There are nearly a dozen ways to attract new customers from Facebook to your website, landing page, and mobile app. All of them are effective for achieving different ad objectives.
Still, none guarantee that the users who come to your website or app will become leads. None, that is, except for Facebook lead ads.
What Are Facebook Lead Ads?
Lead ads on Facebook and Instagram is an ad format that allows any business or agency to convert a user into a customer with a premade form that instantly pops out of an ad when a user taps or clicks on it.
The form can include both prefilled and custom questions to collect customer data such as emails, phone numbers, and names.
Why Should You Use Facebook lead ads?
You should try Facebook lead generation ads if you want to:
- search for new customers
- inform current customers about upcoming sales and special discounts
- increase registrations for your service or event
- learn the habits and interests of your target audience
- offer users free content such as brochures and e-books
You can use lead generation ads to ask any question you want except for ones that request the following information (without Facebook’s written permission):
- Frequent flyer, telephone, cable, or loyalty card account numbers
- Criminal and arrest history
- Financial information such as credit card, debit card, and bank account numbers, credit history, and income
- Social security, passport, and driver’s license numbers
- Health information
- Insurance policy numbers
- Information about religion or philosophical beliefs, race, ethnicity, sexual life, and sexual orientation
- Trade union membership
- Usernames and passwords
Let’s find out how to create a Facebook Lead Ad.
How to Сreate Facebook Lead Generation Ads
There are several methods of creating Facebook lead ads.
From Your Facebook Page
- Go to your Page.
- Click Publishing Tools at the top of the page.
- Click Forms Library on the left side panel.
- Pick one of two options: New Form or Duplicate an Existing Form. Click Next.
That’s it. You’re inside your form. Fill in all the necessary fields and Save or Finish it.
Note that there’s an alternative way to create a form from a Page. It’s handier for those who’ve already launched lead ads and want to launch one more ad from a saved form.
- Go to your Page and click Promote on the left side menu.
- Choose the Get More Leads option.
- Use an existing form or create a new one and click Next.
- Customize your ad creative and click Promote once it’s ready.
Wait for Facebook to approve your ad campaign and enjoy!
From Ads Manager
- Go to Ads Manager and click +.
- Choose the Lead Generation ad objective.
- Choose a Page from which you’ll create your lead ad. Read and accept Facebook’s Lead Terms (if you haven’t done this yet).
- Set up your Audience, Placements, and Budget & Schedule.
- Choose your ad Format, Media, and Text and proceed to Instant Form.
- Use an existing form in the list or click + New Form to go through the process we’ve described above.
Once your form is ready, confirm your ad campaign, wait for Facebook to approve it, and collect your leads!
10 Facebook Lead Ads Best Practices
When creating Facebook lead ads, remember three important benchmarks:
- Short. Ask simple questions without overwhelming your audience.
- Clear. Make your questions easy to answer.
- Valuable. Make a good offer in your ad.
Choose All Required Pre-Filled Fields
There are four types of pre-filled fields available for your lead ad:
|Contact fields||Demographic questions||Work information||National ID number|
|Email (available for Instagram)|
Full name (available for Instagram)
Phone number (available for Instagram)
|Date of birth|
Gender (available for Instagram)
Work phone number
If you’re going to run lead ads on Instagram, read the part below.
Run lead ads on Instagram
Instagram lead ads have a few restrictions compared to Facebook lead ads.
- Instagram offers fewer prefilled fields: name, email, phone number, and gender. If you add more fields, users will have to fill them in themselves.
- Instagram users need to go through several pages to fill in a form, while Facebook users can do it by scrolling down one page.
- Instagram lead ads aren’t available on Instagram’s desktop version.
There are also peculiarities with ad specifications.
Pick The Form Type for The Right Goal
Choosing the form type is the first step in creating a form.
There are two options:
- More Volume. This is simpler, requiring minimum effort from your potential customers. If you need to get emails or increase the number of registrations, this option is for you.
- Higher Intent. These forms are more detailed due to the larger number of fields. Also, users can check their info before sending it to you. This option is available only for Facebook Feed on mobile devices. It’s for you if you plan to contact every user personally.
Don’t forget that each form type will work more effectively with a customized welcoming message.
Customize Your Intro and Thank You Sections
Even though an Intro isn’t necessary, it’s recommended. The CTR of lead ads directly depends on ad copy. You shouldn’t neglect the opportunity to welcome your audience.
Write a catchy headline to focus your customers’ attention, upload a 1200×628 px image to make your ad more appealing, and present your business with a text description.
The Thank You screen includes:
- Headline: Up to 60 characters
- Call to action buttons: Download, View Website, Call Business
- Button text: Up to 60 characters
- Website link
Remember that your Thank You screen should complete the message from your Intro.
Set Up Custom Questions
You can add up to 15 custom questions to your form.
There are four types of custom questions, each of which may be helpful in different situations.
Short answers give full freedom in answering your question.
Conditional answers are a set of questions where each question depends on the previous answer.
Appointment scheduling allows you to set a time and date for meetings with users.
Multiple choice allows you to offer a few possible answers to your question.
There’s also a Store Location option that allows businesses to let customers find their stores on the map.
Take Advantage of Dynamic Ads
Dynamic Ads are Image, Carousel, and Collection ads generated by Facebook from your product catalog.
You set them up once and they run automatically — you don’t have to customize every product ad. Just add a product catalog as a container, upload a data feed with your products, create a product set that includes these products, and install a Facebook Pixel on your website.
You’ll need a template to generate your Dynamic Ads. To run them, pick a Lead Generation ad objective when setting up an ad campaign.
Note that there are customized Dynamic Ads for different industries:
- Automotive (dealerships)
- Automotive (manufacturers)
- Real estate (brokerages)
- Travel advertisers
- CPG advertisers
Facebook Pixel is code that allows you to track conversions and upload Custom Audiences.
Check Specifications for Lead Ad Creatives
Note that specifications for lead ads on Facebook and Instagram are different.
Images for Facebook:
- Size: 1080×1080 px
- Aspect ratio: 1:1
- Text: 125 characters
- Headline: 25 characters
- Link description: 30 characters
- File format: PNG or JPG
Videos for Facebook:
- Length: Up to 15 seconds
- Aspect ratio: Vertical (4:5)
- Text: 125 characters
- Headline: 25 characters
- Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
- File format: MP4 container, ideally with leading moov atom and no edit lists
Images for Instagram:
- Aspect ratio: Vertical (4:5), Square (1:1), Landscape (1.91:1)
- Resolution: Vertical (600×750 px), Square (600×600 px), Landscape (600×315 px)
Videos for Instagram:
- Aspect ratio: Vertical (4:5)
- Video: H.264, high profile preferred, square pixels, fixed frame rate, progressive scan
- File type: MP4 container, ideally with leading moov atom and no edit lists
Widen Your Boundaries with Supported Languages
If you’re looking for ways to do business in other potential markets, note that you can make a Facebook Lead Ad in US English, UK English, Spanish (Spain and Latin America), Portuguese (Portugal and Latin America), German, Italian, French, Traditional Chinese, Japanese, Thai, Arabic, Russian, Turkish, Hebrew, Hindi, Czech, Danish, Dutch, Hungarian, Swedish, Finnish, Indonesian, Korean, Vietnamese, Romanian, Polish, and Norwegian (Bokmål).
Collect Your Leads in Any Convenient Way
There are four options to download the data you get from your ads:
- From your Page, go to Publishing Tools, click Forms Library, and choose the Download link under the Leads column.
- From Ads Manager, go to Results and click Download in the Download Leads window.
- From the API. You’ll need a developer’s help if you choose this method.
- From your CRM. Before doing this, you’ll need to integrate your CRM with Facebook.
7 Great Facebook Lead Ads Examples
We’ve found a few Facebook Lead ad examples that were launched for different purposes.
Centerline Drivers uses lead ads to find new team members. The ad text description is simple and informative — Be home daily! It’s perfect to spark a truck driver’s interest.
After users tap the Apply Now button, they need to fill in a form.
As you can see in the image, the company added two custom questions and six prefilled fields.
Hyundai uses their ads to promote their Ioniq electric car in Canada.
The ad has an attractive headline, a detailed text description, and five prefilled fields.
After users fill in the form, they get a detailed offer by email.
The American travel trailer brand creates its Facebook lead generation ads to tell customers about the release of a new product lineup.
To receive a brochure, a user needs to click the Download button.
In the form, there are five standard prefilled fields, a sample brochure page, and a text description with a call to action.
New Jersey Devils
With their ads, the ice hockey team invites all fans to a locker room tour.
The form includes fields for the first name, last name, email, and phone number. New Jersey Devils fans also need to answer two custom questions to join the event.
A text description contains all necessary information about the open house: date, time, and place.
Amazing Lash Studio
Amazing Lash Studio lets customers request an appointment with Facebook lead ads.
Users have to answer three custom questions to get details.
These custom questions help Amazing Lash Studio schedule an appointment for the most convenient time. Customers also have to leave their email, full name, and phone number.
In our next example, Virgin Active encourages everyone to sign up for their Bank club without fees.
They have the same button as Amazing Lash Studio, only without custom questions.
Customers have to enter their personal information into four prefilled fields.
This fitness studio network offers a free class inside their Facebook lead ad.
The ad has a well-written text that encourages the user to click the Get Offer button.
After filling out five simple fields, users become leads. That’s how Pure Barre makes the Facebook lead generation process nice and easy.
Lead Your Customers in the Right Direction
What are Facebook lead ads? They’re a perfect opportunity to increase conversions and attract Facebook users without directing them to your website or landing page.
Use best practices, get inspired by examples, and create your own set of lead ads!
And don’t forget that you can also test Softcube artificial intelligence for your Facebook video advertising.