When it comes to running lead generation ads, it’s never just a “set it and forget it” situation. Testing, tweaking, and analyzing – That’s what we’re doing all the time to see what works best for each specific audience and offer. These are the three things we’ve found that can make or break the success of a lead gen ad:
1. The Lead Generator Title The title is one of the first thing people notice, so it has to hook them immediately. Sometimes the initial title we choose doesn’t resonate with the audience, but that doesn’t mean there’s something wrong with the lead generator itself. When we suspect that’s the case, we often test three or more variations of the title without changing the content to see which draws people in. For instance, one of our clients initially launched with a title like “3 Ways to Budget Better,” but it didn’t gain much traction (Who wants to talk about budgeting?!). So, we tested a new title: “3 Ways to Save $100 or More Each Month.” This small change led to a huge improvement in the ad’s performance! We went from getting new leads for $2+ to less than $1!
2. Graphics and Captions The visuals and messaging on the ads are going to attract or repel audience. We typically start with 3-4 different graphics and 3-4 captions to create 9-16 unique ad combinations. In the first week, we carefully watch how each combo performs. Some of those ads naturally resonate more with the audience than others. Once we’ve gathered enough data, we narrow down the best-performing graphics and captions. We apply those insights to future campaigns so we can continually create better ads.
3. Audience Targeting Clients usually have a good idea of who their customers are, but we will often experiment with different audience segments. We test various interest keywords and demographic targeting until we find the perfect group of people who are most likely to download the lead gen and, more importantly, turn into loyal customers. The best (and sometimes surprising) part of audience testing is that you might discover untapped segments that perform even better than expected. It’s not just about showing the ad to as many people as possible; it’s about finding the right people.
Constant testing (at least at the beginning) is the key to successful ad campaign. To get the best results from your lead generation ads you have to take mini-risks that these experiments require. The more you refine elements like the title, graphics, captions, and audience, the better your ads will perform—and that’s when you start seeing the real results.
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