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Facebook Call Ads

Published on: December 7 2022 by Paid Media Pros

Facebook Call Ads

Facebook Call Ads

startTime durationTime text
00:00:00 00:00:03 when we hear someone tok about facebook
00:00:02 00:00:05 legion campaigns
00:00:03 00:00:07 it's easy to automatikally think of the
00:00:05 00:00:09 form that could be attached to one of
00:00:07 00:00:11 the ads within those campaigns
00:00:09 00:00:13 while instant forms are the most common
00:00:11 00:00:14 method for a lead gen campaign it's not
00:00:13 00:00:16 our only option
00:00:14 00:00:17 another option for legion campaigns is
00:00:16 00:00:19 to focus on
00:00:17 00:00:21 phone calls so if you want to look at
00:00:19 00:00:22 driving more calls to your business
00:00:21 00:00:24 i'm going to show you how you can run
00:00:22 00:00:25 through a lead gen campaign that will
00:00:24 00:00:27 focus on phone calls
00:00:25 00:00:29 instead of forms before we jump into
00:00:27 00:00:30 facebook ads manager i want to go over
00:00:29 00:00:31 three things
00:00:30 00:00:33 that you should know about call ads and
00:00:31 00:00:35 the first one is going to be the most
00:00:33 00:00:36 obvious thing call ads only show up on
00:00:35 00:00:38 mobile devices
00:00:36 00:00:40 pretty difficult to call from a desktop
00:00:38 00:00:41 unless you have some sort of third party
00:00:40 00:00:43 tool which most people don't
00:00:41 00:00:45 so already that will limit your reach by
00:00:43 00:00:46 just going after users with mobile
00:00:45 00:00:48 devices
00:00:46 00:00:50 but to limit that reach even more the
00:00:48 00:00:52 only available placements for call ads
00:00:50 00:00:54 are the facebook news feed facebook
00:00:52 00:00:56 marketplace and the instagram feed
00:00:54 00:00:58 even if you choose automatik placements
00:00:56 00:00:59 it'll only show up on these three
00:00:58 00:01:01 placements
00:00:59 00:01:03 if you choose manual placements you will
00:01:01 00:01:05 only be able to check or uncheck the
00:01:03 00:01:06 boxes for these three placements
00:01:05 00:01:08 and then the last thing before we really
00:01:06 00:01:09 get started is that when people click on
00:01:08 00:01:10 the ad
00:01:09 00:01:12 the call isn't going to automatikally
00:01:10 00:01:14 start and what i mean is when they click
00:01:12 00:01:16 on the call now cta
00:01:14 00:01:18 or they can click on the image or video
00:01:16 00:01:20 creative you're using in the ad
00:01:18 00:01:21 it's going to open up the call dialer
00:01:20 00:01:22 that's on the phone
00:01:21 00:01:24 your phone number that you're going to
00:01:22 00:01:25 implement in your ad that we're going to
00:01:24 00:01:27 show very soon
00:01:25 00:01:28 is going to be pre-filled on that user's
00:01:27 00:01:29 phone they will then have to click the
00:01:28 00:01:31 call button
00:01:29 00:01:33 on their phone to actually call your
00:01:31 00:01:34 business so just because the user clicks
00:01:33 00:01:36 on your call to action
00:01:34 00:01:37 or your ad creative it does not mean
00:01:36 00:01:38 that they're actually calling your
00:01:37 00:01:40 business and that's going to make a
00:01:38 00:01:41 difference when you're looking at the
00:01:40 00:01:42 reporting which will show you the few
00:01:41 00:01:44 different objectives of ways you could
00:01:42 00:01:46 do that so now that we know this
00:01:44 00:01:47 let's hop into facebook ads manager and
00:01:46 00:01:49 we'll go over the two ways that you can
00:01:47 00:01:51 create call ad campaigns
00:01:49 00:01:53 i'm going to go over two ways that we
00:01:51 00:01:54 can create call focused ads within
00:01:53 00:01:56 facebook ads manager
00:01:54 00:01:57 so let's begin by creating a new
00:01:56 00:01:59 campaign and the first campaign
00:01:57 00:02:00 objective we can use
00:01:59 00:02:02 probably going to be the most popular
00:02:00 00:02:04 one is lead generation you can name your
00:02:02 00:02:06 campaign here or you can do it in the
00:02:04 00:02:08 next step so let's click continue i
00:02:06 00:02:10 already went ahead and named my campaign
00:02:08 00:02:11 but then we see the typical legion
00:02:10 00:02:13 campaign settings you can choose if
00:02:11 00:02:14 you're in a special ad category
00:02:13 00:02:16 there's confirmation of our campaign
00:02:14 00:02:17 objective and then we have the optional
00:02:16 00:02:19 setting of
00:02:17 00:02:21 campaign budget optimization i don't
00:02:19 00:02:22 want to start a debate on which one is
00:02:21 00:02:23 better cbo
00:02:22 00:02:25 or ad set level budgets because i've
00:02:23 00:02:27 seen both of them work really well
00:02:25 00:02:29 but for call ads you may want to
00:02:27 00:02:30 consider doing campaign budget
00:02:29 00:02:32 optimization and here's why
00:02:30 00:02:34 when you turn on campaign budget
00:02:32 00:02:35 optimization i'm going to call it cbo
00:02:34 00:02:36 from here on out
00:02:35 00:02:38 you can switch your campaign budget from
00:02:36 00:02:40 daily to lifetime budget
00:02:38 00:02:43 and after i do that i can click the show
00:02:40 00:02:45 more options scroll down a little bit
00:02:43 00:02:46 and here we'll see ad scheduling kind of
00:02:45 00:02:47 highlight it at the same level and then
00:02:46 00:02:49 we can click edit
00:02:47 00:02:51 and then choose run ads on a schedule
00:02:49 00:02:53 now to implement the ad schedule we will
00:02:51 00:02:55 do that at the ad set level
00:02:53 00:02:57 but before i move on i want to explain
00:02:55 00:02:58 why if your business only has certain
00:02:57 00:02:59 store hours
00:02:58 00:03:01 or if you're not a brick and mortar
00:02:59 00:03:01 store and you just have typical business
00:03:01 00:03:03 hours
00:03:01 00:03:04 if you're running a call focused
00:03:03 00:03:06 campaign you want to make sure that you
00:03:04 00:03:07 have someone there who can answer that
00:03:06 00:03:08 phone call
00:03:07 00:03:10 otherwise this campaign could be a waste
00:03:08 00:03:12 of money for you and
00:03:10 00:03:13 it could be horrible customer service if
00:03:12 00:03:15 people are trying to call you and
00:03:13 00:03:17 they're not getting any response back
00:03:15 00:03:18 if you have a 24 hour call center fine
00:03:17 00:03:20 you don't have to worry about that but
00:03:18 00:03:21 you can only use the ad scheduling
00:03:20 00:03:23 setting
00:03:21 00:03:25 if you have cbo turned on and you've
00:03:23 00:03:27 switched it to lifetime budget
00:03:25 00:03:28 so when we get to this ad set example
00:03:27 00:03:29 we'll mess with the hours a little bit
00:03:28 00:03:30 later because there's a few more
00:03:29 00:03:32 settings that are involved but then we
00:03:30 00:03:34 can click next
00:03:32 00:03:36 i already went ahead and named my ad set
00:03:34 00:03:37 but right under the ad set name we see
00:03:36 00:03:39 the lead method
00:03:37 00:03:40 the default option is instant forms
00:03:39 00:03:42 which i mentioned in the intro
00:03:40 00:03:44 but of course for this video i want to
00:03:42 00:03:45 switch it up to calls and even before i
00:03:44 00:03:47 selected calls
00:03:45 00:03:48 and after if you look off to the side
00:03:47 00:03:50 facebook is mad because i haven't
00:03:48 00:03:50 finished up my ad scheduling settings
00:03:50 00:03:52 yet
00:03:50 00:03:53 we can see that it's right below so let
00:03:52 00:03:55 me scroll down a little bit i skipped
00:03:53 00:03:56 the part about setting up the facebook
00:03:55 00:03:58 page but you can see we already have the
00:03:56 00:03:59 pay media pros page selected that's our
00:03:58 00:04:01 page for this account but then we need
00:03:59 00:04:03 to choose a start date and end date
00:04:01 00:04:05 remember this isn't daily budget we had
00:04:03 00:04:06 to shift it to a lifetime budget so
00:04:05 00:04:08 there has to be an
00:04:06 00:04:09 end date so i'm recording this video on
00:04:08 00:04:11 april 30th 2021
00:04:09 00:04:13 and let me just adjust the time to end
00:04:11 00:04:14 it at the end of the next month
00:04:13 00:04:16 and a couple minutes have already gone
00:04:14 00:04:17 by facebook is angry at me so i'm just
00:04:16 00:04:18 gonna change the time so this error
00:04:17 00:04:21 doesn't pop up again
00:04:18 00:04:22 so yes this campaign will end on may
00:04:21 00:04:24 31st
00:04:22 00:04:26 at 5 pm central time if i evaluate the
00:04:24 00:04:27 results i want to see this campaign
00:04:26 00:04:29 continue to run
00:04:27 00:04:30 i can always come back in update my end
00:04:29 00:04:32 date but then i'll also have to go in
00:04:30 00:04:33 and update the lifetime budget too
00:04:32 00:04:35 within the campaign settings can be kind
00:04:33 00:04:36 of a pain in the butt but that's what we
00:04:35 00:04:37 have to do if we want to control the
00:04:36 00:04:38 hours of when people can see our call
00:04:37 00:04:40 focused ads
00:04:38 00:04:42 if we scroll down a little bit ad
00:04:40 00:04:42 scheduling was selected at the campaign
00:04:42 00:04:44 level
00:04:42 00:04:46 so i can't uncheck this this is going to
00:04:44 00:04:48 automatikally be checked but we do have
00:04:46 00:04:49 another option right below
00:04:48 00:04:51 so let me open up this menu we can
00:04:49 00:04:52 select one or the other of which time
00:04:51 00:04:54 zone to use
00:04:52 00:04:56 for ad scheduling so right now we're
00:04:54 00:04:58 using the viewer's time zone
00:04:56 00:04:59 but if i have someone manning the calls
00:04:58 00:05:01 and i only want my ads running when i
00:04:59 00:05:02 have staff to receive them
00:05:01 00:05:04 i may want to switch use the add
00:05:02 00:05:06 accounts time zone so now i can click
00:05:04 00:05:08 and select which days of the week and
00:05:06 00:05:10 hours of the day i would want this
00:05:08 00:05:11 campaign running and it's easy enough
00:05:10 00:05:14 for me to just click and drag
00:05:11 00:05:16 and again it is based on my time zone so
00:05:14 00:05:18 this ad set i'm creating right now
00:05:16 00:05:20 will only run mondays through fridays
00:05:18 00:05:22 from 8 am central time
00:05:20 00:05:23 to 6 pm central time and it's easy
00:05:22 00:05:24 enough for you just going to click a few
00:05:23 00:05:26 random ones for
00:05:24 00:05:28 example to manually select any hour that
00:05:26 00:05:28 you want so you don't have to do a solid
00:05:28 00:05:30 block like i did
00:05:28 00:05:32 pretty cool that you can customize it
00:05:30 00:05:33 like this but let me uncheck these three
00:05:32 00:05:35 if you choose to do ad scheduling and
00:05:33 00:05:36 you're done with that we can scroll down
00:05:35 00:05:38 to our audience options
00:05:36 00:05:40 i am not going to go over the targeting
00:05:38 00:05:41 options you have within facebook that's
00:05:40 00:05:42 not the purpose of this video because
00:05:41 00:05:43 there are a ton
00:05:42 00:05:45 of targeting options so if you're
00:05:43 00:05:46 curious about that you can check
00:05:45 00:05:48 michelle's video that she created
00:05:46 00:05:49 earlier this year but i did name this ad
00:05:48 00:05:50 set
00:05:49 00:05:52 interest so i'm just going to select one
00:05:50 00:05:53 option so i can keep on moving okay
00:05:52 00:05:54 there's my targeting options let's keep
00:05:53 00:05:55 on going
00:05:54 00:05:57 there you can choose your placements and
00:05:55 00:05:59 before we go on to the ad creation i do
00:05:57 00:06:00 want to stop on the optimization and
00:05:59 00:06:02 delivery portion this is pretty
00:06:00 00:06:04 straightforward but i feel like i have
00:06:02 00:06:06 to cover it the purpose of this campaign
00:06:04 00:06:08 and this ad set is to get as many calls
00:06:06 00:06:10 as possible so that is what facebook is
00:06:08 00:06:11 going to optimize towards that is
00:06:10 00:06:13 exactly why
00:06:11 00:06:14 if i hover over this it's grayed out we
00:06:13 00:06:16 cannot change the optimization setting
00:06:14 00:06:17 for this ad set if you want it to be
00:06:16 00:06:18 something else
00:06:17 00:06:20 don't even create a call lead gen
00:06:18 00:06:21 campaign in the first place and then if
00:06:20 00:06:23 we go down to cost control
00:06:21 00:06:24 we can't update that either so let's
00:06:23 00:06:26 just move on to the next step and that
00:06:24 00:06:27 is creating our ads
00:06:26 00:06:29 we already have our page selected
00:06:27 00:06:31 because we chose it at the ad set level
00:06:29 00:06:33 so i'm just going to keep scrolling down
00:06:31 00:06:34 and next let's look at the ad setup and
00:06:33 00:06:35 add creative because if you see in the
00:06:34 00:06:38 ad setup
00:06:35 00:06:40 we only get the option for single image
00:06:38 00:06:42 or video or we can take those images and
00:06:40 00:06:44 make a slideshow that means if you love
00:06:42 00:06:45 using carousel ads you cannot use them
00:06:44 00:06:47 for call campaigns
00:06:45 00:06:48 but most of the ad creative setup is
00:06:47 00:06:50 fairly straightforward you'll need to
00:06:48 00:06:51 enter your primary text
00:06:50 00:06:53 and then if you want you can add in your
00:06:51 00:06:55 optional headline or description
00:06:53 00:06:57 now it might be tempting since it's a
00:06:55 00:06:58 call campaign to use the headline to say
00:06:57 00:07:00 something like call
00:06:58 00:07:02 us but if you see in the ad preview the
00:07:00 00:07:05 call to action button is call now
00:07:02 00:07:07 that is the only cta that we get for
00:07:05 00:07:08 this ad format so it seems silly to have
00:07:07 00:07:09 the headline that pretty much says the
00:07:08 00:07:11 exact same thing
00:07:09 00:07:12 so in this partikular example since i'm
00:07:11 00:07:13 using a specific ad schedule
00:07:12 00:07:16 and i know my ads are going to be
00:07:13 00:07:17 running only when i'm open i can use a
00:07:16 00:07:18 headline like this
00:07:17 00:07:20 say open now or something like we're
00:07:18 00:07:20 ready to take your call you get what i
00:07:20 00:07:21 mean
00:07:20 00:07:23 trying to provide some sort of
00:07:21 00:07:24 expectation on good customer service
00:07:23 00:07:26 we're here to help you now
00:07:24 00:07:28 i'm gonna skip the description but you
00:07:26 00:07:30 can add one if you want to but next
00:07:28 00:07:31 here we get the phone number first
00:07:30 00:07:33 you'll need to select your country code
00:07:31 00:07:34 you can scroll through the many options
00:07:33 00:07:36 you have or you can just type in your
00:07:34 00:07:38 specific country and then enter in your
00:07:36 00:07:39 phone number once i did that
00:07:38 00:07:41 the errors from facebook went away
00:07:39 00:07:44 everything else is looking good
00:07:41 00:07:44 so then we can publish so my new ad is
00:07:44 00:07:46 created
00:07:44 00:07:48 and i'm in the typical performance
00:07:46 00:07:50 column view so we see under bid strategy
00:07:48 00:07:51 it's focused on the lowest cost to get
00:07:50 00:07:53 as many calls as possible
00:07:51 00:07:55 shifting over a little bit looking at
00:07:53 00:07:57 results the results for this is going to
00:07:55 00:07:59 be estimated call confirmation clicks
00:07:57 00:08:01 and then the cost per result
00:07:59 00:08:03 per estimated call confirmation click
00:08:01 00:08:05 again the results are going to show the
00:08:03 00:08:07 number of people who clicked on the ad
00:08:05 00:08:08 for the lead generation objective it's
00:08:07 00:08:10 the approximate number of people who
00:08:08 00:08:12 clicked on the call dialer so this
00:08:10 00:08:13 estimated amount could be
00:08:12 00:08:15 different than the number of people who
00:08:13 00:08:16 actually called your business
00:08:15 00:08:18 definitely have to keep that in mind so
00:08:16 00:08:19 that was one campaign objective
00:08:18 00:08:20 and i know it's the one i pretty much
00:08:19 00:08:22 toked about in the intro but there's
00:08:20 00:08:24 actually another way
00:08:22 00:08:25 you can use call ads within facebook so
00:08:24 00:08:25 i'm going to head back to the campaigns
00:08:25 00:08:26 tab
00:08:25 00:08:29 and then i'm going to create another
00:08:26 00:08:30 campaign because the second objective we
00:08:29 00:08:32 can use to create call ads is going to
00:08:30 00:08:34 be traffic
00:08:32 00:08:35 and then let's click continue the
00:08:34 00:08:36 campaign settings are pretty much the
00:08:35 00:08:38 same i'm not going to duplicate this
00:08:36 00:08:40 i'm not going to use ad scheduling this
00:08:38 00:08:41 time it's all the same that i did
00:08:40 00:08:43 in the last example so i'm just going to
00:08:41 00:08:46 keep moving on at the ad set level we
00:08:43 00:08:48 need to keep it at the website objective
00:08:46 00:08:50 scrolling down there's our daily budget
00:08:48 00:08:51 since i'm not using partikularly a
00:08:50 00:08:54 lifetime budget with ad scheduling we
00:08:51 00:08:55 can still add an end date if possible
00:08:54 00:08:57 but i'm not going to be able to select
00:08:55 00:08:59 my hours i'm going to leave that as is
00:08:57 00:09:00 20 a day keep scrolling down i'm going
00:08:59 00:09:01 to use the same interest i did in the
00:09:00 00:09:03 last example
00:09:01 00:09:04 once we get down to optimization for ad
00:09:03 00:09:07 delivery
00:09:04 00:09:08 we do have the option to change it but
00:09:07 00:09:09 don't do that
00:09:08 00:09:11 leave it as link clicks that is what
00:09:09 00:09:13 we're going to need to be able to run
00:09:11 00:09:15 call ads with a traffic objective so
00:09:13 00:09:17 again leave it as link clicks
00:09:15 00:09:19 and then we can move on to the next step
00:09:17 00:09:21 now since we didn't select a
00:09:19 00:09:23 lead gen campaign setup it looks like we
00:09:21 00:09:24 have more formats that we could use for
00:09:23 00:09:25 this ad
00:09:24 00:09:27 but if you want to keep it as a call
00:09:25 00:09:29 focused campaign you still have to leave
00:09:27 00:09:32 it as single image or video
00:09:29 00:09:34 no carousel no collections don't check
00:09:32 00:09:35 the instant experience box
00:09:34 00:09:37 okay we're going to scroll down to the
00:09:35 00:09:38 add creative this time they didn't pull
00:09:37 00:09:39 an image for me so i'm going to have to
00:09:38 00:09:41 select one
00:09:39 00:09:43 there we see the options for the primary
00:09:41 00:09:45 text headline and description
00:09:43 00:09:47 same as always i'm going to skip that
00:09:45 00:09:48 for now to focus on the next step which
00:09:47 00:09:49 is destination
00:09:48 00:09:51 because it's going to show website right
00:09:49 00:09:53 off the bat but you can change that to
00:09:51 00:09:55 phone call
00:09:53 00:09:57 and that's going to change the ad format
00:09:55 00:09:58 since the website option went away
00:09:57 00:10:00 they took away the option for us to
00:09:58 00:10:02 select a different call to action button
00:10:00 00:10:04 so the one option we get yet again is
00:10:02 00:10:06 call now i wanted to do that
00:10:04 00:10:08 first just so you don't type in a call
00:10:06 00:10:10 now specific headline and then realize
00:10:08 00:10:11 you're still stuck with the call now cta
00:10:10 00:10:13 all right just getting something in
00:10:11 00:10:14 there so the ad won't get rejected
00:10:13 00:10:16 and then the same as last time our
00:10:14 00:10:17 country code and phone number i don't
00:10:16 00:10:18 remember what i selected last time so
00:10:17 00:10:21 i'm just going to use that one
00:10:18 00:10:23 so as you see it took away the final url
00:10:21 00:10:24 again focused just on phone calls
00:10:23 00:10:26 and in this case everything looks decent
00:10:24 00:10:27 so i can publish this one too
00:10:26 00:10:29 looking at the performance columns just
00:10:27 00:10:30 like we did with the lead gen campaign
00:10:29 00:10:31 objective
00:10:30 00:10:33 for the traffic objective they're
00:10:31 00:10:34 different remember we were looking at
00:10:33 00:10:36 optimizing for link clicks
00:10:34 00:10:38 so the bid strategy is going to try to
00:10:36 00:10:39 get as many link clicks for the lowest
00:10:38 00:10:41 cost
00:10:39 00:10:42 and if you're looking at a wider view of
00:10:41 00:10:43 a bunch of different ads from a variety
00:10:42 00:10:46 of ad sets
00:10:43 00:10:46 you will probably be viewing your call
00:10:46 00:10:49 focused ads
00:10:46 00:10:50 with your website focused ads anything
00:10:49 00:10:51 in terms of call only i would try to
00:10:50 00:10:53 filter those views so you're just
00:10:51 00:10:55 looking at the call focused ones
00:10:53 00:10:57 knowing that those link clicks are when
00:10:55 00:10:58 people opening up the call dialer
00:10:57 00:11:00 if we shift over we see the results are
00:10:58 00:11:01 link clicks and then that cost per
00:11:00 00:11:03 result will be per
00:11:01 00:11:04 link click now we said in the lead
00:11:03 00:11:06 objective it's going to show you the
00:11:04 00:11:09 estimated call confirmation clicks
00:11:06 00:11:10 with the traffic focused objective we're
00:11:09 00:11:11 just seeing the number of people who
00:11:10 00:11:12 clicked on the ad
00:11:11 00:11:14 so in my opinion these results are going
00:11:12 00:11:15 to be a little bit less accurate but
00:11:14 00:11:17 this could be
00:11:15 00:11:18 a good option if you want to test a call
00:11:17 00:11:20 campaign
00:11:18 00:11:22 versus a website focus campaign to
00:11:20 00:11:23 potentially see which ones perform
00:11:22 00:11:25 better in terms of engagement
00:11:23 00:11:26 and now you know the two ways that you
00:11:25 00:11:28 could set up call ads
00:11:26 00:11:30 on facebook we're clearly limited by
00:11:28 00:11:30 device we're limited by the placement
00:11:30 00:11:32 options
00:11:30 00:11:34 but if your company really relies on
00:11:32 00:11:36 phone calls and you know that's the best
00:11:34 00:11:37 way that you can close a sale
00:11:36 00:11:39 i definitely recommend trying out this
00:11:37 00:11:41 ad format if you have any questions
00:11:39 00:11:42 about how these campaigns work
00:11:41 00:11:44 or you want to share your experience
00:11:42 00:11:46 with call ads on facebook please let us
00:11:44 00:11:47 know in the comments below
00:11:46 00:11:48 thanks for watching our video if you
00:11:47 00:11:50 found it useful give us a thumbs up
00:11:48 00:11:52 below we release a new video at least
00:11:50 00:11:53 once a week so if you want to see more
00:11:52 00:11:57 from the paid media pros channel be sure
00:11:53 00:11:57 to subscribe

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