Pay-per-call ads on Facebook offer a unique opportunity to deliver marketing messages to the right audience and ensure that the qualified leads are just one click away from direct communication with your sales team. Of course, this technique also has some limitations, but most of them can be mitigated by using additional software.
Learn the advantages of running pay-per-call offers on Facebook, prepare A-to-Z to set up click-to-call Facebook ads, dive into how to target the right audience, and see examples of call-only ads.
Now, to the nuts and bolts of the Facebook ads of pay-per-call – let’s see what some of the best types of ad campaigns are, and how to choose the proper campaign objective. As expected, choosing the right type of campaign and objective is not unimportant, since both have a direct impact on how your audience will engage with your ads to convert into phone calls.
The key objectives of pay-per-call campaigns include generating calls and website visitors locally with just a single click on the caller’s end. The speed of lead acquisition is also very important, considering that the majority of customers are now mobile users.
Other ad types are designed to trigger specific actions on your website, but adding the “Call Now” CTA on your website can prove helpful to drive more high-intent call leads. This way, Facebook ad campaigns can be used to generate more traffic by affiliates and pay-per-call networks.
Setting up the right campaign objectives will help you align your Facebook advertising strategy with the purpose of creating calls. Objectives allowing integration of a “Call Now” button will also refine the audience to not just browsing but ready to talk, which makes spending on advertising much more effective.
Knowing how the Facebook ad platform supports these objectives brings us to the fact that it can support targeting and re-targeting in line with users’ behaviours and preferences. This hyper-targeted approach makes sure that your ads show to a tailored audience for maximum reach at high relevance.
To bring these points home, consider a set of real-world examples in which businesses have used Facebook’s pay-per-call capabilities.
The structure of click-to-call Facebook ads is simple yet informative:
Basically, Facebook call ads can be helpful for most industries, including high-ticket niches. However, judging from the Facebook click-to-call ads that appear in the feed most often, popular industries would include those offering consultations at the very start of a customer’s journey. Click-to-call campaigns are, therefore, popular with law firms, healthcare, financial services, and real estate – as opposed to retail. These industries can significantly benefit from direct communication.
This lays the foundation for you to create and optimise your click-to-call ads on Facebook, moving you a step closer to your goal of better conversations and conversions.
Pay-per-call Facebook ads bring together functionality from social media advertising and pay-per-call marketing within one platform. Their salient features and benefits are:
Lead tracking is one of the basic instruments for any seasoned affiliate marketer. Facebook call tracking gives the ability to analyse only that part of the campaign that happens on the platform – meaning, basically, the performance of pay-per-call ads on Facebook. One would require a complete lead-tracking solution for an end-to-end analysis of customer journeys right from the very first touch point to conversion.
Phonexa is the most modern solution for lead tracking, with sophisticated functions of marketing automation, which allow creating profiles of leads based on data from different sources and analyse user behaviour on the website and more.
Build your plan now, or book a demo to find out how Phonexa’s eight-in-one software suite can help you fine-tune your pay-per-call efforts.
Now, let’s dive into the basics of running a Facebook pay-per-call ad. The straightforward steps below will have you launching your first click-to-call campaign in no time – no additional pay-per-call software required.
Set up a Facebook business page. Fill in relative information to let users find your business. Business pages have access to the Facebook features for creating and tracking ad campaigns.
Facebook allows the selection of six types of campaign goals. Determining these will affect the ads’ structure and features. Choose campaign types that offer a “Call Now” option for a CTA.
Refine your target audience with different criteria. Choose which information about the users is valuable to conversions, for example: location, gender, relationship status, etc. You also have the option of making a custom audience from the database if you have run previous advertising campaigns.
There are several options available on Facebook regarding where your pay-per-call advertising can appear: News Feed, Stories, Messenger, and also the option to make ads appear in another Meta application – Instagram.
You can choose to spend a certain amount of money per day or longer. We recommend selecting a monthly option since a day-long campaign may not be representative of consistent data. Besides that, you need to select a bidding strategy which will be effective for acquiring pay-per-call leads. The most effective model for that is CRC, or cost-per-click, which allows you to pay only in those instances when users actually click Facebook ads call to action.
Begin by making a one-paragraph, quick description of what your business does and place it at the top of an ad below the profile name. Then, select an attractive image or up to five images for a carousel format, showing professionalism and relating to what is being promoted. Lastly, create a bold call to action that explains to the user what benefits they achieve when calling the advertised business.
With all the advantages for the advertising industry and the possibility to connect users directly with businesses, Facebook has managed to establish itself as one of the main platforms for generating pay-per-call leads. Be it for a business that launches its very first advertising campaign on Facebook or professional pay-per-call services; here are the tactics you should follow to make sure you extract maximum value from your efforts:
Continual optimisation is important in bringing about efficiency in pay-per-call Facebook ads. Affiliate marketers apply A/B testing as a means of understanding what alterations bear positively on the performance of their ads. This involves creating similar ads, changing only one element.
The key variables to test are as follows:
It’s about understanding and monitoring various metrics and key performance indicators as a way to assess your pay-per-call Facebook Ads against other promotional strategies and as a means for determining the optimal ads utilising A/B testing. Pay attention to:
| Call volume | Measures the initial interest your ads receive. |
| Cost per call | Measures the overall cost-effectiveness of your campaign |
| Call duration | Measures the complexity of the request, the operator’s performance, and the relevance of the call |
| Click-through rate | Reflects how appealing the ads are to click |
| Call frequency by day | Identifies when customers are prone to calling in |
With Facebook’s precise targeting settings, target an audience that is most likely to purchase from local businesses. To make these ads resonate with the audience’s needs, here are some best practices:
A phone number that has an unfamiliar area code might lead to a number of questions on the minds of users, like whether the business is local or not, and prevent them from calling the number. The ability to use different area codes on marketing campaigns is a much-needed feature for marketers, though not all call tracking software offers this.
Phonexa provides DNI as part of its Call Logic tool. In this tool, different ads can be assigned different phone numbers to increase user engagement and make tracking of the campaign engagement simpler.
Build your plan now, or take a product tour to learn how Phonexa’s eight proprietary solutions can make your pay-per-call campaigns work even better.
Run diverse ads for your promotions. In one campaign, utilise ads that introduce products, customer testimonials, or brand reputation. The targeted users may not respond immediately after viewing the first ad, but it enhances brand awareness and creates more opportunities for conversion with successive ads.
Similarly, try out various ad types including ads aimed at driving traffic to your website, increasing likes to your Facebook page, or traffic to other marketing channels.
Retargeting methods are aimed at showing your ads to users who have viewed your content but never bought. For example, you can target users who have visited your website domain in the last 30 days, but never been on a Thank You page, indicating they never completed a purchase.
Effective pay-per-call Facebook ads are short and straight to the point, thereby not being catchy enough to viewers who are new to the brand. Retargeting attracts people who already have knowledge about your products, offering them a quick means of connecting. It is super effective at converting customers who are almost there but not quite.
Click-to-call Facebook Ads are a robust solution for affiliate marketers who can combine all the advantages of pay-per-call advertising —like high conversion rates — along with Facebook’s sharp targeting and analytics. But still, they have limitations and need to be integrated within other marketing channels and platforms also.
Phonexa provides the most comprehensive suite of tools for enhancing pay-per-call lead tracking and analysis, integrating pay-per-call Facebook ads into one system. Each tool is targeted at specific objectives that, together, create a robust digital marketing platform.
| LMS Sync | Lead tracking & distribution software |
| Call Logic | Call tracking & distribution software |
| E-Delivery | Bulk email & SMS marketing software |
| Cloud PBX | Cloud phone system |
| Lynx | Click tracking software |
| Opt-Intel | Suppression list management solution |
| HitMetrix | User behaviour recording & CRO software |
| Books360 | Automated accounting software |
Build your plan now, or book a demo to set the groundwork for your success in digital marketing.
Pay-per-call advertising is a performance marketing strategy whereby businesses pay publishers based on the number of calls generated by users who contact promoted numbers through ads.
The main advantages of pay-per-call Facebook ads include the following:
– Smooth conversion process eliminates the need for users to switch between different platforms.
– Precise targeting based on detailed information that Facebook has about its users.
– Built-in campaign analytics enable tracking user conversions to improve future promotion campaigns.
Facebook tends to exhibit somewhat lower conversion rates compared to some other platforms, for instance, Google Ads. This may be due to higher confidence in branded ads on social media platforms. Also, Facebook provides limited management of campaigns compared to full-scale marketing platforms. It is fit to include Facebook pay-per-call and Facebook ads campaigns within specialised marketing automation software, such as Phonexa.
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