How to Scale Lead Generation with Facebook, Instagram and Twitter Ads

Advertising Automation Software
HOW TO SCALE LEAD GENERATION
with Facebook, Instagram, and Twitter Ads

Are you maximizing your lead gen potential?
Each of the three platforms offers
advertisers a powerful tool set not only
for generating more leads, but for
finding the best leads
58%
of marketers report
that increasing lead
gen was the #1 digital
marketing goal
SOURCE
Advertising on platforms like Facebook,
Instagram, and Twitter can be a highly
effective lead generation solution

What’s in this presentation
To help data-driven lead generation advertisers maximize ROI on
Facebook, Instagram, and Twitter, this guide features expert insights
and best practices for campaigns that deliver results
• Creative best practices for increasing high-value conversions
• A closer look at Facebook lead ads
• The story of how one advertiser grew average lead value at scale on
Twitter
This presentation highlights compelling ad creative examples from a wide variety of advertisers,
and companies featured are not necessarily Nanigans customers

CREATIVE BEST PRACTICES
for Increasing High-Value Conversions

Best practices for increasing high-value conversions
It’s impossible for an ad to results in a newly acquired
lead if it doesn’t capture the attention of your target
audience in the first place.
Constant creative testing is a critical element of any
successful lead generation ad campaign. Even small
changes in ad imagery or copy can have a significant
impact on conversion rates and lead value.

Creatively appeal to your ideal customer
Relevance is one of the most
important factors in driving
conversions on lead generation ads.
Tailor your ad creative to directly
appeal to members of your target
audience. One powerful tactic is to
feature aspirational lifestyle imagery
depicting people with whom your
audience can identify.

Use strong, motivational language
Ad copy should convey a sense of
urgency to inspire prospective
leads to act now before they pass
your promotion by.
Compelling messaging with strong
language can be an important tool
for grabbing attention and quickly
outlining the value you business or
organization offers.

Ensure consistency in the path to conversion
Avoid any roadblocks in the path to conversion by designing ad imagery
and landing pages that visually flow together.
Consistency is
important in instilling
confidence in potential
leads that they’ll get
exactly what they
signed up for.

Choose a bold call-to-action
For your ad to deliver value
back to your business, a
prospective lead needs to take
action. A strong call-to-action
button is a power way to
achieve that goal.
Experiment with each channel’s
built-in call-to-action options,
but also consider integrating
buttons directly onto ad
creative.

Convey value from different angles
Regardless of your lead generation goals, certain aspects of your
product of service will resonate with individual leads more than others.
Since every buyer is unique, experiment with highlighting multiple
benefits within a single ad.

Experiment with unconventional creative
It can pay to get creative with your
ad imagery. Steer clear of tired
stock photography, and instead
test out-of-the-box creative
strategies.
You may find that ads using humor
consistently deliver the highest
quality leads. Or that creative tied
to the season results in highly
relevant ads that perform.

Maximize Name Recognition
Is your brand or service partnered
with a more well-known name? Try
to leverage name recognition
whenever possible.
When you’re acquiring new leads
who may not be familiar with your
company, featuring a more well-
known and trusted name in your
ads can give people the confidence
they need to take that first step.

Streamline Conversions with
FACEBOOK’S LEAD ADS

What are Facebook lead ads?
Lead ads are a powerful ad format with an integrated lead
form, enabling potential customers to submit information
more easily so marketers can follow up and generate new
business faster.
Lead ads eliminate the need for a separate landing page and
are integrated directly into Facebook, so a potential lead’s
contact info pre-populates the form. Lead ads are optimized
end-to-end to drive leads on both mobile and desktop.

What do Facebook lead ads look like?
In the News Feed, lead ads offer
the same creative options for
image, video, call-to-action
buttons available in other
Facebook ad types

An optional context card can
provide more details on the
offer you’re promoting

A customizable form is pre-filled
with contact information, which
users can update if they choose.

An optional custom
disclaimer screen can
include marketing options,
legal language, and more.

The end card confirms the
form was successfully
submitted, completing the
conversion

Twitter Advertising Success Story:
INCREASING LEAD VALUE AT SCALE

Increasing lead value at scale on Twitter
One of the largest lead generation
advertisers online has used Nanigans for
years to execute its Facebook advertising
strategy.
After a difficult period of onboarding
using Twitter’s native tools, the company
accelerated its planned migration to
Nanigans software, providing an easier
means of scaling spend while optimizing
to true lead value.
+27%
increase in average value
per lead
+105%
increase in click-to-lead
conversion rates
+83%
increase in Twitter ad
spend

Controlling costs
Nanigans software automatically optimized the
advertiser’s campaigns to keep costs flat while
reaching the targeted users most likely to convert.
This approach allowed the lead gen company to scale
its Twitter ad spend 83% over six months while
achieving stable CPAs.
Comparing the first three months of their
engagement to the later three months, the
advertiser’s Twitter cost-per-lead rose by just 13% - a
growth rate 58% lower than Facebook’s over the
same time period.

Keeping conversion rates and value high
By managing Twitter ads using Nanigans
advertising automation software, the company
could intelligently optimize campaigns towards
downstream actions.
That also could more strategically segment
specific actions taken by higher- and lower-value
leads to fuel more granular optimization, driving a
105% increase in conversion rates.

Keeping conversion rates and value high
By leveraging Nanigans predictive optimization, the
advertiser also achieved a 27% boost in the average value
of leads converted.
The company grade the quality of the lead based on how
valuable it is likely to be for partners, and Twitter has been
a powerful advertising channel to capture these higher-
value leads.

For more guide, reports and case studies, visit nanigans.com

How to Scale Lead Generation with Facebook, Instagram and Twitter Ads

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