If you’re a B2B company, Lead Ads should be your primary campaign objective on Facebook.

As a matter of fact, this is how I helped my B2B client Zopto to grow on Facebook by lowering their cost per lead 5X, converting more leads and automating their marketing activity to scale it.

How I did it

Zopto was getting lots of leads on Facebook but they weren’t high quality (low conversion rate) and they had a high cost.

I changed their campaign structure simplifying it, relying on custom audiences (CRM data) and lookalikes to get more relevant customers.

I also A/B tested copy and creative, and found out that videos that showcased the service performed better than other creatives.

Moreover, I simplified the lead generation for the user: instead of directing them to the website and having them perform lots of clicks, I had them fill in a lead form on Facebook which required very little effort from them and optimized it on mobile, as most people use Facebook on mobile (in contrast to the website form which wasn’t optimized for mobile). 

That lowered the cost per lead significantly and generated better leads. What is more, I utilized Hubspot to automate email marketing workflows and help convert people who had already signed up for a demo of the software.

All in all, Zopto scaled on Facebook and combined it with email and other activities to grow their business, thanks to this optimization strategy.