Facebook Ad

Growth Guide
Real Estate Lead Generation
Topics
Introduction 1
About Author 2
Glossary 3
Facebook Ad Basics 4
Audience Targeting 21
Ad Creative 51
Ad Copies 56
Call To Action 64
Lead Form Optimization 65
Landing Page Optimization 73
Bad Practices To Avoid 76
Good Practices To Adapt 79
Handling Bad Performance 82
Campaign Scaling 85
Facebook Ads Tips 90
 1

Introduction

If you want to create high-performing Facebook lead

generation campaigns for your real estate projects,
this guide is for you. It covers all the basics to
advanced techniques, so even if you have little
experience with Facebook ads, you'll be able to
create effective lead generation campaigns which
will bring high quality leads for you.

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About Author
I am Ajay Rai, founder of Prachar Yantra.
I am a digital marketer specialized in Facebook and
Google ads. I have generated thousands of leads via
Facebook ads and Google ads for my clients. I
prepared this Facebook ad growth guide after reading
hundreds of articles and running hundreds of ads.

I hope you find this guide

helpful, Happy Reading

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Glossary
Remember these terms. This will help you better
understand this Facebook ad guide.

CPL - Cost Per Lead

Audience - Targeted users who are going to see

your ads

Learning Period - Time Facebook takes to analyze

the campaign and to stable it's performance

Frequency - Number of times your ad seen my

single user

Ad Creative - Image, Video and Carousel used in

ad

Ad Copy - Primary text and headlines used in ads

Scaling - Process of enhancing performance of

existing ad sets.

Audience Overlapping Score - It's a percentage of

users who are common in selected audiences

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Facebook Ad Basics
Facebook gives us multiple lead generation options.
We can generate leads through phone call, Facebook
form submission, landing page form submission,
WhatsApp or Messenger chat.

But for real estate lead generation, we primarily use

Facebook form submission and landing page form
submission methods. Because these are the only two
methods that produce high-quality leads.

Let's know more about these two methods

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Facebook Form Submission

In this method, users submit leads directly on

Facebook without leaving the site. To run this type of
ad, we don't need any landing page, we just need a
Facebook lead form.

Lead
Ad
Form

Requirements

Ad Manager Account
Facebook Business Page
Facebook Form
Ad Creatives
Ad Copies

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Setup Process

Phase 1

Prepare Ad Copies
Prepare Ad Creatives
Create Audience Set
Create Lead Form

Phase 2

Click Create Now Button

Choose Lead Generation Objective
Select Manual Lead Campaign
Select "Instant Form" As Lead Source
Set Budget (Daily)
Choose Audience Set
Setup Ad
Choose Lead Form
Publish Campaign

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Pros & Cons

Pros
Landing page not needed
Gives good number of leads

Cons
Sometime gives low quality leads

Landing Page Form Submission

To run this type of ad, we need a landing page. Users

will get directed to the landing page and be asked to
submit a lead form.

Ad Landing Lead
Page Form

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Requirements

Ad Manager Account
Facebook Business Page
Landing Page
Pixel Setup
Ad Copies
Ad Creatives

Setup Process

Phase 1

Prepare A Landing Page

Setup Conversion Tracking
Prepare Ad Copies
Prepare Ad Creatives
Create Audience Set

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Click Create Now Button

Choose Lead Generation Objective
Select Manual Lead Campaign
Select "Website" As Lead Source
Set Budget (Daily)
Choose Audience Set
Select Conversion To Track
Setup Ad
Publish Campaign

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Pros & Cons

Pros
Gives high quality leads

Cons
Number of leads will be less compared to
Facebook form ad

Note - To create more effective ads on Facebook,

please check out our Facebook ad checklist here.

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FAQs Facebook Ad Basics

Q - Which ad is more effective among these two ?

A - If you want to focus on getting a high number of

leads at a lower cost per lead then you should go with
Facebook form submission ads. If you're okay with
higher costs per lead but want to focus on quality
leads then landing page form submission ads are
good for you.

Q - Does Facebook form submission ads give low

quality leads ?

A - Yes, 20% to 30% leads which generate from

Facebook leads ads are low quality leads but we can
decrease this number through proper form
development and optimization.

Q - Which ad type is mostly used ?

A - Although Facebook form submission leads gives

some low quality leads then also most people go with
it because it gives results at lower CPL compared to
landing page ads.

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FAQs Facebook Ad Basics

Q - Can we use other ad types for real estate leads

generation ?

A - Yes, Apart from these two ad types you can try

others as well. If they give you good quality leads then
you can also scale them.

Q - How many ads should be in each ad set ?

A - It depends on you how many creatives you are

testing. But experts suggest to have at least 2 ads in
each ad set.

Q - What is a good daily budget to start with ?

A - Your daily budget for each ad set should be at
least Rs 500/ Daily.

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Bad Practices To Avoid

Writing ad copies while creating ads.

Creating audience set while optimizing ad set

Creating lead form while creating ad.

Not doing proper conversion tracking setup

Not selecting proper campaign objective

Good Practices To Adopt

Prepare ad copies, targeting audience sets,

landing page before starting campaign creation.
Always choose "Lead Generation" as a campaign
objective even when you're running landing page
form submission ads.
Do proper conversion tracking setup.

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Audience Targeting
Audience targeting plays a vital role in performance of
any Facebook ad campaign because it decides who
will see our ads. It will affect the performance of our
ad campaigns if we don't do audience targeting
properly.

That's why it is so important to do audience targeting

with proper research and in the right way. With good
audience targeting even average ads perform well
and without proper audience targeting even the best
ads don't give results.

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If we don't do audience targeting correctly, our ad will

start appearing to people who have no interest in our
product. Because of that, they won't be engaged with
the ad and we'll end up with high CPL.

If you want to ensure that your ads are seen by the

people who are most likely to be interested in your
product then you should target right audience. This is
the key to successful Facebook advertising.

In Facebook ads we get two targeting options,

General Targeting
Detailed Targeting

Through general options, we can target people based

on their location, age, and gender. In detailed
targeting options, we can target people based on
their interests, behaviour, and demography.

Both targeting options are equally important. Majorly

we use both targeting options to create a relevant
audience set.

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General Targeting

Location Targeting
Age Targeting
Gender Targeting

Location Targeting
Through location targeting we can target people
who are living in specific locations or people who
have traveled there or people who are currently
traveling there.

In location targeting we get four options

1) Target people who are living or who have

traveled in any specific location
Example - You can target people who are living in
Mumbai or people who have recently traveled to
Mumbai.

2) Target people who are living in specific location

Example - You can target people who are living in
Mumbai.

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3) Target people who traveled at a specific
location in the last few days.
Example -You can target people who have recently
traveled to Mumbai.

4) Target people who are traveling in any specific

location but who live somewhere else
Example - You can target people who are currently
traveling in Mumbai, but who live somewhere else.

So there are four options for location targeting in

Facebook ad but while running ads for real estate
lead generation we target people who are living in
specific locations because this helps us reach
people who are living in nearby locations and who
are most likely to be interested in buying a property.

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Age Targeting
Real estate products are very expensive, that's why
only adult people can afford them. There is no sense
in showing real estate ads to teens or people who
are in their early 20s.

Age targeting helps us exclude teens & early 20s

people. While running any real estate campaigns
most people target people of 28 to 60+ age range.
For second home or land/plot projects this can be
35 to 60+ age range.

Gender Targeting
If you want to show your ads to any specific gender
then you can set gender targeting for that. However,
we generally target both genders in the audience
set for any real estate campaign.

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Detailed Targeting

Demography Targeting
Behaviour Targeting
Interest Targeting

Demography Targeting
Through this targeting, we can target people
according to their working industry, working
position, marital status etc.

While running a Facebook ad campaign for real

estate lead generation we target different audience
sets and one of the audience sets is people who are
doing high paying jobs or working in good industry
and demography targeting help us to target these
people.

Example -

You can target people who are doing high paying

jobs like Doctor, CA, Software Engineer etc

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You can target people who are business owners,
business management heads etc.

You can target people who are operating in high

paying industries like medical, management, IT etc.

You can target people who are working in big

companies or MNCs like Infosys, Wipro, Google,
TCS etc.

Interest Targeting
Through this option we target people who are
showing interest in topics related to our product.
When we run real estate campaigns, we target
people who are interested in topics like home,
house, apartment, lands etc. This targeting method
helps to target people who are interested in buying
real estate products.

Example -

You can target people who are showing interest in

topics like home, house, apartment, condo, flat etc.

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You can target people who are showing interest in
real estate websites like 99acre, makaan, proptiger
etc.

You target people who are showing interest in

topics like land, estate, plots etc.

Behaviour Targeting
While running campaigns for real estate lead
generation we use behaviour targeting to reach
people who are living luxurious life and people who
are NRIs. This targeting helps us to reach people
who have good capital with them.

Example -

You can target people who used to live in India but

are now living in foreign countries. (NRIs)

You can target people who purchase expensive

things.

You target people who often travel foreign

countries.

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These were the general and detailed targeting
options which are available in Facebook ads. You
can create multiple audiences using these targeting
options.

But to make your work easier and to save your time, I

have listed some proven audience sets which you
can use for your real estate Facebook ad
campaigns.

Note: I have divided these audiences in two

categories: Warm Cold & Cold Cold.

Warm Cold - This type of audiences consists of

people who are actively looking for real estate
products (flat, land & second home) but they are not
aware of your business.

Cold Cold - This type of audiences consists of

people who either have capital or can be eligible for
real estate loans but we are not sure whether or not
they are looking for a real estate product.

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For Affordable & Mid Sector Flat/Apartment

This audience will help you to reach people who are

interested in topics like residential projects, house,
home, apartment etc. You can use this audience for
affordable or mid-priced residential projects.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

Apartment (property)
First-time buyer (property)
House (property)
Land and houses (property)
Residential area (property)

Exclude - Real Estate Agents, Brokers (Job Title)

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For Luxury Flats/Apartments

This audience set will help you to reach people who

are living in posh localities of your targeted location
with high interest in topics like house, apartment etc.

Age Range - 28 to 60+

Location Targeting - Posh Localities Of Targeted

Cities.

Gender - Both

Interests To Target -

Apartment (property)
First-time buyer (property)
House (property)
Land and houses (property)
Residential area (property)

Exclude - Real Estate Agents, Brokers (Job Title)

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For Lands & Plots (Agricultural & NA)

This audience set will help you to reach people who

are interested in land investing in your targeted
locations.

Age Range - 30 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

Estate (land)
Land
Land and houses (property)

Exclude - Real Estate Agents, Brokers (Job Title)

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For Second Home (Farmhouse)

If you're promoting farmhouse or any second home

project in a gated community, this audience set will
help you to reach out people who are thinking about
second home or farmhouse investment.

Age Range - 30 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

Farmhouse
Gated community (property)

Exclude - Real Estate Agents, Brokers (Job Title)

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For Lands & Plots (Agricultural)

This audience set can be beneficial for you if you are

dealing with agricultural land. This audience will help
you to target people who are interested in farmland.

Age Range - 30 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

Farm (agriculture)
Field (agriculture)

Exclude - Real Estate Agents, Brokers (Job Title)

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Property Investors (Second Home & Plots)

If you want to target people who are interested in

investing in second home, land or other real estate
properties, this audience will help you reach them.

Age Range - 35 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

Property investing (investing)

Exclude - Real Estate Agents, Brokers (Job Title)

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For Affordable & Mid Sector Flat/Apartment

This audience will help you to reach people who are

looking on real estate websites for new apartments.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

99acres, CommonFloor, MagicBricks, Makaan.com,

PropTiger, Quikr, Trulia (property), Zillow
(property)

& (Condition)

Apartment (property), House (property)

Exclude - Real Estate Agents, Brokers (Job Title)

& - This is a AND condition which we have to select while doing detailed targeting

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For Affordable & Mid Sector Flat/Apartment

This will help you to reach people who are looking

for resale property on real estate websites.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

99acres, CommonFloor, MagicBricks, Makaan.com,

PropTiger, Quikr, Trulia (property), Zillow
(property)

& Apartment (property), House (property)

& For sale by owner

Exclude - Real Estate Agents, Brokers (Job Title)

& - This is a AND condition which we have to select while doing detailed targeting

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For Lands & Plots (Agricultural & NA)

This audience will help you to reach people who are

looking for lands/plots on real estate websites.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

99acres, CommonFloor, MagicBricks, Makaan.com,

PropTiger, Quikr, Trulia (property), Zillow
(property)

& Estate (land), Land, Land and houses (property)

Exclude - Real Estate Agents, Brokers (Job Title)

& - This is a AND condition which we have to select while doing detailed targeting

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For Flat/Apartment Renting

This audience can help you to reach people who are

looking for apartments to rent.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Interests To Target -

99acres, CommonFloor, MagicBricks, Makaan.com,

PropTiger, Quikr, Trulia (property), Zillow
(property)

& Renting (property

Exclude - Real Estate Agents, Brokers (Job Title)

& - This is a AND condition which we have to select while doing detailed targeting

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Job Title Based Targeting

This audience will help you to reach people who are

doing high paying jobs.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Job Title To Target -

Sr. Project Manager, Pediatrics, Sr. Manufacturing

Engineer, Cardiology, Chief information officer, Chief
technology officer, Doctor, Neurosurgery, Branch
manager, Dentistry, Mechanical engineering, Dentist,
Senior Software Engineer, Owner, Programmer,
Project management, Chief financial officer, Major,
Owner/Manager/CEO, Dentist/Orthodontist, dentist,
Co-Founder and COO, Founder/Manager, Founder,
Director, CEO, Owner and Founder, Own Business,
Chairman & Managing Director, Chief Technology
Officer (CTO), Sr. Production Engineer....

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IT Engineer, Founder and Managing Director, Head of
IT Department, The Institute of Chartered
Accountants of India, Director (business),
Obstetrician/Gynecologist, Gynecologist,
Manufacturing Specialist, Doctor (Dr), Pediatric
Dentist, Oncologist, Ophthalmologist, Plant
Engineer, Plant Manager, Senior Engineering
Manager, Software Development Engineer, Software
Design Engineer, Software Programmer, Web
Programmer, Endocrinologist, Neurologist, Indian Air
Force, Indian Navy, Information Technology
Specialist, Project Director, Project Manager, Senior,
Nephrologist, Manufacturing Engineer, Senior
Engineer, Web Application Developer, Medical
Doctor MD/Medical Director, Information
Technology Manager (IT Manager), Branch Office
Manager, Information Technology Analyst (IT
Analyst), Information Technology Manager,
Dermatologist, Chief Information Officer (CIO),
OB/GYN Physician, IT Project Manager, Business
Office Manager, Medical Doctor (MD), Software
Tester, Director of Technology, Head of Human
Resources, Plastic Surgeon, Neurosurgeon, Marine,
Manufacturing Manager, OB/GYN Doctor
(Obstetrics/Gynecology Doctor),
Gastroenterologist, Software Test Engineer,

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Managing Director, Bank Branch Manager, Java
Programmer, Employer Relations Representative or
Urologist

Exclude - Real Estate Agents, Brokers (Job Title)

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Employer Based Targeting Targeting

This audience will help you to reach people who are

working in Govt, big companies & MNCs.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Employers To Target -

Amazon India, Cisco, ONGC Limited, Flipkart, Andhra

Bank, IBM Global Services, Corporation Bank, Army
National Guard, Union Bank of India, Hindustan
Petroleum, IDBI BANK, Google, Dena Bank, Apple
Inc., UCO Bank, J.P. Morgan & Co., Karnataka Bank,
Oriental Bank of Commerce, Bank of Maharashtra,
Steel Authority of India Limited, Ophthalmology,
Allahabad Bank, Indian Armed Forces, Indian
Railways, Syndicate Bank, Canara Bank, Vijaya Bank,
Mechanical engineering, Punjab & Sind Bank, JP
Morgan, Business Owner, Indian Bank, State Bank of
India,

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Air force, Bank of Baroda, Intel, Punjab National
Bank, Cybage Software, Indian Overseas Bank,
Punjab National Bank, Oracle, JPMorgan Chase &
Co., Axis Bank, Deutsche Bank, Microsoft, GAIL
(India) Limited, Cognizant, HDFC Bank, Capgemini,
Larsen & Toubro Infotech, The Institute of Chartered
Accountants of India, TCS - Tata Consultancy
Service, WNS, Capgemini India, Tata Steel, Bajaj
Allianz General Insurance, Cisco Systems India Pvt.
Ltd., IBM, Cognizant Technology Solutions, Cybage
Software Pvt. Ltd., Wipro, HP, Tata Consultancy
Services, ABC - Aditya Birla Sun Life Insurance,
Infosys Technologies Limited, Tata Consultancy
Services, Kotak Mahindra Bank Ltd., Tata Power,
Hexaware Technologies, Google India Pvt Ltd,
Bharat Petroleum Corporation Limited, Accenture,
Tata Steel, Bank of India, ICICI Bank, Indian Air Force,
Honeywell Technology Solutions Lab, Bank of
Baroda, YES BANK, Indian Navy, Tata Motors, Indian
Army, Tata AIA Life, HCL Infosystems, KPMG,
Siemens, Wipro, IndusInd Bank, Apple, Mindtree Ltd,
Infosys, South Indian Bank, State Bank of India, Adani
Group, Salesforce, Reliance Industries Limited, SAP
Labs India Pvt Ltd, Business Owner, Coal India
Limited, HCL Technologies,

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Indian Oil Corporation Ltd., Hexaware Technologies,
Bank of Baroda or Tech Mahindra

Exclude - Real Estate Agents, Brokers (Job Title)

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This audience will help you to reach people who are

working in high paying industries.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Industry To Target -

Administrative services, Architecture and

engineering, Business and finance, Business
decision maker titles and interests, Business
decision makers,Computation and mathematics,
Education and libraries,Government employees
(global), Healthcare and medical services, IT and
technical services, IT decision makers, Large
business-to-business enterprise employees (500+
employees), Legal services, Life, physical and social
sciences, Management, Medium business-to-
business enterprise employees (200-500
employees), Transport and moving

Exclude - Real Estate Agents, Brokers (Job Title)

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Luxury Behaviour Targeting

This audience targeting will help you to reach

people who are likely to spend a high amount on
high ticket products. Through this targeting you can
reach upper middle class and Elite class people.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Behaviour To Target -

People in India who prefer high-value goods

People in India who prefer mid- and high-value
goods

Exclude - Real Estate Agents, Brokers (Job Title)

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NRI Targeting

This audience targeting will help you to reach

people who have left India in the past, but now live in
foreign countries.

Age Range - 28 to 60+

Location Targeting - City Wise (Radius - 17 KM)

Gender - Both

Behaviour To Target -

Lived in India (formerly Expats – India)

Exclude - Real Estate Agents, Brokers (Job Title)

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Famous Builder Interest

This audience targeting will help you to reach

people who are showing interest in popular
developers. You can use this audience set for luxury
properties of popular developers.

Age Range - 28 to 60+

Location Targeting - Posh Localities Of Cities

Gender - Both

Interests To Target -

Godrej Properties Limited

Lodha Group
Oberoi Realty
Prestige Group
Shapoorji Pallonji Group

Exclude - Real Estate Agents, Brokers (Job Title)

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FAQs Audience Targeting

Q - Why are we excluding real estate brokers ?

A - Some real estate brokers/agents intensely submit

fake leads to burn cash of their competitors.
Excluding real estate brokers, agents will prevent
your ad from getting shown in the feed of your fellow
real estate brokers, agents and this will prevent fake
leads submitted by competitors.

Q - Which targeting gives leads at lower CPL ?

A - Primary interest targeting like house, land

apartment, farmhouse etc gives leads at lower CPL
compared to other targeting.

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Ad Creative
Ad creative is the first thing which anyone notices in
your ad and that's why having a good creative is
important. Ad creative should be attention grabbing
and should have enough important info about your
product.

Nowadays people see hundreds of ads in their feed

everyday and they ignore most of them who don't
have good creatives.

The job of ad creatives is to stop people from

scrolling their feed and to give them some major
details about your product.

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Here are few things which should be in your ad
creative when you're are running lead generation
campaigns for any real estate project.

Good Quality Images

Always use good quality images in your creative

which should look nice in all screen sizes (mobile,
desktop & tablet).

Avoid using stock images, alway use the actual image

of the project or render images which you get from
the developer.

You can use stock images if you don't have any

project images but only use interior images.

Provide Essential Details

When people see any real estate ad they try to get

answers of some general questions about that
project.

These questions are 👇

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What is the price ?
What is the location ?
What is the payment plan ?
Which configuration is available ?
What amenities will they get ?

Your creatives should answer all these questions.

This will help people to make decisions, if they find
they can afford your product then they will proceed
further and submit their lead for a call back from your
team.

If you will not answer these questions in your creative

and provide them half details, they will misunderstand
your offer and you will start getting low quality leads.

One more thing which you need to make sure that

details about your project should be presented
without affecting the creative's look.

The canva.com is a website from where you can

design creatives using pre-made templates.

Here are some real estate creatives which you can

use as reference.

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FAQs Ad Cratives

Q - What are the suggested dimensions for

creatives?

A - For feed ad it's 1080X1080 Pixel and for Story &

Reel ad it's 1080X1920 Pixel

Q - Can I test multiple creatives in single ad ?

A - No, if you want to test multiple creatives then you

need to create multiple ads.

Q - Which creative gives better results ?

A - Single image creatives gives leads at better CPL

but for some projects carousel and video work as
well. I recommend trying all three and whichever
performs best, scale that.

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Ad Copies
Ad Copy is the second thing which people notice in
any ad after ad creative. Ad copy consists of two
things: Primary text & headline .

We use heading to highlight the offer and in Primary

text we provide detailed information about the
project.

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Primary Text

Your ad copy's primary text should have all

information about the project because it's the first
thing which people check after seeing an ad creative
in curiosity to know more about it.

Ideal ad copy primary text for any real estate lead

generation campaign has following things

Pricing details of each configuration

Payment plan details
Location and its distance from nearby
List of amenities which that project offers
Details about any available offer
Contact details
Call to action

When writing ad copy for real estate campaigns, you

should try to provide as much information about the
project as possible in order to help potential buyers
make an informed decision.

Here are some primary text templates which you can

use for any real estate campaigns.

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Template 1

[ Project Highlight ]
[ Configuration & Pricing Details ]
[ Payment Plan ]
[ Project Amenities ]
[ Distance From Nearby ]
[ Project Highlight ]
[ Call To Action ]
[ Contact Details ]

Template 2

[ Offer With Project Highlights ]

[ Updated Price With Configuration ]
[ Payment Plan ]
[ Project Amenities ]
[ Distance From Nearby ]
[ Call To Action ]
[ Contact Details ]

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Template 3

[ Project Highlights ]
[ Configuration & Pricing Details ]
[ Call To Action ]
[ Contact Details ]

Template 4

[ Offer With Urgency ]

[ Social Proof ]
[ Project Highlights ]
[ Pricing With Configuration ]
[ Project Amenities ]
[ Call To Action ]
[ Contact Details ]

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Template 5

[ Questions Related To Audience ]

[ Show Projects As Solution ]
[ Pricing With Configuration ]
[ Payment Plan ]
[ Amenities ]
[ Distance From Nearby ]
[ Call To Action ]
[ Contact Details ]

Heading

While running campaigns for any real estate project

we use the heading section to highlight offers related
to that project.

Here is the list of some heading templates which you

can use in your campaigns

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Heading Templates
1 & 2 BHK Flats In { Location } Start At { Price }

Luxurious Flats In { Location } Start At { Price }

Farmlands In Gated Community Near/In { Location }

Agricultural Land In/Near {Location} Start @ { Price }

Apartment Available For Rent In { Location }

Own Farmhouse Near/In { Location } Start At { Price }

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FAQs Ad Copies

Q - Can I write ad copy in the local language ?

A - Yes, of course. If you are running ads in rural areas

or non metro cities then you should run ads with local
language ad copy and even you should design your
creative in local language.

Q - Can we use multiple heading in the same ad ?

A - Yes, Facebook gives us option to test multiple

heading in the same ad.

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Call To Action Button

Sometimes not choosing the right call to action
button also affects performance of campaigns. Here
are some call to action buttons which are majorly
used for real estate campaigns.

Learn More
Get Offer
Get Quote

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If you're offering brochures and appealing to people

to download brochures for more details then you can
use the "Download" call to action button.

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Lead Form Optimization

Facebook lead forms are the most underutilized asset
of Facebook ads because most people don't use
them correctly.

Most people only ask for name, email and phone

number in lead form and then send it to their sales
team.

When their sales team call to those leads they start

facing issues.

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Some of those leads don't pick up calls ?

Some of those leads say they don't have enough
budget ?
Some of those leads tell they didn't submitted form
it's done by mistake !
.
.
.
Many more like this 🙄

Solution to this is Lead Form Optimization.

When we create lead form in the right way and

optimize it to capture quality leads then we can
prevent this type of leads from coming in your list.

Here are two things which you should do to optimise

your lead form.

Focus On Quality
Ask Custom Questions

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Focus On Quality

First thing which you need to do in order to optimize

your form is to focus your form on quality.

In Facebook ads we can create two types of form:

quantity focused form and quality focused form.

In quantity focused form, Facebook directly fetches

data from user's profile and submit it without
confirming details from user

While in quality focused form Facebook asks users

to confirm their details before submitting their lead.
And because of that we only get those leads which
are manually confirmed by users.

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Facebook by default uses quantity focused form and
because of that many people start getting leads
which are automatically submitted or submitted
without user's confirmation.

If you don't want to get automatically submitted or

mistakenly submitted leads then you should start
using quality focused forms in Facebook ads.

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Ask Custom Questions

Your form should have at least two or three custom

questions related to your product or offer.

This will help your sales team to get answers of

some questions before calling the leads.

Your custom questions could be

What is their budget ?

What is their preferred configuration ?
What is their alternative phone number ?
When they are interested in site visits ?
What is their WhatsApp number ?

You can also ask other questions which you find will
help your team to know more about those leads.

Make sure that you should not ask more than three
custom questions in your form. Asking too many
questions will make your form too long and because
of that people might not submit the form.

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Apart from these custom questions there should be

at least three general questions like Full Name,
Contact Number & Email Address. You should avoid
asking more than 4 general questions.

So by using quality focused form and by asking

custom questions in your form you can solve low
quality lead issues.

Example 1 Example 2

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FAQs Lead Form Optimization

Q - How many questions should there be in form?

A - I will suggest to have at least 5 questions in form,

3 general questions (Name, Email Addresses &
Contact Number) and 2 custom questions.

Q - Can I connect a CRM with Facebook lead form ?

A - Yes, you can. Please read CRM integration

documentation from Facebook here.

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Landing Page Optimization

While running landing page lead generation
campaigns you have to optimize landing page for
good user experience. Facebook ads will only bring
quality traffic for you after that it totally depends on
the quality of your landing page that how many
visitors will submit their details.

Here are few things which you need to take care

while Optimizing your landing page.

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Should Be Mobile Friendly

It should be mobile friendly because 95% of traffic

will come from mobile devices. That's why you have
to make sure that user should get good experience
on mobile device while visiting your landing page.

Should Have Required Details

Your landing page should have all required details

about your project. Price, Amenities, Highlight,
Payment Plan, Gallery, Floor Size Size etc.

Should Be Quick Loading

Landing page should be fast and quick loading. The

user should not have to wait too long for the Landing
page to load.

Should Have Multiple Options

Apart from the lead form there should be other

contact options like call button, WhatsApp button
and chatbot.

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Use Domain Name Similar

If possible then try to use a domain name similar to

the project name. For example if the project name is
Elite and it's located in Andheri then you can use
domain names like eliteandheri.com,
eliteandherilaunch.in etc.

FAQs Landing Page Optimization

Q - Which is the best platform to create a landing

page ?

A - There are many landing page creators available

but if you're looking for an affordable and free landing
page builder then you can try Wordpress.

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Bad Practices To Avoid

Sometimes even after optimizing the campaign
properly it doesn't perform well and this happens
because of some mistake that people make after
launching the campaign.

Here is the list of some practices which you should

avoid after launching your Campaigns.

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Creating New Ad In Published Ad Set

Creating a new ad in published ad set disturb its

learning period and extend it. As a result of that your
ad set remains in the learning period for a longer
time and you spend more in getting leads at high
CPL.

Solution

Create multiple ads at of time publishing the ad sets

and turn off ads which you don't want to run at that
time. You can turn on ads when you want to run a
new ad. Launching multiple ads together will prevent
your ad sets from longer learning periods.

Increasing Budget Too Much

To get more results from well performing campaigns

people sometimes try to scale them vertically and
for that day increase the budget of campaigns or ad
sets. But some people do it in the wrong way. They
increase the budget too much and this affects the
learning phase of that ad set and sometimes this
restarts the learning period of the ad set who has
completed its learning period. As a result they start
getting leads at higher CPL.

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Solution

According to Facebook if you want to increase the

budget of any ad set or campaign without disturbing
its learning period then you should follow the 20%
rule. You should increase the budget gradually by
20%.

If your current daily budget is Rs 5000 and you want

to increase its budget to Rs 10000 then you should
gradually do it by increasing budget by Rs 1000 daily
till you reach Rs 10000 daily budget goal.

By doing this you will prevent your ad sets from

restarting the learning period.

If your daily budget is Rs 1000 or less than you can

take a chance and increase it 2X if you want.

If your daily budget is between Rs 1100 to Rs 4000

then you can increase the budget by 50%.

For More than Rs 4000 daily budget you should

follow the 20% rule.

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Good Practices To Adapt

If you want ad campaigns to run successfully and
consistently giving you good results then you have to
do a few things before publishing the campaign, while
creating the campaign and after publishing the
campaign.

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Research & Analyzing

First thing you need to do before publishing the

campaign is researching about your market and your
competitors and for that you can take help of
Facebook ads library. In Facebook ads library you
can see the ads of your competitors. This will help
you to know more about your competitor's
marketing plan.

While analyzing your competitors in Facebook ads

library you should take note about their ad copy, ad
creative, ad format, headlines & CTA. This will help
you to make better strategies for your campaigns.

Do Proper Planning

Before creating any campaign you should do proper

planning about it. There should be a plan about
everything from ad copy to ad creative from scaling
to handling bad performing campaigns.

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Don't Make Any Changes In First 24 Hour

After publishing the campaign try to avoid making

any changes for at least 24 hours. Don't be like
people who start making changes to a campaign if it
doesn't gives any result in 1 to 2 hours after
publishing it. If you have done your work properly
then definitely the campaign will give you results.

Wait for at least 24 hours and If it fails to give any

result then you should start making changes to it.

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Handling Bad Performance

You are definitely going to face this situation when
suddenly your well performing campaign will start
under performing, it will start giving leads at higher
CPL.

First thing you have to do in that situation is wait and

watch its performance for 24 hours. If it improves
after 24 hours then you don't need to do anything.

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If it keeps under performing and keeps giving you

results at higher CPL then the first thing you need to
check is the frequency of ads which you are running
at that time, if their frequency is more than 2.0 and
engagement declining from last few days that
means ad fatigue causing the under performance of
your campaign.

To solve this you have to run a new ad with new

creative and copies in the same ad set.

If the frequency of ads is below 2.0 but people are

not interacting with it that means your creative is not
appealing. To solve this issue you have to run new
ads with more appealing creatives.

If even after running new ads your ad set is still

under performing then pause that ad set and create
a new ad set with the same audience and creatives
which performed well in the past. Most of the time
this solve under performance issue because when
we create a new ad set then Facebook starts
showing our ads to a new group people of that
particular audience who didn't see our ads yet.

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If after creating new ad sets you are not seeing any
improvement that means there is some issue with
your audience target and you have to work on that.

Here is quick recap

1) Wait For 24 Hours & Monitor Performance.

2) If it's still under performing then create new ads

with new creatives.

3) Pause under performing ad set and create new ad

ad set if you're not seeing any improvement after
creating new ads.

4) Make changes to your audience targeting if

creating a new ad set doesn't solve your issue.

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Campaign Scaling
Campaign scaling is a process in which we make
some changes to well performing campaigns to
enhance their performance. These changes could be
increasing their budget or targeting more accurate
audiences.

Scaling campaigns can increase the number of leads

for you but it's a high risk process. That's why it
should be done in a proper way. A small mistake in
campaign scaling can ruin the performance of well
doing campaigns.

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If you want to do campaign scaling in the proper way
then you should have knowledge about the right
time and right method to do that.

Right Time

Before starting scaling you have to do testing of

audiences, ad creatives, ad copies and forms till you
don't find a winning combination. Once you get your
winning combination of audience, creatives, ad
copies and forms then that is the right time to start
campaign scaling.

Your first priority should be finding audiences,

creatives, ad copies and forms which gives you
quality leads at lower CPL compare to other.

Right Method

Basically there are two campaign scaling methods,

Horizontal scaling
Vertical scaling.

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Horizontal Scaling
In horizontal scaling we don't increase the budget
instead we start running campaigns on more
accurate audiences, which performed well in the
testing phase.

You can also do horizontal scaling through lookalike

audiences. We create a lookalike audience of users
who had submitted lead form in previous campaigns
during testing then we start running ads on that
lookalike audience. This helps us to reach users who
have similar behaviour like people who submitted
lead form.

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Vertical Scaling
In this scaling method we increase the budget of
well performing ad sets so they can get more reach
and bring more results.

But this is more riskier than horizontal scaling. Small

mistake can ruin the performance of ad sets. That's
why it should be done in the proper way.

Best way to do horizontal scaling is 20% rule if

you're daily budget is high (more than Rs 5000) and if
your daily budget is less than 5000 and more than
1000 than you should follow 30% rule and if your
daily budget is less than 1000 and 1000 then you can
scale it through 50% rule.

If you will scale your ad sets through right way using

the 20%, 30% & 50% rule this will help you to prevent
your ad sets from staying in the learning period for a
longer period.

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FAQs Campaign Scaling

Q - Which scaling method is better ?

A - Both methods are good and I will suggest you to

use both depending on your requirements. If you have
a good budget and can afford more daily budget then
go with vertical and if you don't want to increase
budget but want to reach a more relevant audience
then go with horizontal.

Q - Can we use both scaling methods for the same

ad set ?

A - Yes you can but don't do both at the same time.

Do simultaneously first do horizontal scaling and then
after 1 or 2 days when its performance gets stable, do
vertical scaling.

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Facebook Ads Tips

Do Proper Research and Planning Before
Launching Campaign.
Prepare Ad Copies & Lead Forms Before
Optimizing Campaign.
Publish multiple ads at together
Avoid making frequent changes
Before testing two audiences do overlapping tests
first.
Overlapping score shows how many people are
common in both audiences.
If the overlapping score is more than 50% then
choose 1 audience from both and run ads on it, no
need to target two audiences.
Do daily analysis of your campaigns and do require
changes in the proper way.
Always use Ad Set Budget Optimization and don't
use CBO.

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I hope you have learnt new things from this Facebook

ad guide for real estate lead generation. Thank you so
much for giving your time to read this guide.

All the best for your future campaigns

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