Welcome to Let's run Facebook ads with me, Nate Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Hello and welcome back to Let's Run Face because podcast with me, Nick Boddington, your host. To coming back to you with some expert advice on Facebook. Advertise in Facebook ads. It's changing a lot, isn't it? I know, it's it's it's hard enough for us experts to actually keep on top of what's going on on this platform, let alone people like yourselves who are trying to run businesses and know that you need to do some advertising and you've chosen Facebook ads. So, I'm here to help and I hope I can today I want to talk about lead forms compared to website leads. It's it's a story that I keep on coming back to more and more and more. I think there's quite a few podcasts in my library talking about lead forms and getting leads on Facebook and what's best to do it. I still don't have I still don't have an actual definitive answer of what's best, because every 2 or 3 months Facebook does something and makes them better. Again. So we start using them. And I really do hope. I really hope that they carry on. I want instant forms in Facebook to work really, really well, and they are for some of my clients. And I'm going to explain some of the things I'm saying and when to use it, when not to. So what's the Facebook Instant Form? Facebook Instant form is Facebook's take on building a form within the platform that when a consumer clicks your ad, which is a lead ad, a Facebook form will fill in, make it really, really simple for that person to fill in the form, and that goes straight through where you can set it up to go straight through to email or as API, into a CRM, or into an Excel spreadsheet. Nice and easy. Get a lead, come straight to your email, call it, do some business as if the world that as if it was all that easy. Wouldn't it be brilliant? What I've been moaning about in the past 12 months is the fact the I think meta is covered in bots, robots, people who steal your information and spam, all this sort of stuff. Now, how do I know that? Because I've got clients who complain to hell about instant forms and the rubbish that comes through. I've lost clients because of instant forms and rubbish apps comes through those unfortunate, those particular clients, a small ish businesses. They haven't got landing pages set up. They wanted to do instant forms, leaves were coming through and you're looking at ads manager going, hey, leads come through and it's come through at 5 pounds. Lead perfect. Clients can love this when they call the numbers. No one answers when they send emails to them. No replies. I've done a lead campaign recently for some of my own products and services, and we've had some awful spammy stuff. Bad like really horrible racist names. Just it's just a load of rubbish. Right. And it and it makes you as an advertise because I do this so much for different clients. I get real bugbear for that particular service, the on the platform, because I just think it's a load of crap. Okay. Because I'm seeing a load of crap. What's changed in the last couple of months? In the last couple of months, or even less, I've had a couple of clients who have been doing websites. Okay. A website lead is has it says we either send the traffic to their website from the ad and they go to a contact us page, or we go a little bit more in-depth and we send it to a landing page, which looks like the client's website, where it doesn't have the idea of landing pages. You can't click anywhere. The idea is that they land there. They fill in the name, email address, telephone number, press submit, and you've got them as a lead. Okay. And they've been working really well. They always have worked really well. Okay. The only reason we stopped doing this was because of the, opt in problem we had with Apple on the iOS 14, where Apple basically said if they're on an Apple device, you can't share my details back with meta or the other platforms. Create a bit of a problem. So our tracking capabilities went, our advertisers themselves and we weren't able to do anything. Okay, so meta jumped on it. I'm going to fix this for you everyone. We're going to do instant forms. I know it's already here. No one really uses them anymore, but we're going to make them. So we're going to make them brilliant to fix your problems. And it was the only thing we had as a go to and they were okay. But over the last few couple of months, a few of my clients said, we want to get our lead cost out. Everything's great, but we want to get our lead cost down. What about these instant form? And I've gone, oh, wait, wait, wait, these aren't some forms. It's like rubbish load bots come through and they've gone, quote for £50. Let's just throw some money at it and see what happens. One particular client threw some money at it and it was running ours, and some leads started going through and we'd set it up for his apps. So that particular department of the business gets the leads come through. And they said, look, we've got new salespeople coming in. Send it to me. Who's the boss? And his, associate. Send them to us. Let's see how they are. Will do it for seven days. And when the new people come in, we can decide where we want to go. Now, bear in mind that paying 37 pounds for a website lead is good quality setting appointments perfect and you know they're standing, they're selling some pretty high end, consumer stuff. So they're happy to pay £37 for a late right. Another podcast altogether on how much you should pay for a lead. Happy to pay for lead. We send out the instant form one and it drops down to like £11, ten, ten, £11. Happy days. So I'm dubious from sitting on the fence. I'm like, okay, well we've seen these leads come in a couple of hours go by couple. Morley's comments like, wow, this is really good. Like leads are actually coming in seven days. Follow saying how those leads going. We've had the client said we've had 24 leads come through. And I've had eight appointments set up to go around to the houses to talk about 10,000 pound product for their house. Amazing. The client is over the moon. Turn these up. We're now spending £100 a day on leads for this client to fill in to his growing sales team. I'm having no problems working so well, so let's set up another call, because they now want to look at another product or service and create leads for that. We've actually turned off the website leads. Are you staring at? Your ads manager stuck on how to make your ads perform? Come and join the ads clinic. A series of one on one consultancy calls where we dive into your own ads manager and see where we can turn your ads into a profit making machine. It all starts with a 30 minute free consultation call. Sign up now at the AD clinic. Com. Let's go to another client. They have do they do a landing page. And they spend a lot of time optimizing this landing page. A lot of work's gone into this by the client okay. And but at the same time we run instant form. So let's say we're spending I would say we're spending $200 a day on the website, going to the website landing page. And in the ad, we're pretty spending$60 a day on instant forms. The instant forms are coming through at around about $10. Lead on the website. Leads are coming through about $25. Right. So there's a difference. But on the back end, because we've been working this quite a while, about two months, every week we're able to see by the utmost are setting up which ones are closing business and the instant forms are closing business, but just not a conversion rate of the website leads. So I've got two clients here, two different sectors altogether, and one's working. They're both getting something from them. That one is working considerably better. So that's where I'm on the fence I, I can't advise you what to do. Okay. And the thing is, because of a lot of my listeners have smaller budgets, you're all doing advertising. And there are lots of different strategies. It's easy to try all these different strategies out when your client says there's for £400 a day, okay. We can try loads of strategies out. When are you having to make a decision on something? I would I would say with a conversation I had yesterday actually today with someone he doesn't want to spend any time building landing pages, just got this. I said let's just see how Instant Forms goes because it can answer a few things right? Let's say you gets a load of rubbish and it's really crap leads. We know that the copy, his writing is resonating because it's getting good click through rates. We know images of video working because they're getting good click through rates. They're getting good hook rates and hold rates and views and etc. etc. so by only investing a small amount of time, 20 minutes and setting up an instant form, we now know that even though the form is producing leads and they're crap, we know the rest of the set up is good because it's producing leads. Then I would advise him. He could then set up a landing page and spend a bit more time half day day's work, or we'll have someone else do it for him. Build a landing page because we know the ad is going to send through leads. They're just going to close on landing page. So the landing page is going to cost you money and time to build. So an interim form is a good way of testing out the marketplace. That's what I advise anyone. There are other things that have come up with this. So to get around these bots, Facebook is saying we're going to send a text to the person. So when that person fills in the lead form before you get the lead, you can click a little button. Now as you're building the ad which says we'll send them a text, Facebook will send them a text, say, did you do this lead? Did you fill in this lead form for ads? Click? Yes, I did great. Now I get the lead. So it's been getting around the bots. It's getting around the spam. I'm only going to get a lead and pay for a lead once it's had it's well, once it's done it's due diligence off that lead form has been submitted. Is it working with that? No, really. Because every account I'm testing on after I spent a considerable enough of a test budget, I'm not getting any leads coming through, which means that the leads that it was finding a spammy because no one's answering the text message from meta to say, yes, we got this lead. So I've cut a rule that one out at the moment. There's another. What happens where the instant of form afterwards you can say, what do you want to do after they've submitted the form? Do you want to start a conversation in WhatsApp? Do you want to start a conversation? Instagram DMs haven't tried that yet because none of my clients or myself need that particular service. So meta is trying to do things to try and overcome and combat this problem. They've got that. Myself as an advertiser on multiple accounts, sees a lot. I know as individuals, if you have the problem, you're going to hate it. If you don't have the problem, you're going to go. Instant forms are great, but me seeing it as a, accumulative system in my agency not hugely sold. I've got more clients who get more results from web leads than instant forms, but the clients who do get good leads from instant films absolutely love them. So that's where I am on it. I would say you're still going to do a lot better by getting website leads. They're going to be more expensive than instant form. But if you're in a position to try both and you already know your videos work, your copy works and everything like that, go for that. I do a bit of a split test and see what happens. I hope that helps. I'll see in the next one. Thank you for joining us again today. If you want to find out more, please head over to our socials at Let's Run Social, where we share daily content. And please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast.