Written by The Marketing Team April 17, 2018

5 tips for great Facebook Lead Ads that convert

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If your business has a focus on lead generation, you need to be using Facebook Lead ads. Lead ads are an innovative Facebook ad format that make forms simpler for users and more valuable for business.

Designed to pre-populate the information a user has already shared with Facebook, Lead ads optimize the user experience associated with filling out a form and avoid the disruption that can sometimes occur when a user is redirected to your website.

We’ve recently seen some of our clients getting some great results from Facebook Lead ads. Toyota Netherlands along with their agency partner Socialyse, for example, recently generated more than 35000 leads at a CPL 10% lower than their initial objective, thanks to Facebook Lead ads.

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In light of success like this, we thought we’d share with you 5 tips that can help you get the most out of them too!

1. Attention-grabbing offer and creative

Ensure the imagery and offer of your ad are optimized to grab the users attention. It goes for all of your social ads but, with Lead ads, it’92s especially important that your creative is scroll-stopping! Ensure the creative and wording is action-focused, encouraging the user to act.

2. Don’t take targeting for granted

MMR_Blog_FB-removing-metrics_ICONS-1Targeting is always important but, with Lead ads, there are a few particularities. For example, we’ve seen a number of our clients get success with Lead ads by creating lookalike audiences based on their best customers. Don’t beat around the bush – use Facebook’s powerful targeting tools to target users similar to the customers you love, instead of simply others who are similar to less well qualified prospects. Check out how our agency client Burda Direct Interactive GmbH approached targeting with a Lead ad campaign for their client Paessler, in our success story. A next step would be to then use Engagement Custom Audiences to target people who started filling your form and didn’t submit it.

3. Test the number of form fields

While it might be nice to know every detail about your prospect from their first session on your website, what information do you really need? Identify the form fields that will provide you with what you need to move on to the next step. What information is absolutely critical, and which is just a nice-to-have?

In our experience, overly-long forms can affect completion rates, whether that be on a Facebook Lead ad or on a landing page you link to.

If your type of product or service means you need a lot of information from the user at first contact, do an A/B test of completion rates, CPL and cost-per-conversion depending on the length and order of the form. This will help you to decide what trade-offs you’re prepared to make.

4. Make use of the Custom Question option


Facebook might not provide every question you need as an option in Lead ads. If that’92s the case for your product or service, make use of the custom question option to ensure you’92re able to effectively qualify leads. If your business is a luxury car dealership, for example, why not add a field which asks about the prospect’92s budget? You could set this up as a multiple choice question which a series of budget ranges as options. This will allow you to filter out anyone looking for cheaper car options, saving you time and energy in your qualification process. With custom question in Facebook Lead ads, advertisers are able to choose from short answer, multiple choice or conditional questions at this time.

5. Make quick follow-up a focus

Numerous studies over the years have shown that responding quickly to inbound leads increases the likelihood of conversion. In fact, style=”font-weight: 400;”>studies by and HBR have found that responses to a form fill within 5 minutes are seven-times more likely to convert that those that respond within an hour. Facebook allows the ability to connect incoming leads from Lead ads directly to your CRM system, which can help to decrease wasted time between a form being filled and you calling back.

Thinking about responding to new leads quickly, make sure your only running Lead ads at times when quick follow-up is possible. If your sales team is out of the office at an event, for example, it’s probably not be a great time to be running your Facebook lead ads campaign.

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