Are Static Ads Dead for Facebook Lead Generation Campaigns?
Anybody can run a Facebook ad campaign. Just a quick YouTube tutorial or a little guidance from Claude, and you are up and running.
The differentiator between a great lead generation campaign and one that is a total dud often boils down to the creatives you use.
This then begs the question: do static image ads perform well for lead generation? Specifically, can static image ads hold a candle to video ads?
Well, I think it’s much better to share my experience from a recent lead-generation campaign I ran and then let you answer that question yourself.
What I Learned Running a Lead Generation Campaign for a Solar Offer
As the title says, I have been running a lead generation campaign for a solar offer. As you would expect, I decided to test this campaign by using two different sets of creatives: a video and a static image.
Actually, the static was a carousel.
Anyway, here’s the video ad:
And here are the static images:
Now to the main gist: how did these two creatives perform?
Outcome
Before going into the details of how these creatives performed, let me first give you a little backstory of the campaign.
As I said earlier, this campaign is for a solar and inverter offer that I am running for a company on a budget of N52,000. I kept the audience targeting broad, meaning anyone in any part of Nigeria could see it.
That said, this campaign generated 65 leads. Of that number, 1 came from the video creative, while the other 64 came from the static.
Let me break it down a little more.
Performance - Video Ad
As I said, the video ad only got me one lead.
The cost per lead was N99.15. Now, this might look extremely low compared to the cost per result for the static ad. I suspect the reason is that I was actually the lead. The video appeared on my feed, and I tested the form to be sure it was working.
This video had an impression of 19 and reached 17 accounts.
I also noticed Facebook paused this ad and spent the entire campaign budget on the static image.
Performance - Static Ad
The static images performed far beyond my expectations. It generated 64 leads, at an average cost of N477, although it sometimes hovered above N485.
Did I make any sales from these 64 leads? Not yet.
However, I almost brokered 2 deals, both of which fell through because of location problems. I still have 5 prospects I am currently following up on, and they are looking promising.
Conclusion
So, back to the question: are static image ads dead for Facebook lead generation campaigns? Not by a long shot. Done right, they can supercharge your lead generation campaign and attract sales.
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