Facebook messenger ads are an easy way to generate leads through your Facebook page. The idea behind this type of advertising on Facebook is that you will be able to get more targeted at your audience by providing them with an excellent user experience (UX). 

There’s also the benefit of only showing the ad to people who like your Facebook page/fan page, which saves you money since you’re not paying Facebook to show your ad to people who may or may not be interested in what you’re selling.

Users get to choose how they want to connect with businesses. Right now, that choice is limited to two options: Facebook ads or email. 

While we’re still early in messenger ad adoption and understanding what resonates best, one thing is clear: Messenger ads should speak like actual human beings and not like sales robots (like you might be used to). 

Use words like real talk and phrases like no judgment zone; imagine writing a text message to your friend explaining why they should buy from you instead of one of your competitors. Convey enthusiasm without pressure—lead with information, not sales tactics. 

Get them excited about your product by informing them how it can help their lives, instead of making false promises about instant gratification.

Different types of ads on messenger

Unlike other social media platforms, Facebook has not one but two types of ads on messenger.

These are Messenger Ads, Click to Messenger Ads, and Sponsored Messages. Until now these three categories have been used interchangeably by advertisers with little understanding of what each is meant for. However, there are subtle differences between them that are important to understand if you want your ad campaign to be effective. 

According to Facebook, messenger ads or conversational ads enable businesses to connect with customers through chatbots on mobile devices. Such an ad can do anything from directing people to book a service online or order a takeaway through quick replies without having to click or leave your app. 

This shows how businesses can create more meaningful customer experiences using advertisements. 

It's also very useful when it comes to resolving queries via ads since users no longer need to leave your platform in search of FAQs or instructions, they're all right there within messaging apps. This is particularly relevant when dealing with customers who are new to your brand or product where it’s critical they get help immediately. 

Advertisers also benefit because it keeps customers engaged in their apps instead of switching over during times when they would otherwise find themselves waiting in long queues to make orders or looking for tips while cooking dinner at home. 

Another advantage is that it saves money especially in cases where businesses use promotions to push traffic to specific times or dates. 

For example, an ice cream shop could advertise buy-one-get-one-free happy hours instead of doing so across multiple channels including TV advertising. 

Note, however, that unlike traditional Facebook ads which are placed within newsfeeds based on interests matching profiles of potential clients Messenger ads appear in user chats directly thus creating engagement much faster. 

If someone wants information about a product she/he may browse until satisfied after which he/she takes action later on. But with chatbots we can give them detailed information upfront and even close sales quickly and easily before they even leave our platform, saving us money and time both ways.

Facebook Canvas and Page post link ads; Each ad type can be used in conjunction with each other to create a varied marketing campaign for your business, depending on what you are aiming to achieve. 

Here is an overview of both ad types for you to get started:

1) ​Facebook Canvas Adverts​- In short, these involve inserting images into a carousel that zooms into specific images as it rotates through them.

2) ​Page Post Link Adverts​- Essentially a fullscreen video call-to-action where a video plays as an overlay atop page content. Clicking anywhere on the page will cause users to exit out of play mode and transition back to their original location. 

This leads to more engagement because they feel compelled by how engaging it is, but if they click around any further they can discover more valuable content about your brand.

Types of Ad placements on Facebook

Facebook ads have different types of placements where you can choose to run your ad. Each type of placement has its unique way of using ads on Facebook. Some are better for brand awareness, some are better for engagement, and some are better for direct response. 

It is good to create different campaigns based on which objective you would like to accomplish through running Facebook advertisements. Each campaign should focus on its own specific goal. Here is a list of Facebook ad placements. 

There are two types of Page post link adverts: 

1. ​Video Call-To-Action Adverts: A video or gif that calls for action and encourages people to click, watch, listen, etc. 

2. Page post link ads: In addition to both Facebook Canvas and Page post link ads, you also have space for using website canvas ads in Facebook messenger chatbots.

What are chatbots?

A bot is a piece of software that delivers service over messaging channels such as text messages or Facebook messenger app chats. 

In essence, it's software that understands natural language input/output, similar to how people converse with each other through spoken language! 

Just like with live customer service chat options present in so many consumer-facing apps nowadays, chatbots provide direct response mechanisms for quick issues when customers need them rather than requiring them to wait for long periods while humans respond with slower turnarounds. 

There are also expanded versions of both ad types that allow for more customization and uses (like interactive polls and quizzes), but we won't be covering those in this tutorial.

How to generate leads with Messenger ads?

If you’re looking to generate leads for your business, Facebook Messenger ads are a great place to start. With almost 2.91 billion monthly active users on Facebook, it is an absolute must-have for any business looking to increase brand awareness or capture new customers. 

Once you’ve got your campaign set up, Make sure you know what type of ad to create; we've outlined three different types of Facebook advertising campaigns below. 

Review all information carefully so you can decide which one fits best with your goals. Using a combination of these five methods when launching a new Facebook marketing campaign can have significant positive results for many businesses in almost every industry, from eCommerce to non-profits. 

It's important to pick an ad type based on your goals when deciding how to advertise on Facebook to determine if cost per click (CPC) or cost per thousand impressions (CPM) is better for optimizing conversions in regards to spending time and money. 

CPC allows advertisers to pay each time someone clicks their ad, while CPM costs advertisers each time their advert is seen by a thousand people.

Defining your goal

Having an end goal in mind will help you set expectations of your results, keep track of how you’re doing and even give you the motivation to keep going. If your goal is to generate leads with Facebook ads, then that’s what you should be monitoring. 

At any point in time, if there are other metrics on which you can measure performance—such as website clicks or conversions—then by all means do so. Just remember that while some markers may indicate success, they may not align with your main goal. 

For example, landing page views aren’t necessarily tied to generating leads; although seeing more visitors on your landing page could signal success for an e-commerce company seeking new customers.

1) Setting up your first campaign

Let’s start with understanding audiences. If you want to target customers who bought your product, then simply click on Custom Audiences in Facebook ads manager. For example, if you are an Amazon seller and want to find people who have bought your specific product then select that product name from a drop-down menu, then click on Create Audience. 

This will allow you to create an audience of your potential buyers it is importing leads into Facebook for you so that you can use them as future leads. Similarly, if you want to advertise for people who might be interested in buying similar products, select the Lookalike Audiences option and create your Lookalike Audience there. 

You may also check out some other targeted audiences like Interest & Affinity, Mobile Users, People In Your Ad Set, Location And Language, and more. Now select a Place type where you want to show up. When you begin advertising on Facebook, some good default choices would be people searching for keywords related to your product or service or someone actively engaging with your Page or Profile on Facebook. 

That said, test these options thoroughly before fully committing to any one method of targeting—what works well today may not work tomorrow! 

Entering Your Budget is very important while setting up an advertising campaign because the budget determines how many people see our advertisement at once which directly impacts your chances of getting more customer calls through calls-to-action in adverts.

2) Understanding and targeting audiences

Before you can begin with Facebook messenger ads, you’ll need to know how to identify your ideal audience. Whether that’s by location, age or gender is entirely up to you. What’s important here is that you pick an approach that makes sense for your product and brand. 

For example, if you sell women’s clothing in a certain area, using precise location targeting might be a good idea—particularly if there are other local competitors. 

On the other hand, maybe knowing what marketing messaging resonates with a specific group of people is more important for your business—in which case, selecting from one of Facebook’s pre-defined audiences could make more sense. 

Either way, remember that Facebook allows you to select different combinations of these options so it’s best to experiment until you find something that works for your business. To help do so, take advantage of Live Video campaigns. A/B test everything before making any big moves! It's only possible through A/B testing

3) Choosing correct objectives

Before you even consider generating leads through Facebook messenger ads, it’s important to first decide what your goals are. If you’re just looking to boost brand awareness, choose brand awareness as your objective. 

If you’re trying to generate traffic or capture leads, select traffic or leads. Clicking on these objectives will reveal your options for metrics—you can choose whichever one is relevant for your campaign, but generally speaking, it’s best to set both. 

However, be sure that clicks to the website aren't selected unless you have a landing page already ready to collect leads. Once your objectives are chosen, it’s time to move on to placement. 

This step involves making sure people can easily find your ads in their conversations with friends and family members—so make sure placement is turned on! Lastly, make sure you click show advanced options before continuing.

4) Focusing on getting conversions

One of Facebook’s objectives with Messenger ads is to help businesses drive sales. You can easily track sales back to messenger ads if you use a tool like VWO, which allows you to see how many times people saw your ad and clicked through to purchase on your website. 

But if your campaign doesn’t directly lead to sales, it’s important not to lose sight of these other metrics that are also essential for driving success on Facebook. 

Engagement: If people are seeing your messages but aren’t clicking through or taking any kind of action, then why should you care? This could be an indication that your ads are low-quality or irrelevant. It could also mean that your audience simply isn’t in a mindset to click through yet—that they don’t have enough information about what they need from you. Remember, what might work for one business may not work for another. 

Maybe users don't want to shop when they're outside browsing Twitter - at least in their head - so targeting them when they're away from their desk might increase engagement because it fits their mindset more accurately. That said, none of these tactics are necessarily right or wrong; what matters most is providing value through each interaction.

5) Measuring Success

Creating goals for Facebook messenger ads is important, but you shouldn’t stop there. To maximize your results, be sure to also define how you’ll measure success. It’s helpful to track everything from reach and engagement to conversion rates and sales. 

For example, if one of your goals is to increase website traffic by 10%, you could use UTM codes to see whether Facebook messenger ads are driving people directly back to your site or if they’re driving them elsewhere on Facebook or other sites entirely. 

You can also identify which campaigns were most successful in terms of reach and engagement rate and look at how many times each ad was clicked on (and even when). This will help ensure that future campaigns are just as effective—or more so!


There’s a lot of potential in advertising on Facebook’s platform, but it can be difficult to get started. Whether you’re looking to build an audience for your business or generate leads, making sure you do your research and craft your Facebook ad correctly is vital to success. 

With some hard work and preparation, you could make 2022 your best year yet—and generate tons of leads through Facebook messenger ads!