Facebook Offers New Features for Lead Ads

by Laura Donovan January 21, 2016
January 21, 2016


Back in October Facebook launched Lead Ads. These ads provide “people a quick and privacy-safe way to sign up to receive information from businesses, like newsletters, quotes and offers.” (Facebook for Business)

Lead Ads are ads designed to find people who may be interested in what your business has to say, getting them to sign up for a newsletter, a special offer or an event, or even just more information about products and services.

Lead Ads “simplify the mobile signup process, helping businesses hear from people interested in their business.” (Facebook for Business)

The Ads work like this: People click on the ad and a form automatically opens with the person’s contact information automatically entered into the form fields (based on their user information provided to Facebook.) The automatic population of the form allows people to very easily sign up for your information. Just one click to open the ad and another click to submit the form. Though people can edit the contact information if they choose.

In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.” – Kim Kyaw, Manager, Digital Marketing & Social Media, Land Rover (Facebook for Business)

Since October Facebook has been tracking results and has made a few upgrades to the process. (Facebook for Business)

Provides More Explanation and Information

Lead Ads now provide a way for people to get more information about what they are signing up for prior to submitting the form. Upon click the ad a “context card” can be added. This is a tile that will pop up before the form and gives businesses a way to provide more information about what the person will be signing up for, the business can also ensure that they are receiving high-quality leads.

Additionally, Lead Ads are now available in the Carousel Ad format, allowing 3 to 5 images with headlines to further explain what the person will be signing up for, allowing businesses to describe a bit more about what will occur after the form is submitted.

Available on Desktop or Mobile

Previously Lead Ads were only available on mobile. Facebook has since launched the ability to provide Lead Ads on Desktop. Allowing advertisers to reach even more people. Facebook also provides tracking so that advertisers can see where the ads are being delivered and which device is gaining the most interest so they can tailor the ads to a specific device.

Since the launch of the Lead Ads, there are a few businesses who have had great success. Mazda had 5 times the leads compared to their ads that linked to their website. Peloton, a fitness company, had a 15% increase in leads with 67% less cost per conversion. (Facebook for Business)

We offer our email subscribers access to exclusive updates and an inside look into the world of Stuart Weitzman. Email marketing is a valuable tool to expand our visual storytelling and drive sales. As compared to other acquisition efforts, lead ads yielded a 52% more efficient cost per lead across domestic and international markets.” – Susan Duffy, Chief Marketing Officer, Stuart Weitzman (Facebook for Business)

To see more about Lead Ads or to start using them visit Facebook for Business.

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