We’ve spent the last 4 months porting our Google campaigns over to Facebook. Just like with AdWords, where you pay for clicks, but not impressions– one trick is to place your phone number in the ad. Some proportion of folks will call the number right from the ad, which gives you a free lead.
What percentage of calls are free, we don’t know. So we’ve begun testing by having a different phone number in the ad versus on the landing page. When we have data across a range of clients, we’ll let you know. If you have data on this already, please do share it.
This is one of many similarities between Google AdWords and Facebook self-serve that you can take advantage of in doing local lead gen!