Need more clients? Read this article to learn how to get more

Getting a steady stream quality leads is big challenge for many businesses. And yet, it remains an essential element of running any business.

In the following tutorial, I’m going to show you how to tap into one of the most powerful advertising platforms in the world, and use it to reach your target market and promote your services to them.

What is this platform? Facebook.

With over 1.4 billion active users and extensive targeting capabilities, Facebook’s advertising platform is a very powerful tool for businesses looking to promote their products and services.

If done right, Facebook advertising can be more cost-effective and targeted than traditional advertising methods like flyers, letterbox drops, print advertising and radio advertising.

Facebook advertising can also help businesses generate leads much more quickly than slower methods like SEO, blogging, posting on social media and networking.

This tutorial is not meant to displace or discount other marketing and advertising methods (which have their place depending on the needs and situation of a business), but is designed to show you an alternative that can work well for many businesses.

Note: This article was published September 2015. Facebook always updates it’s platform, so there may be things in this article that have changed slightly as you’re reading now (the principles will remain the same, though).

How this tutorial will benefit your business

This following tutorial will show you:

• How to set up a simple, repeatable system that continually generates qualified leads for your business (you can modify and refine each part of this system to improve the results)
• How to get highly qualified leads using Facebook’s detailed ad-targeting capabilities
• How to start advertising your business and generating leads for as little as $5 a day
• How to track the performance of your Facebook ads so you can kill ads that aren’t working and allocate your advertising budget to ads that do work.
• How to track the cost of acquiring a new client and calculate your return on advertising cost

Assumptions

This following tutorial assumes a few things. These assumptions are essential for making Facebook ads work for your business. These are:

• You have the capacity to handle new clients—if you’re at capacity already, that’s the issue you’ll have to address before thinking about getting new clients.
• You can deliver results—there’s no point getting new clients if you can’t get results for them. If this is an issue, make sure you get your skills and processes up to speed so you can deliver great results and a great experience for the people who come into your business.
• You have a good process for following up leads and turning them into clients—this system will help bring interested people to your business. But you still need a good sales process to answer any questions people have and to turn them into clients. If this is an issue, get some sales and customer service training for your staff.
• You have the margins to invest in advertising—If you run a business with razor-thin margins and can’t afford to invest in advertising, this is not for you. If that’s the case, I’d encourage you to rethink your business model to allow for investment in advertising, at least until your business gets to the size that it can self-sustain through referrals or brand recognition. Even then, investing in advertising is wise.
• You are familiar with Facebook and its system—since we’ll be using Facebook to advertise, you’ll need to have a Facebook profile and business page set up. It also helps to be somewhat familiar with Facebook’s ads system, but if you aren’t familiar with it, don’t worry. I’ll show you how to setup your first ad on Facebook.
• You have, or can put together a good offer to make to people in your target market—in the method I’ll show you, we’re not going to be doing the Madison Avenue-style advertising where we show off your brand. We’ll be making a very specific and attractive offer to encourage people to directly respond to the advertisement. I’ll walk you through this in the tutorial.
• You know who you want to reach—this also requires you to have an understanding of whom you want to reach. Are you looking to reach new moms in your local area? Basketball players? Young professionals? Seniors?
• You have a website and know or have someone who can set up basic web pages and do some basic coding—we’ll be setting up some pages on your website to send people who click on your Facebook ad. We’ll also be adding some code to track the performance of your ads. This method requires that you can do this yourself, or ask someone who knows how and can do it for you.
• Your target market is on Facebook—with over 1.4 billion users, Facebook is one of the most extensive advertising distribution networks available. Having said that, if you are trying to reach a certain group of people who don’t use Facebook, this won’t work for you—though you can use the same process using a different ad platform.
• You have email marketing software—we will also be using email marketing software to follow up with people who are interested in your offer. If you don’t have one already, these are relatively cheap and easy to set up. You can find out more in this tutorial.
• You’re reaching people over the age of 18—due to advertising laws, Facebook prohibits advertising to people under the age of 18. If your business needs to reach people under the age of 18, this tutorial is not suitable for you.

Make sure you have all these in place if you want to make your advertising a success.

An overview of the steps

Here are the five steps involved in this method.

1. Set your goals and run the important numbers
2. Figure out who you are targeting
3. Figure out what you are offering
4. Get your offer in front of them
5. Monitor and evaluate your campaign

Breaking this method down into steps makes it not only easier to follow, it also makes it possible to analyze and test which parts are or aren’t working.

This enables you to identify and improve the ‘weak links’ in the chain, much like a good training system.

Let’s move on to our first step.

Step 1. Set your goals and run the important numbers

This is an important step you shouldn’t skip. Writing down your goals and being aware of the important numbers is crucial for knowing what you need to achieve with your advertising campaign and what you can afford to spend on it.

To start off, figure out how many new clients you want.

And don’t say “as many as possible.”

Ask yourself how many new clients you can take on board without sacrificing the quality of service or going over capacity.

This will be limited by your schedule, facility size and staffing levels.

Take all those factors into account and write down how many new clients you want.

The next step is to calculate how much revenue a new client brings to your business on average.

Why do we do this? So we have a measure of how much we can afford to spend on getting a new client!

How do we do this?

Let’s say each new client typically spends $100 per month and stays with you for an average of 12 months.

Each new client would be worth $100 x 12 = $1,200. For simplicity’s sake we don’t calculate things like interest.

This is why delivering great results is so important. Delivering results causes clients to stick around for longer. If clients don’t stick with you for very long, you’ll constantly have to spend money on advertising and getting new clients, making business much more difficult.

Of course, your clients will spend different dollar amounts—they may choose your lower-end services, or choose the more elaborate and expensive services you offer—and will stay for different periods of time.

For our calculations, just use an average. And if you want to be safe, use conservative estimates.

The purpose of this is not to create perfect projections, but to give you an idea of how much you can afford to spend on advertising.

Taking the example above, now that you know a new client will add $1,200 average revenue to your business, you may find you’re willing to spend $100 or $200 to ‘acquire’ one.

The dollar figure will depend, based on the numbers that make sense to your business, but the principle remains the same.

Let’s run these numbers

So, let’s say your business is feeling a little more empty than usual, and you’d like another 50 clients.

And the average client pays $100 per month and stays for 12 months, meaning each new clients eventually adds $1,200 to your revenue.

If you get an additional 50 clients, you’d be adding $60,000 of revenue to your business.

Let’s say you’re willing to spend $100 to acquire each customer, meaning you’re willing to spend $5,000 on the advertising campaign. That’s now your advertising budget!

Now that you have the important numbers down, it’s time to figure out who you want to advertise to.

Step 2. Figure out who you’re targeting

Our second step is figuring out who you want to reach with your advertising.

Who you’re reaching will deeply impact what you should put in your ads, so this is a crucial step

To do this, I want you to take five minutes, without any distractions, and think about what kind of person you want to target with your advertising.

Write down your answers on a piece of paper.

Here is a formula to help you get started.

I am trying to reach <description of them> in <where> who are <their pains or problems> and want to <their wants and goals> without <what they don’t want to do to achieve what they want> because <their motivation>.

Yes, it will be an extremely long sentence. But the point of the above exercise is not to win a literature award. It’s to nail down who you’re trying to reach, so don’t worry.

Here are some examples using the above formula.

“I am trying to reach young professionals between the ages of 25-35 working within two miles of my facility who are suffering from postural aches and pains from sitting in an office all day, and are slightly overweight and out of shape and want to lose 10-20 pounds without having to spend their life in the gym or sacrifice their social life because they want to have more energy throughout their day, have a more balanced, healthy life, and feel like they can tackle whatever comes at them throughout the week.”

“I am trying to reach college basketball players between the ages of 18-23 at the college near my facility who suffer from ankle and knee problems and don’t have enough power in their jumps, and want to improve their vertical, court speed and stay injury-free all season, without having to spend more than 2 days a week doing extra training, because they want to get as much game time and dominate so they have a shot at being MVP for the team.”

“I am trying to reach middle-aged people living within 5 miles of my facility who suffer from social isolation and normal degeneration issues associated with aging (decreased bone density, reduced muscle tone) and who want a place to socialize with other people their age and get fit without being intimidated by trainers or other people in the gym, because they want to slow aging as much as possible, fill their time with something positive and have the ability to stay independent for as long as possible.”

Spend some time now and write down who you are trying to reach. If you’ve been in business for a while, you should have a fairly good idea of who your business currently attracts.

If you business serves people belonging to distinct groups, simply create other profiles that describe each group.

This will save you from lumping people together with people who have different wants and needs.

It will also allow you to tailor ads to appeal to each specific group, which will make your advertisements much more effective.

Now that you’ve zeroed down on who you want to target, it’s time to come up with something to offer them to attract them to your business.

Step 3. Figure out what you are offering them

Coming up with a great offer is only second in importance to targeting the right person.

A lot of people think effective advertising has to do with saying something clever or funny to get people to buy.

And while clever and funny things can help get people’s attention, if you’re not offering something they really want, they most likely won’t buy after you get their attention.

When it comes to marketing and advertising your business, spend the most time figuring out who you want to reach (this includes figuring out what they want and what problems they have), and coming up with an irresistible offer to present to them.

Before we go onto working out an offer, let’s talk about another important component of creating an attractive offer: taking away risk and uncertainty.

Take away uncertainty and risk

When it comes to making an irresistible offer, presentation matters.

And what I mean by that is to make your offer crystal clear to your prospect.

Being able to clearly present your offer is important for taking away risk, hesitation and uncertainty—all of which are big ‘killers’ of buying.

When people get confused or scared, they tend to pull back from taking action, and instead retreat to the relative safety of inaction.

It’s the same when it comes to buying any kind of goods or service.

When it comes to creating your offer, make sure it’s clear. Tell—

• Exactly what they get
• Exactly how much it will cost
• Exactly what they will experience and walk away with
• Exactly what they need to do to get a hold of it
• Be upfront with any ‘fine print’ they need to be aware of

As you can see, reducing risk, hesitation and uncertainty is more than just offering a ‘30-day money-back guarantee,’ though it may include that. It’s about giving buyers the comfort of knowing exactly what they’re in for and how they will benefit after the transaction.

And clearly presenting an offer is a HUGE component of this.

The restaurant analogy

A good analogy to illustrate the point is choosing what to eat at a new, unfamiliar restaurant.

If you’ve never eaten at a certain restaurant and don’t know too much about its cuisine, it can be confusing and intimidating to open the menu and figure out what to pick.

What mains will you like? What sides goes with that main? What drinks are good? What dessert goes well? How much will it all add up to?

You can always ask the waiter, but the fear is often of getting a waiter who doesn’t have a clue, a waiter who doesn’t know your tastes, or a waiter who just wants to sell you the most expensive stuff.

These fears and uncertainties—whether actually true in real life or not—are very real feelings that often make people hesitant at trying new restaurants without a strong recommendation from someone they know—and even then it can be difficult.

Prospects who may be interested in your service go through the same sorts of feelings when deciding whether to buy from you for the first time.

You’ll notice that some smart restaurants and fast chains combat this by given ‘set menu’ choices—predetermined selections to minimize confusion and to present clear choices.

Fast food chains do this with set meals.

Restaurants do this with set menus.

You can take the same principle and apply it to your business when trying to attract new clients.

Does this mean your business can only offer rigid packages?

Of course not.

You’ll notice that restaurants nearly always give you the ability to choose within the set menu, like choosing the chicken OR of the fish as a mains…choosing creme brulee OR chocolate mousse as dessert.

What ‘set menus’ do is narrow down the choices so the person sitting down at the table doesn’t suffer from analysis paralysis when trying to figure out what to order.

You can create use this same principle in your business to create a clear, compelling offer that reduces uncertainty and decision fatigue.

Some concrete examples of offers

Now it’s time to get down to business and work out how to create YOUR offer.

To help you do this, I’ve modeled some examples off daily deal sites.  I don’t encourage you to use these sites to promote your business unless you have a good strategic reason for doing so, but they can be great for studying how to present a crystal clear offer that makes people buy. These companies do billions of dollars in revenue every year, and they know a thing or two about crafting offers that sell.

Example 1—Chiropractor

Offer: $120 for a chiropractic package with massage

Inclusions

• Initial consultation and examination

• Postural assessment
• 45-minute massage
• Printed report including results of examination and postural assessment

Fine Print

• Limit of one deal per person
• New clients only
• Treatments may require multiple visits
• Not valid for customers who are currently under treatment of another chiropractor

How to Redeem the Deal

• Appointment for initial consultation with practitioner should occur within 6 weeks
• Phone to book: XX XXXX XXXX
• State name and email address at time of booking

Example 2—Health Club Membership

Offer: $197 for a three-month health club membership with personalized fitness program

Inclusions

• Personalized fitness program
• Three 30-minute personal training sessions
• Monthly fitness assessments to help track progress
• All-access pass to over 40 group fitness classes
• 30% off childcare services

Fine Print

• Limit of one deal per person
• New clients only
• Must be medically and physically fit to participate

How to Redeem the Deal

• Call XXXXX XXXX to book your first session
• 3-month membership starts from date of the first session
• State name and email address at time of booking

Example 3—Bootcamp

Offer: $249 for six weeks of unlimited bootcamp with six personal training sessions

Inclusions

• All-access pass to 38 bootcamp sessions throughout the week, across three locations
• Six 30-minute personal training sessions with one-on-one attention
• Fitness assessments done at the end of Week Four to help you track your progress
• Before and after photo to show your progress

Fine Print

• Limit of one deal per person
• New clients only
• Must be medically and physically fit to participate

How to Redeem Deal

• Call XXXXX XXXX to book your first session
• 6-week pass starts from date of the first session
• State name and email address at time of booking

***

These examples present the offer clearly and succinctly. You should do the same.

Don’t feel restricted by these examples, either. There are plenty of different ways you can create an offer, such as Bring-a-friend-free, etc. Use these as examples to springboard your own ideas. Come up with a unique offer that’s attractive based on your business, your services and your target market.

Step 4. Get your offer in front of people

Now that you’ve come up with an offer to put in front of your target market, it’s time to use Facebook to get that offer in front of them.

Here are the things that we need to set up.

• The landing page—the web page your prospects go to once they click on your ad. This is where you show your offer.
• Email marketing service—this will be linked with the landing page and collect the details of people who claim your offer. It also allows you to follow up with prospects via email and remind them to take advantage of the special offer.
• Facebook ad—this is how you’ll present your offer to your target market
• Follow up emails—you can send gentle reminders to remind them to take advantage of the offer before it expires.

Set Up The Landing Page

The landing page should briefly describe the offer, including any important details people should know about it.

It should then instruct them to enter their details into a form to get the offer.

This form should be integrated with an email marketing service, which allows you to capture these details and follow up via email to both deliver the deal and to remind them to take advantage of it.

Some popular software that will allow you to create landing pages quickly and easily include:

• Lead Pages
• Optimize Press
• Clickfunnels
• Unbounce

If you’re not sure how to set up a landing page, please get some help from a web developer.

Set Up Your Email Marketing Service

This is another slightly technical step, so if you’re not sure how to do it, please seek out the help of a web developer.

You need to integrate your form with an email marketing service. Some popular email marketing services include:

• MailChimp
• Aweber
• GetResponse
• Infusionsoft
• ConstantContact

Once your email marketing service is connected, set up an email list and you’ll be ready to start collecting the details of people who sign up for your offer.

Set Up Your Pixels

When conducting any kind of marketing or advertising campaign, it’s important to monitor and track the results. This allows you to see what’s working and allocate more resources to it. Conversely, it also allows you to kill anything that isn’t working and prevents you from wasting any more time or money on it.

Fortunately, Facebook allows you to do this relatively easily with its advertising platform.

To monitor the performance of your ads, you’ll need to do a few technical things.

If you’re comfortable working with websites and copying and pasting code, you can do this yourself. It’s not too hard.

If you’ve never done it, get your web developer to help you with this. It’ll be straightforward for them.

To monitor the performance of your Facebook ads, you’ll need to install what are called ‘pixels.’

Pixels are just lines of code that are pasted on different pages of a website.

When a visitor loads a web page, the code is run and data is sent back to Facebook, where it shows up on your ads manager page.

This allows you to track how many people are clicking on your ad, and whether they’re taking you up on your offer.

There are two tracking pixels from Facebook we’ll need to install.

The first is an audience pixel.

The purpose of the audience pixel is to create a list of people you can advertise to. This can be people who visit your website, people who visit a certain page on your website, or a number of other categories Facebook allows.

For our purposes, we’ll be creating a list of people (your audience) who visit your website. You can get more sophisticated in your ad targeting and target different ads based on which pages people visit, but we’ll stick with something simple to start with.

If you have an existing email list, you can also import these addresses into Facebook, and Facebook will match the emails with any Facebook profiles that exist. But for the purposes of this tutorial, we’ll assume you don’t have an email list and are starting from scratch.

To install an audience pixel, go to your Ads Manager page on Facebook.

You’ll be presented with the page below. Go to Tools > Audiences:

Then click Create Audience > Custom Audience:

You’ll be presented with a few options. In this case, we’ll be selecting Website Traffic:

You’ll come to this window. Under Website Traffic, select Anyone who visits your website.

You can leave it at the default 30-day period.

Then give your audience a name (such as “My Website Visitors”)

On the bottom left hand, click the icon and select View Pixel Code on the menu.

Lines of code will then be displayed. This is the audience pixel code.

Follow the instructions to copy and paste the code between the <head> and </head> HTML tags of your website.

If you’re not familiar with website coding, you can get your web developer to do this for you.

Once you’re done, click Create Audience and your audience pixel will start ‘tagging’ people who visit your website and will then create a list of corresponding Facebook profiles.

Next is installing the conversion pixel.

The audience pixel builds a list of people for you.

The conversion tracking pixel tracks the actions those people take, whether it be opting in to your email list, buying a product, signing up for an offer, or something else.

In our case, we’ll be using it to track the people who sign up for your offer.

To do that, we’ll place the conversion tracking pixel on the confirmation page that shows after the person enters their details to get a hold of the offer.

To set up the conversion tracking pixel, go to the Ads Manager panel again. Select Tools > Conversion Tracking.

Then click the green Create Pixel button.

You’ll be presented with several options.

Select Leads, and give your pixel an arbitrary name.

Click Create Pixel.

Once you’ve created your conversion tracking pixel, click View Pixel Code, and you’ll be presented with the code.

Follow the instructions to place the pixel code on the specific page you want to track. We’ll be putting it on this on the offer confirmation page.

That’s it!

With the help of these two pixels, you’ll be able to track the performance of your advertising and target people who visit your website (people already interested in your services).

Setting Up An Ad on Facebook

To set up an ad on Facebook, we’re going to be using the Ads Manager, which is accessible from your Facebook profile.

Please note that your business’ Facebook page should be connected to the Facebook profile you’re using to set up the ad.

If you are serious about using Facebook to advertise your business, I encourage you to use Facebook’s business manager to manage and create ads. It allows you to have much more control over your ads and has features not found in the normal Ads Manager. Having said that, to make things simple in this tutorial, I’ll show you how to set up an ad using the normal Ads Manager since the process is the same.

Once you’re in Ads Manager, click Create Ad.

You’ll be presented with several options. For our campaign, we’ll select Increase conversions on your website.

When we select this option, Facebook will try to maximize the amount of people who take us up on the offer.

When you’ve selected this option, you’ll have to enter the web address of your landing page. Beneath that, you’ll select the conversion pixel you set up earlier.

Once you do that, you’ll be asked to create your ad set.

You can create different ads within one ad set.

And then create multiple ad sets in each campaign. This is handy for larger companies testing different ads against each other, advertising multiple products, or running multiple campaigns.

The campaign structure (via Facebook)

If this is a bit confusing, don’t worry, we’ll just be setting up one ad for now.

In the ad settings, you’ll be presented with preferences that will allow you to target a certain group of people.

This is where you get to tap into the real power of Facebook.

If you have a custom audience set up and want to use that, you can do so:

But for most of people reading this tutorial, custom audiences won’t be needed (or possible if you only recently set up your audience pixel). That’s fine, since you’ll be able to use Facebook’s targeting capabilities to reach most audiences with a good degree of accuracy.

Let’s start at the top, and go to the bottom.

First is location.

You can enter the address of your business and specify a certain area around it. Facebook will then show your ad to people in the defined area.

You can also narrow it down further. You can target people who live in the selected area, people who were recently in this location, or people traveling in this location.

For example, if you’re trying to advertise to people who may not live near your facility, but work close by, you might select ‘People recently in this location.’

You can then narrow your targeting by entering criteria for age, gender and language.

Just be careful when narrowing down using ‘More Demographics.’

Often, people don’t fill out a lot of these categories on their profile, so selecting them can skew your targeting.

However, there are a few that you may find useful. These include targeting by income:

And life events, such as upcoming weddings, anniversaries, recently moved and other events that may correlate to a strong want or need:

Facebook’s targeting capabilities get even more powerful via the Interests section. You can target people based on interests (pages they like, posts they click on, etc).

For example, let’s say you’re targeting golfers. All you’d do is find topics golfers would be interested in, and add that to your criteria:

Or say you were trying to reach new moms. In this case, it might be worth looking for people who have expressed interest in pregnancy and infant care:

There are also more targeting criteria available including Behaviors, More Categories, and Connections. If they are relevant and useful, then use them. If not, then leave them blank.

Once you’ve set the criteria for who you want to target, it’s now time to enter some other details of the ad set.

You can enter the amount you want to spend each using Budget. A good idea is to spend $5-10 a day initially to see how your ads go. If they’re getting a good response, you can increase it to $25 a day or more. If it flops, simply kill the campaign and start a new one.

You can also schedule your ads to run for a certain period.

As we decided earlier, we’ll optimize for website conversions, though there are other options available if you think those are more suitable.

You can also set your ad to run only for specific hours. This is handy if you know your prospects only use Facebook during a certain period of the day or on certain days of the week. You can significantly reduce your ad spend by making sure your ad only runs when your target market is likely to see it.

You also have the option of Delivery Type, but we’ll leave it as standard for our purposes.

To finish, give your ad set a name:

Now you’re ready to write your ad!

The Ad

Let’s walk through the process of creating the ad.

First, select whether you want to put in a single image or multiple images.

We’ll start off with a single image, but doing video or putting in multiple images in one ads is definitely something you should try later.

Once you’ve selected the single image option, press Select Images and follow the prompts to upload your image.

Please note the image size recommendations (these change from time to time, so please check with Facebook to see what their current requirements are). Follow these if you want your images to appear correctly.

You can also manually add a colored border around your image before uploading. Sometimes these can be helpful for drawing attention to your ad image and can be especially suited for announcing special offers.

You can also add text to your image before uploading (Special offer, 30% off, For a limited time, Only 27 spots left). Adding text to your image can also help catch people’s eyes as they scan down the newsfeed.

Be careful to adhere to the text-to-image ratio guideline set by Facebook. Text can only make up a certain percentage of an image. Again, check the Facebook guidelines to see what the current requirements are.

Now that you’ve uploaded your image, you can create the rest of your ad.

Connect the ad to your business’ Facebook page, write your headline, ad copy and choose a Call-to-Action Button.

For this offer, the Book Now, Learn More or Sign Up options are good.

Then select where you want your ad to appear: on the desktop newsfeed, mobile newsfeed, desktop right column or audience network.

You can experiment over time to see which are most effective, but I recommend starting off with Desktop Newsfeed and the Mobile Newsfeed.

You can preview each by clicking on the appropriate tab:

After you’re done, simply place your order and your campaign will be reviewed. After about 24 hours, your campaign will be approved and your ads will start running.

If it’s not approved, Facebook will tell you why so you can fix your ad to meet their guidelines.

Following Up

When people click on your ad and enter details in the form on the landing page, it means they want to get ahold of your offer.

But it can sometimes take a little prompting to get them to take action. This is where your email marketing service and your sales staff come in (use one or both).

Simply set up an email autoresponder to automatically send out a reminder to call or book an appointment to start taking advantage of the offer.

Your email autoresponder sequence could look something like this:

• [Sent immediately] Here’s your special offer
• [Sent 1 day later] Don’t forget to redeem your special offer
• [Sent 2 days later] Your special offer expires in XX hours
• etc.

You can also schedule your someone on your sales staff to give them a call to follow up.

The reason you should follow up is not to be a pest, but to gently remind them to take advantage of the special deal they expressed interest in.

Some people want to take you up on your offer, but are busy or simply forget. Get in touch and remind them to take action.

Step 5. Monitor and evaluate your campaign

Once your ad starts running, you’ll want to start monitoring the performance of your ads and landing page.

Monitoring your ads is quite straightforward.

Just go to the Ads Manager and click on the campaign you set up.

Click the relevant ad set.

You should be taken to a screen showing the performance of each ad.

Under results you’ll find the number of clicks an ad gets.

Cost shows you the cost of each of those clicks.

And relevance is how relevant your ad is to the audience you selected—the higher the better.

You can calculate the average cost per lead quite easily. Simply take the cost of the campaign and divide that by the number of opt-ins you get for your offer.

For example, if 200 people click your ads in total, 25 of those opt in to get your offer, and the ad cost you $200 to run, then your cost per lead would be:

$200 / 25 = $8.00 per lead

And let’s say your sales team did a good job following up and got 10 of them to become new clients.

The cost of getting a new client would then be:

$200 / 10 = $20 per new client

You can calculate your return on investment by using Step 1. Let’s say these new clients signed up for a $99 per month intro plan. They then went onto a $149 per month plan.

And they stayed with you for an average of six months.

Then every new client would be worth:

$99 + $149 x 5 = $844

That means your business would be spending $20 on advertising to get a client worth $844 in revenue.

Of course, the numbers will differ business to business. It’s important to run the numbers for yourself and monitor your advertising campaigns to see how profitable your advertising is.

Ad Fatigue

Another thing worth mentioning when it comes to monitoring and testing is ad fatigue.

Advertisements tend to go ‘stale’ if shown continually to the same group of people.

It’s similar to watching a movie over and over again—you simply get sick of seeing it.

So if you are advertising your business to the same group of people and showing the same ads over and over, you’re likely to get fewer clicks and have a higher cost per click.

The solution is to constantly change your ads to something new by writing new ad text and putting in a new image.

***

That’s it! You should now be able to set up an advertising campaign on Facebook to start generating leads for your business.

Facebook is a very powerful tool for reaching the right people and getting new clients, so if you’re looking for an effective advertising tool for your business, I encourage you to try Facebook ads using the method outlined above.

Have further comments or questions about how to get new clients using Facebook ads?

Have you tried using Facebook ads to promote your business? How did it go?

What other methods have worked (or not worked) for attracting quality prospects to your business?

Have any questions from this tutorial?

If you have any comments or questions about this tutorial, leave them below in the comments or drop me a line at nate@otpbooks.com.

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