Facebook lead ads for marketing

Consider Facebook Lead Ads for Your Next Online Campaign

By: Dan Umbro

September 4, 2019

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For the popularity and effectiveness of Facebook Lead Ads, many businesses still don’t leverage this approach for their marketing.

It’s pretty standard that businesses of all sizes use Facebook to market their products and services. And a lot of those businesses are using Facebook Ads to increase their reach and sell more. Typically that would involve promoting a post or sending visitors to your website to learn more. In some cases, you would want that new website visitor to convert into a lead by completing a form on your website.

A lot of time and money goes into generating a new lead through Facebook. So it makes sense that you want to optimize the performance of your lead generation process on the platform.

Here’s a little secret. Facebook Lead Ads will help increase the effectiveness of your marketing dollars and help convert leads at a higher rate.

What Exactly are Facebook Lead Ads (and Why Should You Use Them)?

Facebook Lead Ads are a type of ad that allow you to run lead generation campaigns on Facebook and Instagram. Unlike other ad types, lead ads include a contact form that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them.

Allowing your potential customers to fill out a form without having to click to another page is incredibly valuable, especially on mobile devices. In the past, you would send prospects to a landing page on your website and there was a high probability they wouldn’t fill out the form. By allowing prospects to fill out a form right on Facebook, it’s less likely that they’ll drop off and not complete the form. In turn, you’ll get more leads to evaluate.

I would be remiss not to say that there may be potential fallbacks. Since it’s easier to fill out a form on Facebook, there is a potential for lower-quality leads. The last thing you want to do is send your sales team unqualified leads. That being said, if you’re smart in the way you target people on Facebook, they should be pre-qualified before they even see your form.

The data you can capture is versatile too. Salesforce, MailChimp, Marketo, and Gmail are all preconfigured connectors, which Facebook can funnel leads into directly. You can also export all form submissions and upload them into your own database. Facebook makes it easy for you to act on incoming leads.

There are also plenty of useful applications. Collect contest entries, offer special deals, sign-up prospects to your email list, register webinar attendees, or give price quotes. The possibilities are endless and many businesses are already utilizing the tool in creative ways.

If you’re a business that regularly advertises on Facebook, consider Lead Ads for your next promotion. You’ll increase conversion rates and get more bang for your buck. It’s a no-brainer.

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Dan Umbro

I've been at Fishnet Media for more than six years and manage all our automation-related tasks. I'm responsible for establishing best practices for our clients with their marketing technologies and processes, and it's not uncommon for me to assist them with the development and execution of multi-channel marketing campaigns. Additionally, I'm the lead on all Pardot implementations, audits, strategic initiatives, and custom solutions. I hold certifications as a Pardot Consultant, Specialist, and Salesforce Administrator.

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