Promoting an eBook is good. Doing it with a well-thought-out Facebook Ads campaign is much better. The key is to know how to attract qualified leads without wasting your budget. Are you wondering how to turn an ad into an email-generating machine? With the right strategy, Facebook becomes a formidable lever to spread your content and build your audience. Discover in this article the key steps to launching an effective campaign and making every euro invested profitable.

1. Prepare your campaign to attract the right leads

Before launching any advertisement, it’s essential to lay solid foundations. A well-prepared Facebook Ads campaign not only attracts traffic but, more importantly, targets qualified leads who are likely to be interested in your eBook.

Define a clear and measurable objective

Facebook offers several types of advertising goals. To promote an eBook, two options stand out:

• Lead Generation: Facebook displays an integrated form on the platform, quick to fill out. 
• Conversions: the user is redirected to your external landing page, optimized for capturing emails.

In both cases, pair your ad with a specific offer: a downloadable eBook in exchange for an email address, in a simple and smooth conversion funnel.

Target the right audience

Targeting is the crux of the matter with Facebook Ads. A brilliant ad shown to the wrong audience will generate no results. To capture relevant leads, focus on:

• Interests related to your theme (e.g., digital marketing, entrepreneurship, nutrition…). 
• Lookalike Audiences, based on your existing visitors or subscribers. 
• Retargeting, to retarget people who have visited your site or interacted with your content.

Tip: Stay precise. It’s better to reach 5,000 highly qualified people than 100,000 who are not interested.

Create an eye-catching visual and message

Your ad must catch the eye and instantly pique interest. To achieve this:

• Use a clear visual showcasing the cover of your eBook. 
• Write a short, benefit-oriented text (e.g., “Find out how to double your leads in 7 days”). 
• Add a clear call-to-action button: Download, Learn more, etc.

Don’t forget to test several variants with A/B testing. Sometimes, a simple phrase or color can double your click-through rate.

2. Optimize to convert and make your campaigns profitable

Attracting qualified traffic is one thing. Converting that traffic into leads and making your efforts profitable is another. Optimization plays a key role here. Every step—from the landing page to follow-up—must be designed to maximize your campaign’s effectiveness.

Perfect your landing page

Once the user clicks on your ad, they must be convinced to continue within seconds. Your landing page must be:

• Clear: a catchy title that reminds them of the eBook’s benefit. 
• Visual: an image of the eBook attracts attention and enhances credibility. 
• Focused: no outgoing links, a single goal: capture the email. 
• Fast: the form should be short (first name + email is enough).

Incorporating reassurance elements like testimonials or the number of downloads can improve conversion rates by up to 34% (source: Unbounce).

Track performance and adjust

Measuring, testing, adjusting: this is the key to improving your results on Facebook Ads. Here are the essential indicators to follow:

• CTR (Click-Through Rate): shows if your ad is attracting. 
• CPL (Cost per Lead): measures profitability. 
• Conversion Rate on the landing page.

Remove or modify ads with poor performance. Even a small improvement in a visual or title can make a difference.

Automate the follow-up with an email tool

Capturing a lead is good. Qualifying it is better. As soon as a prospect downloads your eBook, follow up with an automated email sequence:

• Email 1: delivery of the eBook. 
• Email 2: advice or additional content. 
• Email 3: offer or call to action towards your solution.

Tools like MailerLite, Brevo, or Systeme.io make it easy to automate this process, even without technical skills.

For your Facebook Ads to really convert, every detail counts: targeting, message, landing page, follow-up. Combine this strategy with a professional eBook created with Beenyx, and you will have a winning duo for capturing leads effectively.