Help your Facebook ad campaign take the lead

Last month we gave you the Do’s and Don’ts of Facebook Messenger Ads. This month, we’re focusing on Facebook Lead Ads. Facebook introduced Lead Ads back in 2015, but recent platform updates have made this ad format the next big thing to include in your business’s lead generation strategy.

What Are They?

Lead Ads are a fantastic way for users to signal they want to learn more about your business without visiting your website or landing page first, making it much easier for advertisers to get more prospects into the sales funnel without losing them along the way.

Advertisers can use Lead Ads in a variety of ways including:

  • Newsletter sign-ups;
  • Interest forms for educational, financial and professional services;
  • Offer claims; and
  • Content downloads.

How Do They Work?

When someone clicks on your ad, a form opens with a person’s contact information automatically populated, based on the information they’ve shared with Facebook. Since the form is automatically populated, it makes filling out the form incredibly easy and can be completed in as little as two clicks: open the ad and submit the form.

Additional questions advertisers can include in forms are:

  • Multiple choice;
  • Short answer; and
  • Appointment scheduling.

Best practice: Try to keep your form as short as possible and use a strong call to action. Users are less likely to finish the form if it takes too long, becomes too personal or doesn’t offer an incentive.

Collecting the data from your Lead Ads is also very easy. Lead Ads can be set up to sync with your customer relationship management tool, or you can download the lead information manually in a data file through your Facebook business page.

How Do I Get Started?

Building a Lead Ad is exactly the same as building a traditional Facebook ad, but you must have a privacy policy on your website before Facebook will allow you to run this type of ad. A privacy policy is required since you will be collecting private information from customers.

Here at BroadBased, we’ve created several Facebook Lead ads and are happy to share what we’ve learned. Whether you’re new to advertising on Facebook or are interested in changing up your traditional Facebook ads, get in touch with us and we’ll set up a time to chat.

About Alexandra

Alexandra Morrison is the Digital Marketing Strategist at BroadBased and provides strategy and support for a wide range of projects including social media, e-blasts, digital advertising, website production, marketing automation and more.

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