Face Book Ads

FB Ads Lead Gen Strategy

We’d layer targeting to find our winning audience(s) with behaviors & interests. If you have an email list, that’ll be great – we can build Look Like Audiences which basically are audiences built by Facebook to be similar to those we import

  • For example, if we import an email list of people who have become clients/customers in the last 7 days, Facebook will find other people on Facebook based on that list of similarities in interests, behaviors, etc.

We’ll breakdown the complete Facebook Ads funnel we build in 3 stages:

  1. TOF (Top of Funnel): focuses on targeting cold audiences
  2. MOF (Middle of Funnel): focuses on warm audiences, typically retargeting
  3. BOF (Bottom of Funnel): focused on “hot” audiences. People who are already clients/customers
    -We’d utilize the email lists here too. With what are called Custom Audiences. Directly retargeting people who have purchased and we can segment them on many things like their lifetime value.

We’ll be optimizing the ads for conversions at each stage of the funnel (TOF, MOF, and BOF) given our goals are to:

  • Build new audiences to feed into the rest of the funnel and keep a consistent flow of traffic.
  • Increase ROAS while decreasing (or at least maintaining) the CPL (Cost Per Lead)) ** Sometimes we’ll optimize ads for Viewed Content (VC) and other steps prior to “lead”. Once we have at least 50 of each event, we move up to the next step leading up to optimizing for a lead or booked call. They both work, it’s just a matter of context and picking
We typically disperse the budget like this (keeping the size of our target audience in mind):
  • 50% at TOF (Conversions, engagement, new traffic)
  • 30% at MOF (initial-retargeting)
  • 20% at BOF (deeper-retargeting)
When you have an account with multiple services, we usually ask for their most popular service if your client knows them. We’ll push these first with what we call an “RFT” (Rapid-Fire Test). – If they don’t know their most popular service, we’ll look into their selection and plug in what we think would be best to start with based on what’s popular in their industry and potential (price, reviews, popularity, etc).

Rapid-Fire Test (RFT) -

The RFT includes building a large number of adsets per campaign with a lot of creatives and audiences with multiple interests, behaviors, and other targeting factors.

  • Depending on their budget will, however, effect the number of adsets and campaigns. The lower the budget, the less we’ll want to use upfront. We don’t want to spread budgets too thin.

In the first stage of our Rapid-Fire Test, all of the campaigns are launched with high budgets to get results fast (hence the name ;)). Once we have our initial results, we pause the low performers and scale up the highest converting ads. This process is repeated until we typically have 3 “winners” of each asset: creatives, audience, and offers/copy.

  • These are then run at a regular pace and budget while the rest that didn’t do so well are switched off.
  • We typically use CBO (Campaign Budget Optimization) but also use ABO (Adset Budget Optimization). Both work, it’s just a matter of context and testing.

Typical Audiences -

Our TOF can/will include some of the following based on audience research, brand persona, and industry:
  • Facebook users
  • Current clients / fans / followers of the brand
  • Current clients / fans / followers of their competitors
  • We’ll test other targeting options that can be based on interests, behaviors, etc. or a mix. Sometimes, we’ll layer our targeting too (meaning stack multiple targeting
  • options in one adset). When we use LLAs, we sometimes segment them based on:
    • 1% to start, then move to 3%-5% about 3 weeks in for – viewed content / leads / booked in / people who engage on FB or IG / website or landing page visitors / people who left reviews
    • Sometimes we use LTV (LifetimeValue) for clients too. For example: – People who became clients in a certain timeline (last 14 days / 30 days / etc).
Our MOF can/will include some of the following based on audience research, brand persona, and industry:
  • Landing page visitors (segmented by days like 1-30, 30-180, etc.) / people who watched higher portions of videos / people who got to the booking page but didn’t book / etc
Our BOF can/will include some of the following based on audience research, brand persona, and industry:
  • Existing clients (can be segmented by timelines like past 7 days, 14 days, 30 days, etc). These are for services with upsells or getting people to come back


We ideally want to use anything the client has. Videos are awesome and pictures are great too. We have a content team in-house, however, we focus on strategy and results so videos
aren’t necessarily in our bag (yet) – we can create great pictures and creatives showing their
We use “dark posts” that usually have or pick up social proof (engagement). We like to use Dynamic Creative Videos and image ads at TOF. Videos help expand our selection for audiences. We can retarget based on interest (meaning amount of a video watched). We also like to try creatives that are working well in carousel ads with continuous stories.

We typically test 4-5 quality images where some showcase services, some simple videos with highlights or lifestyle creatives. Testimonials/video reviews are also great creatives!
We test out everything, including headlines, copy, ad descriptions, and CTAs (Call to Action).

We like to use copy that’s resonating and uses pain points/solutions for our ideal persona. We also like competitive advantages/value, reviews, or any content with persuasive potential.

  • Sometimes we’ll play with the creatives the make the offer and text “blow up”

Offers -

We see many strategies that work for offers. Sometimes we’ll use an offer right off the bat at the TOF and continue it into our retargeting at the MOF. Sometimes, we’ll do a simple service showcase at TOF, and introduce the offer at the MOF with retargeting. It just depends on context, the offer(s) we have, and audiences. This is decided upon onboarding and auditing all assets when we get access.
  • We see these work well:
    • A % off / special deal / free value add-ons / exclusive discounts

Landing Page(s) -

We have a development team in-house, we’ll build out landing pages and test out variations where we see need. We can test out different pieces of it like structure / text / headlines / CTAs / offers / etc.

  • To start, we’d incorporate elements into the copy like:
    • Highly resonating pain points for our leads / competitive advantages / value
      proposition / client reviews / or other content.

We’ll keep the most important message above the fold (first part your screen sees).

3 month plan -

Month 1 we focus on onboarding, setup, and launch. 2 weeks is the expected launch time. Leaving us with 2 weeks of testing (without delays). The lead count is minimal here given we’re getting things setup and likely kicked off from the ground. Things like budget, industry, service, audience, and the data that actually comes in, will depend on when we optimize and move winners to separate campaigns.

Month 2 we continue testing and we’ll turn off any campaigns, adsets, and ads that aren’t working. We’ll try new things, what’s working we’ll put more budget behind and scale (either vertical or horizontal) when we see something can sustain, usually after 5-7 weeks.
We’ll set the goal to increase quality & quantity of leads. ** Vertical is increasing budget on adsets, horizontal is duplicating the adsets.

Month 3 we focus on scaling and optimizing ads to increase lead count while maintaining quality. If we’re starting from scratch, scaling takes time. We’ll walk you through with weekly reports – sent out Fridays/Mondays depending on when you onboard, that analyze what we see, why we see it, and what we plan to do going into the next week.