Using Facebook Ads to Generate Leads

• A Step by Step Guide for Big Shoulders Schools

A Few Guiding Principles

• In order for these types of ads to be effective:• You have a school/business credit card that you can use to run the ads

• You’ve set up a Facebook Ads account

• Your school should have some pool of financial aid/scholarships/unfunded aid for new families and you are willing to advertise that fact and guide them through a process to apply and enroll

• Your school should have some sort of process for a new family to apply for and receive financial aid

• Your school has someone who can quickly follow up and contact families who fill out the “leads form”

When you set up a paid Facebook ad, there are many options. For our schools, we tend to focus on Brand Awareness, Reach and Traffic Objectives. For today’s purposes, we are focusing on Lead Generation.

Why Lead Generation?

• Once you’ve created ads to build awareness about your school, you can begin to generate actual leads. A Lead Generation Ad is different from any of the others because it allows us to directly collect prospect data and follow up with prospects. Other ads may direct people to our website, or increase their awareness about our school, but they do not allow us to directly engage with potential customers.

Once you select Lead Generation and click “Next” it takes you to this page….

And as you scroll down you’ll see this…

Now you’ll want to set your audience. Choose your school’s zipcode, address or drop a pin. You can also reach out to other areas that you may want to focus your efforts.

Set the ages of your demographic and your gender preferences.

Next comes detailed targeting where you can choose to reach out to only parents of school age children in your area.

Scroll down the page and….

Set your daily or lifetime budget and the dates when you’d like to run your ad.

Then click ”next” on the bottom screen

We recommend either focusing your ad as a carousel or video. If you’d like to create a video, check out stupeflix.com.For today’s purposes, we are focusing on the carousel ad.

Your ad’s text goes here. Keep it simple and mention scholarships.

Choose great photos!

Call to action is key!

Call to action

Note- you will need to repeat these steps at least 3 times for the Carousel ad to be effective.

Now you will need to create a Lead Form. Click on the “New Form” button.

Fill out the form- give the form a name, use a call to action and keep it simple.

The form will automatically ask for a name and email. You can also add phone number.

Add the link to your website.

Add the link to your website.

Review and Confirm your Ad!

Here’s a sample.

Here’s a sample.

Next Steps

• Check in on your Ad on a daily basis and follow up with any leads. You can download your lead forms as an excel file and reach out to prospects.

• Change your images, video, text to keep the ad interesting. There is such a thing as ad fatigue where people are tired of viewing your ad.