In order to improve the results of its advertisers’ advertising campaigns, it launched a new ad format called Facebook Lead Ads or ads for potential customers. The main feature of these is that, unlike the rest of the ads, when the user clicks on them, instead of being directed to an external landing page, they will see a contact form directly in . In this way, in theory, frictions or possible leaks are eliminated and if the user is interested in the advertisement, all they have to do is fill out that form and the contact information will reach the advertising company.
Advantages of Facebook Lead Ads
The advantages of this type of ads are really very attractive:
- They are easier to use on mobile phones: The user does not have to fill in the contact information on their mobile, but they can directly fill in the form with their Facebook data.
- The number of dropouts is minimized: By not having to go through a landing page, it is easier for the user not to leave.
- They are fully customizable: You can modify the contact questionnaire as you wish and ask for the data that interests you.
- It can be integrated with various CRMs.
- It allows to show them to potentially interesting users, that is, if we segment with powerful audiences, they can be a very interesting tool.
As you can see the advantages are very interesting a priori, then we will analyze the cons and how to help you improve your results. But first let’s learn how to create Facebook lead ads.
How can I get started with Facebook Lead Ads?
Below we explain step by step how you can create your first Facebook Lead Ads campaign.
1- Go to your Facebook Ads account and Create a “Lead Generation” campaign.
2- Check the configuration of the campaign you just created and allocate the budget.
3- Okay, now the time has come to create your ad set: Remember that it is a very important moment where among the main steps will be specify which audience you want your ads to reach:
4- In this same menu you can design the ads, on the right side you can see the preview for different devices. Make sure you always adhere to best practices when creating .
5- Create your first contact form: In this part you can specify all the fields you want your form to have. Here you can not only specify questions but also introductory messages, thanks, privacy. Remember that in the right tab you can configure other functionalities of the form such as the language.
Here we leave you an example of an ad that we made from the lead ads agency to download our ebook.
Remember that you will be able to download the contact details of the people who have requested information within the ads section:
How to improve the results of your Facebook Lead Ads
Everything seems great with Facebook Lead Ads, an easy way to attract users. But is all that glitters gold? The answer is no. One of the main handicaps or weak points that we have found when doing Facebook Lead Ads is the low quality of the leads. We have heard some advertisers say that they contact leads but the user does not know what I am talking about.
It is true that Facebook lead ads may seem very attractive due to the ease of leaving contact information for the user, but this can work against you. For this we present this series of actions that can improve your results:
Do not leave the automatic fields: Although it may seem attractive, when creating your contact form you have the option that the form directly takes the data that the user has on Facebook (Name, telephone, email, etc…) and fill in the form automatically. We do not recommend this since it is about improving the quality of the leads, if you make the user at least have to take the effort to specify their data, they will be more qualified.
Take care with the audiences: In Facebook lead ads you have to work hard on the audiences, test them, try to be as specific as possible. Combining this type of ads with audiences that are too generic is very likely to trigger very low quality forms with the consequent loss of time for your sales team.
Beware of automatic field data: Remember that although the automatic fields may seem attractive at first, many times this data may be incorrect, since perhaps the email or telephone number are the ones the user registered with on Facebook several years ago and may be outdated.
Final thoughts
Facebook Lead Ads is a great easy to use tool. However, as we have explained in this post, we recommend that you closely monitor the segmentation and quality of the leads. From my own experience, they can be very useful for event themes, downloads, but also to generate business leads.
Also as a personal recommendation, I advise you not to rely exclusively on this type of campaign to get the best results from Facebook Ads. Also try to do prospecting campaigns etc…
I hope this article has been of interest to you. If you are already using this type of ads on Facebook or if you want to comment on something, you can write in the comments section.
Thank you!
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