Lead Ads Campaigns

Although Facebook opens up opportunities for businesses to reach several users, not all are business customers. That is when the lead ads campaigns come into play. Using this type of advertising, businesses can collect information from quality target audiences on Facebook, Instagram, and Messenger and find ways to move them to the purchasing process. If you want to understand more about this type of campaign and how to implement it, please refer to the article below by Ad Support!

Introduction to Lead Ads

Lead ads allow businesses to reach individuals interested in their products or services and collect valuable information from them. By targeting new customers and connecting with high-quality leads on a large scale, businesses can establish meaningful interactions. Companies can engage with potential customers through their preferred methods of communication, such as messages, instant response forms, or calls.

Improve your lead generation with integrations, optimizations, and features. Meta lead generation offers integrations with CRMs, email service providers, messaging software, or call center technology. Through ad optimization models, marketers find people who are likely to convert and buy.

Businesses find ways to support customers at every stage from discovery to purchase. Start by talking to potential customers and building CRM, then increase consideration with lead generation ads, and click-to-message ads. Optimize ads to increase conversions. At the same time, re-engage customers who are interested in your products and services but have not yet purchased. This contributes to increasing engagement rates, converting to sales, and optimizing costs.

Forms of reaching potential customers

Messages

In this form of connection, businesses identify and engage with potential customers through conversation features. Companies can create automated chat templates to customize information-gathering questions in Messenger or Instagram Direct. This approach helps businesses increase the number of high-quality leads effectively.

Set up click-to-message ad campaigns with conversion placements in Messenger or Instagram. Campaign effectiveness can easily be monitored through the number of conversations generated in messaging apps. This reflects the success of your ads in driving quality messages, boosting sales, and building meaningful relationships with target customers.

Instant forms

Using instant response forms allows businesses to collect information such as names, email addresses, phone numbers, etc., from individuals interested in their products or services without them leaving Facebook or Instagram.

A variety of instant response form templates are available to help businesses achieve their marketing objectives. Advertisers can also optimize these forms and add custom questions to better understand potential customers and meet business goals.

When users click on a company’s ad, they’ll be prompted to fill out a form. Upon completing and submitting the form, the collected lead data can be downloaded directly from Ads Manager or the Lead Center in Meta Business Suite. Alternatively, the data can be integrated with CRM systems like Mailchimp or Salesforce for seamless processing.

Calls

Encourage people to call your business for advice, more information, or to make an appointment. Businesses can run lead generation campaigns to increase the number of calls from customers. This increases the likelihood that customers will connect and communicate with your business, helping to increase closing rates and increase sales.

When setting up a call campaign, you should set the conversion location as calls. Also, track clicks on the call confirmation button to see how many times customers click the call button on the ad. Businesses can track customers who have viewed your ad but called you instead of using the call button by sharing specific promotions in the ad.

You can use Facebook lead generation ads to: increase brand awareness, collect user information, increase content downloads, understand the interests and behaviors of potential customers, and attract people to sign up for your program.

These ads appear in the following places: Facebook Feed and Facebook Stories, Instagram Feed and Instagram Stories, in-stream videos, and Marketplace. You can create lead generation ads in Ads Manager on Meta or from Meta Business Suite. When creating these ads, advertisers must comply with Facebook’s Advertising Standards.

How to create a Facebook lead ads

For this type of ad, you can run a lead generation campaign on Facebook and Instagram. You can create a lead generation ad from your Facebook Page, Meta Ads Manager, or Meta Business Suite.

Using ads manager

Review the questions you want to ask in your Facebook ad form to ensure they are relevant and collect the information you want. You should review the Lead Generation Terms and Ad Standards. Also, make sure you have your organization’s privacy policy URL included in your instant form before you start creating your ad. Here’s how:

Create a new lead ads campaigns

Access Ads Manager and click +Create to create a new campaign. Next, name the campaign and select the Ad Category, then select Leads as the campaign objective, then click Continue.

Then, complete the details of the lead generation campaign, perform A/B testing, select the Advantage campaign budget, then click Next.

Set up a lead ads group

Select conversion location

The screen will now display the ad group setup interface, and then name the ad group. In the Conversion section, select Conversion Location to find leads via: the website (you need to set up and install Meta Pixel), Instant Response Form, Messenger, Instant Response Form and Messenger, Instagram, Call, and App.

Next, go to the Performance Objective section and click the drop-down menu to select the performance objective for the ad. Here you will have 2 options: Maximize Leads and Maximize Leads.

Based on the performance objective you choose, will determine the size of the target audience reached. If you choose the performance objective as Maximize Leads, then set up and integrate CRM before selecting this item to reach higher quality leads.

If you choose the conversion location as the website, you will need to install Meta Pixel in the Dataset section and choose the cost-per-result goal. If you choose Instant forms, you need to choose Fanpage with performance goal and Cost per result goal. In the Messenger conversion location, you need to choose Fanpage, Performance Goal, and Bid Control.

With the conversion location as Messenger, Instant forms, and Calls, go to Facebook Page and select the Page you want to send users to the lead generation ad. The first time you create an ad on the Page, click View Terms. After viewing the terms for lead generation ads, select I agree to the terms and conditions.

After selecting the Conversion Location, you can activate the Dynamic Creative section so that the system can create dynamic ads.

Set up budget and schedule

Next, you need to select Budget and Ad Schedule. Here you can choose a daily budget or a lifetime campaign budget. If you set a lifetime budget, select the start and end dates of the campaign.

Target audience

In the Audience controls section, you need to determine the appropriate target audience for your customer search advertising campaign. You can target based on factors such as geographic location, demographics, interests, behavior, etc., and select Language. In addition to manually targeting, you can select Advantage+ Audience. In this audience section, complete Custom audiences and Detailed targeting, then click Save Audience. After selecting and targeting the target audience, the screen will display the size of the audience that your ad will reach.

Select where your ads will appear

Here, you can choose Advantage+ Placements or Custom Placements to determine where your ads will be shown. Additionally, configure other settings such as Specific Mobile Devices & Operating Systems and Brand Safety and Suitability. Then, click Next.

Create a Lead Ads

When the ad setup interface appears, enter a name for your ad. Then, in the Identity section, select your Page and Instagram Account (if applicable). Click on Connect Account to add a new Instagram account.

Now, proceed to set up the ad by selecting Upload Manually and then choose the Ad Format. You can select from Single Image/Video, Carousel, or Collection.

In the Create Ad section, click on the dropdown menu Set Up Creative to choose and upload your image or video. Afterward, complete the required fields for the ad, such as adding the Source URL and Extensions. Next, add the Text (Headline, Description, Call-to-Action), then upload your image or video file for the ad.

In the Destination section, select where you want to direct users after they click on the ad. The destination could be a website or an Instant Experience form, depending on the Conversion Location you selected earlier.

If you select Website, you will need to enter the Website URL, Display Link, and Browser Add-ons. You can also select Language to add translations or automatically translate the ad to reach a broader audience in multiple languages.

Here, go to the Tracking section and click Set Up to configure CRM events, website events, and in-app events to track event data (if necessary), and enter the URL parameters. After setting up the campaign, review everything and preview how the ad will appear by clicking the Review button. Once you’re ready, click Publish to launch the lead generation ad.

Create lead ads from the Facebook page

Go to your Facebook Page and click Create Ad. Here, select Generate Leads. Choose how you want to collect contact information. You can choose the On Facebook or On My Website template.

When using the “On Facebook” template, you’ll be prompted to create or use an existing saved Instant Form. If you choose the “On my Website” template, customers will be directed to the landing page of your choice.

For the On Facebook template, you will be directed to the Lead Form section. Here, you need to provide a name for your new form in the Form Name field. Next, customize the text in the form by selecting the Customize Text option and adding a Title or Description.

Then, decide on the customer information you want pre-filled in the form by checking the corresponding boxes. If you’d like to add other fields, click View All.

If you wish to add custom questions, click + Add Question (only short-answer questions can be added). Choose the type of question you want to create by selecting from the dropdown menu.

To determine which type of question to use, consider how you’d like to phrase your questions and receive answers. You can choose from options like multiple choice, short answer, conditional answer, store location lookup, or appointment request. Click + Add Question to add additional questions (if necessary) and finalize your Instant Form. Once the ad is approved, it will include the custom questions.

Next, select the language for your form and add a Privacy Policy (if needed) by clicking Add Privacy Policy and entering a link to the URL.

Click on the arrow at the end of the Preview section to ensure the completed form is displayed as desired. Afterward, click Next to finish creating your form. Once the Instant Form is completed, select the image or video you wish to display in the ad. You will also need to choose the text, audience, duration, and budget for your ad.

Note that you cannot target people under the age of 18 for Lead Ads. After completing the ad setup, click Publish to launch your lead generation ad.

When someone clicks on the lead generation ad, they will be directed to the Instant Form. Here, they can answer questions, edit pre-filled information, and submit their answers. After they complete the form and submit it, you can download the lead data from Meta Business Suite, Ads Manager, request the data through the API, or access it through your integrated CRM system.

How to create an instant response template for lead ads

Create an instant response template for lead generation ads from Meta Business Suite.

You access Meta Business Suite via the link: https://business.facebook.com/ then click All tools on the menu bar. Next, you click Instant Response Templates.

If you want to create a new instant response template, click Create Template and select New Template, or Copy an existing template and click Next. In the Template Name box, you name the template.

In the Form Type section, select the type of Instant Form you want to create. Use the Lead Generation option for a form that is easy to fill and submit quickly on mobile. Choose Clear Intent if you want to add an extra review step for users to confirm their information. If you select Custom, you can create a more flexible, tailored form: modify the color scheme, add images, etc.

Click Introduction to add an introduction section to your Instant Form. Alternatively, you can add a background and a greeting to provide more information about your products or services.

Next, click on Questions to input the questions you want people to answer in the Instant Form. If you wish to add a custom question, click + Add Question. By adding custom questions, you can collect answers for the most important questions for your business or organization. You can add a maximum of 15 custom questions.

To add pre-filled questions where responses are automatically populated from the user’s Facebook account, go to the Description section of the Pre-filled Question. Then, select the information you want pre-filled in the form. If you want to add categories, click + Add Category.

Note that when filling out the form, people can edit their pre-filled answers if needed.

If you want to add your privacy policy, click on Privacy. Then, enter the URL linking to your privacy policy page and add the hyperlink text.

If you want to display a message to the leads after they submit the form, click on Complete. You can add a title, description, a call-to-action (CTA) button, and a URL. Note that the character limit for the Title and CTA is 60 characters each.

When you want to preview each section of the instant form, click on the arrow at the top of the Preview Form. Once you’re ready, click on Publish to finish. Click on Save Draft if you want to make edits later. However, please note that you won’t be able to edit the Instant Form after it is published.

If you want to use the published Instant Form in an ad, click the Create Ad button next to the form. Choose the image or video that will be displayed in the ad, then select text, audience, duration, and budget. Once you’re done, click on Ad to launch the ad.

Creating an instant form for lead ads from ads manager

After setting up the campaign, go to Ads Manager and select the campaign you’ve created. At the ad set level, choose Instant Form as the conversion location.

At the ad level, click Create Form or select an existing form. When you choose to create a new form, the editing tool will appear. At this point, you can select the form type to start, including Increase Leads, Clear Intent, or Rich Content, then click Next.

In the Introduction section, select Use image from an ad or Use uploaded image. If you choose to Use the uploaded image, click Upload Image to upload a new image. Once that’s done, the greeting will be enabled by default, and you can enter the description and title content, then click Next.

In the Questions section, go to Custom Questions and click + Add Question. Add at least one question to the form. You can add up to 15 custom questions and enable Conditional Logic to create a dynamic form. If you want people to easily complete the form in your lead generation ads, add Pre-filled Questions. Under Pre-filled Questions, go to the Description field and enter text to explain how to use the information.

To add a category, click on + Add Category and then click Next. In the Privacy Policy section, add the URL of your privacy policy and the link text. Click on + Add Custom Disclaimer to enter additional messages or disclaimers and then click Next.

In the Notification for Leads section, you should add a title, description, link, and a call-to-action (CTA) so potential leads are informed about what will happen once they submit the form. You can also select a CTA button to include in the message for the potential leads and then click Create Form.

When users click on your ad, they will be prompted to answer the questions, edit any pre-filled information you have requested, and submit the lead form. Once users complete and submit the form, you can directly download the lead data from the Ads Manager.

How to create an effective lead ads campaigns

If you want your ads to be highly effective, reach a wide audience, and increase conversions, use the following methods:

Make your ads engaging, and compelling, and convey a compelling message and reason for customers to fill out the form. By adding high-quality, vivid, and visual images and videos, along with a clear, relevant call to action.

Determine the right budget by using the ad scheduling feature in the Campaign Budget Optimization section of Ads Manager.

Run ads on Facebook and Instagram using Advantage+ Placements to increase your reach to the most relevant target customers.

Use Lookalike Audiences to reach people who share similar characteristics to your current customers to increase conversions and save on advertising costs. Create an engagement-based custom audience to reach people who have not completed an instant form to encourage them to complete and submit it.

Connect your CRM to reach people in your audience who are more likely to convert.

To improve your instant form conversion rates, include relevant information about your business and content in the form introduction. Keep your instant form simple and include pre-filled questions. Prioritize multiple-choice questions to understand or qualify your leads. Customize the screen that appears after people submit their instant form to encourage them to take another action. Also, test different instant form lengths to compare and choose.

Contact a Facebook Ads Expert for Consultation

Setting up a Lead Ads campaign can be challenging for those new to online business or those without a deep understanding of target audiences. Especially when it comes to setting up and optimizing campaigns to be as effective as possible at the lowest cost, as well as creating enticing lead forms with high response and conversion rates. Don’t worry if you encounter such challenges, get in touch with our Facebook Ads experts for 24/7 guidance and support.
We’ll provide helpful advice and step-by-step instructions, ensuring your advertising campaigns generate explosive sales, attract the most potential customers, and maximize both revenue and profits.
For more information, contact us at our hotline: +84868133882.

Now you have a better understanding of a type of advertisement and how to create an effective Facebook lead generation campaign. Be sure to visit our website regularly to stay updated on more useful knowledge about Facebook advertising!

Frequently Asked Questions