Marketer’s Guide to Facebook Lead Ads

So many types of Facebook ads, so little time! Fortunately, you can create most Facebook ads within minutes, so ad creation doesn’t have to be a huge time-suck – that is, if you know the tricks of the trade. One such ad is a lead ad, which is an alternative to a landing page for mobile users.

If you haven’t yet experimented with Facebook lead ads, you’ll want to keep reading, because lead ads generally convert higher than landing pages!

What are Facebook Lead Ads, and Why Are They Helpful?

Facebook lead ads: Cloudera

Screenshot via Facebook

Facebook seems always to be drumming up new, unique ways to make its ads better and more intuitive for advertisers and consumers with a variety of ad types, such as Facebook canvas ads, Facebook carousel ads, Facebook Messenger ads, and more. A lead ad is just one of many smart advertising tools you can use on Facebook to make your ads more useful and engaging for anyone who clicks on them.

Facebook lead ads are mobile-friendly forms that your customers can fill out when they click on your ad. They take the place of a landing page that you’d usually have people click on to get to your form, which may not always work well on a smartphone or tablet. When someone clicks on a lead ad, they’ll go straight to the form, cutting all the unnecessary stuff out.

Lead ad forms are perfect for:

  • Collecting contact information from people who want to learn more about your business
  • Getting email addresses from people who wish to subscribe to your newsletter
  • Giving exclusive promotions or coupons to people who fill out the form
  • Growing your email/potential lead list by having people sign up for a contest or giveaway
  • Generating interest in a course or webinar you plan to run

Lead ads will also prepopulate the form with a person’s Facebook contact details to save them time. You can choose to save their responses in a digital file or send them to your customer relationship management (CRM) platform. 

Tips for Succeeding with Facebook Lead Ads

Tips for Succeeding with Facebook Lead Ads - Honeywell example lead ad

Screenshot via Facebook

Lead ads are incredibly easy to set up when you use the Facebook Ads Manager to walk you through the process. As with other ad types, you can customize lead ads to fit your campaign’s needs. Create high-converting lead ads by following these tips:

#1: Use Facebook Targeting

You want only the most interested, relevant people clicking on your ads to sign up, so it’s crucial to nail the targeting process for lead ads. The best way to do this is by creating a lookalike audience of current customers or clients – you know, the people who already love what you do!

This audience is the one you want to target because it contains people who are most like those who are already buying from you. Showing your ad to this focused, targeted group of people gives you a better chance of high conversions than reaching a larger – but potentially irrelevant – audience.

#2: Ask for Only the Most Necessary Information

Facebook created lead ads for efficiency and convenience. No one wants to spend more than five minutes filling out a form (honestly, one minute is probably too much!).

Keep your forms short and sweet by asking only for information that’s necessary for your offer and nothing more. Depending on your form’s purpose, that may only be a name and email address. If you need more information, think carefully about what questions to ask so you can save your audience time filling out your form.

#3: Offer a Lead Magnet

Your form should come with an enticing offer attached that will compel people to sign up. Think about it: Are you more likely to give your details to someone simply begging for them or to someone who’s offering you an intriguing deal in return?

Whether you have a free worksheet or guide to give away to form-fillers, or you’re offering a free webinar to anyone who signs up, you need something in place to make it worth their while. And, make sure your offer is clear on your ad and form, so everyone knows what they’re getting in return.

#4: Customize Your Confirmation Page

You can add a customized confirmation page for anyone who’s completed your form to see after filling it out. This page can be an awesome way to not only thank your leads but also to add a call-to-action.

Add a freebie to download, a blog page to visit, a link to a product, or your business phone number to call. Think of the confirmation page as a bonus method for continuing to generate interest in your products or services.

#5: Test Your Lead Ads

Lead ads are like any other ads on Facebook in that they benefit from A/B testing. You can customize the copy, images, design, and targeting with any lead ad, so let your audience determine what they like. Experiment with different questions, messaging, or lead magnets to see what gets the most conversions.

#6: Follow Up!

Now that you have key details from your ideal audience, you need to act on your newfound goldmine. Send an email, a quick phone call, or even a Facebook message to your new contact to thank them for filling out your form. Use the information you gather as the springboard to start nurturing the relationship.

Lead ads are a no-fuss way to collect contact information from leads without being overbearing. Use the tips above to set them up for success!

Is Facebook one of your top converters? Then don’t forget to add the Facebook follow button to your website. It couldn’t be easier to install, and it gives your readers another way to engage with you at their convenience. Plus, it’s completely free to use!