You're a coach, and you want to grow your business.
You know that Facebook Ads are a great way to get more qualified leads. But do you know which option is better for reaching your audience: Instant Forms or Conversion ads?
Well here's the catch, it’s both of them!
Before we dive into the details, it's important to mention that the usual way to obtain qualified leads is by using a lead magnet; a useful resource that you give away for free in exchange for someone's email address.
Let's take a look at how they stack up against each other in terms of cost and ease of use.
Instant Forms
The Instant Form is great because it allows your customer to fill out their contact information right on the platform — some of the information is also auto-populated by Facebook which means they're more likely to do so!
Plus, collecting leads using this method will automatically create an audience on Facebook that can be used for future campaigns. This is especially useful if you want an audience for retargeting purposes.
This is a great way to capture leads without having to create an entire landing page or website just for the purpose of capturing email addresses and phone numbers.
It's worth noting that there is an extra step with Instant Forms.
As the leads are collected by Facebook, you’ll need to find a way to automatically transfer the leads to your CRM.
The majority of people use a software like Zapier to bridge the gap, which works well once you’ve got past the sometimes fiddly tech set-up. So don't let this extra step put you off.
Another incentive to use Instant Forms is that the cost per lead (CPL) is generally very reasonable and often less expensive than leads obtained with Conversion Ads.
This leads me nicely on to the next type of ad!
Conversion Ads
The first thing to note is that Conversion Ads are more expensive to run compared with Instant Forms, but this is because the quality of the lead is generally better.
With Conversion Ads, you need to have a stand-alone landing page.
Instead of all actions taking place on the platform, when people click on your ad, they will be taken to your website or landing page where they'll be asked to sign up for your amazing lead magnet.
You’ll need to make sure that you have your pixel and event codes set up correctly on the landing page and thank you page to capture the data and optimise your ads.
An added advantage of using Conversion Ads is that you can customise the thank you page.
This is useful if you want to introduce an upsell or inform your new lead of another useful resource that they may be interested in. I always want to ensure that you get maximum use out of your advertising budget!
So, to summarise, both methods have their advantages and disadvantages. If the budget allows, I’d recommend running both types of campaigns to see which brings you the best results.
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And as always, feel free to leave any comments or questions below.
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