LeadMagnetGeniusOnce someone clicks your ad and submits their info, the journey isn’t over – in fact it’s just beginning. To maximize ROI, you need to: - Deliver the magnet promptly: If using Lead Ads, you can show a “Download now” link on the thank you screen or better, integrate a CRM/email to send it immediately. Many people will drop their email and never check the follow-up email, especially if not prompted. One campaign found emailing the guide helped email engagement. Another tactic is after the form, redirect them to a landing page that thanks them and provides the download link (Lead Ads allow a “website link” after submission). That page can also pitch a low-ticket offer or ask them to join a Facebook group, etc., for further engagement. - Follow up via Email (Nurture): This is huge for ROI. The point of getting the lead is to eventually make a sale or other conversion. So have a welcome email sequence in place. For example: - Email 1: Deliver magnet, thank them, highlight key tip from it to get them started (and subtly introduce your brand/personality). - Email 2: Check if they consumed it, offer additional tip or a related blog post/resource. - Email 3: Provide a case study or success story relevant to the magnet topic to build trust. - Email 4: Soft pitch your paid product/service that solves the larger problem.
And so on. The sequence length depends on the complexity of sale. But don’t let them just download and forget you; otherwise you wasted ad spend. As ROI-savvy marketers say, the real ROI comes from converting those leads down the line, so nurture is key. - Retarget leads with ads: You can also run retargeting ads to these new leads (uploaded as a custom audience or via the pixel if they hit a thank-you page). Show them testimonials or product offers or content to keep warming them. Multi-channel touchpoints often improve overall conversion. - Track ROI metrics: Use Facebook Pixel and conversion events to track if leads are turning into customers. For example, if your funnel is: FB ad -> lead -> eventual purchase on your site, set up the pixel to track the purchase and attribute back to the ad. Facebook’s Conversion API can help capture post-iOS14 data to see through conversions. Or at least manually track in your CRM: leads from campaign X, how many bought within 60 days, etc. This helps you calculate true ROI, not just CPL. - Optimize and Scale: If certain ad sets or magnets produce leads that actually buy, invest more there. If others give cheap leads that never buy, consider pausing or adjusting targeting/content to attract better quality. Sometimes adding a small friction (like an extra question, as mentioned) can weed out freebie seekers and get you those who truly need your solution. - Calculate your allowable CPL: Figure out how much a lead is worth to you. If 100 leads cost $100 ($1 each) and 2 of them buy a $500 product, that’s $1000 revenue from $100 spend – great ROI. You could even pay $5 per lead and still profit well in that scenario. On the flip side, if your product is $50 and you close 2%, $1 leads might actually lose money (100 leads $100 spend, 2 buyers = $100 revenue, net zero minus other costs). So understanding your numbers (conversion rates, lifetime value) is crucial. Use Facebook’s own ROI tracking tools or an analytics model to gauge this.