Question · Paid ads
How do I lower cost per lead on a Facebook lead magnet campaign?
Answered by Nathan Frater ·
The short answer
Get video into the funnel. If your spend is where you want it but lead volume is too low, video is usually what gets the cut-through, and the strongest version is the founder talking to camera about the guide.
I’m happy with the spend amount, I just want the lead volume higher, and that’s going to come from video. Pulling budget up or down won’t fix an ad that people scroll straight past.
Start with the founder face to camera. Keep the script simple: the biggest question we get is this, so we built a guide to answer it, here’s what’s in it, click below to grab it. No studio required. Just the person who knows the subject best explaining why the guide exists.
Then back it up with motion graphics and flipbook-style ads that flick through the pages of the guide. Those tend to work well on social because people can see what they’re getting before they hand over their email.
Two more things to test. Try a different capture method, like comment-to-receive, alongside the standard lead form. And review your front-end language. A cheap lead is worth nothing if it’s a bored scroller tapping buttons at night, so make sure the copy speaks to the people you actually want on your list.