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First, what you need to understand is that different parts of your ad need to accomplish different things.
Initially you need to capture the attention of people scrolling by at lightning speed.
Then you need to hold the attention of the right people.
Then you need to get them to agree to give you their contact information.
A big mistake people make is to try to do everything all at once.
So we’re going to look at 5 different parts of your ad, and what you should try to accomplish in each part.
Please note that although we’re focusing on lead form ads in this article, you can still take these principles and apply them to ads that point to landing pages. (For those unfamiliar: a lead form ad uses a form that’s built-in to the Facebook platform, so that users can submit their information without leaving Facebook. Whereas a landing page is an external mini site to capture leads.)
1. Reel in Your Target Customer with the Preview Text
What is the “Preview Text”?
Meta ads have both a primary text and the headline. The primary text is the main body of the ad.
Facebook automatically cuts off text after 125-175 characters - so you have limited space to work with. If someone’s interested, they can click your call to action button, or hit “see more” on the ad to see the full ad body.
So when we say “Preview Text” we’re referring to that initial 125-175 characters that people will see just scrolling by.
How to write your Preview Text
The preview text is the most important part of your ad. You want to grab attention, but you also want to speak to the right people.
Here’s an example from one of our clients’ ads:
“🙄 Sick of waiting around for your fencing guy? 👉 Kodiak Fence Co can probably get it done way faster!”
The strong emotional language at the beginning captures attention; especially if someone is, indeed, sick of waiting around for their fencing guy.
And if someone is talking to a fencing guy in the first place, they’re not only in the market, but they’re close to making a purchase.
Here’s another example for an AC company:
“🙋♀️ AC getting old? 😍 Get a brand new Air Conditioner right away with * 0% APR for 60 months! * “
0% APR for 60 months is a rare offer to see. So our main goal in this ad was to talk to the right people (folks with old HVAC systems) and clearly highlight the powerful financial incentive.
To write good preview texts, get inside the mind of your ideal customer. You should ask:
- What do they need?
- What do they really want?
- What do they want to avoid?
Then write a preview text that speaks to their concerns in a clear, concise, and emotionally impactful way.
2. Capture Attention with the Headline
When scrolling past your ad on Facebook, users will see your headline as well. Similar to your preview text, it needs to grab attention.
That being said, you have much less space in a headline. Facebook will only display the first 40 characters. So your headline needs to be a very truncated version of your preview text, and you’ll probably need to sacrifice a point or two.
In our AC ad, for example, you may want to simplify the headline down to: “💌 SALE! 0% APR for 60/Mo on HVAC!”
You’ve probably noticed the use of emojis in both the preview text and headline. Emojis, especially ones with red in them, help guide the eye to the start of the headline naturally. This helps to capture attention and makes your ad perform better.
3. Sell the Offer & Invite Action
Here’s an example of full ad for one of our clients:
“🚨 Warning: making your kitchen look THIS good might cause extreme envy among guests! ESPECIALLY if they know you get it done in about 10 days AND got a $1,500 discount from Upgrade Remodeling!
SKIP the stress of having contractors in your home for weeks on end. Our average kitchen renovation takes just 10 days!
Plus - we’re offering $1,500 OFF kitchen remodels!
👉 To get your free quote, just click Get Quote below!
Our complete kitchen transformations can include:
✔️ New cabinets, paint, and countertops!
✔️ New flooring for a beautiful new look!
✔️ Layout changes to make food prep and hosting a breeze!
👉 To get your free quote, just click Get Quote below! >>>”
Let’s look at what’s happening in this ad.
How you sell your offer
Now that you’ve gotten people to stop scrolling, you’ve got to sell them.
By selling, I don’t mean telling them why you’re so great - I mean helping them see what they get out of it.
Take kitchen remodeling for example. Once homeowners start the project, they want it to be done as quickly as possible. But understanding why is the key.
So, let’s say you're a suburban mom of 3. How would you feel having a team of random guys in and out of your house for months on end? Firstly, your own home isn’t your own private space anymore. Secondly, your guard is always up - you don’t really know these people or how safe they are to be around.
That creates a lot of stress. And the stress is what people want to avoid.
So rather than saying “We’re fast - we can get your kitchen done in just 10 days” you say “SKIP the stress of having contractors in your home for weeks on end. Our average kitchen renovation takes just 10 days!”
Include details for humans and robots
People scanning the ad will want to be sure that your offer applies to them. So it’s good to include details of your service, warranties, etc. In some ads we also put the office address and phone number.
This also helps the algorithm get your ad in front of the right people. Facebook can tell by user behavior who is likely to be interested in kitchen remodeling. So an ad that describes your kitchen remodeling service with some basic details is more likely to get in front of them.
Call to action
The next step is to ask people to submit their contact info. They don’t have to be completely sold on your company yet - they just have to believe that it’s worth giving you their contact info for a quote.
We usually include at least two calls to action, asking people to click below to get their free quote.
4. A Powerful Lead Form Intro
When somebody clicks “Get Quote” or “Learn More” or whatever your CTA is, the lead form will pop up.
It’s important to keep in mind that people who have made it this far are already interested. So your lead form intro should be designed to accomplish one thing; getting people to fill out their info. Keep it simple; too much text here will probably just slow people down.
Here’s an example:
Headline: Get a brand new AC for just $59/month!
Lead Form Description: Just answer a few questions below to claim your free quote today! >>>
You can use exclamation marks or symbols to boost adrenaline and improve your conversion rates.
One time I was looking at how to improve one of my client’s results. So I just added exclamations, added the triple chevron (“>>>”) in some parts, and tried to word things in a more exciting way.
As a result, his lead cost went from about $30 per lead to $15. That’s right - it doubled his conversion rate!
5. Get Your Leads Further Down the Funnel
Most people writing an ad assume their job ends when the lead submits their information. But does it?
What do you plan to do with these leads?
Do you want them to schedule a sales appointment with you?
Do you want them to sign up with you?
That takes trust. This person needs to feel like they know you and can trust you to accomplish what they’re looking for.
The end of your lead form is free real estate to accomplish that. You can direct them to a page on your site that features your projects, your best customer reviews, or a video with the company owner.
You can also ask people to call in, or schedule online, to make the scheduling process easier for yourself.
In Conclusion: Test Stuff Out!
Done is better than perfect, and you’ll never know what’s going to work best until you test!
Try writing 2 or 3 different preview texts, headlines, etc., for your offer and see what gets you the highest volume and quality of leads.
Thanks for reading. If you’d like Service Allies to build and manage your meta ads campaigns, schedule a meeting with us today.
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