If your objective is to grow your business on Facebook by generating leads, then Facebook Lead Ads could be a great addition to your marketing strategy.

Here we outline their key features and how you can use them to increase your conversions!

Facebook Lead Ads features

The following are some of the Facebook Lead Ads features and benefits:

Mobile optimised – Lead Ads are optimised for mobile, which is critical, considering 81.8% of users only use Facebook on a mobile device. Lead Ads usually have a higher conversion rate than a standard website form, as they remove the need to navigate people to a landing page or website and enable the lead capture to take place within the Facebook platform. Meaning the user experience is much more seamless, and less interruption.

Prepopulated information – when someone clicks on a lead ad, they are presented with a form pre-populated with information from their Facebook profile. The rest can be completed in a few clicks, making the process easy and reducing drop-offs.

CRM integration – you can integrate the form information with your CRM so that the leads can be followed up by your team straight away.

Custom questions – the forms can collect basic information, but you can also add custom questions and multiple choice to uncover customer preferences.

Remarketing – lead ads also allow you to remarket to previous or existing customers to get them to take action again.

Click-to-call option – you can add this to the completion screen so that once someone has completed a form, they can call your business immediately to start a conversation.

Appointment scheduling – people can indicate their preferred appointment time and date within the forms, making appointment scheduling more efficient.

Facebook Lead Ad example

Our team ran this lead ad campaign to encourage our target audience to download a free social media management checklist in exchange for their details. The first image shows the preview of the two ads we ran, and the second is the form people had to fill out.

V&F Facebook Lead Ad exampleV&F Facebook Lead Ad Form example

How to increase conversions with Facebook Lead Ads

There are several different ways you can help convert your target audience into leads and then into customers using Facebook Lead Ads. This can be done during the ad creation process and the follow-up once you have received their details.

1. Create compelling Lead Ads

The key here is to make the ads compelling enough to encourage the target audience to click on your ad and share their information. Here are some tips:

Offer something of value – your ad should have an incentive such as a free downloadable (ebook or white paper), discount or special offer on the product or service if you sign up, a free sample or a gift etc.

Keep the copy clear and CTA relevant – communicate the value of what you are offering in the caption with a clear call to action, so people understand what they are signing up for and what to do after submitting the form.

Use engaging images or video – ad creative should reflect your brand and stand out visually to capture attention and entice action. If promoting a product pre-launch, consider using carousel ads to feature different aspects of the product, or if promoting an event, consider featuring a video of speakers in action.

Keep your form simple – don’t make the forms too long or complicated, as this will impact your completion rate. Include questions that will prefill answers from people’s Facebook profiles. You can also use multiple-choice questions as these are easy to fill out and will qualify your leads further, but keep to a minimum.

Target higher quality leads – you can use a ‘lookalike audience’ with Lead Ads to reach people with characteristics similar to your current customers. Or you can also create an ‘engagement custom audience’ to reach those who started your form but never finished it to entice them further to submit it. Another way to get higher quality leads in your audience is to share information about your leads from your CRM by connecting your CRM to your Ads Manager during the ad creation process.

Test and optimise – do some A/B testing by creating at least two lead ads with different imagery or copy and different form lengths to measure conversion rates. This will enable you to fine-tune your cost per lead and ensure the ad meets your objectives.

2. Follow up on your leads

Finally, a crucial and overlooked part of any successful lead generation campaign is to have a plan to follow up on your leads as soon as they have submitted your information. By integrating your CRM with the form, you can have the lead data easily accessible by your sales team so they can follow them up by phone. Or you could have email automation set up to communicate with them regularly with relevant information after form completion – we recommend this no matter your objective, as you can nurture these leads into customers over time.

Use the form intro copy and completion screen to give people an indication of what they need to do after they have submitted their information. For example, you could use the click-to-call option on the completion screen to allow them to call your business straight away to start a conversation.

Want to set up Facebook Lead Ads but don’t have the resources or the expertise to start?

As certified Meta Business and Google Ads specialists, we have a proven track record in helping business grow their sales and lower their cost of acquisition. ⁣

Whether your objective is generating leads, increasing sales, building brand awareness, or building trust and connection with your audience, we can work collaboratively with your team to develop a marketing strategy and an ad campaign to meet those objectives and your bottom line. To learn more and enquire, visit our website here.