When it comes to online advertising, Facebook and LinkedIn lead generation ads can be an amazing boost to your organic marketing efforts. Unlike other types of ads that may focus on views, clicks, or brand awareness, lead gen ads are designed to capture information from prospects.
Every dollar you spend on these ads gives you something concrete in return: a list of warm leads that, even after you stop paying for the ad, you can continue to nurture through email marketing. This makes lead gen ads an incredible asset, especially for financial professionals who are looking to grow their email lists and nurture relationships over time.
In this blog, we’ll walk through the steps to create an effective Facebook or LinkedIn lead gen ad using a short-form video.
Why video? Video is the only form of content that has the power to build trust fast. We want to make sure we are doing everything we can to get those out of your ad spend. So video is what I recommend. We’ll cover everything from structuring the video itself to setting up the ad and what to do with the leads once they’re on your email list. Let’s dive in!
What is a Lead Gen Ad, and Why Is It So Powerful?
A lead gen ad is an advertisement designed specifically to capture potential clients' contact information, usually through an embedded form within the ad. This type of ad is ideal for professionals who want to generate leads because it doesn’t just aim for clicks or likes; it’s crafted to gather data—like names, emails, or even phone numbers—directly from users.
This is especially powerful because:
You’re Building Your Email List: Each lead gen ad funnels new leads directly to your email list, giving you more opportunities to nurture and convert them over time even after you stop paying for the ad.
It’s Cost-Efficient: Instead of paying for "reach" or "impressions" and hoping some turn into leads, every dollar spent on a lead gen ad brings you tangible information in the form of a lead.
Higher Quality Leads: People who fill out lead gen forms tend to be genuinely interested in what you’re offering, which results in warmer, more engaged leads.
These are one of the only ads I recommend my financial professional clients run because you get a positive marketing ROI every time. It’s money well spent.
Step 1: Filming Your Short-Form Video
Now that you know why lead gen ads are effective, let’s talk about how to create an eye-catching short-form video that stops your audience in their tracks and entices them to click.
1. Start with a Strong Hook
Your hook should immediately grab attention. Think about your ideal client's pain points and start with a line that speaks to them directly. For example:
Hook Examples: “Is your family protected if something happened to you?” “Finding it hard to put money aside for that big goal?" or "Want to make money on your money?”
2. Highlight the Emotional Benefit
People make decisions based on emotions first and justify them with logic later. Instead of focusing on the technical aspects of your service, address the emotional benefit.
Example: “Imagine sleeping better knowing your future is in good hands.”
3. Pose a Reflective Question
Ask a question that makes your audience think and connect with the message on a personal level and there current situation.
Example: “Does your family truly have financial freedom right now?”
4. Provide a Clear Call-to-Action (CTA)
The CTA should instruct viewers on the next steps—sign up, download a free resource, book a call, etc.
Example: “Tap the link below to grab your free financial planning guide and start your journey toward financial confidence today!” And you can even give further instruction beyond the CTA like “complete this checklist to get your closet to your goals”, or “After you download your free guide, you can use the link inside to book your free call with me - it’s my gift to you!”
Here’s a basic script structure you can follow. Write your script first and be sure to check with your compliance department, if applicable, for how to properly submit your video. I suggestion getting approval on the script first - you don’t want to have to re-record should changes be needed. Use this outline:
Hook - Speak directly to your audience’s pain point.
Benefit - Address the emotional outcome they desire.
Question - Make them think about the transformation.
CTA - Tell them exactly what to do next.
Record this video in a well-lit area, speak clearly, and keep it between to 30 to 60 seconds. Keep the tone conversational but professional, as if you’re talking to a friend. And no fancy equipment is necessary. Your phone can do the job! I do suggest filming your video vertically as most people will likely see you ad on mobile.
Step 2: Setting Up Your Facebook or LinkedIn Lead Gen Ad
Now that you have a compelling short-form video, it’s time to set up your lead gen ad. Here’s a step-by-step guide to get started.
1. Choose the Lead Generation Objective
On Facebook, go to Ads Manager and select "Lead Generation" as your campaign objective. On LinkedIn, select "Lead Gen Forms.”
2. Create Your Target Audience
Define your target audience based on factors like age, occupation, interests, and geographic location. If you’re targeting professionals, narrow down your audience to those who are likely to need your financial services.
3. Upload Your Video and Write Compelling Ad Copy
Video Upload: Upload the video you created. Make sure it’s in a vertical or square format for optimal performance. You can manual place your ad as well and crop or resize as needed.
Ad Copy: Write a concise message that reinforces your video’s message and adds any additional details.
Example Ad Copy: “Are you ready to take control of your financial future? Download our free guide now and start building a wealthier tomorrow!”
4. Set Up the Lead Form
The lead form is where you’ll collect information from potential clients. Here’s what to include:
Headline: A clear and enticing title (e.g., “Get Your Free Financial Planning Guide”).
Form Fields: Keep it simple. Ask only for necessary information like their name and email.
Privacy Policy: Make sure to link to your privacy policy to build trust.
Thank You Screen: Add a message thanking them for signing up and include an additional CTA, like booking a consultation or following you on social media.
5. Review and Launch
Double-check your ad settings, budget, and target audience before launching the ad. Once everything looks good, go ahead and hit "Publish" to start running your lead gen ad.
Pro tip: You can also run two ads simultaneously, also known as A/B testing. Perhaps you have two video ideas and want to see which one would perform better. You can do this with A/B testing when setting up the ad.
Step 3: Nurture Your Leads with an Email Sequence
Once you have new leads from your lead gen ad, the work isn’t done. This is where nurturing comes into play. Setting up an automated email sequence allows you to build trust, provide value, and guide your leads down the sales funnel.
Here’s a simple nurture sequence you can use:
Welcome Email: Send a warm welcome message thanking them for signing up. Provide the resource they requested and introduce yourself.
Valuable Educational Content: Over the next few emails, share educational content that addresses your audience’s pain points and provides value. This could be financial tips, insights on common mistakes to avoid, or answers to frequently asked questions. Don’t push the sale just yet.
Social Proof: Send an email featuring testimonials or case studies. Show how you’ve helped other clients with similar needs. You can also send a couple more emails to share client stories or your story to build a stronger connection.
Reinforce the benefit of your offer and Book a Call: Finally, sell! Show them the benefit of your offer. Explain in detail what they will get in working with you. Invite them to take the next step by scheduling a consultation. Make it clear that you’re here to help them with their unique financial goals.
By automating this sequence, it does the work for you! You can continue nurturing these leads and moving them closer to becoming clients without lifting a finger.
Bringing It All Together
Creating a lead gen ad with a short-form video on Facebook or LinkedIn is one of the most effective ways to grow your email list and attract warm interested leads. Remember, it’s not enough to simply run an ad; you need to create a complete marketing system and strategy that guides leads from the ad to your email list, and from your email list to a booked consultation.
Here’s a quick recap of the process:
Film a Short Video: Grab attention with a hook, offer an emotional benefit, ask a reflective question, and include a strong CTA.
Set Up the Lead Gen Ad: Define your audience, upload your video, set up a lead form, and launch the ad.
Nurture Your Leads: Use an automated email sequence to build trust and provide value, gradually guiding leads toward working with you.
With a solid strategy in place, you’ll soon find your email list filled with engaged prospects who are excited to learn more about what you have to offer. So go ahead, start creating that video, and take the first step toward growing your client base with targeted lead generation ads!
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