The BEST Lead Generation Strategy for 2025 (Beginners) transcript

in today's video I'm going to be covering the new way to run Facebook ads for Legion in 2025 so let's go ahead and get right into it here we are inside of our ads manager and the very first campaign we're going to create if we're looking to generate highquality cost for leads at a low cost we're going to look at some of the campaign objectives and there's a few options here you have awareness traffic engagement which can include messenger Instagram WhatsApp DMS and then you have leads which is is your instant forms which are located on Facebook you have messenger which could be people reaching out to you via your social media page conversations conversions and then calls and then you have app promo and sales but specifically if you're looking to get leads you need to optimize for the league campaign objective you get what you ask for when running Facebook ads so we're going to go ahead and select continue and Facebook's going to recommend some settings but we're going to go a little bit more advanced here so that way we have more control over our objective and can fine-tune everything that we want to do to generate leads and we're going to name this a lead testing campaign and then we're going to scroll down here and our campaign objective should be optimized for leads as you can see here we're going to leave Advantage campaign budget off for now which means your budget's going to be on the adset level which is also known as the audience level then we'll hit next and here we're going to name this our broad audience because we're going to keep it as Broad and now there's a few different ways ways you can generate leads with Facebook and a lot of these options work for different types of businesses if you're looking to generate high quality leads through your website this makes sense if you have a landing page with a lead form capture that has multiple questions explains what your service is what you offer then people have to click your ad go to your website and actually submit that form on your site and that data will be collected wherever you host that form and this can help you generate higher quality leads because you can have additional information on your landing page it requires them to self- submit their info whereas with an instant form Facebook has an automatic setting turned on to where it automatically fills in their information for them and sometimes that data can be outdated so therefore you're not able to make as much contact with those leads but the benefit of this is you do get higher volume you can get more lead flow and you can go very high in terms of being able to capture a lot of leads and then filter through for the quality then we have messenger this is great if you have a business where you have to have a lot of conversation or qualify them you can send them directly to your Instagram or Facebook page to send you a direct message where then you can ask qualifying questions it's more on a personal level it definitely allows you to be able to make that on toone connection which then whenever they hop on a call or you send them the link to get started with your service it makes for a much easier transition and then you have both of these which is fill out the form then message and then Instagram leads by starting Chats on Instagram and then we have WhatsApp as well as just optimizing for direct calls if you have a sales team that is on auto dialers already and you're just looking for more call volume for them this is another great option or you can generate leads through your app all of these options have different benefits and it really depends on what your objective is so if you're looking for high volume and getting more leads at a lower cost I would go for instant forms if you're looking for higher quality then I would optimize your website and and your actual form submission on that website to attract higher quality leads but for now I'm going to show you the option of instant forms which is going to allow you to capture leads on Facebook at a high volume and then what we can do is actually direct them to your website from here to be able to get additional information or book a call with you so in the instant form you're going to select your Facebook page and then you're going to maximize number of leads and this is going to allow you to get the most leads possible and then as we scroll down we're going to ignore the catalog because we don't have a catalog of products and then for the budget we're just going to start at either 5 to 20 daily depending on what your budget is this is what you're going to spend per day on average and then you're going to leave the rest of these settings alone and then for audience controls this is really important for lead gy based businesses if you're a coach an agency you're doing you know online digital products or online service that can be delivered anywhere in the US well you can keep your location wide open but if you're a retail business a med spa you know Roofing construction dog training anything that's localized you're going to want to set a mile radius and this is very important for lead genen because you want to make sure that you only get leads in the area that you're actually able to service and now the question becomes well how big of a radius should I put well I would ask the question back to you and say how far are people willing to drive to get the service if they have to go into location or how far are you willing to go to complete service if you were to do so and if that's 5 mil 10 mil 15 mil then expand it to whatever size that you're willing to service or people are willing to drive to so all you do is just type in the actual address location let's say it's Dallas Texas you would just select that location and then you can put a mile radius around it and adjust it here so if you're a localized business I would go ahead and make that adjustment and then you have the option to select reach more people likely to respond to your ads this is basically showing the ads to people who are interested in your elected cities this could be people you know not even in your location though that are potentially interested in moving there so this is going to help a little bit with awareness and you might get leads that are unqualified in different areas so realistically I would just keep it to this specific location now if you've had problems in the past which I've heard this before people will set a targeting location and they'll say hey I'm getting you know leads from different states that I don't even service in people are reaching out from different areas well one thing that Facebook has set up is you're going to reach people living in which is going to be the qualification Zone that you service or recently in this location so if you live in a hub or a city where there's a lot of people coming through or there's airports you're naturally going to be showing your ads to people who are just traveling through now it's not necessarily a bad thing you're still going to be getting leads in your area it just means that that's where the leads are coming from if you see them outside of your actual service zone so just keep that in mind whenever you're doing this targeting next up you have your age so you can adjust age range if you would like I don't recommend it Facebook's automatically going to find the best audience for you and then as we scroll down here we have Advantage Plus audience you can switch to original this allows you to do a little bit more detailed targeting but if you're doing a localized lead campaign it doesn't make sense to really drill down on specific audiences by typing in interest or anything like that because it's already a limited audience to begin with so we're going to leave that wide open assuming this is a localized campaign and we're going to leave Advantage Plus placements turned on that just means you're going to reach people on every place from Instagram Facebook the right column and their Network and then we'll hit next and this is where you can actually build out your lead form so we're going to go ahead and come down here and set up our ad and I'd recommend doing a single image or video if you're doing three images in two videos or three videos and two images that's totally fine I recommend launching at least five unique ads so that way you can see which ones perform best if you're service based business what we've seen perform really well is filming a video of your actual location if you have have a warehouse where you do fencing do a video walking through your Warehouse how the process works here's the materials that we offer here's what we're about here's how long we've been in business and talk about where you're located mention the actual location this connects a on toone experience with people who are local in your community and you're going to get a much better C per lead we did this with multiple Spa locations and it worked great we ran the campaign and we talked about the products that they offer in their spa and we talked about their actual location and why they started the business and why it matters to them and lots of people would come into the business and say I saw your Facebook ad online and I didn't even know you were in the area and that was with only a 5m radius which is pretty crazy to think about so I would film a video doing a walkthrough of your location if you're a dentist introducing team members having a photo of your entire staff having a photo of your business the actual building so that way people can recognize it if they are local in the area they'll say hey I know where that's located mention your address in the actual ad copy not only that but you want to offer some form of a reason for people to become a lead so if they are interested in inquiring about your services you need to mention an offer whether it's hey get a free consultation get a free Roofing quotes or book your 30 minute consult or come into our location for a free teeth cleaning there needs to be some form of an offer mentioned in all of your ads across the board whenever you launch Le gen campaigns because that's going to help you lower your cost per lead and then what you do is once you selected image or video you'll hit setup creative and you'll upload at least three image ads or two and then at least two videos or three videos just a total of five ads in this audience you're going to launch that'll be a walkthrough video a team image that'll be an offer that'll be an actual building shot those style of AD creatives perform very well so once you've gone ahead and uploaded your image you can create your instant form now so we're going to go ahead and name this you know free consult and you can name it you know whatever your offer specifically is quote however you structure it and then there's a few options here you have more volume which is getting lots of lead forms and then you have higher intent which gives them a chance to fill out more information for you to qualify if you're just running lead gen ads for the first time I would go for more volume to allow the algorithm to optimize and get in the Cadence of delivering consistent leads to you and then you can start adding qualifying metrics on the back end to then enrich the qualifier of the audience allowing you to get more quality leads this allows the algorithm to optimize over time and is a good step one to step two to be able to get people to move forward and so you would first start with more volume you would hit next and your headline is going to be your specific offer so if it's get a free Roofing quote today or just get a free Roofing quote this fits perfectly and then you can list out you can write a paragraph but I don't recommend it I like to keep things short and concise and we know this works because people scan and they don't read so what you want to do is you want to mention additional details so this could be hail damage it could be leaking roofs it could be full residential roof replacement and you just mention out a few bullet points of the different services you offer or the different problems that people have problems are good because people can immediately identify and say hey I have that issue I need to reach out and then we'll hit next and this is going to be the description so this is information that you can give step one and book a call so they'll complete the form and book a call that way they know so you can ask for their email full name you can add additional contact details like their phone number you can add in information and then you can add in some additional questions if you want to start qualifying so you could say what issues are you noticing with your roof and you can adjust these to be more specific to what you already know in your business makes sense and you can add a few of these keep in mind the more questions you ask the less lead volume you're going to get but the higher quality it tends to be so you want to find a nice balance I would go for a few questions in the beginning to initially get a lot of volume coming through and then optimize by filtering down so that way you can get more quality and so once you've added in your questions you can hit next you'll just Link in your privacy policy from your website you simply go to your website copy your privacy policy paste that link here and then here instead of saying thanks you're all set typically people submit their info and then you call them they don't answer you email they forget people's lives move on and you don't get the full value out of the leads so I would say step two book a call and you can send them to a cly a book a call link a way for people to directly call you go to your website to learn more you want them to complete a second step so that way there's more information they need to get or that way you can actually get them on your calendar and then you can say on this call we will do XYZ and you can fill that in here and then what you can do is you can have them directly call you instantly or you can take them to your website I always recommend taking them to your website where they can actually book directly in to your calendar if you have that set up you can use a tool like cly to do this or you can just have them directly reach out to you or open a chat messenger either way you want them to complete some form of action if you're responding on Instagram and you have somebody who can do that that is super valuable you can literally have the conversation right then and there and see exactly what they submitted from your form and have context about who they are then you simply paste in that link or choose chat on messenger or call business you'll select that option and this would say complete step two or you could say book a call now or get free quote and so this looks like more of a call to action button so that way people actually move forward and then you would just hit create form once you've added your link you hit create form and then essentially what happens is that form will be here and it be selected and if you have a CRM like active campaign go high level or whatever your CR CRM is see if your CRM is integrated with Facebook Facebook has tons of integration partners and you can find out by clicking setup CRM this is your customer relationship management software most service-based businesses have this you might have a POS system if it doesn't integrate with Facebook you could try using zapier which can integrate it for you it's not the end of the world if you don't have something that connects directly but try to find your CRM here and once you get that connected every time a lead is submitted it gets forwarded to your sales team or into your cust customer relationship management software where you can then manage your inbound leads from there and this is where you're going to be able to spend five spend 10 20 hundred $1,000 daily and get tons of leads and be able to nurture them across your full funnel to be able to optimize and close more deals for your business the whole point of this is to be able to scale up with Legion ads and get more sales once you've done that I would check the box for website events this is where your pixel is going to be able to track data on your website if you don't have your Facebook pixel set up I high highly recommend getting that done so that way you can track people across your site whenever they visit it offline events are great for retail businesses if you have purchases in store or if you want to close a deal on a call and that person came from a Facebook ad you could set up an offline event to then send that actual purchase value back to Facebook to say hey we just closed this $30,000 Roofing package we want to attribute it to Facebook ads so that way it can learn over time and get better and more Rich data if you have your CRM set up if you have your pixel set up if you have a way to post back that purchase data from every deal you close from Facebook ads and send it to Facebook to learn from you're going to get more quality leads than the average lead gen business and I can assure you a lot of lead gen service-based businesses in your area are not leveraging these tools so you would be much more advanced than them and be able to generate a much higher quality lead than them and be able to scale much more effectively than them by doing this and then the final step if you want to take it even further you can set up URL parameters the way you do this is just by typing in Source ad set name campaign name and content you might be wondering what in the world is this that you're typing in well what this essentially is this is the URL parameters and what they do is whenever somebody submits your form if your CRM captures URL parameters it will say this lead came from Facebook from this specific audience and this specific ad the reason this matters is if you have five different ads and one of those ads is generating all of the deals but the other four ads are getting lots of leads and you're like man these aren't qualified at all well you could look in your CRM and see exactly which ads are actually getting people to move forward with your services giving you the insights to say hey we need to turn off these ads here and only focus on the one that is actually getting us leads and sales this allows you to constantly optimize and then you can ramp up your budget because you know it's effectively working and scaling so once you've created your first full ad assuming you have your image your form filled out you've connected some of your in ations here you can then click on these three dots and hit quickly duplicate this means you've copied your ad twice now now you have two ads inside of this audience all you got to do is simply change out your creative by adding in a new image or ad and once you do that you can then fill out the additional information like your headline your description your call to action which would be learn more or get quote and this is where you fill in your primary text your headline and description it could be sign up learn more apply now book now you need to test these different ones get quote get offer these are all qualifying call to actions and you're just going to do this five times and you're going to duplicate it five times change out the creative change out the copy unique copy unique headline unique creative and that's going to give you the most variables of testing and allow you to find out what's working and that is essentially the lead structure for how you can start optimizing for lead gen ads in 2025 on Facebook and if you're interested in joining my one-onone ads master Legion mentorship where we actually help you set up all this for you get your tracking implemented show you the exact creatives that convert specific to your industry and how you can scale up across multiple locations or ramp up your service volume then definitely make sure to click the link below to book a call with myself and team where we're happy to show you how to do all of this on one-on-one calls and once again it's your favorite digital marketer here Chase Chapel cheers and by all