How to Get More Phone Call Conversions from Facebook Ads

While we are in the digital age, research has repeatedly shown that most prospective customers still prefer to pick up the phone and talk to a real person when they make a purchase. Therefore, it is important to integrate phone calls in your online marketing plans. 

Not convinced on the need for phone calls? Consider the following:

• Calls register a 30-50% higher conversion rate than clicks, which only convert at 1-2%
• On average, a call lasts 16 times longer than interaction on a website 
• 6-8% of mobile users are likely to click on an ad with a phone number

There’s no doubt that call conversions can have a tremendous impact on your business bottom-line.

Here are some tips to help you increase call conversions through Facebook ads:

1. Use Facebook Click-to-Call Ads

Using clear call-to-action (CTA) messages on your Facebook ads can improve the call conversion rate. For example, instead of sending your target audience to a landing page, set up a click-to-call button on the ad. This feature is available on Facebook Reach Ads and allows your prospects to call immediately after viewing your ad. 

Unlike the usual ads that have a call-to-action button that links to your website, Facebook call ads have a more specific CTA. The ads prompt prospects to call immediately because when clicked, they open the phone dial pad with your number already pre-populated.

Most Facebook Click-to-Call ads are shown to potential customers that are near your business. Therefore, if you use a local phone number you can increase walk-in traffic and awareness.

2. Use Facebook Targeting Options

When setting up your Facebook call ads campaign, there are various options you can select to make the ads more call-friendly. These include:

• Schedule your ads based on time
  Set up the ad on a lifetime budget rather than a daily option so that it runs at prime times. For instance, if you manage a restaurant, you can schedule your ad to go live a few hours before dinner. This way, prospects looking to order take-outs can see the ad early enough so that they can take action.
• Use location targeting
  Tailor your ads based on your prospective customers’ location. For instance, if you are targeting local customers with your Facebook call ads campaign, use a local phone number that the prospects can identify with.
• Test different versions of your click-to-call ads
  This can help you to determine which ads result in the most calls. After identifying the best-performing ads, tweak them for even better conversions.
• Target audiences based on the devices they use
  This is very helpful for Facebook call ads, given that 45% of all calls result from mobile search. Mobile-friendly ads can lead to higher conversions. 

3. Use a Call Tracking Software

You can monitor your Facebook call ads campaigns using call tracking software to keep tabs of leads generated. The software can record a customer’s call using a unique tracking number, along with other valuable data points such as:

• Name of the caller
• Time of the call
• Phone number of the caller 
• Duration of the call

Call tracking software allows you to listen to customer’s call recordings to uncover what they want and how you can improve your customer service.

Call analytics software can provide information on the performance of your Facebook ads. For example, you can find out whether an ad’s call-now button led to a call, and if the call resulted in a sale. You can use the software to uncover high-converting and low-performing ads in your marketing campaigns. 

4. Create a Custom Audience for your Facebook Ad

You can get more calls from Facebook ads by creating custom audiences. This can be easily done using unique phone numbers from your call-tracking software. For example, you can use a different number for every ad to test how effective your copy or offer is.

Facebook can match your custom audience members with their Facebook profiles to make it easy for you to reach them with your ads. When you have a sizeable custom audience, you can create Facebook call ads to target the members of the audience. You can also manually update the custom audience if you have new phone numbers that you need to add.

If you are using Facebook ads, you should monitor and tweak your campaigns to increase call conversions. After all, 70% of all phone calls are from digital marketing channels like Facebook ads. Use the above tips to improve your Facebook ads call conversions.