How to Use Facebook Ads to Build a Mailing List

Facebook Ads are often praised as one of the most effective tools for driving sales, and for good reason. When done correctly, you can run campaigns where you spend less per click than you earn per visitor—producing a positive return on investment (ROI) every single day.
But selling products directly isn’t the only way to use Facebook Ads effectively.
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In fact, one of the most strategic long-term uses of Facebook Ads is to build a high-quality mailing list—especially if you plan to sell higher-ticket items, courses, or recurring services. When you shift your mindset from just “selling now” to “building relationships for future sales,” your business begins to grow with greater sustainability and momentum.

Here’s how to build a profitable email list using Facebook Ads—step by step.

1. Understand Your CLV (Customer Lifetime Value)Before you start any list-building campaign, you must know one key number: your Customer Lifetime Value (CLV).

Your CLV represents the average revenue you earn from a single subscriber over time. It answers the question:
“How much is a subscriber worth to me in the long run?”

Let’s break it down:

• If your average subscriber buys 3 products a year at $40 each, your CLV is $120.
• If they refer friends, upgrade to a subscription, or attend an event, that value grows even more.
  
  

To calculate CLV:

• Add up the total revenue from all past subscribers
• Divide that number by the total number of subscribers
• The result is your average CLV
  
  

Knowing this number helps you make data-driven decisions about how much you’re willing to spend to gain a new email subscriber.

💡 More on CLV calculation here:
https://www.hubspot.com/customer-lifetime-value

2. Use CPA (Cost Per Action) Advertising to Pay Only for SubscribersOnce you know how much each subscriber is worth, you can confidently set up your Facebook Ads to acquire leads (email subscribers)—not just clicks.

That’s where CPA (Cost Per Action) comes in.

Instead of paying per click (CPC), CPA allows you to optimize for a specific action—like a completed signup form or lead magnet download. You only pay when someone actually completes the action you set (such as entering their email address).

By aligning your Facebook Ad campaign with CPA targeting:

• You can avoid wasting money on users who click but don’t convert
• You can control your budget more effectively
• You can ensure you're acquiring leads below your CLV threshold
  
  

Example:
If your CLV is $60 per subscriber, and you’re acquiring emails at $3 each, you have a 20x ROI opportunity over time.

📌 Facebook’s Lead Generation Ads resource:
https://www.facebook.com/business/help/1041546359532534

3. Create a Value-Packed Lead MagnetTo convince someone to give you their email address, you need to offer something valuable in return. This is called a lead magnet.
Great lead magnets include:

• Free devotionals or ebooks
• Exclusive video teachings
• Printable guides
• Webinars or online training
• Coupon codes or early access offers
  
  

Your lead magnet should:

• Solve a real problem
• Be instantly accessible
• Align with your paid product or service
  
  

Example:
If you sell Christian productivity courses, your lead magnet could be:
“Download the 7-Day Faith-Based Planner to Organize Your Time & Honor Your Calling”

4. Build a Simple, Conversion-Focused Landing PageOnce you’ve created your offer, you’ll need a landing page to collect the emails.

Your page should include:

• A compelling headline
• A brief description of the benefit
• A clear CTA (Call to Action)
• A simple email opt-in form
• Social proof or testimonials, if possible
  
  

💻 Tools to create fast landing pages:

• https://www.leadpages.com/
• https://mailchimp.com/landing-pages/
• https://www.systeme.io/

5. Launch & Test Your Ad CampaignNow you’re ready to launch your Facebook Ad campaign. Keep these quick tips in mind:

• Use video or image ads that preview the lead magnet
• Highlight a specific benefit (“Save 5 hours this week with our free guide!”)
• Keep ad copy short and clear
• Use audience targeting to reach the right people: location, interests, behaviors, and more
• Test 2–3 versions of your ad (different headlines, images, CTAs) to see what works best
  
  

🎯 Advanced tip: Retarget visitors who didn’t sign up with a follow-up ad!

Final Thoughts: Grow Your List, Grow Your RevenueA healthy, engaged mailing list is one of the most valuable digital assets you can own.

It allows you to:

• Build real relationships with your audience
• Nurture trust and credibility
• Launch products and offers directly to warm leads
• Increase your ROI over time
  
  

Facebook Ads give you the ability to grow this list with precision, speed, and control—if you’re strategic.

So don’t just aim for clicks. Aim for long-term connection. Use Facebook Ads to plant seeds that will bear fruit for months and years to come.

Need Help Building a Facebook Lead Funnel?As a digital media strategist and creative business coach, I’ve helped authors, pastors, nonprofits, and business owners build impactful lead funnels using Facebook Ads, storytelling, and value-driven content.

If you're ready to build a lead-generating system that works while you sleep—let's connect.

👉 Contact me now at: www.laynemcdonald.com/contact
Let’s grow your reach, build your list, and change lives together.