The One Critical Thing Every Facebook Ad Campaign Needs to Have

Is your Facebook ad campaign missing something?

Paid ads on Facebook are a great way to find new leads, thanks in part to their amazing audience targeting capabilities.

But if you want people to click on your ads, there has to be something in it for them.

That's where lead magnets come in.

If you're running an ad campaign with the goal of generating new leads, you need a lead magnet — something desirable to your audience that offers considerable value for them.

Even with beautiful graphic design, strong headlines, and taut, compelling ad copy, your audience won't convert unless you give them something in return.

The type of lead magnet you should use can vary, depending on whether you're a B2B or B2C company, and on what kind of product or service you're selling.

Things like entertaining videos, informative ebooks and white papers, and limited time discounts are all popular styles of lead magnet.

A recent post from AdEspresso details exactly why you need a truly great lead magnet to succeed on Facebook.

Your Lead Campaign Needs an Awesome Lead Magnet

We said it already, but twice is better than once so:

you need to have a lead magnet, and

it must be … absolutely awesome!

A surprising amount of advertisers are too excited setting up their lead campaigns that they forget to think about what kind of value they are going to be driving for the person on the other side on that Facebook campaign.

It doesn’t matter how good your copy or how good your graphics are if you don’t have a proper incentive for people to click on your Lead ad, you’re not going to get a lot of leads.

People don’t log on to Facebook to find new services to sign up for, they log on to interact with their friends and look at interesting content on the Internet.

Creating a Lead Ad Campaign with a call-to-action and no incentive is a recipe for a terrible ad campaign.

That being said, your lead can be anything from an e-book to a discount code for your latest product.

What matters most is the value you provide with your offer.

The marketer that delivers the most value to the person on the other side of that ad is going to be the one that wins the leads, and the lowest cost per lead.

Coming up with the perfect lead magnet can always be a tricky endeavor, especially if this is your first time creating a lead ad.

Fortunately, certain lead magnets work better with certain industries, so it’s easier to narrow down to what makes the most sense for you.

For example, coupons or discount codes work great for e-commerce websites.

If you’re a startup or software service you might want to choose free reports, tools, e-books, or even e-mail courses.

Some more examples of lead magnets that you can use include:

A coupon or discount, or a Free Gift would work well for E-commerce

Free reports, Ebooks or guides are great for SaaS or Startups

Free Tools, Drip campaigns, email courses are also a great choice for SaaS or Startups

Gifts and gift cards are an effective lead magnet for local businesses

For a complete guide to selecting the perfect lead magnet for your campaign, check out this great post, “What Kind of Lead Magnet Should You Make?”