Mastering Pay-Per-Call Facebook Ads: Tips, Tricks, and Best Practices

Phonexa

10 minute read

Pay-per-call Facebook ads offer a unique opportunity to deliver a promotional message to the right audience and ensure the qualified leads for your business are only one click away from direct communication with your sales department. This technique has limitations, but they can be mitigated using additional software and the best practices described.

The following article will explain the benefits pay-per-call offers for Facebook marketers, prepare you for setting up click-to-call Facebook ads from start to finish, provide insights into targeting the right audience, and display examples of call-only ads.

Understanding Facebook Ads for Pay-Per-Call

Diving into Facebook ads for pay-per-call, let’s explore the most effective types of ad campaigns and how to choose the right campaign objective. It is crucial to select the proper campaign type and objective because they directly influence how your audience interacts with your ads and, ultimately, how they convert into phone calls.

Pay-Per-Call Facebook Ad Campaigns

Generating calls and website visitors and promoting your business locally are the top goals for pay-per-call campaigns, all achievable in just one click on the caller’s side. The acquisition speed is especially important for mobile users, who account for the majority of customers.

Other types of campaigns, on the other hand, are tailored to encourage actions on your website or promote your business. You can integrate the “Call Now” CTA on your website. This way, all types of Facebook ad campaigns can be used to enhance pay-per-call networks. However, consider that navigating prompts to a website adds extra steps to the customer journey, risking increased bounce rates and complex lead tracking.

Choosing the right campaign objective is about aligning your Facebook advertising strategy with your end goal: generating calls. Objectives that allow integration of “Call Now” buttons refine your audience to those who are not just browsing but are ready to talk, making your advertising spending more efficient.

Understanding how Facebook’s ad platform supports these objectives reveals its capability to target and retarget ads based on user behavior and preferences. This hyper-targeted approach ensures that your ads are displayed to a tailored audience, maximizing both reach and relevance.

Real-World Examples of Click-To-Call Facebook Ads

To bring these points home, consider real-world examples where businesses have leveraged Facebook’s pay-per-call capabilities.

The click-to-call Facebook ads offer a simple yet informative layout:

• Short ad story at the top
• Media that best aligns with the ad’s goals (can be a short video, an image, or several images in a carousel loop)
• Clear message explaining the benefits you’re offering in the bottom left corner, written in a business pitch
• CTA button in the bottom right corner

Facebook call ads can be useful for most industries, including high-ticket niches. Nevertheless, judging from the Facebook click-to-call ads that appear in the feed most often, the industries that offer consultations as the initiation of the customer journey are the most popular. Thus, click-to-call campaigns are popular with law firms, healthcare, financial services, and real estate, as opposed to retail. These services greatly benefit from direct communication.

This groundwork sets you up to delve deeper into creating and optimizing your click-to-call advertising on Facebook, steering you toward achieving more meaningful conversations and conversions.

Benefits of Facebook Pay-Per-Call Ads

Pay-per-call Facebook ads integrate the features of social media advertising and pay-per-call marketing in a single platform. Their main advantages are:

• Precise targeting: It is in the nature of social media platforms to absorb, organize, and store a lot of information about users, either voluntarily provided by users, received from third-party sources, or gathered by analyzing user behavior. This information is then implemented to categorize users into different target audience segments. Phone call advertising through Facebook allows targeting users based on location, age, sex, household income, hobbies, and more.
• Streamlined conversions: Various marketing channels may motivate users to dial pay-per-call numbers or navigate them to other platforms with such numbers. However, Facebook call-now ads enable businesses to connect with users with a single click. This shrinks the number of steps in a customer journey to a minimum. Pay-per-call affiliates earn commissions from user conversions on advertisers’ product pages, and this method offers a complete marketing cycle. Once the user clicks the button in the ad, it becomes the advertiser’s responsibility to guide the lead toward conversion.
• Lead tracking analytics: Facebook offers advertising analytics for all ad campaigns. With this feature, marketers can understand the success of their campaigns with their audiences, calculate essential metrics, including ROI, and evaluate the effectiveness of the ad content.

Lead tracking is a fundamental instrument for seasoned marketers. Facebook call tracking allows for the analysis of the campaign segment that occurs on the platform, i.e., the performance of pay-per-call Facebook ads. A comprehensive lead-tracking solution is necessary for a complete analysis of the customer journey from the initial touch point to conversion.

Phonexa is the most up-to-date lead-tracking solution with advanced marketing automation features. It allows building leads’ profiles based on information from multiple sources while analyzing user behavior on the website and more.

Book a demo or take a product tour today to learn how Phonexa can leverage your marketing campaigns. 

A Step-By-Step Guide to Creating Pay-per-Call Facebook Ads

Let’s delve into the basics of Facebook pay-per-call advertising. The simple steps described below will allow you to launch your first click-to-call campaign without additional pay-per-call software.

Step 1 – Set Up a Facebook Business Page

Create a Facebook business page. Provide relative information that will allow users to find your business. Business pages have access to Facebook features for creating and monitoring ad campaigns.

Step 2 – Choose a Goal for a Marketing Campaign

Facebook allows a choice of six types of campaign goals. Deciding on these goals will influence the ads’ layout and features. Select campaign types that provide a “Call Now” option for a CTA.

Step 3 – Set Up Your Audience

Use various criteria to refine your target audience. Decide what user data is important for conversions, such as location, gender, relationship status, etc. Additionally, you can use the database from your previous advertising campaigns to create a custom audience.

Step 4 – Choose Your Ad Placement

Facebook offers several options for where your pay-per-call advertising may appear. They include News Feed, Stories, and Messenger. Additionally, you can choose the ads to appear in another Meta application – Instagram.

Step 5 – Determine a Budget and Bidding Strategies

You can choose to spend a specified amount of money per day or longer. We suggest choosing a monthly option since a day-long campaign may not represent consistent data. It’s also important to choose the bidding strategy that will work best for attracting pay-per-call leads. The most effective model for this purpose is CRC (cost-per-click), which allows you to pay only for instances when users click Facebook ads call to action.

Step 6 – Select Content for Your Home Improvement Ad Format

Start by crafting a concise one-paragraph description of what your business does and place it at the top of an ad, below the profile name. Next, choose a compelling image or a series of up to five images for a carousel format that showcases your professionalism and directly relates to your ad’s promotion. Finally, write a bold and engaging call to action that explains the benefits the user gets when calling the advertised business.

Facebook Advertising Tips for Effective Campaigns

With all the benefits for the advertising industry and the ability to directly connect users with businesses, Facebook has established itself as a major platform for generating pay-per-call leads. Whether you’re representing a business that launches its first advertising campaign on Facebook or professional pay-per-call services, follow these tactics to ensure you extract maximum value from your efforts:

A/B Testing

Continued optimization is crucial for increasing the effectiveness of pay-per-call Facebook ads. Professional marketers implement A/B testing to understand which changes positively influence ad performance. This strategy involves launching similar ads with only one different element.

The important variables to test are:

• Visuals: Experiment with different visuals and test the performance of video vs image format and single-image vs carousel layout
• Ad copy: Your text explains the benefits of the promoted products, so try out different product descriptions as well as tone of voice to engage your audience
• Targeting: Modify the targeting settings to increase the number of calls and also to learn more about your target audience

Monitoring Key Metrics and KPIs

It’s important to understand and monitor various metrics and key performance indicators to evaluate the success of your pay-per-call Facebook ads compared to other promotional strategies and to determine optimal ads using A/B testing. Pay close attention to:

Implement Geo Targeting

Use Facebook’s precise targeting settings to reach an audience likely to buy from local businesses. To make the ads resonate with the audience’s needs, follow these best practices:

• Target users living in specific areas as opposed to users interested in certain locations
• Let the users know you’re promoting local business by including geo-specific details in the ad copy or visuals
• Ensure to use a local area code number for the Facebook “Call Now” ads

A phone number with an unfamiliar area code may raise doubts among users about whether the business is local and discourage them from calling it. The ability to use different area codes in marketing campaigns is crucial for marketers. However, only some call tracking software offers this feature.

Phonexa offers DNI as part of its Call Logic tool. This tool allows assigning different phone numbers to different ads to increase user engagement and simplify campaign engagement tracking.

Build your plan to elevate your advertising marketing, or take a product tour to discover how Phonexa’s eight proprietary solutions can improve your pay-per-call campaigns.

Multiple Ad Types

Utilize diverse ads for your promotions. Within a single campaign, incorporate ads that introduce your products, showcase customer testimonials, or emphasize brand reputation. The targeted users may not immediately react to the first ad they see, but it will improve brand recognition and increase the chances for conversion for the following ads.

Similarly, use different ad types, including ads that aim to increase traffic to your website, get more likes for your Facebook page, and drive traffic to additional marketing channels.

Use Retargeting

Retargeting techniques involve displaying ads to users who have previously interacted with your content but haven’t made a purchase. For example, you can target users who have visited your website domain in the last 30 days but haven’t been on a Thank You page, meaning they haven’t completed a purchase.

Effective pay-per-call Facebook ads are concise and straight to the point, so they may not catch the attention of viewers who are new to the brand. Retargeting attracts people who already know about your products and offers them a quick connection method. It is highly successful in converting customers who are almost there but not quite.

Unlock Facebook Pay-Per-Call Ads Potential With Phonexa

Click-to-call Facebook ads are a robust solution for marketers who combine the benefits of pay-per-call advertising, such as high conversion rates, with Facebook’s precise targeting and analytics. However, they have limitations and should be combined with other marketing channels and platforms.

Phonexa offers the most complete suite of tools that improve pay-per-call leads tracking and analyzing and integrating pay-per-call Facebook ads into a unified system. Each tool targets specific objectives, collectively creating a robust digital marketing platform.

Schedule a demo or join a product tour to set the groundwork for your success in digital marketing.

Frequently Asked Questions

What is a per-per-call advertising?

Pay-per-call advertising refers to a performance marketing strategy where businesses pay publishers based on the number of calls made by users who engage with ads containing promoted numbers.

What are the benefits of pay-per-call Facebook ads?

The main benefits of pay-per-call Facebook ads are:

• Streamlined conversion process, eliminating the need for users to switch between different platforms
• Precise targeting based on detailed information Facebook has on its users
• Built-in campaign analytics allow tracking user conversions and improving future promotion campaigns.

What are the limitations of pay-per-call Facebook ads?

Facebook typically demonstrates lower conversion rates than some other platforms, such as Google Ads. This may be attributed to higher trust in branded ads on social media platforms. Likewise, Facebook offers limited campaign management compared to full-scale marketing platforms. It is best to incorporate Facebook pay-per-call Facebook ads campaigns within specialized marketing automation software, such as Phonexa.