Optimising Facebook Ads with Your HubSpot CRM 1st-Party Data

In today's competitive digital landscape, increasing leads and improving lead quality are essential for business success. Effective marketing now focuses on targeting the right prospects with precision, delivering personalised content, and optimising campaigns for maximum impact. Facebook Ads, with its extensive reach and advanced targeting capabilities, offers a unique opportunity to connect with potential customers across various demographics and interests. However, getting the most out of these campaigns can be complex and time-consuming. This is where HubSpot comes into play.

HubSpot Ads, integrated with Facebook Ads, provides a powerful solution for businesses aiming to enhance their advertising efforts. By combining HubSpot's robust CRM and marketing automation platform with Facebook's vast network, marketers can manage and optimise their ads seamlessly. This integration facilitates increased lead generation and improved lead quality through targeted advertising, optimisation, tracking, and comprehensive reporting.

In this guide, we'll walk you through the steps to effectively utilise Facebook Ads with HubSpot, equipping you with the knowledge and skills to maximise your marketing efforts. Whether you're looking to improve lead quality, manage budgets efficiently, or develop a data-driven strategy for ROI optimisation, this integration will help you achieve your marketing goals with greater precision. Join us as we explore how to harness the full potential of HubSpot and Facebook Ads to elevate your marketing strategy.

What is HubSpot Ads?

HubSpot Ads enhances lead generation by not only increasing the number of leads but also improving their quality through targeted advertising, optimisation, tracking, and reporting. Its integration with Facebook Ads offers unique capabilities that can accelerate your advertising efforts. Existing within the HubSpot platform, HubSpot Ads (CRM Advertising) is designed to streamline the creation, management, and optimisation of digital advertising campaigns. This tool enables marketers to manage their ads across multiple platforms, including Facebook and Google, all within the HubSpot environment.

HubSpot Ads provides a unified interface for managing advertising efforts, simplifying campaign creation, performance tracking, and result optimisation. By integrating with HubSpot's CRM and marketing automation tools, HubSpot Ads allows businesses to connect their advertising activities with broader marketing and sales efforts, enhancing overall strategy and effectiveness

Using HubSpot Ads to Achieve Facebook Advertising Best Practices

HubSpot Ads can significantly enhance Facebook advertising efforts by offering tools and features that align with best practices for Facebook Ads. Here is how HubSpot can assist advertisers in achieving these best practices:

Define Clear Objectives

Utilising HubSpot Ads, you can seamlessly align your Facebook campaign objectives with your overarching marketing goals. Whether you aim for top-of-the-funnel brand awareness (impressions or reach), middle-of-the-funnel consideration (such as website visits, engagement, or video views), or bottom-of-the-funnel conversions (like Lead Ads and Website Conversions), HubSpot Ads offers a comprehensive solution.

By sharing HubSpot audience lists with Facebook, you can effectively target potential buyers at various stages of the sales funnel with the right content. This ensures that your campaigns drive results from initial brand awareness through the consideration phase, and ultimately to conversion.

Improve Audience Targeting

HubSpot integrates with Facebook to share targeting lists created within HubSpot. These can be contact lists or website cookie list users. You can then retarget these "warm" known audiences, or target cold traffic by overlaying Facebook's audience targeting on these lists. This approach ensures your ads reach the most relevant professionals, maximising the effectiveness of your ad spend.

Utilise HubSpot’s segmentation tools to create highly specific audience lists based on detailed criteria, such as:

• When filter criteria are met: Contacts (leads) will enrol when the criteria are true. For example, when a contact’s city is "New York," you can trigger a specific action.
• When an event occurs: Contacts (leads) will enrol when an event has happened. For example, when a form has been submitted, or when a contact revisits your website.

Create Engaging Content

HubSpot provides a suite of tools for developing high-quality, engaging content. You can create compelling visuals and write clear messaging directly within the platform. Use HubSpot’s personalisation features to tailor your ad content to different audience segments and buyer personas.

Personalised content is more likely to resonate with your target audience, increasing engagement and driving more prospects through the buyer funnel. Once you have captured their contact details, you can also use workflows that deliver targeted content and follow-up messages based on user behaviour and engagement history.

Improve Reporting

HubSpot consolidates Facebook’s data with your marketing data, providing a unified view of your campaign performance. This aids in making informed decisions and refining your strategy.

Nurturing Down the Funnel

Use retargeting strategies within HubSpot and Facebook to nurture leads further down the funnel:

• Website Retargeting: HubSpot enables you to set up retargeting campaigns for users who have visited your website. This helps re-engage users who have shown interest in your brand but have not yet converted (completed lead form or phone call).
• Contact Retargeting: Use HubSpot to create custom audiences for retargeting on Facebook. This includes uploading lists of contacts or leads that you specifically want to target.

Test and Optimise

Continuously monitor your campaign performance with HubSpot’s detailed analytics. This includes tracking metrics such as click-through rates, conversion rates, and ROI. Based on performance data, HubSpot provides insights and recommendations for optimising your campaigns. This might include adjusting targeting criteria, refining ad creatives, or altering bidding strategies.

Benefits of Using HubSpot Ads with Facebook Ads

Integrating HubSpot Ads with Facebook Ads can significantly enhance your advertising strategy by leveraging the strengths of both platforms. Here are the key benefits of using HubSpot Ads with Facebook Ads:

Improve Lead Quality

The ability to optimise lead quality is perhaps the primary reason to use HubSpot Ads. If you rely solely on online conversion tracking for Facebook Ads, you optimise for the highest quantity of leads without considering their quality. By using HubSpot Ad Events (offline conversion tracking), you can sync your contact lifecycle changes back to Facebook Ads to score lead quality. This allows the Facebook Ads bidding algorithm (machine learning) to focus on acquiring high-quality leads, thereby increasing revenue and profitability. This approach ensures that your advertising efforts yield more valuable leads, ultimately improving your campaign’s overall effectiveness and ROI.

Originally, offline conversion tracking was only available for the Facebook Ads campaign type called website conversions, but now it is also available with Lead Ads. Facebook's bidding algorithm considers engagement signals on Facebook, such as the number of ad engagements, page engagements, and form engagements, as well as activities that happen on your website, such as form submissions, and what happens in your CRM as the lead progresses through the steps in your sales process.

Audience Targeting Improvements

Enhance your Facebook Ads targeting by leveraging your first-party data within HubSpot’s CRM to create highly targeted ad campaigns based on detailed customer profiles. Use HubSpot’s segmentation capabilities to craft custom audience lists and reach specific groups with tailored messages.

With HubSpot Ads, you can build audiences using your HubSpot data and upload them to Facebook for targeting. This allows you to:

• Reach warm audiences that already know your brand with unique messaging, leading to more effective advertising campaigns.
• Improve targeting by exclusively targeting cold traffic that has never interacted with your brand.

By creating more targeted ad campaigns, you can drive better results. You can also exclude specific audiences to refine your targeting further.

HubSpot Ad Audiences enables you to create custom audiences to share with Facebook Ads using a range of property values within HubSpot, ensuring your campaigns are highly targeted and effective.

Streamlined Campaign Management

Manage your Facebook Ads campaigns alongside other platforms like Google and LinkedIn within HubSpot’s centralised interface. This integration simplifies workflows by reducing the need to switch between multiple systems and makes it easier to view your advertising results in the context of your business data, matched to people rather than anonymous online conversions. Gain insight into how other platforms compare with Facebook Ads beyond just cost per lead.

Streamlining the ad creation, management, and optimisation processes significantly reduces the time spent on administrative tasks, allowing you to focus more on strategic decision-making.

Enhanced Analytics, Measurement & Reporting

By leveraging the combined strengths of both platforms, you can optimise your advertising efforts, achieve better results, and drive business growth. Gain valuable insights to maximise the impact of your Facebook Ads campaigns.

Budget & Bid Management

Utilise comprehensive data that extends beyond clicks and initial lead capture to qualified sales stages in your funnel and make more informed budget and bid decisions. Maximise ROI by leveraging HubSpot’s analytics and bid recommendations to optimise ad spend strategically. Improve bids by using HubSpot Ad Events to record sales cycle stage changes as offline conversions, ensuring your budget is directed towards high-quality leads and impactful campaigns.

Sales and Marketing Alignment

Ensure that your Facebook Ads efforts are fully integrated with broader marketing and sales activities, fostering better collaboration and strategic coherence. Utilise HubSpot’s CRM to track all interactions with leads and customers, providing a comprehensive view of the customer journey and enhancing cross-functional communication. Establish a Service Level Agreement (SLA) between sales and marketing that defines a sales-ready lead (MQL), follow-up protocols, and close rates to ensure alignment and accountability.

Scalability and Growth Opportunities

Scale your Facebook Ads campaigns by leveraging HubSpot’s automation and integration capabilities, accommodating business growth without proportional increases in effort or complexity. Analyse performance data within HubSpot to uncover new growth opportunities and refine your Facebook Ads strategy to target emerging markets or demographics.

Optimised Ad Spend

Allocate more budget to ads that attract leads similar to those who have previously purchased your offering. Waste less money on ads that only attract form fillers without further engagement. Knowing which leads convert into high-quality customers allows for more strategic budgeting.

HubSpot Ads Capabilities

HubSpot Ads offers a comprehensive suite of features and tools designed to simplify the creation and optimisation of advertising campaigns.

Improved Audience Targeting

Enhance your targeting on Facebook by leveraging HubSpot’s CRM to create highly targeted ad campaigns based on detailed customer profiles. Use HubSpot’s segmentation capabilities to craft custom audiences and reach specific groups with tailored messages.

With HubSpot Ads, you can build audiences using your HubSpot data and upload them to Facebook, where they are matched with Facebook users or accounts/companies. This approach improves targeting by reaching warm audiences that already know your brand, leading to more effective advertising campaigns. By creating more targeted ad campaigns, you can ultimately drive better results.

HubSpot Ad Audiences allows you to create custom audiences to share with ad platforms using multiple data sources within HubSpot:

Website Users:

Remarket to individuals who have visited your website, ensuring your ads reach those already familiar with your brand. The Facebook user is matched to their website cookie recorded by the Facebook Tracking Pixel.

Email Contact Lists:

Retarget your segmented email lists to create audiences based on specific behaviours, properties, or demographics. You can upload your customer list to upsell or exclude them from cold traffic campaigns.

Lookalike Audiences:

Build a cold audience of people who are most similar to your website visitors, email subscribers, and customer lists by matching with the Facebook ad platform user database through hashed encryption.

Lifecycle Stage Audiences:

Tailor your ads to different stages of the buyer's journey. For instance, show introductory offers to new leads to promote awareness, and premium service features to marketing-qualified leads (MQLs) to promote consideration. Display different ads to prospects in the quote/deal/opportunity lifecycle stage. Show top-of-the-funnel ads to new prospects who are not yet leads, or have different adverts for each lifecycle stage of a new lead. Upsell to existing customers with specific ads, encouraging repeat purchases or promoting complementary products and services.

Event-Based Audiences:

Target users based on their interactions with your website content, such as those who downloaded a particular resource. For example, send an email automatically using a workflow to contacts generated by HubSpot Ads that return to your website.

Geographic Audiences:

Customise your ads based on the location of your audience to deliver region-specific offers or announcements using HubSpot properties such as city name or postal code.

Demographic Audiences:

By leveraging these diverse audience types, you can create highly personalised ad experiences that resonate more deeply with your target audience, driving higher engagement and conversion rates.

Improved Conversion Tracking & Measurement

In essence, online conversion tracking helps increase lead quantity, while offline conversion tracking helps improve lead quality. 

Online Tracking (Facebook Conversion Tracking):

Most advertisers use online conversion tracking to measure the cost per lead and the number of leads generated by installing the Facebook pixel on their website. Increasingly, companies are also implementing offline conversion tracking to measure lead quality using Facebook's new CRM pixel. Let’s first explore traditional online tracking.

Website Conversions (Website Forms & Phone Calls):
Facebook Ads track the number of people who fill out a form on your website, categorising this activity as an online conversion. This tracking relies on the Facebook Pixel installed on your site. Success is measured by the number of leads generated and the cost per lead, which primarily considers the initial stage of your sales process—the lead inquiry. Facebook Lead Ads use a distinct tracking system because the form is hosted directly on Facebook, making it a lead off Facebook despite not occurring on the platform itself.

Lead Ads (Forms on Facebook):
Facebook Ads allow you to capture leads directly on their platform, bypassing the need to redirect a site visitor to your website. Facebook Lead Ads embed forms within the advertisement, allowing prospects to submit their details directly on Facebook.

Offline Tracking (HubSpot Ad Events) Sales Funnel:

Offline conversion tracking extends beyond capturing form submissions by tracking what happens after the initial lead inquiry is made. HubSpot Ad Events is a powerful feature that enhances your ability to track and understand the progression of leads through your sales funnel.

HubSpot syncs changes in lifecycle stages back to Facebook Ads for improved reporting and optimisation using machine learning AI. Syncing your sales cycle step changes back to Facebook Ads enhances tracking, measurement, and reporting, and also allows Facebook Ads to optimise for lead quality (e.g., acquiring more of the leads that become customers or deals).

Since not all leads have equal value—whether because they are more likely to become paying customers or because they have greater revenue potential or longer-term value—tracking what happens after the initial lead capture of a new contact lead is crucial. By focusing on acquiring high-quality leads, you can optimise your advertising budget effectively. HubSpot syncs changes through each stage of your sales process, following the lead through qualification, quoting, and purchase stages. By tracking leads through every stage of the sales funnel and optimising ad spend based on lead quality or revenue value, you ensure your advertising budget is used efficiently, driving higher ROI and attracting customers who bring long-term value to your business.

With HubSpot, you can determine whether a lead becomes a qualified lead, receives a quote, or eventually becomes a customer. Without offline conversion tracking, you only know who filled out a form, but with HubSpot Ads, you gain insights into which businesses later scheduled a meeting, received a quote, and purchased your service. This approach to tracking offline conversions is recommended by Facebook using their new CRM pixel, which expands upon the traditional website pixel (or app pixel).

HubSpot defines several lifecycle stages to help businesses track and manage the journey of a contact through the sales funnel. These stages include:

• Subscriber: A contact who has shown interest in your content and has opted in to hear more from you, typically by signing up for a blog or newsletter.
• Lead: A contact who has demonstrated potential interest in your products or services, often by filling out a form or downloading content.
• Marketing Qualified Lead (MQL): A contact who has been identified by the marketing team as having a higher likelihood of becoming a customer, based on engagement and fit criteria.
• Sales Qualified Lead (SQL): A contact who has been vetted by the sales team and deemed ready for direct sales follow-up.
• Opportunity: A contact who has entered the sales pipeline and is considered a potential deal.
• Customer: A contact who has completed a purchase and become a paying customer.
• Evangelist: A satisfied customer who advocates for your brand and refers new business.

HubSpot Ad Events allows you to see the real impact of your ads on lead generation, qualification, and conversion. By syncing lifecycle changes back to Facebook Ads, you gain improved reporting and optimisation capabilities through machine learning AI, ensuring that your marketing investments drive tangible results.

Using First-Party Data for Offline Conversions

Whether you are integrating Facebook Ads with your CRM to optimise lead quality, automating follow-up actions, or synchronising contact lists as custom audiences, Facebook Ads CRM integration can significantly enhance your advertising efforts.

Offline conversion tracking can be used with two Facebook Ad campaign types, namely Website Conversions and Lead Ads.

For Website Conversions, you can optimise for completed lead forms on your website and use offline conversion tracking to focus on the best quality leads by synchronising completed steps of your sales funnel as offline conversions.

For Lead Ads, using offline conversion tracking is a more recent development that allows this campaign—traditionally classified as a mid-funnel campaign—to be optimised for bottom-of-the-funnel events that occur offline as a lead progresses through each step of your sales cycle. You can choose to optimise for quantity higher in the middle of the funnel without using offline conversions, or for quality lower in the funnel with offline conversions.

Website Conversions & Offline Conversion Tracking

Conversions Optimisation: Set a performance goal to maximise the number of conversions completed on your website. Your advertisement will be targeted towards individuals within your audience who are most likely to complete the desired action, such as making a purchase, filling out a form, or signing up for a newsletter.

Conversion Quality Optimisation: Set a performance goal to enhance the quality of your conversions. Your advertisement will be directed towards individuals within your audience who are most likely to complete higher-value actions or proceed further in the sales funnel. By using offline conversion tracking, you can synchronise key offline events, such as purchases or consultations, to optimise your campaigns for the best quality leads and customers.

Facebook Lead Ads & Offline conversion tracking. 

Leads Optimisation: Set a performance goal to maximise the number of leads generated from your ad. Your advertisement will be targeted towards individuals within your audience who are most likely to contact you and become leads.

Conversion Leads Optimisation: Set a performance goal to enhance the quality of your leads. Your advertisement will be directed towards individuals within your audience who are most likely to convert into customers.

Ad Management

HubSpot Ads provides a unified interface to create, manage, report on, and optimise advertising campaigns across multiple channels directly from within your CRM. This integration ensures seamless management of all ad campaigns alongside your company data, enhancing reporting capabilities. By connecting your ad platforms, HubSpot enables you to track digital ad performance, maximise ROI, and minimise ad spend. This flexibility in ad creation ensures that your advertisements align with your business objectives and resonate with your intended audience. Monitor the health of Facebook Ads compared to other platforms to evaluate not only cost per lead but also cost per MQL, SQL, deal, and sale. Use this data to align your marketing and sales efforts to generate more sales-ready leads.

Seamless Ad Creation

Use pre-built templates and intuitive tools to quickly create visually appealing ads by reusing existing content from HubSpot’s content library, making it easy to incorporate existing assets into your ads.

Comprehensive Lead Management and Nurturing

Automatically sync leads captured through Facebook Ads lead generation forms into HubSpot’s CRM for immediate follow-up and nurturing.

Lead Scoring and Qualification

Prioritise leads based on their engagement and potential to convert, ensuring efficient use of resources.

Automated Nurturing

Create automated workflows to nurture leads captured from ads, ensuring timely and relevant follow-ups.

Personalised Marketing

Deliver personalised content and offers to leads based on their interactions with your ads. Tailor your marketing efforts according to which ads they engaged with, enhancing the customer experience and boosting conversion rates.

Ad Reporting

You already receive reporting within Facebook Ads, so how does using HubSpot Ads enhance this? HubSpot allows you to integrate your advertising data with your marketing database to gain deeper insights into your efforts. This surpasses the standard advertising interfaces of Facebook Ads, which provide only anonymous data not linked to your prospects and customers.

HubSpot Ads reports on standard metrics such as impressions, clicks, and online conversions, but it also extends beyond the standard metrics available in ad platforms. You can see not only the cost per online lead but also the cost per Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), cost per deal/opportunity, and cost per sale, along with revenue value. These valuable insights enable data-driven decision-making, allowing you to focus your efforts on the most effective campaigns and strategies.

HubSpot’s reporting capabilities provide deeper insights and more informed decision-making through:

Lifecycle Stage Analysis: Understand how your ads influence different stages of the customer journey, from awareness to conversion.

Attribution Reporting: Identify which ads, assets, and channels contribute most to conversions, allowing you to allocate your budget more effectively.

ROI by Campaign: Compare the return on investment across different campaigns to identify high-performing strategies and areas for improvement.

Multi-Channel Performance: Assess the performance of your ads across multiple platforms, including Google and Facebook, within a unified dashboard. Compare cost per lead, cost per MQL, SQL, deal, and sale.

Improve ROI: HubSpot reporting allows you to measure and enhance your ad campaigns using ROI as a key metric for measurement and improvement.

Comprehensive Insights: Access in-depth analytics and performance metrics for your Facebook Ads within HubSpot, tying back results to individual contacts or companies. Gain more context into your advertising by integrating this data with your marketing database.

Performance Tracking: Monitor key metrics such as impressions, clicks, conversions, and ROI in real-time, facilitating agile and data-driven decision-making.

Ad Optimisation (ROI): HubSpot Ads ROI (Return on Investment) is a critical metric that helps businesses measure the profitability and effectiveness of their advertising campaigns on the HubSpot platform. By evaluating the financial return generated from ads relative to the amount spent, businesses can gain valuable insights into their advertising performance. To measure the effectiveness of your paid ad campaigns within HubSpot, you need to configure your ROI calculation to use revenue from deals or estimated revenue.

Revenue from Your Deals: calculates ROI based on your deals in HubSpot, using the Default deal amount settings. For a deal to be included on your ads dashboard, it must:

• Be marked as closed won.
• Be associated with a contact attributed to your ad campaign.
• Have the contact in the lifecycle stage customer.

Lead Management: Nurturing & Sales Assignment

Now that you are capturing leads, it's crucial to determine the best follow-up strategies for different types of leads. Some leads are ready to be handed over to sales, while others need nurturing by marketing until they become marketing-qualified leads (MQLs). Effective follow-up enhances conversion rates and boosts the return on investment from advertising. By leveraging the powerful combination of HubSpot Ads and HubSpot CRM, businesses can streamline their marketing and sales processes, improve lead nurturing, and ultimately drive higher conversion rates and revenue growth.

Enhanced Lead Tracking

HubSpot CRM's integration with HubSpot Ads allows businesses to monitor each lead's journey from the moment they engage with an ad. This provides detailed insights into which campaigns generate the most qualified leads, enabling marketers to allocate resources more effectively. Track leads from the initial ad click-through to lead, deal, customer, and beyond, ensuring that every interaction is captured and actionable. The synergy between HubSpot Ads and HubSpot CRM enhances lead nurturing and sales management in several key ways:

Lead Scoring

Use lead scoring to determine the most efficient follow-up method, saving time for sales departments and ensuring leads are correctly assigned. Understanding a lead’s history and preferences enables tailored messaging that resonates more effectively with potential customers, improving engagement and conversion rates. Create personalized marketing campaigns.

Improved Sales Efficiency

Sales teams benefit from having a complete view of a lead’s interactions with marketing campaigns. This context helps sales representatives engage in more meaningful conversations, addressing the specific interests and needs of the lead, thereby increasing the likelihood of closing a deal.

Automate & Streamline Processes

HubSpot's CRM and ad integration enable the automation of many routine tasks, such as lead scoring and nurturing workflows. Automated workflows can send follow-up emails, assign leads to sales representatives, and trigger alerts based on lead behaviour, ensuring that no opportunity is missed.

Data-Driven Insights

The integration facilitates the collection and analysis of data across multiple touchpoints. Businesses can generate reports that combine ad performance with CRM data, providing a deeper understanding of campaign effectiveness and customer behaviour. These insights are invaluable for refining strategies and improving ROI.

Seamless Communication Between Teams

The unified platform fosters better communication between marketing and sales teams. Shared access to data and insights ensures that both teams are aligned in their goals and strategies, leading to a more cohesive approach to customer acquisition and retention.

Facebook Ads Campaign Objectives

Facebook Ads offers 3 primary campaign objectives to align with different advertising goals. Selecting the right objective helps ensure that your ads are optimised for the desired outcomes. The main campaign objectives include:

Brand Awareness:

Designed to increase awareness of your brand among a broad audience. These campaigns aim to maximise the number of people who see your ads.

Consideration:

• Website Visits: Aimed at driving traffic to your website. This objective is ideal for increasing the number of visitors to your landing pages or website content.
• Engagement: Focuses on increasing engagement with your Facebook content, such as likes, shares, comments, and followers for your Facebook Page.
• Video Views: Optimises for video views, helping you reach people more likely to watch your video content.

Conversions:

• Lead Generation: Optimises for capturing leads directly within Facebook through Lead Gen Forms. This is useful for collecting contact information from interested prospects.
• Website Conversions: Aims to drive specific actions on your website, such as form submissions, downloads, or purchases. This objective requires setting up Facebook’s conversion tracking.

Facebook Targeting Options

Facebook's advanced targeting options provide an invaluable toolkit for advertisers seeking to refine their audience and ensure their ads are seen by the most relevant users. By utilising these diverse options, you can create highly customised campaigns that resonate with your target demographic, driving better engagement and conversion rates. Facebook’s targeting capabilities are one of its strongest features, allowing you to reach a highly specific audience based on various professional criteria. The main targeting options include:

Demographic Targeting:

• Location: Target users by their geographic location, which can be as broad as a country or as specific as a postcode.
• Age and Gender: Tailor your ads to reach specific age groups and genders, making your campaigns more relevant to the audience's needs and interests.
• Languages: Reach users based on the languages they speak, which is particularly useful for multilingual regions or international campaigns.

Interest Targeting:

• Interests: Target users based on their interests, hobbies, and pages they like on Facebook, ranging from fitness and wellness to technology and fashion.
• Entertainment: Target fans of specific genres of movies, music, or television shows.

Connection-Based Targeting:

• App Users: Target users who have interacted with your app or game, which is ideal for driving repeat engagement.
• Event Respondents: Reach people who have responded to your event on Facebook, helping to increase actual attendance.
• Friend of Connected Users: Expand your reach by targeting the friends of people who have already engaged with your brand.

Custom Audiences:

• Customer Files: Upload a list of email addresses or phone numbers to match your existing customers with Facebook users.
• Website Traffic: Retarget visitors to your website by installing the Facebook Pixel to track their online behaviours.
• App Activity: Target users based on specific actions they’ve taken within your mobile app.

Lookalike Audiences:

Reach new people whose interests and demographics are similar to those of your existing audiences. This helps in expanding your potential customer base while maintaining relevancy.

Behavioural Targeting:

• Purchasing Behaviour: Target users based on their past purchase behaviour, including brand and product affinity.
• Device Usage: Optimise your campaigns by targeting users based on the type of device they use, such as smartphones, tablets, or desktops.
• Travel: Target frequent travellers, users who have upcoming trips, or those who have recently returned from travel.

Life Events and Milestones:

Target users at specific life milestones, such as engagements, marriages, or moving to a new home, which are times when they may be more open to certain types of products or services.

Workplace and Education:

• Employers and Industries: Target users based on their employer or the industry in which they work.
• Education Level: Target based on educational qualifications, including specific colleges and fields of study.

Build a Full Sales Funnel on Facebook with HubSpot Ads

Reach people at different stages of their buying funnel by combining HubSpot and Facebook Ads, to achieve various Facebook campaign objectives: 

• Awareness: Focus on reaching a broad audience to introduce your brand. Use engaging content that resonates with their interests or pain points.
• Consideration: Target users who have interacted with your ads or website. Use more detailed information about your products or services to nurture their interest.
• Decision: Aim at highly interested prospects. Offer clear calls-to-action (CTA), testimonials, reviews, and strong incentives like discounts or free trials.

Brand Awareness

By leveraging HubSpot’s detailed segmentation and targeting capabilities, you can ensure your brand awareness campaigns reach a broad yet relevant audience that is not yet aware of your brand by excluding your known contacts and website visitors. Use HubSpot’s analytics to track the performance of your Facebook brand awareness ads. Metrics such as impressions, reach, and frequency are easily monitored to measure the effectiveness of your campaign.

Consideration

Website Visits: HubSpot tracks website visits and attributes them to specific Facebook ads, helping you understand which ads are driving the most traffic. This insight enables you to optimise your ad spend on the most effective campaigns. Create optimised landing pages in HubSpot and directly link them to your Facebook ads. HubSpot’s A/B testing features help you refine these landing pages to maximise conversion rates.

Engagement: HubSpot's social media tools allow you to schedule and publish Facebook posts that complement your ad campaigns with mid-funnel targeting. This unified approach ensures consistency and maximises audience engagement. Monitor likes, shares, comments, and follower growth through HubSpot’s engagement reports. This data helps you adjust your content strategy to boost interaction with your Facebook content. Use the most popular organic content as advertisers to boost reach.

Video Views: Use HubSpot to create personalised video content tailored to specific audience segments identified through Facebook targeting. This increases the relevance and effectiveness of your video ads.

Conversions

Lead Ads :
Integrate Facebook Lead Gen Forms with HubSpot to automatically capture leads from Facebook Lead Ads into your HubSpot CRM. This seamless integration ensures no lead is lost and enables immediate follow-up. Create automated workflows in HubSpot to nurture leads captured from Facebook ads. These workflows can include email sequences, personalised content, and follow-up tasks for sales teams.

Website Conversions:
Set up Facebook’s conversion tracking within HubSpot to monitor the actions taken by visitors on your website. This tracking helps you identify which ads drive specific actions, such as form submissions or downloads. Use HubSpot’s tools to create optimised conversion paths, including landing pages, thank you pages, and follow-up emails, all tailored to maximise the conversion rates of your Facebook ad traffic.

How to Setup Facebook Ads with HubSpot

Define Your Campaign Objectives
Choose your campaign objective based on your marketing goals (e.g., brand awareness, lead generation, website visits). Each objective tailors the ad setup process to align with your desired outcomes.

Identify Your Target Audience
Use Facebook’s robust targeting options, including industry, job title, company size, and more.
Refine your audience to ensure your ads reach the most relevant professionals.

Create Your Ad Content
Develop compelling ad creatives, including text, images, and videos.
Use clear and concise messaging that speaks directly to your target audience’s needs and pain points.

Set Your Budget and Schedule

Define your budget, bid type (CPC, CPM, CPS), and campaign duration. Monitor Facebook’s recommendations to optimise your budget allocation.

Integrating Facebook Ads with HubSpot

Connect HubSpot to Facebook Ads:

• In HubSpot, navigate to Marketing > Ads.
• Click on “Connect Account” and select Facebook.
• Follow the prompts to authorise HubSpot to access your Facebook Ads account.

Import Facebook Lead Gen Forms

• If using Facebook Lead Gen Forms, ensure they are synced with HubSpot.
• Go to Marketing > Lead Capture > Forms in HubSpot.
• Select “Facebook Lead Gen Forms” and configure the necessary settings to import leads directly into HubSpot

Create Lead Nurturing Workflows

• Develop workflows in HubSpot to nurture leads captured from Facebook Ads.
• Navigate to Automation > Workflows in HubSpot.
• Create a new workflow, setting triggers based on form submissions or ad interactions.
• Include follow-up emails, content offers, and other nurturing actions to guide leads through the buyer’s journey.

Further Reading

If you want to learn more about HubSpot Ads, check out our HubSpot Ads Guide.
For a more theoretical overview of advertising, see our guide- How to using AI and Automation with advertising.

HubSpot Ads works with LinkedIn Ads, Facebook Ads and Google Ads.
For a more in-depth review of each ad platform integration with HubSpot, see our blog posts:

Conclusion

In the evolving digital marketing landscape, the integration of HubSpot and Facebook Ads stands out as a sophisticated strategy to enhance advertising efficacy and drive substantial business growth. This comprehensive guide has detailed how leveraging HubSpot’s powerful CRM and marketing automation tools with Facebook's expansive network and targeting capabilities can transform your advertising efforts. From crafting precise campaigns that resonate deeply with target audiences to optimizing your budget and analyzing results for improved ROI, the synergy between these platforms empowers marketers to achieve remarkable outcomes.

Whether your objective is to refine lead quality, enhance audience targeting, or streamline campaign management, HubSpot and Facebook together provide a robust foundation for achieving these goals. With the ability to track every interaction and fine-tune strategies based on comprehensive analytics, businesses are equipped to not just reach but engage and convert their ideal customers more effectively than ever.

As digital landscapes continue to shift and consumer behaviours evolve, staying ahead means embracing such integrative tools and strategies that allow for agility and precision. By implementing the practices outlined in this guide, you are not just aiming for immediate gains but also setting up a sustainable framework for continued success and growth in your digital marketing endeavours.

Embark on this journey with HubSpot and Facebook Ads to not only meet the demands of today’s market but to excel, driving your business forward with every click, conversion, and customer engagement. Remember, in digital marketing, the right tools and strategies are key to unlocking potential and achieving exceptional results.