Reach Your Crowdfunding Goal: Creating Your Ads and Landing Page

Welcome back! Now that you’ve built your Facebook audiences, it’s time to create and run your ads and build your landing page. In this post, we’ll cover best practices for creating your ads and landing page to drive traffic and collect leads.

Creating your ads: Ad copy

The two most important elements of your ad copy are the headline and the top line of text. We recommend modeling your copy on the following examples:


1. The _____ Ever

The Coolest Portable Air Conditioner Ever

2. Question

Want The World’s First Desktop Hydroponics Greenhouse?

3. Curiosity

These NASA-Inspired Sunglasses Are Made of Aerospace-Grade Titanium

Top text

1. Action

Beat the heat and stay cool no matter where you go. The only air conditioner that’s truly portable so you can stay cool anywhere, anytime.

Sign up for HUGE discounts when we launch on Kickstarter!

2. Community

Join our community to receive HUGE discounts when we launch on Kickstarter and be the first to own the coolest desktop hydroponics greenhouse ever.

Sign up here.

3. Emoji  (Yes, this actually worked!)

This is lit fam! Tag a hairy friend 🙈

Creating your ads: Ad imagery

You do not need to have professional photography or graphics to create a successful ad for Facebook. On the contrary, we found that more casual, authentic-looking imagery performs better.

The examples below were from EcoQube Air’s pre-campaign advertising. Each advertisement you see used the same copy & same targeting. The only thing that changed was the imagery. Pay attention to the cost per lead.

$27 spent : No leads

$21 spent :  1 lead  ($21 cost per lead)

The next image is my business partner, Tom Dadourian, holding the EcoQube Air in the corner of our office… shot on an iPhone.

$5,121 spent :  7316 leads  ($0.70 cost per lead)

On Facebook, people are not looking to be sold to by a company. When they see an image that looks polished, they immediately think “ad.” We don’t want them to think that way. Instead, use imagery that looks natural in their newsfeed yet still evokes curiosity for them to click. I recommend using Canva to create your ads — it’s free!

Quick tip: make sure you have your Facebook pixel on your website. This will not only allow you to gauge the effectiveness of your advertising but will also let you build a custom audience.

Building your landing page

Your landing page is where you will send all ad traffic pre-campaign. The main goal of landing page optimization is to build an email list.

After testing literally thousands of landing page layouts, we’ve found that the time-tested “squeeze” page works the best for gathering leads. A squeeze page is an extremely short page that has your headline, supporting copy, call-to-action, and email opt-in.

That’s it.

The squeeze page works for a number of reasons. It immediately tells the visitor what you want them to do: opt-in to receive more information and get a discount on the product. In today’s attention economy, people don’t want to spend much time scrolling through a landing page.

Here’s the anatomy of a successful squeeze page:

  • Compelling headline
  • Supporting copy
  • Call-to-action

To create landing pages, we prefer to use a custom WordPress theme, but any landing page builder tool will work: ClickFunnels,, OptimizePress, etc. A big thing to realize is that the majority of traffic you will be getting during pre-campaign is mobile. Focus on creating a clear, mobile-optimized landing page. If you don’t have a clear and compelling call-to-action, copy, and imagery, your page won’t work.

Now that you’ve created your ads and your landing page, you’re ready to collect — and nurture — your leads. In our next post, we’ll explain best practices for keeping your email list engaged up through launch.

Learn more

ShipBob created a comprehensive guide for first-time crowdfunders. Learn how to get your backer reward shipped out as planned and prevent your campaign from running into common but costly mistakes that other crowdfunders have made. Download “The Complete Crowdfunding Fulfillment Guide.”

Read the full series