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Do you run lead generation campaigns?

Are you familiar with Facebook Lead Ads?

By autofilling lead generation forms with user details, Facebook’s lead ads make it easier for people to sign up and receive your offer.

In this article you’ll discover how to create lead ads on Facebook.

how to use facebook lead ads

Discover how to use Facebook lead ads.

Listen to this article:

Why Lead Ads?

Facebook has made the process of generating leads on the platform much easier. With the new Lead Generation objective, you can ask customers and prospects for their information, and they can provide it without ever having to leave Facebook.

Here’s how lead ads work. Show your ad to users, and if they’re interested, they’ll click the call to action to bring up a form prefilled with their personal information that they’ve shared with the network. They can then review the information, edit it if needed and click Submit.

lead ad with fields

Lead ads prefill users’ contact information to make it easy to fill out forms on mobile devices.

The autofill forms make the signup process as easy as possible. And the less people have to do, the higher the probability they’ll convert. If you need more information from users than Facebook can provide, you can ask for it by customizing the form.

Keep in mind that Facebook has only released the Lead Generation objective to some advertisers. If you don’t have it yet, don’t fret. You should get it soon.

#1: Create a Lead Ad

Right now, you can only create and edit lead ads within Power Editor. If you haven’t used Power Editor before, it’s a great tool for creating and managing Facebook ads.

Once you download your ads account to Power Editor, click the Create Campaign button in the top left. From there, type in a name for your ad and click the Objective drop-down menu. If you have access to the Lead Generation objective, you’ll see menu options similar to the following image.

lead generation objective in menu

Select Lead Generation as the ad objective.

Select the Lead Generation objective and then continue the ad creation process as you normally would. When you get down to the ad level, you’ll see the following Lead Form section.

lead generation form creation

Select Lead Generation as the ad objective.

Click Create New Form to create your first lead generation form (and every form for that matter).

Next, type a name for your form in the text box and click Next.

lead ad creating step 1

Enter a name for your lead generation form.

Now choose the details that you want to collect from customers and prospects.

lead ad form detail selection

Specify what information you want to ask users for in the form.

You can also add custom questions that you want to ask, such as “Are you a customer?” When you’re finished adding your questions, click Next.

lead ad form custom questions

Add a custom question for users to answer.

Add a link to your privacy policy (yes, you do need one) and click Next.

lead ad form privacy policy link

Enter a link to your privacy policy.

Now enter your website address. Customers will have the option to click through to it after they submit the form. Then click Next.

lead ad website link

Add a link to your website.

Review your form, and if everything looks okay, click Create Form.

lead ad form preview

View a preview of the form and then click Create Form.

After you’ve created all of your ads, give them a final check for typos and errors, and then upload your ad account via Power Editor.

#2: Download Your Leads

Accessing your leads is a manual process for now. Facebook does not yet provide an option to import your leads automatically to a tool like MailChimp or AWeber. (Hopefully this functionality will come soon.)

To get your leads, go to the Facebook page that’s connected to your ads and click the Publishing Tools tab at the top.

From there, click Forms Library on the left side of the screen. Keep in mind that you need to have admin access to view forms.

forms library in menu

Select Forms Library to access your forms.

On the right, you’ll see all of the forms that you’ve created. Click the Download link next to your form to download your leads in CSV format.

forms library

In the Forms Library, click Download to download leads from your form.

The column fields are pretty self-explanatory. Columns A through F give you details about the ad, campaign, when the lead was captured and which form it was. After that, you’ll see the information that you requested from users.

You can upload this data to your client management tool or pass it along to your sales team to contact the leads.

Lead Ad Tips

Here are a few tips for creating lead ads:

Tell Users What You Want Them to Do

When it comes to advertising, sometimes you have to tell people what to do. “Go here.” “Click this.” “Give money here.” It’s no different for lead ads, especially since many Facebook users haven’t seen lead ads yet.

For example, the ad below includes the following line: Click below and confirm your information (Facebook fills it in for you).

lead ad with call to action

Tell people how to use your ad with clear call to action.

This message does two things: It tells users what they need to do, and explains that the process is easy because Facebook will fill out the form for them. Making the process clear to users should help increase your conversion rates.

Try Capturing Leads at Night

Many Facebook advertisers would suggest keeping your ads running throughout the day. While there are situations where the dayparting feature is useful, you may be missing out on some sales that occur during the day. When it comes to leads, however, it’s likely more beneficial to try to capture them during the evening. A large majority of the leads from test campaigns occurred at night.

Perhaps people are more comfortable freely giving their information in the later hours? You can certainly test this out for yourself.

Test Your Call to Action

Facebook has only a few calls to action right now: Download, Get Quote, Learn More, Sign Up and Subscribe. Try the one that most accurately reflects what you’re trying to accomplish, and see how it works.

Conclusion

So far, preliminary test results have begun to build excitement for the Lead Generation objective. As it stands, the leads generated seem to be pretty warm and solid. Even when targeting high-end service professionals, results appear to be promising. With that in mind, this new tool is likely to benefit you if you’re looking to create leads. It will be interesting to see how this objective performs in the coming months.

What do you think? Have you created any lead ads on Facebook? What were the results? Please share your thoughts in the comments below.

how to use facebook lead ads

Tips using Facebook lead ads.

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  • Candice Carter

    I have created a LEad ad and It didn’t do much for me, I really didn’t know what to say for the call to action or what type of image to use.
    My Objective is to get them on my marketing newsletter, So my question is should I use a image with me in it or some other image with subscribe for marketing tips weekly.
    And what sort of call to action, just a simple click here Facebook fills it in for you and you will get access to marketing tips weekly… I am keen to test this as Twitter lead ads worked really well for me

  • Frans

    Is this available for all countries? I dont see it in the UK via my business.facebook platform

  • I wonder how to sync leads to Mailchimp…..automatically

  • Unfortunately this isn’t possible right now but I am sure that it will happen soon. It’s still technically in beta and they’re working to get it out the door with all the cool features we want.

  • It’s only available for select countries right now as it in the beta phase. Although, I’m surprised it’s not in the UK. It may just not be in your account yet as they’re slowly rolling it out. One of my friends that spends a lot in Facebook ads in the US still doesn’t have access yet. If you have a Facebook rep, you should contact them to see if they can activate it for you.

  • You should definitely split test for your audience. I’ve had success with a person looking at the screen, but every audience is different.

    Try my tip with the call to action in the text “Click below to confirm”. Tell them what to do. They need it, especially when it’s a new thing that they don’t know how to use.

    Hope that helps!

  • Kyler Patterson

    You should definitely split test this for your audience. I’ve had success with a person looking towards the camera, but every audience is different.

    Try my tip with the call to action in the text “Click below to confirm”. Tell them what to do. They need it, especially when it’s a new thing that they don’t know how to use.

    Hope that helps!

  • Kyler Patterson

    It’s only available for select countries right now as it in the beta phase. Although, I’m surprised it’s not in the UK. It may just not be in your account yet as they’re slowly rolling it out. One of my friends that spends a lot in Facebook ads in the US still doesn’t have access yet. If you have a Facebook rep, you should contact them to see if they can activate it for you.

  • Kyler Patterson

    Unfortunately this isn’t possible right now but I am sure that it will happen soon. It’s still technically in beta and they’re working to get it out the door with all the cool features we want.

  • Interesting idea…that will leave you searching for more ideas.

    Why not just run a simple Facebook ad for $10 or $20 one day so you can determine who your audience is?

    Right now it sounds like you’re looking for customers and prospects. Do you know who your target audience is? Kinda sounds like no.

    Well, the good news is that Facebook will give you a ton of metrics after that first campaign. Better yet, they’ll supply you with ad placement info as well. From my experience, desktop is useless and mobile is where it’s at for Facebook advertising.

    To me, getting the age and male/female demographics is key. If I can run that first ad and see who is clicking I can reduce my potential reach big time, just by cutting out those two large groups.

    If you run that first ad right, you’ll get a lot more info. Why bother with lead ads when Facebook ads do the same thing?

  • Kyler Patterson

    The purpose of this post wasn’t to find your audience. There plenty of articles about targeting, and some really good ones on Social Media Examiner.

    This was to introduce people to the lead ads. A lot of people run ads primarily to generate leads. The process was to build a landing page, integrate that with your mail client, and then do whatever you want with it. The lead ads removes the need for the landing page. And since it’s still within Facebook, and because Facebook has all your data, it fills the form out for you. Which is better than sending them to a landing page where they have to fill it out themselves.

    Path of least resistance. The less work they have to do, the easier it is for them to do it. The easier it is for them to do it, the greater the chance of conversions

    But your information about running the first ad is definitely helpful. I’ll run ads broadly to a range of ages and sexes. Then after a day or so, I look at my reporting to see who clicked the most and who converted best. With that info, I create new ads targeting those specific people.

  • Binu Madhav

    A much awaited feature. Thanks a lot for the post. I got the stick and working fine for me.. Thanks a lot FB and you SME, you are awsom guys. always up2date..

  • Candice Carter

    Great I will definitely test this out thanks 🙂 I am loving all of these new platforms poping up and being able to test the new market out.

  • Kyler Patterson

    Thank you for reading!

  • I’d also add that your call to action for the ad as a whole should be addressing a ‘pain point’ that your target audience might be facing. If your newsletter provides information on a number of areas in marketing, then split those up and write out some paint points that your newsletters cover/ solve.

    You could then create a few lead ads each with a different CTA (pain-point answer). Your button CTA could also be tested among a few of the different ads, or duplicate the same ad and test different button CTAs (text).

    Make sure your image, whilst relevant in some way, is eye-catching. It doesn’t have to be up for an award for National Geographic, but it does have to catch the persons eye and help to reinforce the pain-point you’re addressing.

    An example pain point could be “I’m a consultant and I don’t know how to brand myself or how to get new clients”.

  • FB is build for the Lead Generation object. thanks for info

  • louise miller

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  • louise miller

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  • Here is something really worth your attention , a very good opportunity for work for those who want to utilise their free time to make some extra money using their computers… I have been working on this for last two and half years and I am earning 50-80 dollar/ hour … In the past week I have earned 13,245 dollars for almost 20 hours sitting ….

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    check it what I’ve been doing….Visit websiteIink on my profiIe<code>__abENT__lt;code__abENT__gt;to see what I do__abENT__lt;__abENT__#8260;code__abENT__gt;</code>

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  • Oscar Salas

    Have you had problems with ads redirecting directly to website without going through the form?, I´m struggling with this right now. It seems it only works for certain customers. And for other it just goes through.

  • Kyler Patterson

    I’ve only seen that happen when it’s on desktop. So if someone shared it and their friend clicked it on desktop, then they’d go straight to the website.

    I noticed this when I attempted the preview on desktop and it went straight to my site.

    Hopefully it’s not happening for your targeted audience. If you can prove that it is, send it Facebook support.

  • This is a great step forward, but when they integrate the results with Mail Chimp and other email marketing tools to do auto-responders etc., then it becomes very interesting and even more social.

  • Another good item to add is a selection of what their actual interest are, then you can know them in more detail – this could even be part of the image.

  • This is something very interesting that is worth paying your extreme attention ,a very good chance to work for those people who want to use their free time so that they can make some extra money using their computers… I have been working on this for last two and half years and I am earning 60-90 dollar/ hour … In the past week I have earned 13,70 dollars for almost 20 hours sitting ….

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    Not any Time limitations to start work … You may do this work at any time when you willing to do it ….

    Just know how I have been doing this…..….see this (webiste-Iink) on my !profile!<code>__abENT__lt;code__abENT__gt;to know how I am working__abENT__lt;__abENT__#8260;code__abENT__gt;</code> on this`

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  • Yep – that’s possible soon 🙂

  • Does anyone know if there is a way to edit the lead ad form once it’s created? I wanted to change up an answer to one of the custom questions I created and if possible re-arrange the order the questions are displayed as.

  • Sam Wigginton

    Seriously, how could they have overlooked something like that? There’s no way to even review the form again after you create it. How annoying!

  • Jon Loomer said there is a way to edit it, but I haven’t found it yet. I’ll keep looking and if I find it I will be sure to let you know.

  • Kyler Patterson

    Jon Loomer did have an article about how you can do this and there are some service providers that suggest that they can do it for you. I assume it’s probably through the API in some fashion. However, I have not used any of these yet and don’t want to suggest something that I haven’t tested.

  • LeadsBridge

    As usual, articles from Social Media Examiner are always well explained and well detailed.

    We have noticed that you mention in #2 that “Accessing your leads is a manual process for now”.

    Thanks to our software this process is not manual anymore, in fact, with LeadsBridge, leads are synchronised with your CRM/autoresponder in real time 🙂

    We think that Facebook Lead Ads is definitely a game changer and everyone who invests in ads should give it a try.

    Hope you find this comment useful

  • Horváth Áron

    Hey, I want to create a form where People can submit their Problems. Is it possible to set up Lead ads and after submitting, People could share their Problem witht their frinds? For example: they click on the lead ad, I get their email, Name and their Problem, and after that they could share the Problem with others?

  • It’s already integrated with MailChimp.
    Read more here: help.aitarget.com/hc/en-us/articles/212949238

  • Kyler Patterson

    Cool concept! Unfortunately that kind of functionality isn’t possible with the lead generation objective. You’d probably need to send them off site to something custom coded to achieve this.

  • mawy

    Lead ads are very important feature, only it just needs to come to desktop and become available also as organic post not just an ad.
    I am using it with a client currently and it is 6X cheaper than driving the traffic to lead page.
    The only problem is also in tying it up to the auto responder,
    however I use [Snaptiks.com] to connect to mailchimp, It works pretty much well and it has a forever plan also.

  • Mansoor Shaikh

    There is problem with this kind of campaign which I think Major one. Most of people who entered phone numbers to their facebook accounts either expired or they dont use. I think same case with primary email address also. So as Facebook take information automatically from users profile many people just click on the submit button without checking the information is correct or not. This is what happening with my facebook lead campaign till now. I am getting very good amount of leads but the quality of leads is very poor, As their phone numbers are wrong/invalid. Anyone having same issue? do let me know on my twitter handle: @Imansoorshaikh

  • Mansoor Shaikh

    Seriously.. How can Facebook miss this option.

  • Hi, does the lead form only appear to users if the ad is running? I thought I read somewhere that organically shared newsfeed ads still contain the lead form so they should still work? My experience is that the form stops working and simply directs clicks to the chosen website url.

  • Kyler Patterson

    I’ve only noticed it work on mobile. If I saved it or shared it, then someone on desktop will just go to the backup link you have added. Could link to an offshore lead form if your worried about that.

  • Aslaug Dalen

    Hi Guys! I want to create a leads ad where people can sign in and get a coupon code for my offer. I havent been able to find this feature yet. Is this possible as of now?

  • Kyler Patterson

    You can have them sign up for the offer and then you can email them with your coupon.

    Additionally you can just use a regular ad to send people to a landing page that displays your offer.

  • Marketing Sweet

    Thanks for the great information! I’ve only just become aware of Lead Ads on Facebook but believe that they will greatly assist my ability to gain leads for my Clients.

  • Vimlesh Maurya

    Hi all,

    I am not able to see the download link in Forms Library. Can you please help me to extract the data.

    Please find bellow the snapshot for the same.

    Thanks

  • Kazim Abbas

    Yes, same with happen with me do you gave some solution please let me know

  • Kazim Abbas

    here is a problem with this type of campaign that I think most important. Most people who entered phone numbers to their accounts expired or who do not use Facebook. I think same case with the main-mail also. And Facebook automatically takes information from user profiles many people simply click the submit button without checking the information is correct or not. This is what happens to my Facebook lead Generation campaigns, we have lot of leads but conversation ration is not good, even i can also choose Interest area and language, If someone have solution please let me know on my email kazim2007@gmail.com

  • Diego Polanco

    How is the beta going? do they offer that feature yet?

  • Kunal Singh Khati

    i think Its also available in FB Ads Manger now , so i don’t think we should use Power Editor .

  • The lead ads have been working great for a few of my clients. I can’t believe you have to login to see if you have new leads, does anyone know how to get notified of new leads?? They don’t show up on my notification panel.