This is my plan for generating motivated seller leads using Facebook in the Florida market. There is a lot of testing that needs to be done, so this is a work in progress. Follow me on Youtube or join the Bigger Pockets thread to see what works and what doesn't. Youtube- https://www.youtube.com/channel/UC3Aqb0ex_lWuJ-3wdsBPUtg/ Bigger Pockets- https://www.biggerpockets.com/forums/80/topics/843170-facebook-ads-for-motivated-seller-leads-progress-thread

1. Motivated Seller Campaign
Florida market
By Michael McKay

2. Strategy Overview
● Use Campaign Budget Optimization (CBO) for all campaigns, except top of funnel audience testing
● Always turn on Expanded Interests
● Follow the Facebook Power 5 for all CBO campaigns to take Facebook’s machine learning
○ Turn on Facebook Auto Advanced Matching
○ Always use Facebook Automatic Placements
○ Maintain a Simplified Facebook Ad Account Structure
○ Use Facebook Campaign Budget Optimization (CBO)
○ Utilize Facebook Dynamic Ads
● Constantly test new creative. This is what will make the biggest difference in the campaigns.
● Use dynamic parameters, so we can track which exact ads, audiences, etc. drives a deal
● Install pixel, so we can track events and optimize for them

3. Ad Account Structure
● Split campaigns by funnel stage
○ TOFU- Cold traffic
○ MOFU- Retargeting people who are not leads (filled out a form or called us)
○ BOFU- Retarget leads, so that we can build trust before meeting the seller
● Test top of funnel (TOFU) audiences using ad set budgeting (ABO)
○ Test 3 ads per ad set
● Never use more than 3-5 ads per ad set in any campaign

5. Naming Convention
● Campaign
○ {Funnel Stage} - {Objective}- {Bidding Strategy} - {If for testing}
■ E.g. TOFU - Video Views - CBO
■ E.g. TOFU - Video Views - ABO - Testing
● Ad set
○ {Audience} - {DC if dynamic creative)
○ E.g. Social Engagers 365
○ E.g. 1% LAL of Website Visitors - DC
● Ad
○ {Creative description} - {Page}
■ E.g. Tan house photo - Unload My Home
■ E.g. Behind on taxes video - Mike Buys Houses

6. Guiding Ad Set Structure for CBO Campaigns
● Create only 2 ad sets
○ Ad set 1: Take your best performing ad set and duplicate it into a new CBO campaign
○ Ad set 2: Create a new broad audience ad set within that same campaign targeting your customer avatar using only
geographical location.
● Facebook will train the broad audience if you’re getting 50 or more conversions per week
○ Change the conversion to something further up the funnel that shows intent if needed to reach 50+ conversions per
week such as:
■ View Content event for people who view important pages, like How It Works or About Us
■ Time spent on page
■ How far someone scrolls down your page
● Change the objective
○ Traffic optimized for landing page views
○ Video views

7. Top Ad Set Structure for CBO Campaigns
● Create only 5-7 ad sets
○ Fewer can be used if there aren’t that many that work well
● Put best performing ad sets into one CBO campaign
● Turn off poorly performing ad sets
● Ad new top performing ad sets and tests

8. TOFU Campaigns

9. TOFU Audience Testing Campaign- ABO
● Use ad set budgeting to so each audience gets enough budget to test. Do not use Facebook A/B test feature.
● Types of audiences to test
○ Broad geo targeting
○ Interests
○ List uploads with no geo parameters
○ Special ad audiences (LAL’s)- after 1,000 people in original audience
■ Custom lists
● Upload twice if needed to include all emails and phones
● Upload updated lists regularly
■ Social engagers
■ Website visitors
■ Video watchers
○ Exclude retargeting audiences and people who have given us their contact info
● Start with dynamic creative to see what audience reacts to
● Combine the best creative into real ads and use those in tests. Test different ad formats like video,
slideshow, and carousel to see what works best for that audience.
● Use the best ads over the last 30 days in this campaign, since the goal is to test audience not creative
● Duplicate winning audiences into Creative Test CBO campaign

10. TOFU Audience Testing Campaign- ABO

11. Creative Testing Campaign - CBO - DC
● Use campaign budget optimization
● Use dynamic creative to constantly test images, videos, copy,
buttons, etc. for each audience
● Take the best performing creative combinations and create ads
in existing performing ad sets in the TOFU main campaign
○ By doing this we will constantly be testing new ads against the
current best performing ads
● Also experiment with doing this creative testing in the ABO
campaign instead, so there would only be two TOFU campaigns

12. Main TOFU Campaign (CBO)
● Goal of this campaign to to build an audience of motivated
sellers to retarget
● Use this for scaling ad sets that have worked well in testing
● Test two ad set structures in different campaigns
○ Guiding ad set structure (2 ad sets per campaign)
○ Top ad set structure (5-7 ad sets per campaign)
● 3 ads per ad set or test dynamic creative
○ Best performing ad
○ 2nd best performing ad
○ New test of combination from creative testing campaign

13. MOFU Campaign - CBO
● The goal of this campaign is to get an owner’s contact info
● Used for retargeting- start with longest time periods
○ Social engagers
○ Website visitors
○ Video watchers
○ Lead form openers
● Exclude people who have given their contact info
● Use campaign budget optimization, so that audiences don’t overlap and saturate
● Facebook will split the budget in the best way across all ad sets
● Set geography to entire US because they may live out of state
● Use dynamic creative or 3-5 ads per ad set
● Try creating some ad sets with ads on specific content
○ E.g. If someone visited the landlord web page or watched the landlord video, show them ads specifically about landlord
issues
● Turn off non performing ad sets

14. BOFU Campaign - CBO
● The goal of this campaign is to build trust with people who have already given us their contact info and stay
top of mind in case they want to sell at a later date
● Re-target people who have filled out a form on our site or Facebook or called us
● Use campaign budget optimization, so that audiences don’t overlap and saturate
● Facebook will split the budget in the best way across all ad sets
● Set geography to entire US because they may live out of state
● Use dynamic creative or 3-5 ads per ad set
● Try creating ads with blog posts to serve to this audience
● Try creating some ad sets with ads on specific content
○ E.g. If someone visited the landlord web page or watched the landlord video, show them ads specifically about landlord
issues
● Use reach objective only with frequency caps

15. Objectives to use at each funnel stage
● Top of funnel
○ Test 1st
■ Traffic optimized for landing page views
■ View Views
○ Test 2nd
■ Conversions
● Optimized for further up the funnel to get 50+ conversions a week
● Optimized for form fills with really good audiences only
■ Lead Generation with lead form set to open, so people can share it with friends
● With really good audiences only
● Middle of funnel
○ Conversions optimized for form fills
○ Lead Generation with lead form set to open, so people can share it with friends
● Bottom of funnel
○ Reach with frequency cap to stay top of mind
■ Change frequency based on how far out
■ We already have their contact, so paying more for conversions doesn’t make sense

16. Ad copy and creative
● Short testimonial copy- TOFU, MOFU, BOFU
● Long testimonial copy- MOFU, BOFU
● Testimonial video- MOFU, BOFU
● Review screenshot- MOFU, BOFU
● In front of house- TOFU, MOFU, BOFU
● Walking through house- TOFU, MOFU, BOFU
● Face to face videos- TOFU, MOFU, BOFU
● Include phone number in ad- MOFU
● Photos of houses with and without sold signs- TOFU, MOFU, BOFU
● Product image video using Facebook studio- TOFU, MOFU, BOFU
● Cinemagraph- TOFU, MOFU, BOFU
● Match copy to button
○ Telling them to click the button to get an offer in ad copy if button is “get offer”
○ Click below to learn more if button is “learn more”
● Lead with emotional benefit followed by benefit bullet point features

17. Troubleshooting and optimization
● If Facebook isn’t spending the allocated budget, the audience isn’t big enough or try a different conversion
● Look at add to carts even on lead gen ad. People may not fill out lead form, but go to site later and fill out the
form there.
● Unique CTR should be 2-5%
● Conversions should be 2-5%
○ Calculated as number of leads/number of clicks