The Expert Guide To Facebook Messenger Ads (Update 2025)
Facebook Messenger ads are gradually becoming an effective alternative to collecting lead forms, driving customers to the website to fill out a contact form, or even running lead ads directly on Facebook. We tested a Messenger ad campaign for a local tree trimming service with a budget of just $10 per/day. After 5 days, the average cost per message was 3.42 dollars, bringing in 14 contacts, 2 of whom booked appointments, each contract worth a few hundred dollars. Clearly, with just a small budget, Messenger ads brought more than expected results. In this article, BlackHatWorld will explore in detail how to implement Facebook message ads, based on practical experience from experts.
The difference between Messenger Ads and Lead Forms
When it comes to Facebook advertising, many of you must wonder whether to choose a lead form or Messenger Ads. Each format has its own pros and cons, but currently, we find that Messenger Ads bring better-than-expected results.
Lead Form
We believe that many advertisers among you are familiar with the Lead Form, as it is one of the most popular and easiest formats to implement. However, the customer quality from Lead Forms is often underrated, mainly because many people do not know how to maximize this feature.
For example, if you only ask basic questions like name, phone number, and email, it is not surprising that the list of potential customers is often “loose.” But if we add 3–5 screening questions, customers will be more serious, and we will also collect more data to easily start a conversation or give advice later.
The most important thing with lead forms is the response speed. We recommend that you call back within 5 minutes of the customer leaving their information because they are still interested at that time.
Messenger Ads
With Messenger Ads, we have full control over the sales process. When customers click on the ad, they will immediately open a direct conversation on Messenger. Here, we can ask some basic questions to screen them, such as “what area are you in?” or “what specific service are you interested in?” After having this initial information, we can easily ask for a phone number and switch to a detailed consultation via a phone call.
The clear advantage is that messenger ads bring a higher response rate because customers have actively initiated the conversation. Additionally, the cost of Messenger Ads is usually cheaper than Lead Lorms, because customers only need to click once to start messaging, instead of filling out many information fields.
We want to emphasize that Messenger Ads provide value that goes beyond superficial metrics like likes or heart. In reality, the ad placement on Facebook plays an extremely important role. Because when customers actively open the chat window, exchange information, and maintain a conversation, it is not just a simple lead, but also the start of a real relationship. It is these relationships, built from personal interaction, that become a sustainable asset helping your brand grow in the long run.
The Expert Guide To Facebook Messenger Ads (Update 2025)
In 2025, advertising on Facebook Messenger is not just about running messages but also a way to automate the entire customer care process. This helps advertisers and business owners focus on operations while the system consistently brings in customers and revenue. We will share specific steps with practical examples so you can easily apply them to your campaigns.
Step 1: Go to Facebook Ads Manager
We will create a campaign in Facebook ads manager with the leads objective. The interface may vary by account, but you just need to select this objective. Then, name the campaign, skip the special ad categories section if it is not relevant (such as real estate or finance), and turn off the Campaign Budget Optimization option for more flexible budget control.
Step 2: Effective Ad Set Setup
At the ad set level, you need to:
- Give it a specific name for easy management.
- Choose Messenger as the conversion point.
- Link to your business Fanpage.
- Set a budget (daily or lifetime).
- Specify the region, age, gender, and detailed targeting.
Our advice: prioritize Manual Placements. This helps avoid wasting budget on less effective positions, focusing instead on the channels that bring the most conversions.
Step 3: Create an engaging ad and a Messenger greeting.
At the ad level, we will:
- Upload quality images or videos.
- Write an attractive primary text and a clear headline.
- Provide a compelling offer to encourage customers to click.
When customers click, they will receive a welcome message in Messenger. This is our chance to ask the first qualifying question, for example: “Would you like to receive a detailed quote for service X?”. Customers who reply “yes” are a group of quality potential customers. Next, you can ask for their phone number, email, or when they need the service.
When customers complete the process, they will see a completion message, such as: “Thank you, we will contact you within the next 15 minutes”. At the same time, you can add CTA buttons like scheduling an appointment or making a direct call. Note: Do not forget to add a privacy policy so the ad gets approved by Facebook quickly.
Step 4: Leverage automation tools for customer care
When the ads begin to run, customers will continuously flow into Messenger. At this point, you can integrate an automation tool like Highlevel to:
- Track leads in the dashboard.
- Tag and classify customers.
- Send automated SMS or emails.
- Create a follow-up sequence to increase the closing rate.
In reality, profit often comes from the customer follow-up process. The faster you respond and the more often you provide care, the higher the conversion rate. In a recent real estate ad campaign, we achieved an average cost of ~$1.75/lead. By applying an automation system, the entire process, from lead capture and qualification to customer reminders, can be done smoothly. The result was a twofold increase in the number of customers scheduling appointments compared to manual methods.
A summary of small tips in Facebook Messenger ads to help you increase sales.
When implementing Facebook Messenger ads, we find that success lies not only in customers messaging but, more importantly, in how you guide them from a message to an actual action. Below are small but extremely useful tips that advertisers can apply immediately.
Prioritize booking appointments instead of just quoting prices.
Instead of only sending a price list via messenger, we recommend you try to arrange an on-site survey or a direct consultation. Experience shows that when the sales team meets with customers and builds rapport, the contract closing rate can double. For example, a house cleaning service business increased its closing rate from 15% to 32% after implementing this method.
Start with a small budget and smart targeting.
You do not need a large budget from the beginning. With around $10/day, we have run quite a few messenger ad campaigns that brought in quality customers. Keep the target audience broad and only narrow it down by geographic location to ensure you focus on the correct business area.
Diversify ad samples for Facebook to optimize.
Do not just run a few test samples. Create at least six different ad variations (you can create ad images in Canva, Adobe Photoshop…) so Facebook has a chance to choose the most effective version. In one campaign for the beauty industry, diversifying the creatives helped reduce the cost per message from $4.2 to $2.9.
Compelling content, clear CTA
Pay attention to how you write headlines and calls to action. For example, instead of just writing “contact now,” try: “message now to book a free survey.” Clear, action-oriented content will help significantly increase response rates.
Leverage automatic questions and chatbot features
Messenger has a feature that automatically asks questions to screen customers. For example: “Do you need tree removal, trimming, or another service?” This saves time and helps the sales team understand the needs before consulting. Additionally, we advise you to combine it with a well-refined chatbot, but it requires the involvement of staff members who can connect emotionally and close sales naturally.
Apply a multi-step sales model.
One of the strategies we often use is to sell on a tiered basis: start with a low-cost product/service → consult → upsell a premium product. This helps optimize conversion costs and build long-term relationships with customers.
Target high-income customers.
Especially with high-value services or products, focus on targeting high-income customer groups. For example, a high-end real estate campaign focusing only on the top 20% income group in Hanoi brought a ROAS 3 times higher than a broad target.
Facebook Messenger Ads open up an opportunity for advertisers to reach customers directly and more effectively than ever before. With practical guidance from experts, you can immediately apply it to optimize costs, increase conversion rates, and build sustainable relationships with customers. Experiment, measure, and adjust continuously to make messenger ads a vital tool in our digital marketing strategy.
Frequently asked questions
Absolutely. In fact, many advertisers start with a budget of only about 5–10 USD/day but still acquire high-quality leads. Messenger ads are especially effective for local businesses such as spas, salons, and repair services due to their ability to connect directly and quickly with customers.
To increase the closing rate, you should combine compelling ad content, a smart filtering chatbot script, and a real sales team to build trust. For example, instead of just sending quotes via message, proactively schedule a consultation or an on-site survey. This approach often helps double the conversion rate compared to simply replying to messages.
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