How Multi-Location Brands can use Facebook & Instagram Ads to Boost their Email Marketing

Facebook is a discovery tool – people use the network to see updates from their friends, family and Pages they follow, and are less likely to log in with the intent of finding out about a product or service. Rather, consumers see offerings from brands as they scroll through their feed.

Meanwhile, email marketing tends to be a more aggressive approach – with users having opted-in to receive material, the marketer can have a more direct sales pitch.

While these two marketing channels are clearly very different, they actually work extremely well together; by using Facebook & Instagram to get in front of new potential subscribers, you can grow your email lists and increase the likelihood of conversion. Plus, you can leverage your email lists to create Custom and Lookalike Audiences, helping to get your brand and your locations seen by the right people at the right time.

Many don’t realize the power of the customer data they already have. Combined with Facebook and Instagram Ads, the data in these lists can be the key to boosting your email marketing efforts and in turn, Social advertising can help maximize the number of subscribers in these lists. It’s an omni-channel, cyclical process, which will allow each marketing effort to enhance the other over time.


nullHere’s our top 4 tips on how to drive success through Social and Email
1. Use Your Current Database to Create a Facebook Custom Audience

Let’s say your a fitness center with 100’s of locations across the U.S.. You could start off by creating a Custom Audience based off your current members, and run localized ads for each location to drive member engagement with their local gym.

Meanwhile, you could expand your reach and drive new member acquisition by creating a Lookalike Audience.

2. Use Your Lookalike Audience to Find New Prospects

So, you’ve got your Lookalike Audience ready, and now it’s time to leverage your different location Pages to generate leads. By leveraging Tiger Pistol’s technology, you can share national audiences like those created from your database, and overlay geo-targeting to ensure ads are localized.

Lead Ads are a perfect fit for generating newsletter signups, as you can download the data directly in a spreadsheet to add to your own lists, or integrate with your CRM software to feed the data directly into your email marketing.

Using our fitness center brand as an example, we could create a new hyper-local campaign targeting our Lookalike Audience, and overlay geo-parameters specific to each location, to find potential new members around each gym that have similar attributes to existing members. Convince them to submit a lead form with a special intro offer, and qualify the leads with a custom question in your form.


  1. Nurture New Subscribers via Email


Hooray, your ads were a success and you have a number of new subscribers to market to! There are many ways to do this, from the very manual to the highly automated, but one thing is for sure – integrating with CRM software can save you a ton of time and effort if done right, and can be used to filter subscribers into the right stage of the funnel to ensure they receive the most appropriate email marketing from you. It’s worth researching different providers to see which integrations best suit your needs.


Take our potential new gym members – as soon as a lead comes through for one of the brand’s locations, it can be immediately added into their email marketing to be nurtured to conversion. Haste is the key here – users who submit data via Facebook Lead Form’s expect a quick response, so triggering an immediate follow-up email to new leads could see a higher chance of conversion. You could send a special discount code via email, or use the follow-up to schedule in a call between the lead and a sales rep. However you choose to nurture your leads once you receive them, make sure it’s done quickly for the greatest chance of getting them over the line.


  1. Remarket To New Subscribers on Facebook


Of course not all leads will convert off the bat, but the data of non-converted leads is far from useless.


Just because some users didn’t convert right away does not mean they won’t do so in the future, so add them to one of your more gentle email nurturing campaigns, or remarket to them on Facebook with a custom offer they can’t refuse.


  1. Refresh Your Facebook Custom Audience


The more data that’s in your Facebook Custom Audience, the more relevant your Lookalike Audience will be, and the more successful you’ll be in generating new prospects. Make sure to keep updating your Custom Audience via Facebook as it grows (the Lookalike Audience will automatically update). There are even some CRM tools that will automatically do this for you as part of an integration.


Depending on the amount of data you collate, you could have both brand-level audiences and location-level audiences, to be used for your national and local campaigns alike. As we mentioned in a recent post, first-party data now reigns supreme – so make sure you utilize it to get the most out of your digital marketing.


With more people than ever carrying out their shopping across multiple channels and different devices, and consumers expecting increasingly faster follow-ups to their enquiries, marketers need to be everywhere in order to get in front of and convert their customers. Using Facebook and Instagram ads to expand your audience and boost your email marketing is just one way to get more out of your digital marketing.


If you’re ready to run brand approved localized campaigns, get in touch!


Navigating Your Way to Ad Acceptance

There is more to Facebook marketing than meets the eye, and building Facebook ads can seem overwhelming to the uninitiated. Facebook, to its credit, maintains very high ad standards and strictly enforces its rules. These standards simultaneously filter out improper ads while ensuring advertisers adhere to best practices to help drive performance. Ads can be rejected without warning for any number of reasons like image content/quality, poorly written copy, and targeted audiences that are too small.

While it might seem like Facebook has designed a marketing obstacle course to filter out as many ads as possible, the opposite is true. It forces advertisers to build better ads, driving better results to generate higher click-through-rates and cheaper cost-per-click.

How can advertisers go about navigating their way to ad acceptance?

There are several tactics that can be deployed – many of which are nestled within Facebook’s ad standards and within their free online Blueprint training. Beyond that, the following best practices will increase your chances of having not just an accepted ad, but one that performs well.

For starters, your ad needs to promote a vertical or service that Facebook allows. If your ad is for bail bonds, political candidates, online pharmacies, and certain health products like weight loss pills, your ad will most likely require additional certification or could be rejected completely. Certification can be done within Facebook’s Business Manager interface, where you certify your ad or appeal a rejection.

  1. Another thing to consider is Facebook’s updated policy in response to recent events, focusing on Safe and Civil ad copy and ensuring you are helping support their efforts.

With those two out of the way, let’s focus on the major components of every ad.

  • Audience – Your ad’s intended audience is designed to find the maximum amount of people that would be interested in your specific ad. Get too specific and you risk having an audience too small that Facebook cannot optimize your ad. Get too generic and your ad may be seen by uninterested viewers. Using The Power of the Facebook Pixel is a good way to help find that balance.
  • Media – Images, slideshows, carousels, and videos are all options when building your ad, and each one serves its own purposes. If you’re a real estate advertiser, a video or slideshow could help show multiple views of a house for sale, while an autoshop may choose to use a single image to show the storefront of their auto shop. The media should not be blurry, covered with text, or contain anything that could cause a negative reaction (like a car wreck, ideal body images, or drugs).
  • Copy – Copy is fairly straightforward as long as a few guidelines are followed:
    • Never directly address or identify the audience with phrases like “you” and “hey allergy sufferer”.
    • Avoid profanity or verbiage that could be negative, or using grammar in a way to circumvent the guidelines.
    • Focus on the merits of your product or service, rather than the pain points of your audience.
  • Call to Action – The Call or Action (or CTA) is almost never rejected, but it is still a good idea to make sure your CTA matches the objective and content of your ad to ensure you’re maximizing the chances someone will interact with your ad.
Looking for a solution to manage your local Facebook & Instagram Ads?

The Tiger Pistol technology helps to identify errors in campaign content so those issues are addressed prior to you publishing them on the social network. This ensures your ads get in market as soon as possible. Ad creation can be daunting, so make it easier for yourself by working with an ad technology partner that can help you navigate your way to ad acceptance.

Email Us

Patrick Koepke is an Operations Manager over the Shared Services Team in Austin, TX. He is a digital native and passionate about the Tiger Pistol mission.

How Advertising on Facebook & Instagram can boost your TV Marketing

We live in a world where mobile devices are an intrinsic part of daily life, and as such digital media consumption is no longer linear but far more multi-layered.

For the first time, digital ad spend has overtaken TV. Traditional TV viewership is on a steady decline while more and more users turn to alternate devices. However, television remains a multi-billion dollar industry, with many marketers still listing it as a key channel in their overall strategy.

What’s important to bear in mind is that modern TV-watchers simply do not have the same undivided attention as they once did. A whopping 81% of US viewers use a second device whilst watching TV, and Facebook sees a three-fold spike in usage during TV ad breaks. These viewers may be messaging friends about what they’re watching, or simply looking for a distraction during the ad breaks, but one thing is for sure – the television does not have their undivided attention.

So, how do you regain their consideration to make sure your TV marketing dollars don’t go to waste? You have to go where their attention is – Social Media.

By combining the unparalleled reach of television with the engagement and personalization of Social, you can create a cross-channel strategy that increases target audience penetration and creates a significant uplift in brand awareness. A study by the Advertising Research Foundation even found that adding digital to a TV campaign can produce a “kicker” effect of 60% higher ROI.


While their attention may be spread across multiple platforms, today’s consumers are still hyper-visual. They don’t want to read a lengthy piece of content about a brand. Instead, they want to see the brand in action.

By incorporating Facebook and Instagram Advertising into your digital strategy, you can complement your television campaigns by distributing and re-enforcing the message to make it stick. Here’s some tips for you to get started:

  • Use clips, stills and messaging from your TV campaigns to create ads on Facebook and Instagram, creating cohesion across channels and increasing brand recall.
  • Leverage the Facebook Pixel to collect data of website visitors, and segment that data to remarket to those who have visited your site during ad breaks but dropped off once their show resumed.
  • For multi-location brands, consider localizing certain aspects of your campaign, such as copy and media, to drive maximum relevance with each of your target audiences.

While multi-screen strategies are still hard to measure, it’s fair to say that by getting in front of your audience where they spend most of their time can only benefit the efforts of your television marketing.

Stay tuned for our next Blog about navigating your way to Facebook ad acceptance.

Foodies of Tiger Pistol: Inspiration for your Weekend


Here at Tiger Pistol, we’re not just experts in social advertising- we’re also experts in delicious food. We’ve interviewed some of our in-house food connoisseurs to share some of their favorite eats. Whether you’re based in Austin, Texas or Melbourne, Australia, we’ve got some recommendations for where to satisfy your hunger.

Austin, Texas

  • Amy Abell, Senior Social Specialist: Kemuri Tatsuya“I mean, it’s a Japanese Izakaya with Texas influences – what’s better than that?”
  • Chris Gephardt, Engineer: Full English“They fry up traditional Full English breakfasts complete with proper British bangers, baked beans, tomatoes, and fried bread.”
  • Nick Gibson, Director – Group Finance: Tumble 22“best chicken sandwich”.
  • Talia Wachtel, VP of Marketing: Kemuri Tatsuya“I agree with Amy – hands down the best restaurant in Austin, closely followed by Loro. Also, if you’re looking for Avocado Toast – go to Irenes.”
  • Patrick Koepke, Operations Manager: Franklin BBQ leads the pack, but there are tons of great BBQ places within two hours of here. Uchiko for fancy tapas, Kura Sushi for sushi, and Mighty Fine for burgers.”
  • Casey Zaffin, Director, Client Management: BufalinaRamen TatsuyaFukumotoDai DueDee Dee and Veracruz All Natural
  • Marshall Weber, Social Specialist: Saps“Saps is good thai. Plus, Sap himself is the man.”
  • Mark Cram, Engineer: Tommy Want Wingy“hands down best wings in town.”
  • Joe Nathan, Director, Client Management: Jack Allen’s Kitchen“They have a pretty amazing chicken fried pork chop that is probably about a billion calories and likely shaves 5 years off my life every time I eat it.”

Melbourne, Australia

  • Ailie Pattten, Lead Social Specialist: Kisume, “Kisumé is relatively new to the Melbourne dining scene but don’t underestimate her… Trying to redefine high-end dining with something Melbourne hasn’t seen yet? It’s a tick from me!” 
  • Georgia Brown, Account Executive: “My fave restaurants are Red Door Windsor & Thirty Eight Chairs. If you’re wanting classic Melbourne bars, I recommend Naked for Satan & Jungle Boy.”
  • Carly Layton, Account Executive: Transformer“never knew what chickea panisse (with truffle salt) was but it’s amazing!”
  • Chris Senior, Senior Client Manager: “Have to agree with Transformer, blown away by how tasty plant based dining was. Also mjolner, a viking themed restaurant that nails the food and viking experience.”
  • Julia Greenhalf, Social Specialist: “I’m often late to the #hip #new #cool places party in Melb but had a brilliant experience at Garden State Hotel recently – the Canadian waitress made my night!”
  • Jaime Nosworthy, General Manager: SupernormalTipo 00DOC and Mammoth

Hopefully we’ve given you inspiration for your weekend adventures!

How Important is Workplace Culture? A Blog by Julia Greenhalf, Social Specialist at Tiger Pistol.

When I tell people about the company I work for, they always ask if we’re hiring.

It all started with some Australians who were eager to make a splash into the world of social and reshape the way we think about ad solutions. Today, it’s a company continuing to challenge that digital landscape, with a product  and engineering team in the U.S. working alongside the top dogs at Facebook, the hubbub of Cremorne cool in Melbourne and a reputable presence across the globe.

Working for Tiger Pistol is an experience neither someone fresh out of their studies nor emerging from a corporate office could ever imagine. Sure, you might see us on bean bags glistening in the sunshine, spread out across a revamped garage as carefree. But is the emphasis on the fun, the frivolity and the unconventional the secret to our success?

Stimulating Surroundings

I’d bet money that you go home each night to a place that feels homely – whether that’s photos of loved ones or artwork on the walls, or how you arrange your furniture or décor you’ve picked that reflects your tastes, style and personality. So why would you settle for spending the bulk of your week at a place that doesn’t get the same treatment as your home?

At TP, the days of bland white walls and desk cubicles were never there to begin with. In our Melbourne office, we’re delighted to be surrounded by natural light and greenery. We rotate seats frequently. We showcase our clients’ products on our shelves. And we’re fortunate to have our furry neighbor, Taco, pop in (pictured) for that essential serotonin boost!

We follow suit in our Austin HQ, with an industrial-inspired space in the heart of Downtown. We have open working spaces, couches for meetings and/or hanging out and a fantastic patio to take in the sunshine. From time to time we also enjoy a visit from our some of the dogs of Tiger Pistol!

                                               Taco, our Melbourne Neighbor. 

                                                 Louie hanging out in Austin.       

                                          Finley, the Australian Shepard in the U.S.

Vibe Tribe

In our Melbourne office, each week, a different table is responsible for the Vibe of the Tribe – whether through delicious treats, to full blown costume themed bonanzas. While Melbourne’s Christmas party was a condensed version of The Amazing Race, Harry Potter Week was arguably a favorite of the Tribe.

Harry Potter Week saw each employee sorted into houses and awarded points for exhibiting the Tiger Pistol values. If an employee was recognized for smashing a client meeting out of the park, points to Gryffindor for being Smart! If somebody baked the team cookies just because, points to Ravenclaw for being Caring! And what better way to bring people together and lift their spirits than over polyjuice potion?

People Power

When I first started at Tiger Pistol, I thought I was pretty social savvy. How wrong I felt! It is a privilege to work alongside and learn from some of the smartest minds in the social space everyday. It’s pretty unique to find people who come to work with as much care for what they do and why they do it each day. And when leaving a client feels more like a breakup than business, you know their heart’s in the right place.

So, is workplace culture really that important?

Stats suggest the average Millennial might hold up to 15 jobs throughout the course of their working life. So for business leaders, it makes sense to invest in not only the people but the culture of their business and what their company stands for.

Sure, you might assume that with all this fun and frivolity, we never get any work done, right?! Well, it’s quite the opposite. Studies far and wide have examined the factors that sway key talent to stay, jump aboard or jump ship, and Great Place to Work identified that, “being a great workplace and having great employees leads to increased client retention, customer satisfaction, and in turn a healthier bottom line.”

A thriving workplace culture retains employees by prioritizing their health and wellbeing, highlighting achievements and contributions, investing in professional growth and satisfaction and invigorating teams to achieve their goals – especially when the celebrations are so sweet.

If you’re looking to be part of a winning team, check out our job openings and apply to work with us today! Follow our Instagram to get a behind the scenes look at what’s happening in our offices around the globe.

World’s First Complete Multi-Location Solution for Facebook & Instagram Advertising

As a Facebook Marketing Partner since 2013, we have been focused on driving meaningful results for local businesses for almost a decade. Our success in delivering and fulfilling social strategies for some of the world’s biggest brands has led to our new purpose-built location enablement features for centralized and decentralized brand networks, which were made available in our Platform on October 9th.

As the leader in local Facebook & Instagram advertising, we’re excited to announce that our clients now have access to an innovative set of features that empower multi-location brands to enable their networks with best-practice, brand approved, hyper-local campaigns. Brands are expected to spend over $33.8b on Facebook in 2018, and until now, there has been no real way for brands to realize and capitalize on the benefits of Facebooking advertising at a local level.

The updates come at a critical time as brands continue to shift their spend locally. “While the major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none offer the tools to activate or manage this at scale, especially for those with multiple locations” said Tiger Pistol advisor and former Facebook exec, Scott Hannan.

For the first time ever, brands can create and distribute Facebook & Instagram campaign templates to hundreds or thousands of locations, and can determine how much control individual locations have over ad content, duration and budget. “Brands want to take advantage of their networks and empower teams at this local level, which is why these tools are increasingly in demand and driving real results” Hannan stated.

We asked our CEO & Co-Founder, Steve Hibberd, why Tiger Pistol sees these new features as an important part of a location-led marketing strategy. “It’s clear that mar-tech has a long way to go to support the intricacies of franchise and decentralized brand networks and how they manage local advertising efforts”, Hibberd said, “and the good news is, we’re solving one piece of the puzzle – providing brands that are already spending millions of dollars on social, a more efficient, local-centric way to spend those budgets, resulting in better outcomes for brands, their locations and most importantly, their customers.”

The new Location Control features provide an easy way for corporatemanagement to define every aspect of the campaign, including objective, localized targeting, media and dynamic copy. From there, corporate can determine how much control each location has over changing the content of the campaign, from editing copy to selecting from pre-approved media or even uploading their own images and videos. New funding features enable corporate to determine whether they pay for the campaign spend from a centralized budget, if they want to allow the location to add budget to their campaigns, or require the location to pay for the campaign budget completely. Campaign templates are distributed in seconds and locations are automatically notified to take action.

“We continue to see a significant increase in results when brands shift their budget from broad awareness objectives to local direct-response ads. Asahi Premium Beverages, for instance, generated a 710% year-on-year increase in sales quantity via a local campaign strategy for the launch of Estrella Damm in select retailers”, said Troy Townsend, our CCO and Co-Founder. “We’re excited that we’ve been able leverage a decade of experience, our partnership with Facebook, and our integration with Yext, to build something that truly does enable our clients to drive better results, maintain brand consistency and collaborate with their locations.”

Email Us for more information or for a demo of our new features!

Cox Media Group earns Facebook Partner Badge


We’re excited to hear that our friends at Cox Media Group have earned themselves a Facebook Marketing Partner’s Small Business Solution badge! We’re doubly excited that they were able to leverage our scalable ad technology to help them continue to achieve their long-standing history of successful social media campaign management.

If you weren’t already aware, being awarded the badge is no easy walk in the park. Cox Media Group had to meet and exceed Facebook’s high standards for capability and performance. So here’s a big congrats from us to the team over at Cox Media Group!

LJ Hooker’s Facebook Success Story Highlights the Power of Agent Enablement

Facebook has recognized the innovation of Aussie Real Estate giant, LJ Hooker, for their great work over the past 12 months leading the industry on how to scale and drive real value for their agents and customers.

The new Success Story highlights how the group boosted customer consideration with Local Awareness, Lead Gen and Traffic Ads. Leveraging our purpose-built real estate features, and alongside a custom integration to automatically configure Listing Ads, LJ Hooker Boost was launched to free up agent and support staff time, so that agents can focus on doing what they do best – driving exceptional service to help convert leads generated from the campaigns. Read all about the success of LJ Hooker Boost here.

Tiger Pistol has published over 15,000 Facebook & Instagram Real Estate campaigns, and leverages learnings from these to continually drive better results for real estate brands across the globe. Learn more about our Real Estate solution and request a demo to start enabling your network of agents today.

Not a Real Estate brand? Don’t worry – we can help you enable your centralized or decentralized network of locations using our world-first Facebook & Instagram ad technology for multi-location brands. Help Center to find out more.

Not Clickbait: How to Write Great Ad Copy

Here at Tiger Pistol, we live and breathe Facebook & Instagram advertising, and have almost a decade of experience writing ad copy to drive success for our clients.

We’ve cast our net far and wide, scanning the vast ocean of ad copy published via our platform, and have come up with some actionable tips on what tasty ad copy will best reel in the hungriest of snappers. Okay, enough analogies. Let’s get to the hot tips of how to tackle (okay, just one more the social feeding frenzy):

1. Know your voice.

Do you want to come across as warm but professional, or you do you want to connect with your audience like you’re best mates?

Whether you’re using certain words, slang or boat emojis you’d easily throw around the group chat, or whether you’ve got a tighter tone, don’t flounder around (sorry); write organically. Define, refine and flesh out (okay, not sorry) a consistent communication style that feels naturally aligned and have it ooze out of every crevice of your ad copy.

2. Know your audience.

Before you do anything, answer this question: Who is reading this?

Once you have a clear visual on them, ask yourself: What are they thinking? What are they doing? What do they want? What problem do they need solving? What are their pain points? And then write to that.

3. Stick to one message.

Most people reading your ads are scrolling their phones or tablets on-the-go. They, like you right now, might be listening to music, on a phone call, watching TV or talking to the person next to them, all at the same time. They’re clever multi-taskers, right? And they’ve got bigger fish to fry than to stop and focus solely on your ad. So catch their attention with one clear, simple message.

4. Make it match.

When it comes to hooking in your copy with your creative, don’t forget to do a sanity check. Ask yourself: Does my ad copy match my creative? The last thing people want to see is an image of a hamburger if your copy refers to a salad.

And finally…

5. Always be testing.

Even the best marketers can’t predict what copy will summon an impression, a click or a lead. This is why it is so important to constantly test your copy (among other aspects like image, audience and call-to-action) using A/B testing to see which variation will take the bait. Quick elevator pitch: Tiger Pistol automates A/B testing, ensuring your ad spend is spent to drive the best outcome.

These tips are a small drop in the ocean when it comes to writing ad copy. But before you know it, you’ll be making waves in the vast social advertising pool. So go forth, trial, test and test again – the world is literally your oyster.

Have we missed any tips you use when writing copy? Want to learn more about best copywriting practices for your industry? Contact Tiger Pistol today!

Julia Greenhalf is a Lead Social Specialist at Tiger Pistol, helping AU and NZ brands activate their local networks with strategic, geo-targeted ad campaigns.

10 Tips to Get the Most Out of your Facebook Lead Generation Campaign

Do you run an auto-dealership? A restaurant? Are you a dentist, a vet, a financial advisor? No matter what your business does, Facebook Leads Ads provide an effective way to gather contact information from potential customers and is critical data that can be leveraged when building a pipeline of new business.

Tiger Pistol’s purpose built technology makes it easy for multi-location brands to configure a Lead Ad and distribute it to thousands of locations in minutes, giving you more time to think about the content of the ad, and aspects that will drive meaningful outcomes for your locations.

Here are 10 tips that will help you launch a successful Lead Generation campaign:

1. Identify your goals: Before planning creative, copy, etc. it is very important to have a collectively defined realistic campaign goal (Target CPL, Lead Volume, etc.) We recommend focusing on a target CPL – this way you have a way to build a benchmark and work to improve over time.

2. Integrate with your CRM: If you’re already using a CRM like Salesforce, or an email marketing platform like Signpost, automatically sending leads that you generate from Facebook is easy, plus it’ll save you time from having to upload your new leads manually. Tiger Pistol can help to ensure your integrations work seamlessly via our api. If you don’t have a CRM – no worries – you can still download leads you collect from Facebook, or, if you’re a Tiger Pistol client, we’ll send you leads directly to your locations’ email.

3. Target people that are likely to submit their information: Leveraging first party data is a great way to allow Facebook to find people who ‘look-like’ your existing customer base via a Lookalike Audience. By targeting people that share similar traits to your customers, it’s likely they’ll be more interested in your business. If you don’t have first party data, use behavioral and demographic targeting instead, and make sure to think about commonalities or shared interests between your current customers.

4. Allocate a decent budget and timeline: Depending on what industry you’re in, Lead Ads can sometimes be more expensive to get in front of the right people. It’s important to recognize that these campaigns may demand higher budgets. Remember to focus on the lifetime value of what the lead means for your business. Facebook campaigns go through a learning phase, so make sure to give your campaign enough time to optimize and utilize the budget effectively.

5. Determine the value proposition: Prospects are more likely to submit their information in exchange for something they find valuable. Ask yourself: how can I incentivize my target audience to submit their contact information. Some businesses leverage a white-paper or piece of content, some offer free consultations or some type of gratuity, while some run competitions to generate more contacts.

6. Make sure your lead form fits your goals: If your goal is to generate as many leads as possible, a rule of thumb is that fewer form fields will lead to higher volume. However, if you’re looking to generate more qualified leads, consider adding qualifying questions to your Lead Form, such as ‘Are you looking to purchase in the next 3 months?’ or ‘What make and year is your car?’.

7. Abide by the Facebook Ads Policy: It’s important to ensure your ads are in line with Facebook’s Ads Policy, and you’ll need to accept Facebook’s Lead Ads Terms of Service before you can publish a Lead ad. Also, include a valid privacy policy in your lead form. The last thing you want is to be held back from launching due to a policy violation!

8. Use creative that speaks to the target audience: The most important thing to get someone’s thumb to stop on your content is the creative – it’s the first thing they see and is the only reason why they’ll slow down to read the rest of the ad. Use creative that speaks to your target audience. For example, if you’re targeting young adults, make sure your visuals represent young adults. If possible use custom imagery or proprietary images from your business or customers.

9. Use copy that is succinct and describes the value proposition: You have a small window time to get your message across – make sure you describe the value of your business and the incentive of your campaign.

10. Follow up in a timely manner: The success of all your efforts will be lost if you do not respond in a timely manner to a recently submitted lead. According to Hubspot, waiting 5 minutes to respond to a new lead can reduce chance of contact by a factor of 10x. We recommend getting in contact with the lead as soon as possible, at least within 24 hours – having the appropriate response time can be the deciding factor between a customer or a rejection.


Ready to create a best-practice Lead Generation campaign via Tiger Pistol’s multi-location social ads technology? Help Center today for a demo.


Gabe Smith is a Client Manager, who specializes in demand generation, B2B strategy, and customer service.

Coming Soon: NOT Clickbait: How to Write Great Ad Copy, by Julia Greenhalf.