{"id":8789,"date":"2018-10-27T11:24:56","date_gmt":"2018-10-27T09:24:56","guid":{"rendered":"http:\/\/staging1787817111.mickyweis.comboost-knappen-til-tonsvis-af-e-mails-som-alle-webshops-kan-bruge-paa-facebook\/"},"modified":"2026-06-26T13:26:24","modified_gmt":"2026-06-26T11:26:24","slug":"facebook-lead-generation-ads","status":"publish","type":"post","link":"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/","title":{"rendered":"Why Facebook lead ads are your email list\u2019s best friend"},"content":{"rendered":"<p>Today, I\u2019m handing the mic to one of my close industry colleagues \u2013 Halfdan Timm.<\/p>\n<p>Take it away, Halfdan!<\/p>\n<p>Let\u2019s get started.<\/p>\n<p>You know that \u201cthe money is in the list,\u201d and that you need to get more email signups \u2013 but you\u2019ve probably also realized that it takes time.<\/p>\n<p>Shall we improve your digital strategy together?<\/p>\n<p>Even if you convert 2\u20133% of your visitors, you&#8217;re still far from building a list of 25,000 signups with just 100 visitors per day.<\/p>\n<p>But this is a challenge you can overcome with Facebook advertising and a specific format called Lead Ads. I use it to generate emails for my clients at just a couple of DKK each \u2013 and if you stick around for the next five minutes here on Micky\u2019s blog, you\u2019ll learn all the secrets behind what could be the biggest boost to your email list you\u2019ve ever experienced. \ud83d\ude42<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\">\n<p><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/halfdantimm.jpg\" alt=\"Halfdan Timm\" width=\"450\" height=\"450\" \/>Halfdan Timm: I work with Facebook advertising at the digital agency Obsidian Digital in Copenhagen. Here I create digital strategies and execute Facebook advertising for companies such as Lasertryk and Jensens B\u00f8fhus. I have also written Denmark&#8217;s only book on Facebook advertising.<\/p>\n<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#What_are_Lead_Ads\" >What are Lead Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#How_to_create_a_good_ad_%E2%80%93_with_examples\" >How to create a good ad \u2013 with examples<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#Skip_the_context_card\" >Skip the context card<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#Offer_a_strong_reason_to_sign_up\" >Offer a strong reason to sign up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#Targeting\" >Targeting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#Instant_sync_to_Mailchimp_or_Campaign_Monitor\" >Instant sync to Mailchimp or Campaign Monitor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#Dont_let_warm_leads_go_cold\" >Don\u2019t let warm leads go cold<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#So_Halfdan_how_much_does_a_lead_cost\" >So, Halfdan, how much does a lead cost?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#B2C\" >B2C:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-lead-generation-ads\/#B2B\" >B2B:<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_are_Lead_Ads\"><\/span>What are Lead Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><em>Skip this section if you&#8217;re already familiar with Lead Ads.<\/em><\/p>\n<p>In October 2015, Facebook launched their new campaign objective called Lead Ads. You can now choose Lead Ads \u2013 or Lead Generation \u2013 as an alternative to objectives like Traffic, Post Engagement, or Video Views.<\/p>\n<p>Lead Ads stand out by making it easy for users to submit their email address.<\/p>\n<p>Especially on mobile: you tap the ad once, a pop-up shows the information you\u2019re sharing, and with one more tap, that data is sent along with consent to the advertiser.<\/p>\n<p>Compare that with how you previously <a href=\"http:\/\/staging1787817111.mickyweis.comen\/lead-generation-ads\/\">generated leads<\/a>:<\/p>\n<ul>\n<li>You tap the ad<\/li>\n<li>You wait for the landing page to load<\/li>\n<li>You type in your name<\/li>\n<li>You type your email (a pain on a small smartphone keyboard)<\/li>\n<li>You press OK<\/li>\n<\/ul>\n<p>Now:<\/p>\n<ul>\n<li>You tap the ad<\/li>\n<li>You tap OK<\/li>\n<\/ul>\n<p>Everything in between has been removed.<\/p>\n<p>Because it\u2019s so easy to sign up and submit information, more people do it.<\/p>\n<p>At Obsidian Digital, we\u2019re seeing email signup costs with Lead Ads at just 5% of what they cost when sending users to a website instead \u2013 at minimum, always a 50% reduction.<\/p>\n<p>That means a lot, especially if you&#8217;re running an e-commerce store.<\/p>\n<p>And that\u2019s precisely where your focus should be as an online retailer.<\/p>\n<p>In a world where you pay for every click on Google Ads and every impression with Facebook Ads, sending more emails to people who want to hear from you is practically free.<\/p>\n<p>That\u2019s why you read everywhere that the money is in the list.<\/p>\n<p>As you build your email list, you reduce your dependency on paid channels and spread your risk. If you lose all your organic Google rankings tomorrow \u2013 do you have a backup?<\/p>\n<p>If not, then it\u2019s time to build your email list \u2013 and Lead Ads are the way forward.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_create_a_good_ad_%E2%80%93_with_examples\"><\/span><strong>How to create a good ad \u2013 with examples<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When using Lead Ads, you can design your ad like any other ad format. You can use either a single image (1200&#215;628) or a carousel with 2\u20138 images at 600&#215;600. Facebook refers to the latter as a carousel format.<\/p>\n<p>You\u2019ll also choose a call-to-action button. The available options are:<\/p>\n<ul>\n<li>Apply now<\/li>\n<li>Download<\/li>\n<li>Get quote<\/li>\n<li>Learn more<\/li>\n<li>Sign up<\/li>\n<li>Subscribe<\/li>\n<\/ul>\n<p>You must select one of the above.<\/p>\n<p>Then you\u2019ll create a form. Here\u2019s my first tip for creating a high-converting ad:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Skip_the_context_card\"><\/span><strong>Skip the context card<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The context card \u2013 or welcome screen \u2013 is an extra screen the user sees between clicking your ad and submitting their contact info.<\/p>\n<p>You can use it if you&#8217;re generating \u201ccall me back\u201d leads and want better quality.<\/p>\n<p>But for email signups, quantity matters \u2013 I recommend skipping the context card.<\/p>\n<p>Disable it when setting up your ad.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Offer_a_strong_reason_to_sign_up\"><\/span><strong>Offer a strong reason to sign up<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cSubscribe to our newsletter \u2013 sign up here\u201d is terrible ad copy.<\/p>\n<p>Give people a compelling reason to sign up. It could be a guide, special discounts, early-bird offers, or something entirely different.<\/p>\n<p>The stronger your offer and the more valuable it feels, the more signups you\u2019ll get.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Targeting\"><\/span><strong>Targeting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As with all Facebook advertising, your success depends on the right message reaching the right audience.<\/p>\n<p>We\u2019ve seen success with Lead Ads in these audiences:<\/p>\n<div class=\"greenbox\">\n<ul>\n<li><strong>Previous website visitors<\/strong> \u2013 they already know you and are interested. Lead Ads act as a soft conversion that leads to the harder conversion (purchase or signup).<\/li>\n<li><strong>Lookalikes<\/strong> \u2013 based on email lists, page Likes, or 180-day retargeting audiences. They can yield cheap signups.<\/li>\n<li><strong>Interest-based targeting<\/strong> \u2013 broad audiences may not convert to sales, but they\u2019re great for soft conversions like email signups.<\/li>\n<\/ul>\n<p>I always recommend testing multiple audiences. Then you can assess which to scale and which to pause or reallocate budget from.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Instant_sync_to_Mailchimp_or_Campaign_Monitor\"><\/span><strong>Instant sync to Mailchimp or Campaign Monitor<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>By default, you have to manually download your leads from Facebook and upload them into your email platform.<\/p>\n<p>Let\u2019s be honest:<br \/>\nThat\u2019s not going to happen.<\/p>\n<p>And if it does, your attention isn\u2019t on what truly matters for your business.<\/p>\n<p>That\u2019s why we have Zapier \u2013 a tool that lets you automatically and instantly sync your Facebook Lead Ads signups into Mailchimp, Campaign Monitor, Ubivox, or your system of choice. Starting at just $20\/month.<\/p>\n<p>If I could buy shares in Zapier, I\u2019d sell my house \u2013 it\u2019s that good.<\/p>\n<p>I co-host a podcast called <em>Marketing Brief<\/em> with Sleeknote CMO Emil Kristensen. In an episode about our five biggest Facebook advertising mistakes, we both mention discovering Zapier far too late.<\/p>\n<p>If you&#8217;re generating &#8220;call me back&#8221; leads, Zapier also integrates with tools like Intercom, Pipedrive, Hubspot \u2013 or simply forwards leads by email like a contact form.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont_let_warm_leads_go_cold\"><\/span><strong>Don\u2019t let warm leads go cold<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019re almost there.<\/p>\n<p>You\u2019ve generated leads with Facebook Lead Ads.<\/p>\n<p>They\u2019re synced to your email list.<\/p>\n<p>And right now \u2013 this very moment \u2013 they\u2019re most interested in hearing from you. They just signed up. Don\u2019t let too much time pass before they hear from you.<\/p>\n<p>The moment someone joins your list, you should have an autoresponder set up with one or more emails. The more, the better.<\/p>\n<p>Autoresponders are powerful, just like retargeting on Facebook and Instagram. You set them up once and they keep running in the background, making the rest of your marketing more effective. It can be fully automated.<\/p>\n<p>Make sure new signups hear from you immediately. Your emails can include:<\/p>\n<ul>\n<li>An introduction to your shop or brand \u2013 let people connect with your story<\/li>\n<li>The discount code they signed up to receive<\/li>\n<li>A guide to making the most of your product or service<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3855 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/fbannoncering-autoresponders-1030x321-1.png\" alt=\"Facebook Auto Responders Mail\" width=\"980\" height=\"305\" \/><\/p>\n<p>Autoresponders are included if you download the light version of my Facebook advertising book.<\/p>\n<p>The first email your business sends will always have the highest open rate. People are eager to hear from you right after signing up. Use that opportunity wisely.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"So_Halfdan_how_much_does_a_lead_cost\"><\/span><strong>So, Halfdan, how much does a lead cost?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The cost per lead depends on what you sell, how well you sell it, and who you sell it to.<\/p>\n<p>But I know that\u2019s a vague answer \u2013 so here are some benchmarks:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"B2C\"><\/span><strong>B2C:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When advertising directly to consumers, you can create attractive offers like giveaways, discounts, and contests.<\/p>\n<p>Our clients often get leads at 2 DKK each. 1,000 emails = 2,000 DKK. That should be a solid ROI.<\/p>\n<p>Lifetime value is usually 30\u2013100x the cost. That\u2019s profit, not just revenue.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"B2B\"><\/span><strong>B2B:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A bit more challenging.<\/p>\n<p>You need to get someone to download something business-related while they\u2019re probably procrastinating on Facebook. \ud83d\ude42<\/p>\n<p>But it\u2019s doable.<\/p>\n<p>We see prices starting at 7\u20138 DKK per lead and up.<\/p>\n<p>That said, the willingness to pay is also higher.<\/p>\n<p>If you\u2019re paying 20 DKK for a relevant email from a business owner \u2013 is that really a problem?<\/p>\n<p>If it is, maybe the issue isn\u2019t with Lead Ads, but with your product or service.<\/p>\n<p>Lead Ads are my absolute favorite Facebook format. They integrate perfectly with<a href=\"http:\/\/staging1787817111.mickyweis.comen\/e-mail-marketing-guide\/\"> email marketing<\/a>, build a valuable asset (your list), and can be optimized using data-driven methods.<\/p>\n<p>And starting Q1 2017, Facebook has announced that Lead Ads are also available on Instagram \u2013 great news if you&#8217;re in B2B.<\/p>\n<p>Your turn \u2013 best of luck!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, I\u2019m handing the mic to one of my close industry colleagues \u2013 Halfdan Timm. Take it away, Halfdan! Let\u2019s get started. You know that \u201cthe\u2026<\/p>\n","protected":false},"author":2,"featured_media":5346,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85,79,86,103],"tags":[],"series":[],"class_list":["post-8789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook","category-online-marketing","category-power-editor-annonceadministrator","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The easiest way to grow your email list with Facebook<\/title>\n<meta name=\"description\" content=\"Tried Facebook lead ads yet? \u2713 If not, you\u2019re missing out. 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