Lead Form Ads

Lead Form Ads

Lead Generation Form Ads are all the rage these days. With all the tracking issues that came from the recent iOS changes, more and more advertisers are testing Lead Generation ads because they allow the user to stay on Facebook and aren’t affected by the pixel so conversion tracking is almost 100% spot on!

In the past, these ads have been known to be ‘low quality’ leads but Facebook has implemented a few tweaks to this ad objective to help offset that. For instance, you’re able to select ‘higher intent’ over ‘higher volume’. Higher intent meaning ‘better quality’ leads. This enables an extra “review” screen that the user needs to accept before they reach the thank you page. 

So how does this ad objective compare to others? 

Well, the main difference between the Lead Gen and Conversion objective is that when you click on a regular conversion ad the user will leave Facebook to visit a landing page outside of the platform. With Lead Gen ads the user will stay on Facebook. Essentially, you create a mini landing and thank you page right at the ad level.So the user will click on the ad and a mini landing page will pop open instantly where they’ll enter their name and email and then move to the thank you page. For most users, it even autofills their name and email. Easy Peasy!

So, where do these leads go? 

Well, that’s the catch. The leads stay inside Facebook so you’ll need to either download the leads and upload them into your CRM (I don’t recommend this) or integrate your CRM. In most cases you will need the premium level of Zapier to ‘zap’ the leads into your CRM. It’s super easy to do, but it is an extra expense. It’s also important to make sure you test everything before you make the ads live! You want to be sure the user actually receives the email with their free product.

Right now I’m testing conversion ads and lead generation ads. The lead gen ads are outperforming the conversion ads. ($3 leads vs $1 leads). This is great but you also want to keep in mind that we want these leads to eventually convert into a sale so do be sure to tag them as coming from a FB lead ad and then cross reference when they eventually make a purchase. If your sales conversion rate is low for these type of ads it’s definitely something to consider moving forward. But you won’t know until you test!