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How to Generate Lead on Facebook: From Sales Ads to Best Practices 
- [ ] Social networks are part of the set of strategies used in the first stage of Inbound Marketing: attraction. However, in this article you will find out how they can be relevant to other phases such as **conversion**. Here we'll finally see **how to generate leads on Facebook.**

There are some paid and free ways to generate leads through Facebook. In general, it is important that your company is concerned about: 

•	segment contacts; 
•	Create an offering of value. 

By following these two premises, your company will be able to use the largest social network in the world to gain a greater volume of leads for the continuation of its strategies.

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Let's split this guide on how to generate leads on Facebook into two steps:

•	how to generate leads through Facebook Leads Ads;
•	Good practices for generating leads in paid or free actions.

Follow up!

How to generate lead on Facebook using Leads Ads

Facebook Ads has created an ad option aimed at generating leads: **Facebook Leads Ads.**

Through this tool you will be able to capture leads without the user having to leave the social network. This is an advantage because it offers a good user experience and increases the conversion rate. 

Result? A more robust lead base.

You can create a Facebook Leads Ads campaign for mobile devices or for PC, which expands your possibilities and chances of capturing the ideal contacts.

As with other Facebook Ads campaigns, you must also target the profile of the audience you want to reach.

You can make a lead generation campaign that takes the user to an external page, like a landing page, for example. But remember! If this campaign is aimed at reaching mobile users, it might be more interesting to keep them inside Facebook than to run the risk of offering a page that takes time to load or is not responsive.

To use this Facebook functionality, follow the steps:

•	access the Facebook ad platform;
•	click on “Campaign”;
•	select the objective “Generation of Registrations”;
•	configure the ad set for Leads and/or Click on link;
•	Create the form (there are some predefined options or you can build one from scratch). 


You can also opt for a remarketing or “look alike” audience segment.

Read more at: How to advertise on Facebook and get great results

Below, we indicate a video that shows the step by step to create an ad by Facebook Leads Ads, in practice. It's worth following up!

Tips to minimize the cost of lead generation campaigns

Now that you know how to generate leads on Facebook Lead Ads it's time to move on to the best practice tips to improve your results.

First, however, it's important for you to know that it's possible to generate leads via Facebook without investing in ads. One way to do this is to create a post, link to a form page, and publish the content.

With these two ways to generate leads on Facebook in mind, let's move on to tips on how to optimize your campaigns for better returns.

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1. Correct Segmentation
Whether in paid or organic campaigns, it is important that you target your publication.
This segmentation must be carried out in the construction of the profile of the audience that will be reached by your ad and also in the creation of the offer that will be presented to them.
It is important that you know the personas of your business and consider the different steps in the sales funnel to attract leads that are in line with your strategy.
One way to attract leads at different stages of the buying journey is to do more than one paid campaign with different offers, each targeting a segment of your personas.
2. Attractive Offer
Once you know who your company's personas are, plan what killer offer you will offer.
Knowing your audience is critical to understanding what they need and what an impactful value proposition is.
It is essential that the offer is interesting and free. This combination will boost your click through rate and conversion rate.
3. Production of relevant content 
The production of relevant content should be in everything from the post made on Facebook, the image of the ad to the value offer being presented.
That is, if you're offering an eBook in exchange for a user's data, make sure that eBook really responds to the customer's pain.
When designing your material, remember the options and formats that are available to you, including:
•	info graphic;
•	eBook;
•	whitepaper;
•	Webinar and more.  
4. Track the results
Tracking the results of your campaigns is essential for your company to be able to optimize ads, content and offers.
Digital platforms allow for live monitoring of the results of your campaigns. If something doesn't agree with what you planned, you can pause the campaign and optimize it. So you don't lose money with actions that don't bring leads or customers.
Also read: Metrics in digital marketing: how to use and analyze
The next steps after capturing leads
Now that you know how to generate leads on Facebook, what are the next steps?
Next? Yes, or do you want to capture leads just for fun?
Within an Inbound Marketing strategy, capturing leads is just the beginning, you still have to worry about:
•	relationship;
•	sale;
•	Loyalty. 
Using marketing automation software is essential for the next steps to be executed correctly, bringing customers into your business.
Marketing automation systems allow you to manage leads and turn them into customers.
A lahar is an automation tool that provides features to attract, nurture and convert leads into customers. That's why she's an important partner if you want, in addition to generating leads through Facebook, to turn those leads into customers. Among the features that will add to your work are:


