Facebook Lead Generation Ads vs Conversion Ads - Which is Better?

0:00hi guys it's been Heath from lead Gurren in this video I'm going to talk about facebook lead generation ads versus Facebook conversion ads which one is better so if you're looking to generate leads from your Facebook ad campaigns you know you're a certified or and lead generate or something like that should you be generating should you be trying to do that by running a facebook lead generation campaign otherwise known as a facebook lead ad campaign whereby you keep people on Facebook and look to generate leads on facebook or should you instead be sending those people to a website or to a landing page and using the conversions objective running a

0:36conversions app to try and get them to become a lead there instead so that's not gonna discuss in this video talk about the pros and cons and give you a real world example from one of our clients before I do that one quickly mention that at the end of this video got a couple of free facebook advertising resources I think you'll be interested in so make sure you stick around to the end for those with that said let's get into it so here I am inside a Facebook ad account and what we can see here what you can see is four different campaigns okay so they're all

1:04the same offer you can see they're 50% off special offer okay all the same offer and you can see that we spent a reuse double amount on these campaigns you know this isn't a nonsense test 16,000 pounds been spent on these campaigns and you can see the the we can start to get into the details and get into the breakdowns so the top two are lead generation campaigns and you can tell that because the cost per result the result is a per on facebook lead okay that's what lead generation campaigns lead that campaigns do for those of you aren't aware with a lead generation campaign and someone clicks

1:39on an ad instead of being sent to a website or a landing page that kept on Facebook presented with a lead form where they can enter in their information become a lead and then you can contact them as a business if you're not familiar with how to set up a lead ad campaign or anything like that I will include a video in the description of this video and the goes through exactly how to create a lead ad campaign to get great results all the way from start to finish so I just don't you recommend you go through that if you are interested in lead ads so these top two apper on

2:06facebook leads and these bottom two are per lead and that's per lead is in the lead of code which is triggered by people who are becoming leads and converting on our website okay so what we have is the top two campaigns here our lead generation campaigns the bottom two here our conversion campaigns offering the exact same thing we're just testing the different basically campaign types okay now the first thing that will be really obvious is that the cost per lead on the lead generation campaigns the facebook lead generation ads are is significantly less than the cost per lead from the conversion campaigns and that's typical so here we have three pound ninety one

2:47and four pound 69 versus nine pound eighty a and fifteen pound twelve that's something that we see often we often see lead generation campaigns producing a cost per lead that is half or sometimes even less than a conversions campaign so you may be thinking why shouldn't we just always run lead generation campaigns and the reason why you may not want to is because the quality tends to be better with the conversions campaign that sends people to a website or a landing page and the quality is better for a couple of reasons lead generation campaigns are designed to be very very easy for the user so let's say a lead

3:26generation and pops up on your phone you're interested in the offer you click on it you're then presented with a lead form within Facebook you're not taken to an external site Facebook will pre-populate your data into the lead form so obviously to have a Facebook ad account they have your email address they may have your phone number if you've added that to your Facebook account and then maybe a bit of other information to face with my store in you well once you click on that ad and you're presented with that lead form that information will automatically be entered which makes it very very easy if you just click on an ad and then click

4:01Submit that's it takes a half a second to do that what that means is that people that become leads or inquire through a lead generation ad they may not necessarily be very committed to the company and very invested in the process they may not even remember the action that they take that they took so if you as a business call someone who became a lead virally generation ad you know a couple hours later or the next day or something on those lines you may hear and this is something we hear from our clients often is that people will say oh I thought what Ava did that I didn't I

4:33didn't mean to I didn't realize it cetera cetera so it's very very easy to for someone to become a lead which makes it very inexpensive the easiest something is online the more people are going to do it but it means that those people might be less likely to convert later down the sales funnel because they're not as invested in the process whereas if someone clicks through onto your website there's going to be information on your website they may have had a look at your portfolio at your testimonials depending on what you've got there your landing page they they they then have to enter in their details Facebook Thomas he's not gonna

5:06be able to pre-populate it for them so they're gonna enter their details their phone number email address whatever you might ask for more information on your website they're more invested in the process so more people drop off less people become leads but you're gonna end up excluding those lower quality leaders that aren't that interested and just being left with those higher quality leads for the most part so that really is the the trade off the areas is quality on the conversion side of things quantity on the lead generation side of things another big advantage that lead generation has is the ease with which you can get it set up so whether you're

5:40running Facebook ad campaigns for your own business or you're an agency looking to run them for clients if you don't have a great website all your client doesn't have a great website you probably don't want to be sending Facebook traffic to that website it's just not likely to convert very well you're not going to see great results whereas if you use a lead generation ad they never get to the website or at least the vast majority of them will never get to the website so that's just something you don't need to worry about it you can make it very clean very simple very easy by running lead

6:09generation campaigns in that sense and you can test them faster so perhaps you're thinking about offering a new service instead of building out a whole webpage maybe even a whole separate website why not just stick up a lead generation ad see if it lands if it turns out your target market is just not interested in that don't bother going ahead and investing lots of time and money into setting everything else up okay so they're a great tool for that with this business as you can probably work out we spent a lot more on the lead generation campaigns than we did you see the amount spent on the conversion

6:42campaigns so we decided for this business and obviously we were working closely with the business owner to work this out there's actually a volume a higher volume of leads that cost less was favorable was what they were after as opposed to the potentially higher quality in this case they had a better sales team that was really hot on following up with lead generation leads so anyone who came through a lead generation ad was followed up with I think within the hour often within sort of 20 minutes or so and we generated quite a high volume at leaves you know it was talking 2000 in that one and 1200

7:15in that one and therefore they were able to convert them quite well and that lower cost per lead was was worth it so we pause these campaigns and ran these for quite a bit longer so that is something that I would recommend if you're you may know either way you may be like look we're just in we're in a volume game we want as many leads as possible let's go for that but you may be the opposite you may be like our time is really valuable we offer a really high-end service we want we don't wanna be wasting our time with lots of people we just want quality then great go with

7:43the conversion ads there are lots of businesses are fall in that category of I'm not sure I don't know which one to run my recommendation would be to try both it's very quick and easy to create a leader campaign and then duplicate that and run the exact same offer the exact same ads same targeting options et cetera et cetera as a conversions campaign and just see which performs best there's always differences between businesses that's what we usually do with our clients unless we know one way or another we usually like to test both so that's something I would recommend doing if you're unsure if you know I

8:15want quantity go with the Facebook lead generation and if you know I want quality go with the conversions ad otherwise test both and that really is the trade-off there are things you can do let's say for example you want a high quantity from a lead generation campaign but there are things you want to do to just improve the quality a bit there are adjustments you can make and I recorded a video on how to improve lead quality so I will include a link to that video in the description below so make sure you check that out if you fall in category of a bit of a halfway house

8:43between the two but that's basically the trade-off okay hopefully that's useful hopefully at more direction in terms of where you're going to go in terms of which type of Facebook ad campaign you're going to create before you go a couple of free resources that I mentioned at the beginning video the first is a free webinar called three killer Facebook advertising strategies to double or more your revenue I'd strongly strongly recommend you check this out if you're advertising on Facebook you have to have to use the right strategy for your business to see fantastic results with Facebook all three strategies that I detail in full in that webinar are strategies we've

9:17used with our clients to generate more than a million dollars they're very much preferred very much tried and tested so go ahead and check check that out it's a completely free link will be in the video description well worth your time to go through that and another free resource and when I mention is my Facebook Ads mastermind group which is a free Facebook group of mine and anyone can join it's got just over 30,000 members right now which is absolutely fantastic it's a fantastic online community tons of literally hundreds of questions are being asked and answered every single day there are loads good in there that are more than willing to help

9:49you out and answer your questions provide you with feedback on stuff including me I hold live trainings and all sorts of fantastic free stuff in there all the time so strongly recommend you go ahead and join that again link will be in the video description if you enjoy this video please give it a like give it a thumbs up make sure you subscribe to my youtube channel turn the little Bell notifications when you do so you receive a notification when I publish new facebook advertising related YouTube videos and I will talk to you guys soon thanks a lot