Now on Facebook: Lead Generation Ads

There’s something new to Facebook advertising, and its potential for marketers to prove ROI is huge!

This month Facebook rolled out targeted lead gen ads. No longer do you have to send a potential customer off the popular social media site to a separate landing page in the hopes that they will fill out their contact information.

Many Facebook users are on mobile devices and (depending on their wifi availability when clicking through to an outside page) load times can be slow to the point where marketers are losing potential customers, even if their website is optimized for mobile.

With Facebook’s new lead gen ads, after clicking on the call to action button in the ad, users stay within the app and Facebook autofills the person’s name and email address from their profile. This lessens the number of steps a person needs to take to head your call to action and increases the odds of them filling out their information.

So how do you create them?

These ads can only be created in Facebook’s Power Editor. When setting up a new campaign click the “Lead Generation” option.

These ads will only be served to mobile users and, by default, will be optimized to get you the most leads for the best price. In addition to choosing an image, a headline, and text you’ll need to choose a CTA button for your ad and will have the following options:

  • Apply Now
  • Download
  • Get Quote
  • Learn More
  • Sign Up
  • Subscribe

Next, it’s time to set up the form that Facebook users will fill out once they click on your ad, and it couldn’t be easier! Facebook has several options to choose from like name, email, mailing address and many more, as you can see below. You can also create custom questions to gain specific informations about your customers.

You will also need to provide a link to your privacy policy so that Facebook and its users that are filling out your form can be assured that their information is not going to be sold. Once this link has been provided, hit the create form button and turn your ads on and see the leads start to come in!

To see the leads and information you’re collecting, you’ll need to go to your Facebook page and click the “Publishing Tools” tab at the top and then the “Forms Library” tab on the left. From here you can download the leads in a CSV file.

It’s that easy! These ads will be a great addition to your already existing social marketing efforts and not only get people to engage with your brand but give you the leads and information you have been looking for.

Still have questions about these lead generation ads, or Facebook ads in general? We’d love to help. Feel free to contact us here!