What are lead generation ads?
Lead generation ads are digital ads designed to collect contact information from potential customers. These ads aim to gather details like email addresses and phone numbers through forms.
You might see these ads on platforms like Instagram, LinkedIn, or Google Ads. They often use forms that pop up directly on the platform, making it easier for users to sign up without leaving the site.
Why use lead generation ads?
- Simplified signup: Some ads use popups or integrated forms, avoiding the need for users to navigate away from their social media feeds or other sites;
- High-quality leads: People clicking on these ads are generally interested in your product or service, leading to better conversion rates. The below example is of a lead generation ad for webinar signup. So, this ad only targets a specific demographic, helping you collect qualified leads;
- No website needed: New businesses without a website can still collect leads directly through these ads.
Top platforms for lead generation ads:
- Google Ads
- LinkedIn
- Facebook
- Instagram
- Twitter
Tips for creating effective lead generation ads:
- Ask relevant questions: Customize questions to gather useful data about your leads. These can be some sample questions for a car dealership lead ad:
- When are you planning to buy a car?
- What’s your budget?
- Will you need a car loan?
- When would you like to request a test drive?
- Integrate with CRM: Link your lead forms to a CRM to manage and automate follow-ups easily.
- Enhance post-form experience: After submission, direct users to your website or social media for more engagement.
- Minimize distractions: Design ads with a clear focus on the CTA to boost conversions.
- Use eye-catching visuals: Employ engaging images or videos to grab attention. Let's look at an example to illustrate this:
HULU takes a bold approach with its call-to-action (CTA). Here's how the design team makes this ad stand out:
- Bold colors: They use contrasting colors so nothing gets missed during a quick glance;
- Clear CTA: The phrase ‘Get the Disney Bundle’ grabs attention and drives action;
- Visual appeal: They use engaging wallpapers in the background to highlight the content available;
- Value offer: They attract leads by offering access to multiple platforms, showing users they can save money with the bundle.
- Allocate your budget wisely: Distribute your ad spend based on the performance of different channels;
- Retarget interested users: Re-engage users who showed interest but didn’t complete the sign-up;
- Send personalized emails: Tailor follow-up emails to create a personalized experience for new leads.
Pros and cons of lead generation ads:
Pros:
- Great for businesses without websites;
- Higher quality leads;
- Flexible and accessible across devices.
Cons:
- Requires active follow-up from sales teams;
- New marketers may struggle with setup and optimization;
- Can be costly for startups with limited budgets.
Lead generation ads can effectively boost your customer base by simplifying the signup process and targeting interested prospects. By using the right strategies and platforms, you can optimize your ad campaigns to engage potential customers and turn them into valuable leads.
Top 3 local lead gen ads that convert like crazy
If you want your local lead gen ads to really perform, it's not just about having eye-catching designs. You also need a solid lead qualification process and a great post-click nurturing strategy. Here’s how you can make your ads stand out and convert:
- Lead qualification: Start by making sure your ad speaks directly to the pain points of your ideal customers. Use your ad’s creative elements to address their needs and frustrations. Add questions to your form to ensure only those who fit your ideal customer profile are counted as conversions;
- Lead nurturing: Once you capture a lead, act fast! If someone is looking for a quick fix, they’ll likely go with another option if they hear back from you too late. Reach out immediately — whether by phone, email, or a voice message.
- Be valuable: Offer something compelling, like a free on-site audit or a significant discount.
- Highlight your strengths: Explain why you’re a better choice compared to competitors.
- Address key points: Mention features or benefits that are important to them, even if competitors offer similar things.
- Show proof: Share testimonials and examples of your successful work.
Now, let’s explore some top-performing local lead gen ads and show you how to use their funnels.
#1: Repositioning in saturated markets
Why it works: In a crowded market, like solar energy, differentiate yourself from the competition by repositioning your offer. This strategy targets people who haven’t responded to other ads. Check out this example that’s been active for 65 days:
#2: Testimonial ads
Why it works: These ads use customer testimonials to quickly qualify leads in your area and then offer them a great deal. Here’s a winning example that’s been running for 40 days:
#3: Generate intent with exclusive offers
When running local lead gen ads, it’s essential to spark interest in your service. To do this, consider testing out exclusive offers. This way, you can capture leads who might not be ready to buy right now but could be interested in the future. Here’s a great example:
Conclusion
Lead generation ads are a fantastic way to connect with potential customers by gathering their contact details through targeted digital campaigns. They’re a game-changer for businesses, especially those without a website, allowing you to generate high-quality leads effortlessly.
Using platforms like Google Ads, LinkedIn, Facebook, and Instagram, you can make the signup process smooth and engaging. For local businesses, these ads are especially powerful. Craft ads that resonate with your local audience and offer enticing incentives to capture leads who might be interested in your services.
To get the best results, make sure your ads address the specific needs of your ideal customers and provide clear, compelling offers. Follow up promptly with new leads, and integrate your lead forms with CRM systems to streamline your follow-up process. Use striking visuals, keep distractions to a minimum, and allocate your budget wisely across the most effective channels.
By adopting these strategies and learning from successful examples, you can fine-tune your local lead generation ads to effectively reach and convert your community into loyal customers.
