Effective Facebook Ad Copy for Generating Buyer Leads: Step-by-Step Guide

So, you’re looking to generate buyer leads on Facebook, huh? Well, look no further because this step-by-step guide has got you covered! Facebook’s ever-changing algorithm can make it challenging to keep up, which is why this updated version of the guide is here to help. In the video, you’ll learn two versions of a lead generation campaign template that has been proven successful in generating buyer leads for $3 or less. Plus, you’ll get all the insider tips on using the right Facebook ad copy and targeting specific locations. Forget about the Facebook pixel for now because this guide focuses on Facebook targeting and ad setup. Can’t wait to see those buyer leads pouring in!

Let’s get started with creating a new campaign and selecting the housing ad category. Instead of a conversion campaign, we’ll go with a traffic campaign to simplify the demonstration. Targeting specific locations and selecting only people who live in that area is key, and leaving the detailed targeting section open-ended allows the Facebook pixel to learn over time. The video also offers recommendations for automatic placements and daily budget amount based on the cost per lead. Don’t forget to include compelling ad copy and images, and give your ad at least four to five days before evaluating its success. Remember, once your ad is working well, resist the temptation to change the budget or ad set. With the right strategy, you can even scale your budget for even more success. Ready to learn all the details? Let’s dive into this invaluable step-by-step guide on generating buyer leads with Facebook ads!

Creating a New Campaign

Selecting the Housing Ad Category

When setting up a real estate lead generation campaign on Facebook, it is crucial to select the appropriate ad category. Whether you are a real estate agent, investor, or mortgage broker, you must check the box for the housing ad category. This ensures that your campaign complies with Facebook’s guidelines and policies.

Choosing a Traffic Campaign

For the purpose of simplifying the demonstration in this guide, we recommend using a traffic campaign instead of a conversion campaign. While conversion campaigns require setting up the Facebook pixel and custom conversions, traffic campaigns focus more on targeting and ad setup. This allows us to delve deeper into the specific aspects of Facebook targeting without overwhelming you with pixel-related details.

Importance of Targeting Specific Locations

When targeting potential buyers, it is essential to narrow down your audience to specific locations. If you are a realtor or mortgage broker in Portland, Oregon, for example, you want to focus solely on people in that area. To do this, select the location targeting for Portland, Oregon specifically. This ensures that your ads are shown only to people who live in that location, rather than those who are simply visiting or traveling there.

Leaving Targeting Open-Ended

While it may be tempting to narrow down your audience to a specific demographic, Facebook’s algorithm actually prefers larger audience sizes. Rather than limiting your targeting to specific age groups or interests, leaving the targeting open-ended allows Facebook’s pixel to learn and optimize over time. By targeting a broader audience, you increase the chances of reaching potential buyers who may not fit within your initial targeting criteria but could still be interested in your services.

Leaving Detailed Targeting Open-Ended

Similarly, when it comes to detailed targeting, it is recommended to leave it open-ended as well. In the past, advertisers could specify interests or behaviors related to real estate. However, due to concerns of discrimination, Facebook has removed these options. Leaving the detailed targeting open allows the Facebook pixel to learn and identify the most relevant audience members based on their actions and behaviors. This way, you can ensure that your ads are shown to people who are genuinely interested in real estate and are more likely to convert into leads.

Recommendations for Automatic Placements

For automatic placements, it is best to choose the automatic option. This allows Facebook to determine the most effective placement for your ads across different platforms, such as Facebook, Instagram, and Audience Network. By utilizing automatic placements, you can reach a wider audience and maximize the visibility of your ads.

Setting the Daily Budget

When setting your daily budget for the campaign, it is important to consider the cost per lead. Ideally, your daily budget should be equal to or greater than the estimated cost per lead. Starting with a budget of at least $10 per day is recommended to ensure that your ads have sufficient reach and frequency to generate the desired leads. Adjusting the budget based on the performance of your campaign over time is also a key aspect of optimizing its effectiveness.

Facebook Algorithm Update and Targeting

Impact of Algorithm Update on Age and Gender Targeting

With the frequent updates to Facebook’s algorithm, it is important to stay informed about any changes that may affect your targeting options. One significant change that has occurred is the removal of the ability to select specific age groups or genders for your ad targeting. However, in the real estate industry, age and gender are less relevant when it comes to targeting potential buyers. Therefore, this change should not significantly impact your lead generation efforts.

Importance of Larger Audiences

As mentioned earlier, Facebook’s algorithm prefers larger audiences. Rather than narrowing down your targeting based on age, gender, or specific interests, it is more effective to cast a wider net and let the Facebook pixel optimize the audience on its own. By targeting a larger audience, you increase the chances of reaching new leads who may not fit within your initial targeting criteria but could still be interested in your services.

Facebook Pixel Learning Over Time

The Facebook pixel plays a crucial role in optimizing your ad campaigns over time. By installing the Facebook pixel on your website or landing page, you allow Facebook to gather valuable data about user behavior and conversions. This data helps the pixel learn and identify the most relevant audience segments for your ads. Therefore, it is important to give the pixel sufficient time to gather data and optimize your campaign before drawing any conclusions about its performance.

Using Landing Page Templates and Software

To streamline your lead generation process and automate certain tasks, consider using landing page templates and software. These tools allow you to quickly create professional and optimized landing pages to capture leads. By utilizing landing page templates and software, you can save time and effort while ensuring a consistent and effective user experience for your potential buyers.

Optimizing Ad Copy and Images

Your ad copy and images play a crucial role in capturing the attention of your target audience. When crafting your ad copy, make sure to convey a clear value proposition and highlight the benefits of your services. Use compelling language and specific calls to action to encourage users to take the desired action. Additionally, choose high-quality and visually appealing images that are relevant to your real estate business. A well-designed and engaging ad can significantly improve the performance of your lead generation campaign.

Giving the Ad Sufficient Time

When launching your lead generation campaign, it is important to be patient and give the ad sufficient time to gather data and optimize. While it may be tempting to make immediate changes or judge the success of the campaign based on initial results, it is important to remember that Facebook’s algorithm requires time to learn and improve the targeting and delivery of your ads. For accurate insights and results, it is recommended to allow the ad to run for at least four to five days before drawing any conclusions about its effectiveness.

Optimizing Campaign Performance

Importance of Not Changing Budget or Ad Set

Once you have found a successful budget and ad set configuration that generates buyer leads efficiently, it is crucial to avoid making frequent changes. Constantly adjusting the budget or ad set can disrupt the learning process of the Facebook pixel and hinder the performance of your campaign. It is best to monitor the campaign closely and make changes only when necessary or based on data-driven insights.

Strategies for Scaling the Budget

If you are interested in scaling your campaign and increasing the budget, it is important to do so strategically. Rather than abruptly doubling or tripling the budget, it is recommended to gradually increase it over time. This allows the Facebook pixel to adapt to the new budget and optimize the delivery of your ads effectively. It is also important to closely monitor the performance and cost per lead when scaling the budget to ensure that the campaign remains profitable.


In conclusion, generating buyer leads on Facebook requires careful attention to targeting and ad setup. By following the step-by-step guide provided in this article, you can optimize your lead generation campaign and achieve successful results. Remember the importance of selecting the housing ad category, choosing the right campaign type, and targeting specific locations. Leaving the targeting open-ended and utilizing the Facebook pixel’s learning capabilities will help you reach a larger audience and improve the effectiveness of your ads. Additionally, optimizing ad copy and images, giving sufficient time for the campaign to gather data, and avoiding frequent changes to the budget and ad set are key factors in achieving optimal campaign performance. With the right strategies and a thorough understanding of Facebook’s algorithm updates, you can leverage Facebook ads to generate high-quality buyer leads for your real estate business.