Lead the Pack with Facebook Lead Ads (Inspo + Tips Inside)

Generating new leads is easy.

Said no one ever. 

Getting fresh new leads requires a lot of effort and doesn’t happen consistently unless you use social media advertising like Facebook ads. In fact, Meta has just the thing… Facebook lead ads.

Facebook lead ads are a powerful tool for businesses looking to capture potential customers' information directly within the platform. These ads streamline the lead generation process, making it easier for users to submit their details without leaving Facebook. But how can you make the most of this ad type? 

Let's dive in and explore everything you need to know about Facebook lead ads.

What are Facebook lead ads?

With over 3 billion monthly active users, Facebook provides an almost limitless supply of users to target. Meta remains the most cost-effective platform on which to market your company. 

Facebook advertising, in particular, can create a steady stream of brand-new leads for your business.

Facebook lead ads are a specialized ad format designed to connect you with new potential customers interested in what you offer. They do this by prompting calls, chats, or gathering information from interested users directly within the Facebook platform. 

There are three types of Facebook lead ads:

1. Lead ads with calling: Encourage users to call your business to make inquiries, book appointments, place an order, or find out more information. 
2. Lead ads that click to message: Get leads to start a conversation with you on either Messenger, Instagram, or WhatsApp.
3. Lead ads with an instant form: Create a customizable form for leads to fill out their details without leaving the platform.

The first two options are straightforward; they appear with a CTA to call or message you on Messenger or WhatsApp. But when a user clicks on a lead ad with an instant form, they're presented with a form pre-populated with information from their Facebook profile, such as their name and email address. This seamless process makes it incredibly easy for potential customers to share their details, increasing the likelihood of conversion.

Facebook lead ads vs. Conversion ads

While lead ads and conversion ads aim to drive user action, their approach and end goal differ. 

Conversion ads typically direct users to a landing page on your website, where they complete an action like making a purchase or signing up for a newsletter. 

Lead ads, on the other hand, keep users on the Facebook platform, presenting them with an instant form to fill out. 

This difference may seem small but can significantly impact user experience and conversion rates, especially on mobile devices where navigating to external websites can be cumbersome.

Why should you run Facebook lead ads?

Facebook lead ads offer several compelling benefits for businesses looking to generate leads efficiently:

• Seamless mobile experience: With forms pre-populated with their data, users can submit their information in just a few taps and without leaving Facebook, making the process incredibly smooth on mobile devices.
• Higher conversion rates: The simplified form submission process often leads to higher conversion rates than traditional landing pages.
• Improved data quality: Since information is pulled directly from users' Facebook profiles, the data you collect will likely be more accurate and up-to-date.
• Cost-effective lead generation: Facebook lead ads often have a lower cost per lead than other ad formats, especially when targeting mobile users.
• Integration capabilities: Lead ads can integrate with many CRM systems, allowing for seamless lead management and follow-up. This integration is handy and can save a lot of time when it comes to lead management.

How to create Facebook lead ads

Creating Facebook lead ads is a straightforward process. Here's a step-by-step guide to get you started:

1. Go to Ads Manager and click "Create."

2. Choose "Leads" as your campaign objective in the popup window and click “Continue.”

3. Choose the campaign setup you prefer, whether manual or Meta’s tailored option. I chose the manual setup to go through it here. Then, click “Continue.”

4. Turn off Advantage+ campaign budget and click “Next.”

5. Choose your conversion location. I’m using instant forms for this article.

5. Continue defining your ad set settings, like the budget and schedule, your target audience, and the placements where your ad will appear. Click “Next” when you’re done.

7. Choose your ad format (single image, video, or carousel) in the ad settings.

8. Assemble your ad by choosing or uploading your creatives and defining the headline, text, and call to action.

9. Create your lead form. This screen is where you'll specify the information you want to collect from users. Click “Create Form” to make a brand new instant form. The “Active” and “Archived” tabs below are where you can find your saved or deleted forms in the future.

10. Start by naming your form and selecting the type you want to create according to your goal.

11. Next, define how your form intro will catch the user’s attention. You can add a background image and a greeting for your potential leads. 

12. Next, you’ll add your questions, and a preview of the form on the right will show users what it will look like. If you're feeling fancy, you can also create your form using conditional logic 🤓

You can choose your question type from a list of options.

13. Now, you can go through the “Prefill questions” to decide which to use. Facebook automatically prepopulates these, so the user doesn’t need to type in the information. In addition, it means you get accurate data.

Pay attention to the flow of the form steps and thoroughly explore the options you want to give users when completing it. 

14. Add a privacy policy URL and any disclaimers you want to add to your form.

15. Define the ending of your form and add any actions you want the user to take.

16. Set your CTA and if you want to receive messages in Messenger.

17. Click the “⚙️ Settings” button at the top right of the page. 

18. Confirm your form settings and the name of your form fields, and add any tracking parameters. Depending on your goal, you can decide how open-ended or restrictive you want your form to be. 

19. Click “Done” when you’re finished to close the window, and click the “Create form” button when your form is ready. You’ll return to your ad settings in the “Campaign Manager.”
20. Now that your form is created, you must define the lead delivery method (Google Sheets or your CRM) and tracking options for your ad.

21. Review your ad and click “Publish” to submit it for approval.

Best practices for Facebook lead ads

To create winning Facebook lead ads, consider these best practices:

• Keep it simple: Ask for only the essential information you need. The fewer fields users must fill out, the more likely they are to complete the form.
• Offer value: Clearly communicate what users will get in exchange for their information, whether it's a free ebook, discount code, or exclusive content.
• Use compelling creatives: Entice your audience with thumb-stopping visuals to help increase interaction with your ad. Need inspiration? Madgicx's Ad Library is a bottomless source for Facebook ad ideas across industries and where you’ll find our AI Ad Generator. Use it to create a batch of fresh new ads in just a few moments in your brand style. 

Just pick an ad from the Ad Library, upload an image, or type a prompt—the AI Ad Generator takes care of the rest. Share your ad with your design team for tweaks, or let our in-house digital artists perfect it within 48 hours. This solution lets you go from inspiration to ad production all in one place. Try the Ad Library + AI Ad Generator for free.

• Craft a strong call to action: Use action-oriented language to encourage users to take the next step.
• Optimize for mobile: Since most Facebook users access the platform via mobile devices, ensure your ads look great on smaller screens.
• Test different form types: Experiment with both short and long forms to see which performs better for your audience.
• Follow up quickly: Have a system to respond to leads promptly. The faster you follow up, the more likely you are to convert leads into customers
• Test it yourself: Previewing your lead ad before launching is a great way to ensure everything works as expected. You can do this from the Preview panel in the ad level of your campaign in the Ads Manager.

• Retarget engagers: Create custom audiences to reach people who have already interacted with your lead ad.
• Create custom audiences: Make lookalike audiences of your qualified leads and customers to find more people like them.

Facebook lead ads are designed to help you efficiently separate the wheat from the chaff. You can craft your lead form to contain a certain amount of friction, which helps ensure the lead is of high quality and user intent is true. Or, you can simplify it completely to get more submissions. It’s wise to give your form plenty of consideration when creating it.

5 inspiring Facebook lead ad examples

I. Fitness program lead ad

D1 Training Madison West is advertising a 6 Week Full Body Transformation Challenge.

Instant form text:

This ad uses bold colors that immediately grab your attention and masculine visuals to reflect their target audience. The headline clearly says what it is, and the call to action tells users to “Join Today.” 

The text in the form saying “Warning: Limited Spots Available. First come, first serve” creates a sense of urgency. The form requires minimal information - just your full name, number, and email. The success of this ad lies in its visual impact and the clear value proposition of a body transformation program.

II. SaaS digital agency lead ad

Helios is a lead generation digital agency appealing to software companies with this lead ad.

Mimicking the blue screen of death computer users are accustomed to when things go wrong, the visuals and text work hand in hand to get the point across in a clever and amusing way.

Stating the problem clearly like this is direct and uniquely relevant to who they are targeting. “Get more sales” is a strong CTA, and the landing page keeps things simple by gathering the bare minimum of details needed to set up a call

III. SaaS lead ad

Growth Catalyst Club has a unique angle on getting more newsletter subscribers using this Facebook lead ad.

The ad works because it tells you exactly what to expect when you subscribe—a weekly email including growth hacking insights specific to Facebook ads within this industry. It shows a number in the ad creative and uses a clear, large font, making it easy to read. The design is vibrant and uses many colors, yet the branding remains recognizable.  The ad copy is minimal and gets straight to the point.

The visuals support the offer. The call to action, "Subscribe," is clear and direct and links to an external web page where the only option on the page is to subscribe to the newsletter, making it as effective as possible.

IV. Newsletter signup lead ad

AYU is a cosmetic brand using a Facebook lead ad to get more email subscribers.

The video is shot in their luxurious brand style, using a gorgeous model as the focal point. The ad copy explains that as a subscriber, you have early access to Gold Friday discounts before everyone else. The model captures the user’s attention, and the simple yet genius tactic of incentivizing users to subscribe ensures a bump in list growth and makes this ad effective. 

V. Product subscription Lead Ad

Metcalf Paint & Creations by Lynda advertises its monthly Paint InaBox subscription by offering free online course material to entice users to purchase.

This video ad shows a dad explaining why the DIY Painting InaBox™ is worth buying. Not only do you get all the tools and supplies you need, but you also get access to their mini online course on doing your paint jobs professionally while working remotely from home.

The ad speaks directly to its target audience and authentically addresses their pain points, making it relatable. The lead form also asks for minimal info and clearly states the value they get when purchasing. This ad is effective as it uses social proof combined with a solid offer for DIY painters.

Facebook lead ads - FAQ

What are lead ads on Facebook?

Facebook lead ads are a specific ad format designed to provide advertisers with new potential customers and help collect information from interested users directly within the Facebook platform. They can drive calls or messages to your business and feature pre-populated forms that make it easy for users to submit their details without leaving Facebook.

Are Facebook lead ads worth it?

Yes, Facebook lead ads can be highly effective for lead generation. They typically have higher conversion rates in comparison to ads that direct users to external landing pages, especially on mobile devices. With an average conversion rate of 8.78%, lead ads can be a valuable tool for businesses looking to collect customer information efficiently.

Are Facebook lead ads free?

While creating a lead ad for your Facebook Page is free, running the ad campaign is not. Just like with other types of Facebook ads, you'll need to set a budget for your ad spend. The cost will depend on several factors, such as your target audience, ad type and placement, and competition.

How much does a Facebook lead ad cost?

The price of Facebook lead ads can vary widely depending on your industry, target audience, and ad quality. According to benchmark data, the average cost per lead across all industries is $21.98. However, this can range from as low as $13.87 in the real estate industry to as high as $104.58 in the legal sector. Monitoring your specific campaign performance and adjusting your strategy accordingly to optimize your cost per lead is essential.