Digital Marketing

How to Grow Your Email List with Facebook Lead Ads

5 min read

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If you can grow your email list by acquiring quality leads, then with the right email marketing strategy your sales revenue will soon follow. 

The bigger your email list, the more sales you’ll make.

In this article, I’m going to show you how to grow your email list using Facebook and Lead Ads.

I’ll show you:

  • why Lead Ads are useful and how you should be connecting Facebook and email together,
  • four tips to growth-hacking Lead Ads placement, and
  • What to do if Lead Ads don’t work for you

The power of Lead Ads

Facebook Lead Ads is one of the most underutilized campaign types on Facebook. Of all the ads I consume on Facebook, I really don’t see that many brands using Lead Ads.

Lead Ads provide many benefits over regular landing pages to generate opt-ins as they don’t require the user to leave Facebook or enter their personal information. Facebook pre-populates data from their users’ profiles, saving users the hassle of typing.

What’s more, you don’t need to create or optimize a landing page – everything is done within the ad unit.

To make the most out of Facebook Lead Ads, before you run a campaign make sure to sync your form with your email provider so new opt-ins receive your content right away, reducing all manual work.

To sync Lead Ads with your email CRM, head to Publishing Tools within your page and look for Lead Setup:

Grow email with Leads Ad 2

Then follow the three steps and link your email CRM with Lead Ads.

Four tips to growth-hacking Lead Ads placement

I believe one of the reasons I see so few Lead Ads on Facebook is that businesses cannot generate leads at a profitable CPL (cost per lead).

There are many reasons for this, from bad copy to poor audience targeting to using the wrong offer.

Here are some best practice tips to using Lead Ads:

Run Lead Ads during work hours – The majority of people work between the hours of 8am-6pm (if we include the commute).

During work hours, your prospects have the time to scroll through their Facebook and Instagram feed for a few minutes, but very few will have the time to actually check out products, read unbiased reviews, and then complete the checkout.

One trick I like to use is to run Lead Ads during my audience’s most common working hours, letting them know that they can redeem the offer later in the day if they provide their email address.

Once they opt in, they are sent an email instantly with the offer they can use at a later date, and then if they have not ordered by 7pm the same day they are sent a second reminder email.

Target warm audiences – If you’ve used Lead Ads in the past and failed, consider targeting prospects who have shown a strong interest in your brand.

Instead of targeting lookalike or cold audiences, target prospects at the next level of your funnel.

Try the following:

  • Video view custom audiences
  • Top 25% website visitors
  • People who sent a message or saved a post
  • People who added to cart (or any non-transactional conversion)

As they have engaged with your brand in a positive way, they are more likely to engage.

Use the new catalog feature – If you’ve not used Lead Ads in a long time, you may have missed this new feature to combine DPA ads with Lead Ads.

You can now run Lead Ads in connection with DPAs.

Grow email with Leads Ad 3.1

How do you use them?

The next time you run an offer on a product or category, inform your audience that the only way they can redeem the voucher or offer is by opting in to your Lead Ad and receiving the information by email.

This way, even if they don’t take your offer, you still have them on your email list to engage with them at a later date with more content and offers.

Make sure your offer is in context – When you ask a prospect for their email address, you only get their email address by providing them with FREE value.

The value can be a free consultation, eBook, voucher, podcast, or video – any form of content applies (the medium is not as important).

The context is important.

For example, if you’re running a video for a specific product, then when you follow up with a Lead Ad, the free value you’re giving away must relate to the video watched before.

If you show them a video for your bestselling women’s jacket, but the Lead Ad gives them 25% off footwear, the messaging is skewed and not personalized.

Just keep this is mind when you serve Lead Ads to anyone. Whatever message they saw before in your funnel must be included in your Lead Ads if you want to obtain opt-ins at a profitable price.

Lead Ads don’t provide you with a huge landing page to fully explain your offer, so linking the message throughout your sales funnel is important.

What to do if Lead Ads fail?

If you try these tips and Lead Ads are still not working for you, consider using other campaign objectives such as page post engagement, website clicks, or conversions to acquire leads.

You may want to run A/B tests using Lead Ads versus other Facebook objectives to see which campaign type provides you a lower cost per acquisition.

What do you think of Lead Ads?

How are you using Facebook Lead Ads in 2018, and what tips or best practices do you recommend when running campaigns?

Growing your email list at a steady rate is important to acquire customers and encourage repeat visits.  

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