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Facebook’s Lead Gen Ads: Everything You Need to Know

November 9, 2015 | Facebook Marketing, Social Media Advertising

One of the biggest reasons businesses use Facebook Ads is to find and generate leads, connecting with new potential customers they may not have connected with otherwise. Facebook Ads has always been effective at generating both sales and leads, which previously happened by sending users to a landing page where their information could be collected.

While this method of lead generation was often efficient, plenty of interested users wouldn’t ultimately convert because they didn’t want to take the time to fill out the information forms on the landing pages—this was particularly true for mobile users, who were even less likely to convert on these landing pages that desktop users.

Facebook’s answer to this problem is the Lead Generation Ads, which makes it easier than ever for users to provide you with their information, gaining you new leads and bigger ROIs.

Here’s the breakdown of everything you need to know about Lead Generation Ads.

What Are Facebook’s Lead Gen Ads?

Facebook’s Lead Ads are the solution to users who don’t want to take the time to fill out forms (whether that’s on a mobile device or a desktop), as well as the problem of users not wanting to click away from Facebook.

Facebook’s Lead Ads make it easier than ever for mobile users to share their information with you. By clicking on the chosen CTA button on a lead gen ad, mobile users will be presented with the information form. Instead of just hoping users will fill it out, Facebook will automatically fill out some of the information with what they have on file for the users, such as name, e-mail address, phone number, and more. Users can manually change or erase the information as they see fit; it’s all adjustable, and nothing sends until the user hits the “submit” button.

facebook's lead gen ads

This benefits marketers and businesses in several ways. The first is that it will likely increase conversions a great deal, with users not having to leave Facebook and with the contact forms easier to fill out than ever. It will also save businesses from having to create landing pages, which is especially helpful in the cases where they would have to create multiple landing pages for multiple ad objectives.

The summed up version: Facebook’s Lead Ads will allow businesses to get more conversions with less work on their part, and often for less money.

How to Create Them

Facebook’s Lead Gen Ads are available (at least to most businesses, it seems) on Power Editor.

When creating an objective, you’ll chose Lead Generation, which is flagged as new.

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From there, you’ll create your ad through Power Editor as you normally would. The default for bidding will be optimized for leads, though you can change this if you choose to.

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When it comes to creating the ad, the CTA button you choose will be hugely important; that is what users will click on to open the form where they (or Facebook) can provide their contact information. Some users might be more motivated by a “Get Quote” than an “Apply Now” CTA, for example. Knowing your audience and testing out different CTAs can help find what works best for your audiences.

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You’ll see that for placement, your only option is for the mobile newsfeed. That’s normal—that’s where Lead Ads are currently available. You can choose to limit your targeting to different types of mobile devices, or those only connected to WiFi.

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After your ad is ready, review it with the preview before running it.

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Remarketing with Lead Ads

Facebook’s lead gen ads are obviously likely to be highly effective as is. When you combine them with remarketing practices, however, you can see the conversions skyrocket.

Imagine serving a lead ad to someone who had just bounced off the “Contact Us” page of your business—maybe they were interested, but we’re interested in filling out the form or decided to do it later. The remarketing potential to gain leads is huge.

Now let’s take it a step further. Imagine the impact it would have to run a lead gen campaign with a video tailored for remarketing purposes, going over, for example, why someone would want to work with you or hire you.

Being able to successfully increase conversions from interested users is already a strength of remarketing; combining that with the power of a well-run lead ads campaign can increase ROIs and conversions even further.

Final Thoughts

Facebook’s Lead Gen Ads are out, they’re effective, and they can be a powerful solution to hesitant or procrastinating users that are interested but just don’t want to put in that extra effort (we’ve all been there). Combined with remarketing or when used just to connect with new users, they’re an incredible tool that all businesses and marketers should take note of and starting using and split testing.


What do you think of Facebook’s Lead Gen Ads? Have you started using them yet? Leave us a comment and let us know!


James Dickerson

Founder of CrushCampaigns

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