LeadMagnetGeniusLet’s get into the ad itself – what should your ad contain to effectively promote your lead magnet and entice clicks?
Ad Creative (Image/Video): The visual needs to grab attention in the feed. If using an image, you could show:
A mockup of the lead magnet (3D book cover, checklist preview, etc.).
A relevant photo that resonates with the target audience or problem (e.g., a frustrated person at a desk if your magnet is about productivity).
Minimal text overlay highlighting the offer, if needed (remember the 20% text rule is gone, but less text is often better visually).
Bright colors or a person looking at the camera can stop scrolls. Test multiple creatives since on FB creative is a major factor in performance.
If using video, a short 15-30 sec clip works. It could be you talking “Hey, want to learn X? I have a free guide…” or an animated text video summarizing tips from the guide to spark interest.
Ensure the creative conveys the subject. For instance, an ad for a “Targeting Guide” might actually show a snippet of a demographic targeting form or some iconography like a bullseye (to symbolize targeting).
Ad Copy: The text above the image (primary text) should hook the reader and present the benefit of the magnet quickly. Some styles:
Pain/Problem approach: “Struggling with [problem]? You’re not alone. That’s why we created [Magnet] to help you [solve/achieve result]. Get your free copy now.”
Curiosity approach: “The 5 things you MUST do before [goal] – do you know them? We’ve put together a free checklist so you won’t miss a step. Grab it here.”
Value/Benefit approach: “Grow your email list 50% faster – our free eBook shows the exact steps. Download free today.”
Keep it fairly short for cold audiences; long copy can work too but test short vs long. The headline (below the image) should be clear: e.g., “Free Ebook: 10 Keto Recipes for Busy Moms” or “Download Your Free Marketing Budget Template”.
Use call-to-action words like “Download,” “Get,” or “Claim your free X”. Facebook also has a CTA button you can choose like “Download” or “Sign Up” – pick one that matches (for a guide, “Download” or “Learn More” works; for webinar, “Sign Up” etc.).
If you have space, social proof or stats can help ROI-minded folks: e.g., “Over 5,000 marketers have used this template” adds credibility (just ensure it’s true). Or a brief testimonial snippet like “I applied tip #3 and saw immediate results – John D.” - Targeting the Ad: Good targeting improves ROI because you waste less money on wrong people. Options: - Core interests/behaviors: Choose interests closely related to your topic (e.g., target “Fitness and wellness” if offering a workout plan magnet). Narrow it by demographic if needed (e.g., age, gender if appropriate). - Lookalike audiences: If you have an existing email list of customers, make a lookalike – these often perform well for lead magnets because they mimic your best audience. - Retargeting: Show the ad to people who visited your site but didn’t sign up. They already know you a bit, so conversion can be higher. Also retarget those who engaged with your FB/IG page or videos – warm audience lead gen often has great ROI.
ROI tip: Monitor relevance. If you see a lot of leads from a certain segment but none convert to sales, refine targeting. Also utilize Facebook’s Lead ad options to add qualifying questions in the form if needed (like a multiple-choice question) – that can ensure leads are more serious (though it will reduce quantity). Experts suggest adding a custom question or two can filter out low-intent folks.