Facebook is by far the most utilised social media platform with 2.17 billion active users across the globe—and more than 15 million in Australia alone. More than 95% of these Facebook users access their account on mobile and tablet devices which means hours upon hours of scrolling through newsfeeds, watching cat videos, engaging with brands—and clicking ads.

Paid ads are a valuable and cost effective way to reach audiences and generate leads, particularly on Facebook where targeting options are second to none

Historically, more leads haven’t necessarily meant quality leads, so Facebook has upped the ante with lead ads designed to help you capture leads and convert them into new clients and customers.

A few taps can lead to great things

Some marketers can be fooled into thinking that customer data is the same as quality analytics. With the rapid growth of the internet comes increased competition which means businesses, now more than ever, need to know their audience to achieve success. The best way to get to know your customers? Ask them questions.

Facebook leads ads allow you to collect information from potential customers and get to know your audience—meaning you will be able to serve more relevant ads in the future and conduct follow-ups that are more likely to convert.

Incredibly versatile and easy to create, lead ads are a powerful addition to any campaign. Mobile optimised, lead ads allow you the flexibility to provide a seamless experience for any objective from lead generation and conversion to customer research and audience targeting.

What are Facebook lead ads?

Facebook lead ads are as budget-friendly as they are mobile-friendly. To put it simply, they are essentially ads with contact forms that allow businesses to capture customer information while offering opportunities to connect and engage, such as newsletter subscriptions, free content downloads or competitions.

When someone clicks on a lead ad—which is delivered as native content in a Facebook newsfeed—they are presented with a form that’s pre-populated with information from their Facebook profile. The rest can be completed in a few easy taps; they get the information they want and you get a qualified lead for your business.

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Why use lead ads?

By eliminating the need to visit your website, lead ads streamline the process of and time required to fill out forms for your potential leads. They also deliver a range of other benefits valuable in achieving your marketing objectives.

  • Optimised for mobile Pre-populated forms mean that people can submit their contact information with ease, even on the small screen and when they’re on the move. This will only become more convenient over time as use of mobile devices increases.
  • Fewer drop-offs The simple and easy nature of lead ads means more people are likely to complete and submit forms, giving your business a higher volume of people to retarget and engage.
  • Qualified leads Audience selection and optimisation features allow you reach the right people with your lead ads. A ‘warm audience’—people that have already submitted forms—are valuable for retargeting and are easier to encourage towards conversion.
  • Customised questions for your audience Get to know your audience and secure higher-quality leads by customising your forms to ask for the most important information first.
  • CRM integration Newly generated leads can be synced directly with your customer relationship management tool (or downloaded as a CSV), making it easy to take real-time action on new leads.
  • Promote valuable content Lead ads can take many forms: quote or demo requests, newsletter subscriptions, event registration, competitions, offer redemption and more.
  • Served as native content Native content appears much like editorial content in a newsfeed and as such is perceived as high quality and valuable.

Lead ads can be used by any industry and in just about any situation. With such broad functionality, they’re one of the most powerful tools available to build better campaigns.

How to create lead ads on Facebook

As with any other Facebook ad, lead ads are created using Ads Manager. Once you’ve signed in, follow the instructions below.

  1. Click Create in the top left corner.
  2. Select Lead Generation as your objective and name your campaign.
  3. Choose the page you want to use for the lead ad. Click View Terms and agree to Facebook Lead Ads terms and conditions after you’ve read them.
  4. Define your audience, budget, placements and schedule for the ad. Lead Ads cannot be targeted to people under 18 years of age.
  5. Select your lead ad format from carousel, single image, video or slideshow.
  6. Add your headline, body copy and a call to action. A window on the right offers a preview of your ad as you create it.
  7. Scroll down and click Contact Form to complete the following information:
    Intro: Clearly explain why people should fill out your form.
    Custom questions: Select from standard questions (eg. gender, job title) and/or customise questions that pertain to your business.
    Form type: Opt for more volume if your campaign goal is to get as many people as possible to complete the form, or higher intent to add a step that allows people to review and confirm their information before they submit.
    Privacy Policy: You must provide a link to your privacy policy on your website.
    Thank you screen: This screen appears after the form is submitted and there is an option to include a call-to-action or download link.
  8. Under the form name click Settings and check that you would like to collect organic leads. This advanced step is optional but recommended.
  9. Click Finish in the top right corner. Review your ad and when you’re ready to publish, click Confirm.

Tips for creating lead ads that convert

How do you create a lead ad that converts? Here are some of our best tips to help you create lead ads that get you bang for your buck.

  • Make your offer crystal clear Share your value proposition upfront so that people understand what they are signing up for.
  • Give people a reason People are more willing to share their personal information when you offer something in return, for example a promo code or a free download. A good incentive demonstrates to customers that you value their information.
  • Carefully consider content and formats Lead ads are most effective the medium fits the message.
  • Keep it simple The easier your form is to fill out and the more relevant the questions are, the higher your completion rate will be.
  • Ask the right questions Select from provided questions or customise them for your industry and audience.
  • Target the right audience Your target audience should align with your campaign objectives.
  • Verify the details In order to ensure the information you’re collecting is accurate and prevent the likelihood of typos, add a page that allows people to check their details.
  • Customise your thank you screen Encourage people to stay engaged after they submit a form.
  • Follow-up A real-time or prompt follow-up can drastically improve the possibility of conversion.
  • Test and optimise Like any other ads, A/B testing is a valuable process and will help you to finetune your ads to maximise your results.

Forms made simple

The overall objective of Facebook lead ads is to reach your audience and acquire high quality prospects in exchange for something of value. They allow for strategic targeting and are customisable to suit your industry and business objectives such as lead generation, conversion, customer research and audience targeting.

User and mobile-friendly lead ads use simple forms to gather personal details and information about potential customers which can be used for future retargeting and follow up without the person even having to visit your website.

Lead ads are hands down one of the best tools you can use to learn more about your audience—and the more you know about them, the better you’ll be at serving relevant ads and retargeting.

We can help

Our experienced team is well versed in using lead ads to generate results as part of any digital campaign. Contact us today to discuss your objectives and to determine the best type of lead ad for your business.

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