What are Facebook Lead Ads and How Can You Use Them to Your Advantage?

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By Boris Dzhingarov

Did you know that around the world, over one and a half billion people are connected to a small business on Facebook? With these statistics, it’s easy to see just how many members of your target audience you may be able to reach through advertising and marketing on this popular social media platform. Facebook Lead Ads are one of the most popular ways to effectively reach out to and engage with your company’s potential leads on Facebook.

How Advertising on Facebook Works

A good marketer will go to their prospects where they are spending their time, rather than expecting the leads to come to them. As mentioned above, around 1.6 billion people worldwide are connected to at least one business on Facebook, and every day, over two and a half billion users log into this social media network. It’s clear to see that many of your current and potential customers are probably using Facebook, which makes it one of the best places to reach out to them with marketing and advertising material.

Facebook advertising is a method that you can use to reach your target audience, determine buyer personas, and engage with your current customers. Using this social network, you can create customized ads to make sure that they are in with the best chance of reaching qualified leads with the best potential. To achieve this, Facebook will ask you to provide information on your objectives and goals, audience demographics and characteristics, ad placement, budget and more. Lead ads are an option that allow you to get even more specific on this platform.

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How Do Facebook Lead Ads Work?

Facebook Lead Ads are designed to allow users to stay on the social network while completing and submitting a lead form, rather than taking them to a different website. This means that you can create a form that will collect information such as their name, contact number and email address that can be completed at the time they come across your ad in their news feed, Messenger app, Stories, articles and more, rather than being directed to an external landing page. This offers a more seamless user experience, which is key to improving conversions and avoiding a longer click-through path causing friction, ultimately creating a more positive impression for your leads.

Facebook Lead Ads work in a similar way to any other paid ads. First, set up an ad as normal using the Ad Manager tool. This allows you to customize your targeting, set your budget, and add any creative assets to put your advertisement in front of the right audience. Facebook will then use all the information that you provide to show the ad to people who are more likely to become a customer. Your ad will then be displayed in the news feed of your targets, where it is known as a ‘sponsored post’ but looks very similar to a regular, organic Facebook post.

The promotion of a lead generation offer is how Lead Ads work. For example, you might offer a discount code for new customers if you want to sell more of a certain product or get more customers to sign up to your service. As with any other offer, the user will need to enter their personal information through a lead form to get access to the discount. However, rather than being taken to an external landing page to do this, they will do it within the Facebook app. Once the user has seen your ad and clicked on the Call to Action, Facebook displays a pre-filled form that already includes information from their profile, which helps to reduce the amount of work necessary on the user’s part by reducing the amount of information that they need to fill in manually. Facebook then delivers the discount code or coupon to the user either in the app or via email.

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What are the Benefits of Facebook Lead Ads?

For companies, there are several benefits of using Facebook Lead ads, including:

  1. Mobile Responsiveness: These ads are especially useful for mobile, as the app is already set up for mobile users. No matter which device your leads are accessing your ad on, you can rest assured that they will not have any issues completing the form thanks to the responsive design.
  2. Native Functionality: Lead Ads allow users to submit the necessary information with a pre-filled form that does not require them to leave the Facebook platform. This avoids any interruptions to the user experience by allowing the lead to remain on Facebook rather than going back and forth to your website.
  3. High Targeting: Facebook Lead Ads allow you to improve your chance of finding the right leads with highly targeted segmentation such as demographics, interests, and more. Because of this, any leads that you obtain from Facebook advertising are likely to be highly qualified for the service or product you offer.
  4. Easy Data Collection: Another way that lead ads can benefit you as the advertiser is that you do not have to create a separate landing page to obtain information from potential customers. Everything you need is already on Facebook and can be integrated easily with your CRM.

What is a Facebook Lead Form?

A lead form is designed to collect information from the lead such as their name, email address, or contact number, in exchange for something that is of value to them. If you’re offering something that will help them or that they can otherwise benefit from, users are more likely to fill out the form. However, since it’s not difficult at all for anybody to get distracted easily online, getting somebody to fill out a form and submit it is often not as easy as you might think it is. Facebook Lead Ads are designed to address this issue by collecting the necessary information directly in the Facebook app from a user’s profile using the native lead form. The lead form is a part of the Facebook app, so users do not have to ever leave the platform to enter information.

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While it started as a platform for keeping in touch with friends and family, there’s no denying that Facebook has become one of the best ways to advertise and gather leads for your business.