Facebook Lead Ads: What it is and how to create them

by Moises Hamui September 14, 2023

Lead generation is one of the main digital marketing strategies to attract and retain potential customers, and for this reason, Facebook has become an essential pillar for companies to achieve this goal.

Learn what Facebook Leads Ads are and how they can help you build a lead base easily.

What is Facebook Leads Ads?

Facebook Lead Ads are advertisements whose main objective is to obtain valuable information in a dynamic way. That is, they facilitate the exchange of data between users and brands without the need to direct users to a destination page.

This means that Facebook Lead Ads allows directlead capture within the same platform, which translates into information ready and available for you.

Its operation is similar to that of a traditional contact form , since it allows the user to fill out certain predefined fields with the information that the brands and/or companies request.

The difference and undoubtedly the great advantage with this type of ads is that it facilitates conversion, since for example, when a user clicks on the ad, their data will automatically appear filled in the contact form, all with the aim of giving them security and proactivity, since the information is obtained from their profile.

Part of the strategy behind Facebook Lead Ads is that they are targeted at audiences that use mobile devices. For this reason, they offer a very user-friendly experience, as they are designed so that with a couple of clicks they can achieve their objective.

Why should you invest in Facebook Lead Ads?

If you want to generateleads quickly and easily on Facebook and Instagram, we recommend you try Facebook Lead Ads. This tool has several advantages, such as:

Lower cost per lead : By simplifying the lead acquisition process, you can get leads more cheaply than with other types of ads.
Automatic data filling : Facebook fills out the form with the data it has about the user, such as their name, email or phone number. This means that the user does not have to type anything and improves their experience.
Customizing the questions : You can customize the form to your goals and needs by adding questions that are relevant to your business. For example, you can ask about the level of interest, availability, budget, etc.
Reduced form abandonment – By not having to leave Facebook to fill out the form, the user is prevented from getting lost or tired of waiting for the page to load. This improves the conversion rate and reduces the bounce rate.
Connecting to your CRM : You can integrate Facebook Lead Ads with your customer management system, so that leads are sent automatically and you can follow up on them effectively.

Disadvantages of Facebook Lead Ads

Some of the drawbacks of Facebook Lead Ads are:

Lead quality : By making the lead acquisition process easier, some users may fill out the form without having a real interest or need for your product or service. This can affect the quality of the leads and the subsequent conversion rate.
Dependency on Facebook : By not having your own website or landing page , you are completely dependent on Facebook to collect and manage lead data. This means that you must comply with the platform's rules and policies, and you may lose access to leads if there are any technical or legal issues.
Format Limitations : When using a Facebook embedded form, you can't use all the visual and persuasive elements that you could use on a website or landing page of your own. For example, you can't use videos, testimonials, guarantees, calls to action, etc. This can decrease the impact and trust you generate with users.

What is the difference between Facebook Leads Ads and Facebook Ads?

The difference between Facebook lead generation ads and Facebook ads is what you want to achieve with your campaign.

If you want to get the contact information of users interested in your product or service, you can use lead generation ads, which allow them to fill out a form without leaving Facebook.

If you want users to take a specific action, such as visiting your website, purchasing something, or watching a video, you can use conversion ads, which direct them to an external page.

Lead generation ads may have a higher conversion rate because they are easier and quicker for the user, but conversion ads can attract more qualified users who are ready to buy.

To choose the right type of ad for your business, you need to consider your goals, your audience, and your budget.

What is Instagram Leads Ads?

Instagram lead generation ads are an advertising option that allows you to collect contact information from users who are interested in your offer.

These ads appear in the feed or in Instagram stories and have a button that opens a form with the user's data already filled in. This way, you can get leads without the user leaving the app.

They are perfect for attracting the attention of your target audience, increasing brand awareness and creating demand for your business.

To run these types of ads, you need to have an Instagram business account and connect it to your Facebook page. You also need to set your goal, audience, budget, and design. Instagram lead generation ads can take different formats, such as carousel photos, retargeting for Facebook campaigns, or the standard sponsored ad.

What is the difference between Facebook Lead Ads and Google Ads?

Facebook Lead Ads and Google Ads are two online advertising platforms that have different features and objectives. The main difference between them is the type of audience they reach and the way the ads are displayed.

Facebook Lead Ads is a tool that allows you to create forms within Facebook and Instagram to capture potential customers without needing a website or landing page.

Ads are shown to people who may be interested in your product or service, based on their demographics, interests, behaviors, and connections. Users can fill out the form with a single click, as Facebook auto-populates the data with the information it has about the user.

This makes the process faster, easier and more convenient for the user and for you.

Google Ads is a tool that allows you to create text ads that appear in Google search results when someone searches for a keyword related to your business.

Ads are shown to people who are looking to buy or find information about your product or service, based on the keywords you choose.

Users have to click on the ad and be directed to your website or landing page, where you will have to convince them to leave their details or take an action.

The differences between Facebook Lead Ads and Google Ads are:

Audience Type : Facebook Lead Ads is based on the user's profile and interests, while Google Ads is based on the user's search intent.
Ad format : Facebook Lead Ads allows the use of images and embedded forms, while Google Ads only allows the use of text and external links.
Cost per lead : Facebook Lead Ads typically have a cheaper cost per lead as it reduces friction and steps for the user to leave their data. Google Ads typically have a higher cost per click as it depends on keyword competition and landing page quality.
Customizing Questions : Facebook Lead Ads allows you to customize the questions in your form based on your goals and needs, while Google Ads does not allow you to ask the user questions within the ad.

How to create a Facebook Leads Ads form? Step by Step

To create a Facebook Lead Ads campaign and form for your business, you must follow these steps:

Create a Facebook page for your business, if you don't have one already.
Access the Facebook Ads Manager and select the Lead Generation objective .
Choose your target audience , i.e. the people you want to reach with your ads. You can use the targeting criteria offered by Facebook, such as location, age, gender, interests, etc. You can also create custom or lookalike audiences based on your current customers or website visitors.
Choose the format and content of your ads. You can use images, videos or carousels to showcase your product or service. You should also write an attractive text and a call to action that invites the user to fill out the form.
Create the form with the questions you want to ask your potential customers. You can use the predefined questions provided by Facebook or create your own. You should also include a privacy policy and a thank you message.
Set a budget and duration for your campaign. You can choose how much you want to spend per day or for the entire campaign, and how long you want your ads to run.
Review and publish your campaign. Before publishing, you can preview how your ads will look on different devices and platforms.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.