Focusing your ad around a free offer is one of the smartest things that you can do. In fact, if you want to get more sales, you should try to get as many leads as possible from your free offer. That way you can follow up on them and convince them to become your customer.
But any old free offer isn't enough. Your offer has to be perceived as valuable information that your prospects simply can't ignore. The more perceived value your free offer is, the more people will respond to it. You should make it a no-brainer for your prospects to take action.
It's probably best if you use the word "free" in your headline. This way you can get as many eyes to look at your ad and see what it's about. The more people who are exposed to your ad, the more your lead count will rise, and the more sales you will get as a result of it.
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