding an issue with the quality of your leads, we’d recommend turning this feature off!
Where to Find Your Lead Data in Facebook
So here’s the crazy thing about Facebook’s Lead Generation ads – the information does not get automatically sent to you!
This is no bueno if you’re hoping to generate wedding inquiries – or if you’re any kind of service-based business that needs to respond to inquiries fast.
We’re going to hope you already understand the importance of a quick follow up – but in case you need a little extra push, here’s a statistic from HubSpot that may blow your mind:
- It’s a rather scary statistic, but according to a study most recently done for Harvard Business Review, 71% of qualified leads are never followed up with. What’s more is, of the leads that are followed up on, they’re only touched an average of 1.3 times. This represents tremendous opportunity costs not only in revenue, but in the customer/prospect experience as well.
Please, friends – do not fall into that scary statistic!
Follow ups are SUPER important, and it’s even more important to follow up quickly. That’s why you need to receive your Facebook leads in real time, instead of downloading them in bulk whenever you remember.
Downloading Your Facebook Leads in a CSV
Before I show you the better way to get your leads, let’s talk about the standard way. This is really helpful if you want to pull all of your lead data at once (if you want to upload to a Custom Audience, for example!)
Go to your Facebook Page on Business Manager and click Publishing Tools on the top menu:
On the left-hand navigation, scroll down to Lead Ads Forms and click Form Library:
You will see a list of any forms you have. You can then click Download next to any form and download the full CSV file of those leads:
And viola! You now have all of the data in a CSV or excel file.
Hopefully, this isn’t how you’ll be responding to your leads.
Instead, we want to get our new lead information in REAL TIME so that we can respond as quickly as possible, enter them into our CRM (we use Honeybook!), and send any automation confirmation emails to the inquiry.
Below, we’re going to walk you through exactly how to do just that!
How to Setup Automations for Your Lead Generation Ads
This is a MUST if you are running lead generation ads on Facebook!
While the follow-up process may look a little different for everyone, we’re HUGE advocates of responding in real-time (or as soon as possible).
That’s why we LOVE Zapier.
Zapier pretty much makes all of our apps work together in harmony – and makes our lives incredibly easier as a result.
So today, we’re going to walk you through how to get your new inquiry information delivered to you immediately – and how to add those leads to any CRM or follow up system you have in place!
Here’s the step-by-step process to setting that up in Zapier:
1. Create a New Zap
Click the big orange “Make a Zap” button on the top navigation bar:
2. Choose the Facebook Lead Ads Trigger
The first step in setting up any Zap is choosing a Trigger app – in this case, it’s going to be Facebook Lead Ads. This means that any time someone submits a form (we’ll choose this next!), the Zap will trigger:
The only trigger for this app is the New Lead trigger, so click Save + Continue
3. Connect Your Facebook Page to Zapier
The next step is setting up the connection to Zapier. You’ll need to link your personal profile to Zapier – but don’t worry, you’ll be using your Business Page for the Zap in the next step!
4. Select Your Business Page and Your Lead Form
Now it’s time to select your Facebook Business Page and the form you’d like to use. This is where naming your form becomes super helpful! If you’re running multiple Lead Generation ads, you’ll want to make sure you have Zaps set up for all of them individually, and you’ll want to make sure the right Action Steps are connected to the right form.
5. Test Your Zap Along the Way
At the end of each step, you’ll notice there’s an option to test your Zap. We HIGHLY recommend doing this to make sure you’ll pulling the right data and that your integrations are all working correctly!
You can preview the data before Zapier tests it, too. If you don’t have any real data (aka a lead in this case) it will let you test with “test data.”
6. Send Yourself an Email Notification for Each New Inquiry
Now for the fun stuff – sending yourself the real-time notifications as leads come in! Since we use Gmail (Google Suite), that’s the app we’ll choose for the Action Step. You can choose whichever email provider you want!
You’ll have to connect an app the first time you use it. After that, you’ll be able to skip over that step for all future Zaps.
For the Gmail option, we’ll select Send Email, choose the email we want to send it from, and then setup the template of the email.
Here’s where it can get tricky – we’ll be pulling in some of the Facebook data here!
When setting up your email, think about the information you want to send – and think about how you want to use it. Will this notification just be for you? Will you manually enter into your Honeybook? Would you rather reply to the email directly?
You’ll want to keep these things in mind so that the subject + reply to address especially make sense.
For us, we just use this as a notification before we add an inquiry to our Honeybook account. So ours would look like this:
Subject: New Inquiry from Facebook Ads (can specify campaign to track!)
The Body is typically where you’ll pull in the Facebook data – so ours would look something like this:
You can click the “plus” button on the right-side of the body template to select which data you want to pull in from your form.
So you may type out “Name” and then select the name data that the person filled out on the form. You’d do the same for email, phone, etc for all of the data you want to send yourself.
When you’re done drafting what you want your email to look like, you can click Continue and test your email. Make sure you receive the notification email in your inbox!
7. Send Your Inquiry a Confirmation Email
This is one of the MOST important steps you can add to your Zap.
Yes yes, we know you want to send personalized emails – and you totally should.
But that shouldn’t stop you from having some kind of automatic reply. Go ahead and save your long personal note for your next email (that hopefully you send out asap!), but let’s go ahead and send an auto confirmation email to let the inquiry know we received their information.
Not only does this mean you’ll show up in their inbox right away, it helps to remind them that THEY filled out a form requesting more information from YOU.
Leads on Facebook can be very different from inquiries you receive on your website. People fill out forms online and just as easily forget what they signed up for.
By sending over an automated “thank you” or “confirmation” you can make that immediate connection in their mind of “Oh yea, I wanted this person to reach out to me!”
It’s also a great way to set expectations for when they’ll hear from you next – with that awesome personalized email you have.
To add this in Zapier, click “Add a Step”
You’ll select your email service provider again, so we’ll choose Gmail. Then click Send Email as the action you want.
The setup of this email is going to be a little different than before. This one is from YOU to your inquiry.
So for the “To” section, you’ll drop down the data menu and select the inquiry’s email as the “To” address:
This time, in the “From” section you’ll add your name and email.
For the subject you can write something like “Thank you for your inquiry!” and then in the body you could write a short note thanking them for their inquiry/interest and letting them know you’ll get back to them in X hours or days with more details!
If you want to take it one step further, I’d highly encourage you to share your Instagram link and encourage them to connect with you there + view your portfolio in the meantime.
8. Add Additional Notifications
These are the two main auto-notifications we ALWAYS set up for our clients (and ourselves) whenever we run Lead Generation campaigns on Facebook. They’re the minimum.
If your CRM integrates with Zapier, you could have the inquiry automatically added as a new project or start a campaign series in your Drip account.
You could send yourself a text message with the lead information to help you respond immediately.
You could add the data to an excel sheet to help you track your campaigns.
There are so many options!
Have fun with it 🙂
Growing Your Business with Lead Generation Ads
Now that you know how to receive your new lead data in real time, you’re on your way to seeing some significant growth in your business!
One of our venue clients booked $50,000 in signed contracts in just EIGHT weeks by running a Lead Generation campaign with this exact set up on Zapier.
This stuff works! We just want you to do it the right way!
So now it’s your turn. How many leads will you generate?