A Comprehensive Guide To Facebook Lead Ads

A Comprehensive Guide To Facebook Lead Ads

With more active users and wider reach than any other social media app and ad platform in the world, it’s no wonder advertisers prefer using Facebook. It has enormous growth potential for brands and businesses to find a target audience for conversion.

This can be done using Facebook lead ads where the objective is to specifically attract the interest of users who can then be marketed to become potential new customers. The success of this will depend on a digital marketer’s approach and how effectively designed each ad is. Thus, if you’re looking to generate more leads using FB sccounts, there are several key tips you can use to understand how these ads work.

What Are Facebook Lead Ads?

With traditional conversion ads on social media, interested users are usually directed to a landing page on your website where they can fill out a form with their contact details. However, Facebook lead ads are the contact forms that allow users to fill out while they’re still on the social media platform and continue their activities afterward.

This minimal disruption approach can be used to boost the number of leads your ads generate while reducing friction-based bounce rates of users who lose interest because of a long and tedious click-through path.

Additionally, Facebook lead ads can also be integrated into data collection and marketing management applications under Facebook Business Suite. These integrations can be automated emailers and CRM tools. If you prefer working with more familiar integrations, you can simply send your Facebook lead ads to Google sheets as a manual list of leads that you can potentially turn into conversions. For more information, you can check this video.

Benefits Of Using Facebook Lead Ads 

Ostersund, Sweden – June 27, 2016: Facebook business page under a magnifying glass. Facebook is the most visited social network in the world

Facebook is the most widely used social media and business application in the world with over 2 billion users on the platform. This provides an astonishing number of potential clients that you can advertise to and reach even if your lead ads are localized. All this can be done in a shorter time than using traditional advertising or other social media apps and at a fraction of the traditional media costs.

Furthermore, Facebook stored user data and its algorithm to find your targeted audience and ensure that your ads reach people who are highly likely to interact with your brand, business, or service. In relation to this, its boutique-style tools allow you to customize and personalize your ads using templates and design features to craft your image and increase brand awareness, recognition, and visibility.

How To Set Up A Lead Ad Campaign

You can begin setting up your ads by going to your ads manager tab and clicking the create new campaign function. This will then prompt you to choose your campaign objective, which in this case is ‘lead generation’, and continue. From here, you can select a title, ad category, budgeting type, and campaign duration schedule for your ad.

There’s also the option of setting up an A/B test where Facebook will create your ads into randomized formats and media to test which one produces more responses from users. Next is the form selection where you choose the forms that users will submit their details to you. Then, you’ll be directed to fill in your audience information such as demographics, interests, and location for precision targeting.

Finally, once your campaign page is set up, you’ll be moved to designing the actual ads and uploading your media, writing the text, adding a call-to-action, and choosing the format and placements, which is where your ad will appear to viewers such as on their feed or a side banner.

Lead Ads Formats

Just like all online advertising, Facebook offers you several formats to choose how you want your ads to be displayed. These will also depend on what you’re advertising, your strategy or technique, and what media you want to include. 

Here are the most common formats:

  • Carousel – for showcasing a variety of products and services that users can scroll through. Ideal for collecting leads with a learn more call-to-action form
  • Image Ads – perfect for advertising a single idea using an image, brief text, and a signup sheet call-to-action
  • Video – excellent for exhibiting large events and getting leads to register for events or receive ticket information.

These are just a few of the most used formats that you and your affiliate marketers can use in your ads. Keep in mind that the majority of Facebook users access the app via mobile phone, so optimizing for mobile and overall user experience (UX) is an essential consideration, especially for video. Most of the ad format templates come in the mobile dimension as a default, but you can also choose to set up desktop and tablet versions.

How To Make Facebook Lead Ads Effective

The most successful Facebook lead ads are a combination of using the correct audience acquisition strategies with optimized forms that are easy to read as well as having a clear and brief call to action. The ads should seamlessly be incorporated into your potential lead audience’s feed or be appealing to draw their attention to side panels.

If you need to segment your market, then you’ll benefit from creating more than one ad and using a tracker to view your analytics. Moreover, you can make adjustments to your ads later on if you notice the lead yield is lower than expected. In this case, you can re-strategize by using an incentives-based campaign and offer a reward such as free downloads or promo codes to leads who choose to sign up and submit your form.


Facebook lead ads are ads that prompt interested users to submit a contact detail form and eventually become a new customer or client. These ads are created using Facebook Business Suite where you can personalize them to your brand’s image and suit the tastes of your audience.

What’s more, the social media giant offers your brand or business an unparalleled amount of worldwide exposure due to its large number of daily users. This can be achieved by using easy to interact with and optimized formats, simplified text, and a direct call to action. These are the key tips you can use to craft an effective Facebook lead generation campaign.