It can take a few days to get up and running, but once those Facebook Lead Ads are at full steam, you should be seeing strong clicks to your Facebook lead form and lead completion rates. Hooray! You’re running a successful leads without landing pages campaign. But then, something happens. Slowly, your completion rate dips and over time you notice a distinct downward trend. This doesn’t mean your Facebook Lead Ad campaign is doomed. It just means it’s time to refresh all or part of the campaign.
Facebook Lead Ads Aren’t Being Served As Often
If your Facebook Lead Ad delivery (number of times your ad was served or shown to a user, often measured in impressions) was strong at the start but has slowed down since peak campaign performance, it could be losing relevance with the audience. Facebook will under-serve Facebook Lead Ads that have faulty targeting, causing your ads to be shown less and your budget to be spent slower or not at all. The two key ways to tell that Facebook Lead Ads aren’t being optimally served are lowered impressions, or leftover budget.
How does Facebook determine relevance? They’ll give you a score in your Facebook Lead Ads report, but essentially they look at actual engagement with an ad, as well as future expected performance, and determine delivery accordingly. The solution here often lies in targeting. Imagine your ad is for a female specific product and you target to males: the relevance will be low, and ads shown less often. If we assume that your original targeting was sound, then the answer isn’t quite as cut and dry as this example, but targeting is still the lever to pull. You may have maxed out the current target and gotten all the leads you can from that group, at least for now. Build a lookalike audience from this pool and explore new interest or behavior targeting that is similar but will expose your Facebook Lead Ads to a fresh audience.
Facebook Lead Ads Aren’t Being Clicked
If your lead completion rate is down and you’ve determined that your Facebook Lead Ads are being shown, the next place to look is at clicks. How many people are actually clicking to open your Facebook lead form once they see the ad? If they’re shown the ad but don’t click, targeting can be a factor here as well. Follow the steps above to ensure that you’re hitting the right mix of people, and consider a branding ad before your Facebook Lead Ad to warm up these potential leads.
The more likely issue with Facebook Lead Ads being seen but not clicked is related to creative. Consider how long the Facebook Lead Ads have been running, as well as the size of your audience. It’s very possible that you’ve reached creative fatigue and everyone has seen this ad so many times, they’ve tuned it out. There could also be a disconnect with the audience or offer and the creative matched to it. Whether the creative is old or off, it’s time for new imagery and some fresh copy.
Facebook Lead Ads Aren’t Delivering Leads
If your targeting is correct and your Facebook Lead Ad creative is fresh, relevant and appealing, your lead completion rate should be strong. Not quite the case? Your offer could be to blame. If your Facebook Lead Ads are based around an outdated or uninteresting offer, your target audience won’t follow through. Just like creative, you could be experiencing offer fatigue. Switch up your promise or hook quarterly or even monthly, depending on your industry. Try seasonal tie-ins to keep it timely. And experiment with A/B testing on the offer itself to see if discounts work better than giveaway content, for example.
The key is to systematically evaluate and update your Facebook Lead Ads to keep them fresh and relevant to your audience, and in turn, keep your lead completion rate high.