Yes, the first thing you say is that FB ads are not intent-based marketing; it’s interest-based marketing.
I know when it comes to Google Ads, specifically search ads, you are showing your ad to those who already have intent and have come to Google to find results to their query, it can be anything, simple like “which is the best phone under 15k” to “how to make xxx amount in 1 year’
Yes, Google Ads are really intent-based, but what happens when you try FB ads
Recently, I ran FB ads for 2 clients. Let me break them up, and I will let you decide which ad you will want to run
1st Client: Corrugated box manufacturer [ In simple words, package box manufacturer]
This company offers a diverse range of packaging boxes, from standard boxes to customized options with printing. Ex: whether you want a gift box of a custom size, a large box for 1 kilo of mangoes, a huge box for packing house items, or to pack cakes for your customers. Literally all designs, sizes, kinds, and thicknesses they provide
For them, I decided to run a simple FB lead generation ad, where those who are interested in corrugated boxes are asked to fill out the form
The form had these questions
The result
We got 108 leads at just 36 Rs per lead.
All leads had an answer to the question, their name, and mobile number. The task for the client was easy: to call up, to check the type of the box required, and to send them a sample and a quote to convert them
2nd client: Saas product for Overseas education consultants
First, the client had already tried Google Ads with broad keywords and had received a high volume of irrelevant clicks with zero conversions.
When I checked, there was very little search volume, but not so little that it could be ignored. I tried exact match and phrase match targeting, but ultimately spent $10,000 with only a few leads, and unfortunately, zero conversions. It was a Google search ad, and on click, they were taken to a landing page, where they had to submit the form
If any of your ads don’t work, they say to look at 3 places
1st – fewer clicks – change the copy of the ad
2nd – fewer landing page conversions, try with the copy
3rd – landing page conversions still not happening, try a different offer
Unfortunately, very few clients will be ready to try out the typical way of running ads, like having enough budget for the ad to run for a few months, and also enough daily spend to do a/b testing, to try different hooks, offers
So, that was the end of the Google Ads story.
Now comes the interesting part, very recently, 2 weeks ago, a Facebook ad was tried. Thanks to ChatGPT, when I was struggling to find the right audience interest to track, the client asked ChatGPT and received an answer. Using that information, the audience was targeted, and finally, the ad was set to run.
Again, in this case, a lead form ad with specific questions was used. Here is the exact form that was used
Finally, coming to the result, the ad got 27 leads at 97 Rs, as I had given a maximum conversion of 100 Rs
So, now you tell me, if you can generate a few hundred leads by spending Rs 10,000 on a Facebook ad, which ad would you like to try?