Lead ads on Facebook

Lead ads on Facebook and Instagram are a type of advertising campaign that focuses on generating leads for your business.

What are lead ads on Facebook and Instagram, and how do they work?

Lead ads on Facebook and Instagram are a type of advertising campaign that focuses on generating leads for your business. These ads allow you to collect information from potential customers directly within the ad, without them having to leave Facebook or Instagram to fill out a form on your website.

When a user clicks on a lead ad, a form pops up that is pre-populated with their contact information from their Facebook or Instagram profile, making it easy for them to submit their information with just a few clicks. The advertiser can customize the form with additional questions to collect more specific information.

Lead ads can be set up in Facebook Ads Manager or Meta Business Suite and optimized for different objectives, such as maximizing the number of generated leads or improving the quality of leads. Advertisers can also choose from a variety of targeting options, such as age, location, interests, and behaviors, to reach their ideal audience.

Here are some steps you can take to optimize your Facebook lead generation strategy and funnel:

  1. Define your target audience: Identify your ideal audience based on their demographics, interests, behaviors, and pain points using Facebook’s audience network tool.

  2. Set up Facebook pixels: Put a piece of code on your website that tracks what visitors do so you can see how well your ads are doing and improve them.

  3. Create awareness with ads and content. Use different ad formats and content marketing strategies to make ads and content that catch the eye and interest of potential customers.

  4. Create custom audiences: segment your audience based on their engagement level with your ads and content using Facebook’s custom audience feature.

  5. Create ads for your warm audience: Create ads targeting your custom audience using different ad types based on their stage in the buyer’s journey.

  6. Add your sales pitch: Create ads that persuade your warm audience to take action using techniques like urgency, scarcity, and social proof.

  7. Retarget: Create ads that target people who have bought from you before or left without buying using different strategies such as cross-selling, upselling, and loyalty programs.

Here are some tools that can aid you in Facebook lead generation:

  • Lead Ads: Sponsored posts that appear on your audience’s Facebook News Feeds, Stories, and Marketplace. These ads make it convenient for users to sign up for your offer without leaving Facebook. Lead ads also pre-fill the user’s contact information using their Facebook profile data, making it easy for them to provide you with their information. You can use lead ads to collect email addresses, phone numbers, names, or any other information you require.

  • Facebook Pixel: This is a piece of code that you place on your website to track the actions of visitors who came from your Facebook ads. You can use it to find out how well your ads are doing, improve your campaigns, and make custom audiences for retargeting.

  • Facebook Analytics is a tool that lets you see how people use your website, app, or Facebook page. You can use it to study how users to act, track conversions and attribution, and improve your marketing plan.

  • Facebook Business Suite: A tool that allows you to manage both your Facebook and Instagram business accounts in one place. You can use it to schedule posts, respond to messages and comments, view insights and reports, and manage ads on both platforms.

What is the difference between Facebook ads and META ads?

Facebook Ads and Meta Ads are essentially the same thing, as Meta is the parent company of Facebook. The advertising platform that was once known as Facebook Ads has now been rebranded as Meta Ads Manager. So, there is no difference between the two in terms of functionality, features, or targeting capabilities. It is simply a rebranding of the advertising platform by the parent company.

How to use forms?

Using forms is an essential aspect of lead generation on Facebook. Here are some steps to effectively using forms:

  1. Figure out what information you want to collect. Before you make a form, you should figure out what information you want to get from potential leads.This could include their name, email address, phone number, company name, job title, and more.

  2. Create a form: You can create a form using Facebook’s Instant Form feature. When creating your form, be sure to give it a clear and concise name that reflects the information you’re collecting.

  3. Customize your form: You can customize your form by adding an introduction section, questions, prefilled questions, and a privacy policy. Be sure to keep the form simple and easy to fill out.

  4. Add a call-to-action: Be sure to include a clear and compelling call-to-action that encourages people to submit the form.

  5. Test and optimize: Test different form designs, questions, and call-to-actions to see which ones perform best. Use this data to optimize your form and improve your lead generation efforts.

  6. Integrate with your CRM: Integrate your form with your CRM to ensure that leads are automatically added to your database and followed up on in a timely manner.

Is it possible to integrate lead ads on Facebook with Salesforce? 

Facebook ads can integrate with Salesforce. The integration allows you to sync your Facebook Lead Ads with your Salesforce CRM, which means that you can capture and follow up on leads from Facebook directly in Salesforce. This integration can help you streamline your lead generation process, reduce manual work, and increase conversion rates. You can also use the integration to track ad performance and measure the ROI of your Facebook ad campaigns. To set up the integration, you will need to use a third-party tool such as Zapier, LeadsBridge, or Salesforce’s own integration tool.

What is the most simple and effective strategy for Facebook ads?

First, figure out who you want to reach by looking at things like age, location, interests, and behaviors. This will ensure that your ad is shown to people who are most likely to be interested in your product or service.

Next, create an attention-grabbing ad with a clear message and a strong call to action. Use eye-catching images and convincing words to grab the viewer’s attention and get them to do something, like click a link or buy something.

Finally, closely monitor the performance of your ad and adjust as necessary. Use data such as click-through rates, conversion rates, and cost-per-click to make informed decisions about your ad targeting, creative, and budget.

Here are two examples of simple and effective strategies for Facebook ads:

  1. Carousel Ads: This format allows you to showcase multiple images or videos in a single ad, which can be a great way to highlight different product features or showcase a range of products. Keep the messaging simple and clear, and use high-quality visuals to grab the viewer’s attention.

  2. Lead Generation Ads: These ads allow you to collect information from potential customers directly on Facebook without them having to leave the platform. Keep the form short and straightforward, asking only for essential information, such as a name and email address. Offer an incentive for filling out the form, such as a discount or free trial, to increase the chances of conversion.

Out of the box ideas for lead ads on Facebook

When it comes to creating effective campaigns on Facebook, thinking outside the box can pay off. For example, a lingerie brand used Facebook’s dynamic ads for broad audiences and a quiz as a lead magnet to generate a 2.5X increase in return on ad spend and a 3X lower cost per lead. A company that sells smart baby monitors, used Facebook’s video ads and lead ads to tell parents about their products and get their contact information. With the help of automated email campaigns to nurture leads, they were able to increase sales by four times and cut the cost per lead by forty percent. An artisan ice cream company used Facebook’s carousel ads and lead ads to show off their flavors and offer a coupon code as an incentive to sign up. The result was a 14% increase in online sales and an 18% decrease in cost per lead. These out-of-the-box ideas for campaigns on Facebook can help businesses increase their ROI and lower their cost per lead.

Successful real estate lead generation campaigns on Facebook

A real estate developer in India used Facebook’s lead ads to offer solutions to their customers’ pain points. They also utilized a chatbot to qualify and follow up with leads. As a result, they saw a 3-fold increase in leads and a 50% decrease in cost per lead.

Another real estate lead generation example is a company in India that used Facebook’s video and lead ads to show testimonials from happy customers and get potential clients to book site visits. They also used automated email campaigns to nurture leads. This strategy resulted in a 10x increase in leads and an 80% decrease in cost per lead.

Australian real estate agents used Facebook’s live video feature to give a virtual tour of a property and talk with viewers in real time. He also utilized lead ads to collect contact information from interested buyers. This approach resulted in an 8x return on ad spend and the sale of the property within 24 hours.

How to optimize FB campaigns?

To optimize a lead ads on Facebook, follow these tips:

    1. Use Facebook’s targeting options to define your target audience based on their demographics, interests, behaviors, and location.
    2. Determine a budget that allows you to reach your target audience effectively without overspending.

    3. Use high-quality images or videos and engaging ad copy that speaks to your target audience.

    4. Test different versions of your ads to see what works best for your target audiences, such as different images, ad copy, or calls to action.

    5. Use Facebook’s retargeting options to show ads to people who have interacted with your business before, such as by visiting your website or engaging with your Facebook Page.
    6. Use Facebook’s optimization tools, for example, you can optimize for clicks or conversions. 

What works best on Facebook, LinkedIn, Instagram and Twitter?

When it comes to social media platforms, each one has its own unique style, features, target audience, and best practices for advertising. Here’s a comparison of Facebook, LinkedIn, Instagram, and Twitter:


  • Style: personal and interactive, with emphasis on images and videos.
  • Features: Instant Forms, Lookalike Audiences, Custom Audiences, Retargeting, and Carousel Ads
  • Target: Wide range of demographics and interests, but tends to skew towards older audiences.
  • Audience: There are 2.8 billion monthly active users whose main goal is to connect with friends and family and find and share content.


  • Style: professional and informative, with emphasis on text-based content.
  • Features: sponsored content, sponsored in-mail, dynamic ads, lead generation forms, and retargeting.
  • Target: professionals and businesses, with a focus on B2B marketing.
  • Audience: Over 774 million members, with a focus on networking, job searching, and industry news and updates.


  • Style: visually appealing and highly curated, with an emphasis on images and videos.
  • Features: Stories Ads, Carousel Ads, Shoppable Posts, Influencer Marketing, and Retargeting
  • Target: younger audiences, with a focus on lifestyle and visual appeal.
  • 1.4 active users every month, with a focus on sharing and finding content as well as following brands and influencers.


  • Style: Quick and concise, with emphasis on text-based content and trending topics.
  • Features: promoted tweets, promoted accounts, Twitter ad campaigns, and tailored audiences
  • Target: Wide range of demographics, but tends to skew towards younger, tech-savvy audiences.
  • Audience: Over 206 million monthly active users, with a focus on real-time updates, news, and trending topics.

What distinguishes Facebook Ads content from that of other platforms?

Lead ads on Facebook content is different from that on other platforms in several ways. First, Facebook allows advertisers to target specific audiences based on a variety of factors, such as demographics, interests, behaviors, and even previous interactions with the advertiser’s business. This means that Facebook ad content can be tailored to reach a specific group of people who are most likely to be interested in the advertiser’s products or services.

Second, Facebook Ads content can be highly visual, with images and videos available to accompany ad copy. This can make the ads more engaging and attention-grabbing, which can increase the chances of people clicking on them.

Third, Facebook ads can appear in a variety of formats, including in-feed ads, carousel ads, video ads, and more. This allows advertisers to choose the format that best suits their goals and the type of content they want to promote.

Lastly, Facebook groups can be a good way for businesses to connect with their customers and build a sense of community, but content for Facebook ads is not limited to group targeting. Ads can be targeted to a wide range of audiences beyond specific groups, including people who have shown interest in similar businesses or products or people who match certain demographic or behavioral criteria.

How much does it cost to generate leads on Facebook?

How much it costs to get leads on Facebook depends on a lot of things, like your target audience, your ad budget, and how much competition there is in your industry. Most of the time, you’ll have to pay for each lead that your Facebook lead ad campaign brings in. The cost per lead can range from a few cents to a few dollars. But if you do a good job of targeting and optimizing, you can get leads for less money and get a better return on the money you spend on advertising. 

The average cost per lead (CPL) for a Facebook campaign falls between $0 and $25. However, this may vary depending on your specific situation and goals.
There are some ways to reduce your CPL on Facebook, such as improving your ad relevance score, optimizing your landing page, testing different ad formats and targeting options, and using lead magnets. You can also use Facebook’s lead ads feature4, which allows you to collect leads directly from your ads rather than sending them to a third-party website.

Are Lead Ads in Facebook worth it?

Facebook leads appear to be worth it for most people. Facebook ads have produced the best ROI for 98% of social media marketers worldwide in 2016. Facebook leads can help achieve various objectives such as brand awareness, reach, customer acquisition, and retention. Custom features can also optimize lead ads for quick follow-ups or higher-quality leads.

However, it’s important to note that Facebook leads do not guarantee conversions into sales. To effectively convert leads, a clear strategy and a well-designed funnel are necessary to nurture and qualify them. Results need to be tracked and measured while campaigns should be optimized accordingly.

What are the legal boundaries with Facebook ads in the EU and US?

The legal boundaries for Facebook ads in the EU and US are complex and ever-changing. Here are some of the key considerations for businesses advertising on Facebook:

  • Data protection: In the EU, the General Data Protection Regulation (GDPR) regulates the collection, use, and processing of personal data. This means that businesses need to get permission from users before collecting their data, and they also need to keep the data safe and only use it for the reasons it was collected. In the US, state and federal laws like the California Consumer Privacy Act (CCPA) and the Children’s Online Privacy Protection Act (COPPA) protect personal information.
  • Advertising standards: Facebook has its own advertising policies and guidelines that businesses must follow when creating ads. These rules cover things like what content isn’t allowed, how ads are targeted, and how user data is used. Also, advertising in some fields, like finance, health care, and alcohol, may be subject to more rules and regulations.
  • Consumer protection: In the EU and US, there are laws that protect consumers from false advertising, deceptive marketing practices, and unfair competition. For example, in the US, the Federal Trade Commission (FTC) regulates advertising to make sure it is true, not misleading, and supported by evidence. The Unfair Commercial Practices Directive (UCPD) makes it illegal for businesses in the EU to use misleading or aggressive business practices.
  • Intellectual property: When making Facebook ads, businesses also need to be aware of intellectual property laws. This includes making sure they have the rights and permissions to use any copyrighted material, trademarks, or other intellectual property in their ads.
facebook ads lead generation

Lead ads on Facebook: key takeaways

  • Lead ads are a type of sponsored post that allows people to sign up for an offer or provide their contact information without leaving Facebook, making it easy and convenient for them.
  • Facebook lead ads can help you generate high-quality leads, as they pre-fill the contact information with the user’s Facebook profile data, reducing friction and increasing the conversion rate.
  • You can make your lead ads more appealing to your target audience by using different ad formats, images, videos, and call-to-action buttons. This will help you get your value proposition across.
  • Facebook offers different tools to optimize your lead ads, such as the Facebook Pixel, Facebook Analytics, and Facebook Business Suite, which allow you to measure your ad performance, track user behavior, and manage your campaigns in one place.
  • To create a successful lead generation campaign on Facebook, you need to know who your ideal audience is, make ads that people want to click on, divide your leads into groups based on how much they interact with your ads, and keep in touch with them through personalized follow-up emails and retargeting ads.
  • When collecting and using user data for lead generation, it’s important to follow the laws and rules in the EU and US about data privacy, consent, and disclosure.