How These Facebook Lead Generation Ads Achieved 3X Return On Ad Spend

Andy Nguyen
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If you haven’t heard, Facebook lead generation ads made some changes on December 13, 2019. They took out their instant forms to fully integrate their instant experience ads. So what does this mean for you?

Higher returns on your ad spending.

You see, this “instant experience” is a full landing page, all supported by Facebook. This means faster load times, integrated experience for the user, and convenience.

Before, when you clicked an ad, it would open your mobile browser to your landing page. This would take 1-5 seconds to load. Now with instant experience, Facebook supports the landing page in their browser. Load times are now up to 15x faster than a mobile browser.

Statistically, people spend an average of 3 hours a day on their mobile devices. They also check their phone 63 times a day.

Your Facebook lead generation ads are now more effective with this instant experience. Facebook instant experience works by loading the landing page underneath your video ad. This creates a seamless experience for the user—they never have to leave Facebook.

But not only does it benefit the user, but it also benefits you.

They house a variety of templates to accommodate your needs. With it, you can use photos, videos, CTAs, and many more.

Regardless, if you want to generate leads from your ads, you still need to connect with your audience. At the end of the day, words are how we communicate right? You’ll need to speak directly to your customers and address their needs.

Your copy should grab their attention, build trust, and call them to action.

Let’s see how these companies generated leads from their ads and received a 3x return on ad spend (ROAS).

Tailored Messaging with Facebook Lead Generation Ads

Mercedes-Benz USA (MBUSA) had a goal to increase their luxury car sales. If you sold a luxury high-ticket item, ads could take up a lot of your budget right?

To have a cost-effective ad campaign, MBUSA had to optimize. Their ads had to be delivered to the right audiences at the right time.

MBUSA knew they had to segment their audience. To reach their goal, they personalized their campaigns. They used data from Facebook to understand the buyer's journey. This would then be leveraged to show the right ads at the right time.

Their campaign saw success by knowing where the customer was on the buying journey. Each separate campaign had different CTAs. Depending on the customer’s needs, the proper ad was shown with the right CTA.

Different buyers have different needs right? That’s why there’s sedans, minivans, SUVs, and other variants of cars.

MBUSA used different Facebook lead generation ads by leveraging the algorithm.

Each ad was tailor-made with a specific message for the reader on their journey. For example, one targeted customers looking at different models. Another was for those looking at a certain model. And another targeted those looking at a specific feature.

By tailoring their message, MBUSA would end their campaign with a 15.8X ROAS.

Brand Identity: We All Belong to a Tribe

Why do you dress the way you do? As human beings, we’re social animals and have a “need to belong” to a certain tribe.

Clocks and Colours is a men’s accessories retailer. They specialize in handcrafted jewelry with a “gritty outlaw” style. The challenge they had was how to get men to resonate with their brand.

Clocks and Colours focused on an engaging storytelling content strategy.

Their ads focused on showcasing this “gritty outlaw” lifestyle to their customers. These ads were originally delivered to men aged 18-55 in six different countries. They started with Lookalike Audiences of their customers. Then, with a Custom Audience, they’d retarget those who added items to their cart but never checked out.

When Clocks and Colours were looking to scale, they broadened their audience. Their Facebook lead generation ads were shown to people interested in similar products. Even though this audience wasn’t looking at Clocks and Colours, the ads remained relevant.

They showed this ad campaign across all their social media outlets. To keep it cost-efficient, they optimized it with the automatic placement feature. This would allow them to show their ads based on which placement gave the best results.

Clocks and Colours was no longer a men’s accessories retailer. They were an identity. This brand identity strategy is similar to Marlboro’s 1955 “Marlboro Man”.

The success of this campaign gave Clocks and Colours a 3.2X ROAS and a 14% higher ROAS from their previous quarter.

Influence, Test, Repeat

Alright, it’s a little more complicated than those three words. But that’s the gist of it.

Mizzen+Main (M+M) is a performance menswear company. Their goal was to reach a new audience, while improving their ROAS.

To get this strategy to work, M+M’s connected influencers to their Facebook ad account. The influencers would then post on their social media feeds and provide M+M data to work with. Metric Data, an agency M+M hired, would then use the information to test ads with different copy and CTAs.

By testing different ads with different audiences, M+M reached new prospective customers.

A reason this strategy worked was due to social proof. The fact that influencers promoted M+M meant their audiences were more willing to trust the brand.

“What other people say about you is infinitely more powerful than what you can say about yourself.”—Dan Lok, business influencer

This Facebook lead generation ads strategy helped Maizen+Main reach their goals. In the end, they reached new audiences and received a 3X ROAS.


Getting a 3X ROAS from your Facebook lead generation ads isn’t a simple task. It can take a lot of time and effort. But to see a return on the fruits of your labor is well worth it.

You’ll no longer be running ads to break even. But instead, you’ll be seeing a return on your ad spend. Here are three takeaways from these Facebook lead generation ads:

  1. Tailor your message to your specific market segment.

  2. Create a tribal brand identity and keep your ads relevant to your target market.

  3. Get help from others and leverage social proof to help you find a voice with your audiences.

Use these case studies to inspire your next Facebook lead generation ads campaign. Who knows? Applying these practices might be the breakthrough you’ve been looking for.

Great copywriters train to understand and apply these techniques daily. If you’d like to see a higher ROAS on your Facebook lead generation ads—or your clients' ads—consider hiring a professional copywriter. We’ll help find the right expert for you and your needs.

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Andy Nguyen

Andy Nguyen is a copywriter and entrepreneur. Starting out in the customer service industry, he’s now moved forward to study why consumers buy what they buy, and help businesses generate revenue. With a passion for psychology, philosophy, and learning, he enjoys tinkering and seeking ways to improve efficiency in everything he does. Andy has helped multiple businesses find new strategies to grow and scale.

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