Facebook for Lead Generation: An Overview of Lead Ads

Facebook’s foray into Lead Ads has been around for 18 months now, but new developments occur frequently. The concept was introduced initially to resolve the problem of serving Facebook’s ads to mobile users and the resulting issues experienced while trying to get them to complete long contact forms on their tiny screens.

Now, companies using the platform’s lead ads option can create promos that automatically populate their contact forms with users’ Facebook profile information. This makes lead generation easier, since users can connect with advertisers without the challenge of filling out the entry fields on their smartphones. The idea has been well received, with Facebook Lead Ads increasing the exposure of advertisers, improving user experience and providing better conversion statistics.

With lead ads, potential customers can sign up for what you’re offering, and you’ll get contact info to follow up with them. When potential customers see your ad on Facebook, they can sign up for more info or request something from your business—like price estimates, newsletters, product demos, white papers, trials and much more.

By clicking your lead ad, customers will see a form that’s already filled with info they’ve shared with Facebook—like their name, number, or email. The form is mobile-device friendly and designed for the least amount of typing possible.

Using Lead Ads for B2B Lead Generation

In the business arena, mobile conversions are essential for marketers to achieve success from digital lead generation, and lead ads are a great option for several reasons.

First, a successful B2B advertiser can afford to bid more for conversions than most consumer brands, according to AdAge, which enables them to win more Facebook auctions and better news feed placement.

Second, Facebook offers Advanced Match, an option which enables you to target users across 14 different attributes, which includes their personal email addresses and mobile numbers. So even if you only have your prospect’s business contact info, your lead ads can still reach B2B buyers in their personal space.

Best Practices for Facebook Lead Ads

Creating lead ads that convert requires more than just signing up for the service, however. You need to follow some tried-and-tested practices to use this method effectively.

Make it Visually Appealing

Design is important with this type of advertising, because your ad is in competition with all the other items on the user’s newsfeed. Creative ads that are visually appealing are essential, and the most effective ads typically show the product alongside a simple, customer-focused message.

If you’re able to gather user data from B2B prospects who have already converted, you can discern which designs worked well previously and use that to guide your development process. If it’s your first rodeo, use a tool like Google Trends to get a sense of what’s in and what’s not with your target audience, and match your creative elements to your personas.

Add coupons or other incentives in the design to give the viewer an immediate, clear picture of what it is that you’re offering.

Add a Detailed Offer Page

Once the user clicks on your ad, don’t take him (or her) to a page full of information where they have to hunt for what to do next. Adding a welcome screen or a detailed landing page gives you the chance to immediately explain what the offer is about and highlight your value proposition.

State clearly what your B2B user will gain from sharing their details with you, and what you’ll be doing with their contact details. In this environment of online privacy problems, reassurance is essential when you’re asking for personal information. Facebook requires all companies using lead ads to have a privacy policy on their site, but you can include some of the key points here to help build trust.

Use wording that is clear, compelling and explanatory throughout your lead ads, while at the same time keeping it brief. This can present something of a copywriting challenge, so you’ll need top quality writing talent to really make it work.

Keep Questions to a Minimum

Ask the user only for the information you really need. More info is always better, but with each question you add the chances go up of the user abandoning the form before he completes it.

Reduce the amount of text input needed, and offer options to choose from rather than requiring typed information. Multiple-choice options shouldn’t exceed 3 or 4, which limits the amount of scrolling and improves the user’s experience.

Optimize Ad Results

Facebook’s recent enhancements enable you to optimize the results of your B2B lead ads by using features such as context cards, which give marketers a way to provide more details. This reduces the chances of receiving leads submitted in error by users who have no interest in your product.

Rapid response rates are important for the success of inbound leads, and research shows conversions double when sales people contact prospects in less than a minute. When you’re running a lead generation campaign, integrating the lead ads into a CRM system enables your team to respond in real time and optimizes the value of your adspend. HubSpot, Salesforce, Marketo and other niche providers all support lead ad campaigns.

Use Targeting to the Fullest

The huge quantities of data available to Facebook based on user preferences and behaviors creates a gold mine of information to use in your B2B lead ad campaigns.

Narrow your targeting as much as possible, to get the best return on your advertising. Don’t try to target everyone. Analyze your audience data from other marketing channels and build specific audiences; you can target job titles, industries, companies, and more. Create multiple audiences and test them for conversion rate.  Contact info can be used to create Custom Audiences and Lookalike Audiences, so you can remarket to customers, or find new ones who share traits with the people who fill out your form.


Have you tried Facebook Lead ads and have they worked?

About Paul Mosenson

NuSpark Marketing Founder, Chief Lead Generation Strategist and Online Media Director An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.