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SERHANT HOW-TO:
BUILDING AND PUBLISHING SINGLE IMAGE OR VIDEO ADS
(LEAD ADS)
We will use the Single Image Ad or Video Ad type to create our real estate Lead Ads.

We’ll need to set up our Campaign and Ad Set Structure and Saved Audiences before we can create and publish Ads.
Revisit the guides from Chapter 19 and Chapter 20 of the course if you haven’t completed these steps yet.

Now, let’s jump in to creating your ads.

CREATING LEAD ADS

1.) Navigate to the Ads tab within the Ads Manager.

2.) Select Create.

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3.) Select the Campaign and Ad Set your new Ad should belong to. Name your Ad. Click Continue.

4.) In the Identity section, ensure the correct Facebook Page and Instagram Account are selected for your ads

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5.) Select Single Image or Video for Ad Type.

6.) It’s now time to upload the content of your Ad in the Ad Creative section. First, we’ll upload the Image or Video.
Select Add Media.

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7.) As you upload an Image or Video, you will see the Placements update at the right.

8.) Type in your Primary Text, Headline, and Description.

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9.) Select your Call to Action. You’ll need to choose one of Facebook’s pre-populated options for the text of your Call
to Action button.

10.) Under Question Format, select Instant Form and then Create Form.

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11.) In the pop-up dialog box, type in your Form Name and select More Volume. The Form Type question is really a
question about lead qualification. We recommend selecting More Volume to make it as easy as possible to capture
leads and drive down your cost per lead.

12.) Under Intro, select Use the image from your ad and type a Greeting Headline (another call to action) and a
Description to add context.

13.) Under Questions, add a Description to remind leads what they’re getting when they sign up for when they
submit their contact information. We recommend keeping only Email and Full Name under Choose the type of
information you need. Your goal is to make it as easy as possible for leads to fill out your form. If you add Phone
Number, expect to see fewer leads come through your form, though, those who do submit their Phone Number will
be higher-qualified.

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14.) Facebook requires you add a link to your Privacy Policy. If you have a website, you should already have a
Privacy Policy on your website, and you can use that link here. If you don’t have a Privacy Policy specific to your
business, you may be able to link to your brokerage’s Privacy Policy. As with all legal matters, consult an appropriate
advisor such as an attorney or your broker. Privacy laws vary by jurisdiction.

15.) Set what happens after someone submits your form in the Completion section. If this is a lead magnet, you’ll need
to Link to a webpage where someone can download your lead magnet. This Link could be as simple as a Dropbox
or Google Drive link, or it could be something more complex such as a link to a page on your website where the lead
magnet is available for download. Also in this section, you’ll set a Headline and Description for your Completion
page. If you’re using a lead magnet, your Call-To-Action button should be to Download and your Call-To-Action
Text should be Download.

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16.) When you are finished, click Publish at the bottom-right corner. You’ll be taken back to the main Ad setup page.

17. Finally, click the green Publish button in the bottom right corner. Now, your ad is ready to run!

Repeat this process for each ad variation within your ad set and for each ad within your multiple ad sets.

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