Facebook Lead Ad vs Single Image Ad
Okay, so someone asked question on Facebook, do lead ads perform better than a single image ad with a landing page? Ah, good question. I do like this question. Because Personally, I really dislike lead ads.
When they first came out, I got super excited, I thought, yes, this is going to be awesome. However, we can make it as seamless as possible for people to become a lead, then this is going to be great, because I could see, you know, the conversion rate was going to go through the roof. So we tested it, I’ll tell you the story.
So tested it for a gym, a local gym. This is years ago, actually. And I said to the guy yet look, I think this is going to be really good offer was a free personal training session. And they just had to put their name, email address phone number, because he had to call them to book an appointment for their personal training session, right.
So we set up a lead ad and all these people start opting in for this, this free personal training session. And this guy was like, this client was really on top of it. And he was like, you know, seeing all the leads coming in, and he gets phone numbers. So that day, he would call the people and get on the phone and it goes “Are you know, hey, you know, you registered for a free personal training session…”
And I just wanted to see when you want to come in. And personally on the other on the other end of the phone, either would say, how’d you get my number? Like? Like, they’re just completely freaked out that someone is calling them? versus I never signed up for that. I don’t know what you’re talking about.
And he’s like, yeah, mate, you know, you filled in the form, right? You know, like you clicked on the ad, and then a form came up and you hit submit, and you know, you your details kind of populated in there. But it’s like, Nah, mate, I was just trying to like the air. I didn’t mean to do that.
And literally, we got about, I don’t know, 50 leads or something. And none, maybe we got one to come in. And that was with a bit of convincing on the phone. Like no one kind of had any idea of what they were doing, which to me, astounded me. Because I mean, how can you not know, right? It’s like following a form.
But then, you know, not everyone is internet savvy and really pays attention to what they’re doing, etc. So, admittedly, yes, it was a few years ago. But we had another client recently, who came to us who had sells a product for like to quit smoking. And the previous ad manager was doing lead ads, and then got a whole sales team because it’s got a booking for sort of like, kind of like psychology appointments to get these people to quit smoking.
And they had to basically call these people. And so the client came to me going look, we’re getting leads, but the quality is pretty low. So we then I’m telling that same story, I said, I personally am not a fan of lead ads. Let’s just try a single image with a landing page. So kind of like what you’re suggesting earners.
And let’s just let’s just see what the lead quality is, like, if you want, I can turn that lead ad campaign back on because you are getting leads, like he was kind of really nervous about turning it off, because he’s kind of got to keep his sales staff really busy. And usually nervous about I said, Look, we can always turn it back on.
I even I just put a low budget if you don’t want me to turn it off, but I really think we need to split test the quality. And let and behold, like as we get more expensive leads.
But the quality you almost can’t compare. So from a conversion point of view and a revenue point of view. I mean, we’ve long turned off that lead ads campaign. And we only run single image with a landing page because I don’t know sick people know that they’re kind of they will qualify, they know what they’re doing, as opposed to getting like people from the gym, just kind of go “no mate I didn’t know what I was doing”.
You know, you get these people who just like they skim stuff they don’t realize. So for me, it’s about quality over quantity. any day of the week, I would much prefer to have 100 quality leads than 1000 leads that are really low or junk quality. What’s the point right? So at a stretch, maybe you could do retargeting lead ads, but that would be the only way that I would do it. I wouldn’t other cold traffic. I wouldn’t do it and purely just because I’ve tried it and every time I do quality is junk.