How to Run Facebook Ads for a Webinar

Quick Answer

To run Facebook ads for a webinar, use the Leads objective with a Meta instant form (cheaper) or Conversions to a registration landing page (better quality). Target lookalikes of past attendees plus 2-3 stacked interests. Budget $30-100/day. Expect $3-12 per registration on cold traffic, with show-up rates of 25-40% for evergreen webinars.

Webinar ads have one job: cheap registrations that show up

Cheap registrations alone don't matter. A $1 registration that never shows up is worth zero. The job is balanced cost per attendee, which is registration cost divided by show-up rate. Aim for under $25 cost per attendee for B2C and under $75 for B2B.

Two funnel options

Funnel	Cost per registration	Show-up rate	Best for
Lead form (in-platform)	$2-5	15-25%	Volume, B2C, low ticket
Landing page	$5-15	30-45%	Higher commitment, B2B, premium offer

Lead forms are cheaper but pull lower-intent registrants. Landing pages cost more but the people who fill them out actually attend.

Campaign structure

Campaign: [Webinar Name] – Registration
Objective: Leads (or Sales if conversion-optimised landing page)
Optimisation: Lead (or Complete Registration)
Daily budget: $50 (CBO)

Ad Set 1: Lookalike
- 1% LAL of past webinar attendees
- 1% LAL of email list

Ad Set 2: Interests
- Stacked interests (4-6) related to topic
- Exclude existing email list
- Audience size: 2M-10M

Ad Set 3: Retargeting (warm)
- Page visitors last 90 days
- Email engagers
- Past video viewers (75%)

Schedule: Start 14 days before webinar, end 4 hours before start time

Creative that converts

Three creative angles to test:

Outcome-led ("How I went from X to Y in 90 days, full breakdown live Thursday")
Curiosity-led ("The 3 mistakes everyone makes with X. Free training.")
Authority-led ("17 years, 400 clients. Sharing my exact playbook live.")

Use a static image of you with the webinar title overlay. Or a 15-30 second video of you talking to camera. Avoid stock graphics.

Lead form template

Headline: Free Live Training: [Webinar Title]
Description: Thursday at 7pm UK time. Limited to 200 seats. Replay sent to all registrants.

Questions:
1. First name (auto-fill)
2. Email (auto-fill)
3. What's your biggest challenge with [topic]? (multiple choice or short answer)

Disclaimer: By registering, you agree to receive emails about this training and related offers.

Thank you screen:
"You're in. Check your email for the join link. Add training@[domain] to your contacts so you don't miss it."
CTA: Add to calendar

Show-up rate fixes

Registration is half the battle. To boost show-up rates:

Send 4 emails: confirmation, day-before, hour-before, "starting now"
Send 2 SMS reminders if you have phone numbers (collect them)
Use a calendar invite link in the confirmation email
Run a retargeting ad to registrants on the day with "we start in 2 hours"

Budget by webinar type

Webinar type	Daily budget	Days running	CPR target
Free B2C (info product)	$30-75	10-14	$3-8
Free B2B (lead gen)	$75-200	14-21	$15-40
Paid masterclass ($27-97)	$50-150	7-14	$8-25
Evergreen webinar	$100-500	Always-on	$5-15

What kills webinar ads

Asking too many questions on the form (more than 3 = drop-off)
Promoting more than 7 days out (lead quality decays)
Generic stock imagery
A registration page that loads slowly on mobile
No SMS or email follow-up sequence after registration

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