How I got over 2K Subscribers with ONE Facebook Ad! – Facebook Lead Ads

At the beginning of this year, Facebook rolled out their new Lead Gen ads. Are you using them yet? If not, you’re missing a huge opportunity to add quality readers to your mailing list for PENNIES!

Let’s do some math…

I run a LOT of giveaways. I enjoy them. They’re fun. They build hype. They go viral easily. They introduce my work to a lot of new readers. I do not keep the email addresses for everyone who enters my giveaways. That would be a big waste of money when Mailchimp charges me based on the number of email addresses I have. I only keep the people who download my free book. With my first giveaway I did last year, I added over 600 subscribers to my mailing list. My final CPL (cost per lead, or cost per subscriber) ended up being $.69. Not too shabby. But giveaways are a lot of work.

Then I discovered Facebook’s new Lead Ads.

These ads have the same end result, without the work for half the price. Sound too good to be true? This is one of those rare cases where it’s completely true.

What are Facebook Lead Ads?

Facebook Lead Ads are mobile ads that allow people you target to sign up for your mailing list without ever leaving Facebook. All they have to do is tap a few buttons on their mobile phone, and they’re signed up.

Let’s look at one of my actual ads. I have a bunch of these that I test with different markets. With the promise of a free copy of my book, The Detective, all they have to do is tap download and approve for me to have their email address. Then it is added to my list in Mailchimp where I have an automated system in place that sends them their free book. Since I launched this ad in February, it’s added 2,129 email addresses to my mailing list. Here’s the best part…it’s only cost me $.39 per lead. That’s a savings of $638.70 over a giveaway with no more work than the initial setup of the ad.

This particular ad targets fans of Janet Evanovich. (I love her books.):


And here is the report:


I average 36-40 new subscribers every day, but you’ll notice some dips and gaps in there. If I see that the Cost Per Lead is unusually high, I pause the ad for the day. Some weeks I go for days without running them. You can turn them on and off as you like! Thursday-Sunday usually perform the best for me.


What happens when they tap the “Download” button? They get this this popup:


All I ask for is their email address, but you can ask for a long list of things. I don’t recommend it though. The more you require, the lower your conversion rate. (Less people will sign up.)

Once they enter their email address, Facebook collects the email and puts it in a downloadable spreadsheet on my author page. Manually, you can find this list on your Fan page or Business page under “Publishing Tools” and then “Lead Ad Forms.” (It took me a while to find that when I started these!)

Then all you have to do is upload those email addresses into your Mailchimp list (or whatever program you use). And hopefully you have an automation sequence so your work is done.

Here was my ONE problem with this:

My Open Rates and Click Rates in Mailchimp were only about 46%. That made me crazy because if they don’t open their free gift, then that email address is worthless for sales. Part of the problem was the time lag between Facebook collecting the email and me uploading it to Mailchimp. So I began furiously checking to see if I had new emails that needed to be uploaded. It quickly became a full-time job. I was literally losing sleep over it. I actually almost hired a virtual assistant in Sydney, Australia just do this process while I was asleep!

Then I found ConnectLeads.


I’m not going to lie, that’s an affiliate link up there. I do make a commission if you use it, but here’s how much I believe in this product. Here’s a non-affiliate link if you’re skeptical:

But I REALLY DO use this. Here’s my dashboard for the same ad pictured above:


ConnectLeads completely automates this whole process for me.

Facebook collects the email. → ConnectLeads adds it to my MailChimp list. → Mailchimp triggers the free book email.

Boom. Done.

No personal assistant required. ConnectLeads also works with a bazillion different email management systems, not just Mailchimp.

My open rates jumped from 46% to 74% as soon as I implemented this system. Give it a try. ConnectLeads has a 30-day MONEY-BACK GUARANTEE. (But you won’t need it. You’re gonna love it. And when you do, send me an email saying “You told me so!”)

If you need help setting up Facebook Lead Ads, go check out Mark Dawson’s website The Self-Publishing Formula. He’s got a great course on how authors can set up great ads!


12 thoughts on “How I got over 2K Subscribers with ONE Facebook Ad! – Facebook Lead Ads

  • May 13, 2016 at 2:05 pm

    Thank you so much for these tips.

    • May 13, 2016 at 5:01 pm

      You’re welcome!

  • May 17, 2016 at 4:23 pm

    Hey, Elicia. Thank you for the great article. What do you feel is the benefit in doing leadgen ads with this method over standard facebook ads that send leads to a squeeze page? Did you notice a change in open rates?

    • May 31, 2016 at 12:55 pm

      MUCH higher conversions for the leadgen ads. (Because they don’t have to leave FB and trust an outside source.) And the higher open rates I attribute to ConnectLeads importing them instantly so the free book is sent instantly.

  • June 6, 2016 at 1:57 am

    Thanks for this! Do you use an automation sequence? I’m trying to figure out how to move people from one list to my main one and a program I’ve seen, Zapier, only seems to do it when they subscribe. I’m afraid I will start mailing ppl sales stuff before I finish welcoming them.

    • June 10, 2016 at 8:24 am

      I import everyone from FB into a different list. Then once they finish the welcome sequence that is set up just for them, I move them to my main mailing list which is segmented by groups so I know where the subscriber was picked up from.

  • June 6, 2016 at 1:17 pm

    Hi Elicia, how do you manage to target fans of Janet Evanovich? I’ve listened to Mark’s videos and hopefully followed to the letter, but each time I get to that part and put in a children’s author, I don’t get anything? Do I need to be following the person first? Is there something I’m missing as it’s driving me nuts;-)

    • June 6, 2016 at 2:17 pm

      Cancel my previous comment Elicia – I’ve found what I was looking for!

    • June 10, 2016 at 8:25 am

      For anyone else who might be curious…not all authors will be available to target. But the big ones usually are. You can also search by a book title or series name.

  • June 6, 2016 at 2:15 pm

    Cancel that last query Elicia, I’ve found what I’ve been looking for;-)

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