Getting cheap leads on Facebook requires a strategic approach that balances targeting, ad creatives, and optimization. Here’s a step-by-step guide to lowering your Cost Per Lead (CPL) while maintaining quality leads.
1. Target the Right Audience
One of the biggest reasons for high lead costs is targeting the wrong audience. The more relevant your audience, the lower your CPL.
- Use Lookalike Audiences: Create Lookalike Audiences based on your best customers to find similar users who are more likely to convert.
- Leverage Retargeting: Retarget website visitors, social media engagers, and email subscribers instead of reaching cold audiences.
- Narrow Your Targeting: Avoid broad targeting—focus on specific demographics, interests, and behaviors.
- Exclude Irrelevant Audiences: Use exclusions to avoid showing ads to people who have already converted.
2. Optimize Your Ad Creatives for High Engagement
Ads that drive high engagement get a higher relevance score, which lowers costs.
- Use High-Quality Images or Videos: Eye-catching visuals improve click-through rates (CTR), lowering CPL.
- Keep Your Copy Concise: Highlight the main benefit and include a strong Call-to-Action (CTA).
- Test Different Formats: Try carousel ads, video ads, and lead ads to see what performs best.
- Leverage Social Proof: Use testimonials, user-generated content, or customer reviews.
3. Choose the Right Campaign Objective
Your Facebook campaign objective affects how Facebook optimizes your ads.
- Use “Leads” Objective: This optimizes your campaign for conversions rather than just engagement or traffic.
- Test “Messages” Ads: Messenger ads can generate leads at a lower cost since users interact via chat instead of filling out a form.
- Run Conversion Campaigns: Optimize for conversions instead of clicks—Facebook will prioritize users who are more likely to convert.
4. Use Facebook Lead Ads (Instead of Landing Pages)
Facebook Lead Ads allow users to fill out forms directly on Facebook without leaving the platform, reducing drop-offs.
- Pre-Filled Forms: Facebook auto-fills user details, making form submission easier.
- Keep Forms Short: Only ask for essential details (e.g., name, email, phone number).
- Instant Follow-Up: Use automated emails or Messenger to engage leads immediately.
5. Lower Your Cost Per Click (CPC)
Reducing CPC directly lowers CPL.
- Improve Your Relevance Score: Ads with higher engagement and quality get lower costs.
- Test Different Ad Placements: Try Facebook Feed, Instagram Stories, and Audience Network to find cheaper placements.
- Use Cost Control Strategies: Set a bid cap if CPL is rising too high.
6. Optimize Your Landing Page (If Not Using Lead Ads)
If you use a landing page instead of lead ads, make sure it’s optimized.
- Fast Loading Speed: A slow page leads to high drop-off rates.
- Mobile-Friendly Design: Most users click ads from mobile, so ensure easy navigation.
- Strong CTA: Make it clear and easy to take action.
7. Use Retargeting for Warmer Leads
Retargeting people who already engaged with your brand leads to cheaper conversions.
- Retarget Website Visitors: Create Custom Audiences of people who visited your site but didn’t convert.
- Engagement Retargeting: Target users who watched your videos or engaged with past ads.
- Lookalike Retargeting: Build Lookalikes based on engaged audiences.
8. Run A/B Tests to Find the Best Performing Ads
Facebook rewards ads that perform well with lower costs. Always test:
- Different Ad Creatives (images, videos, carousel)
- Headlines and Ad Copy
- Different Audiences
- Call-to-Actions (e.g., “Learn More” vs. “Sign Up”)
9. Optimize for the Right Time and Placement
- Schedule Ads for Peak Times: Run ads when your audience is most active.
- Test Different Placements: Sometimes Stories and Messenger ads can be cheaper than Feed ads.
10. Monitor and Scale the Best Performing Ads
Once you find a low-cost, high-performing ad, increase the budget gradually.
- Kill Underperforming Ads: If an ad has a high CPL after a few days, stop it.
- Scale Winning Ads: Increase the budget for ads with the best results.
Getting cheap Facebook leads requires testing and optimization, but by targeting the right audience, using lead ads, and improving ad engagement, you can significantly lower your CPL.
If you need help creating high-converting Facebook ads, Believe Advertising & PR specializes in optimizing lead generation campaigns for Australian businesses. Contact us today to start getting better results at lower costs! 🚀