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Facebook Lead Ads Explained

Facebook lead ads
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If you are looking for an effective way to generate leads for your business, Facebook lead ads may be the answer. Facebook lead ads allow you to collect information from potential customers without them ever having to leave the Facebook platform.

With over 2.8 billion monthly active users, Facebook is the largest social media platform in the world, making it an ideal place to reach potential customers. In this article, we will explain what Facebook lead ads are, how they work, and the benefits of using them to generate leads on Facebook.

Key Takeaways

  • Facebook lead ads are a useful tool for generating leads on the platform
  • They allow you to collect information from potential customers without them leaving Facebook
  • With over 2.8 billion monthly active users, Facebook is an ideal place to reach potential customers

What are Facebook Lead Ads?

If you’ve ever used Facebook, then you’ve probably scrolled past a lead ad without even knowing it. Facebook lead ads are a type of ad format that allows businesses to capture customer information directly within the Facebook platform. Instead of directing users to a landing page, lead ads include a form that can be filled out with just a few taps or clicks on the ad itself.

So why use lead ads? Well, they streamline the lead generation process, making it easier for businesses to collect valuable information from potential customers. And they’re effective too – research shows that lead ads can result in more conversions and a higher return on investment than other types of Facebook ads.

How do Facebook Lead Ads Work?

Facebook Lead Ads allow businesses to generate leads directly from Facebook, without users needing to leave the platform. These ads appear as sponsored posts on users’ newsfeeds or stories, and when clicked, a form pops up requesting the user’s contact information.

As Facebook already has most of the user’s information, like name and email, the form is automatically filled out with those details, making it quick and easy for users to submit their information. However, users can edit the information before submitting the form.

Businesses can customise the form to include specific questions or fields, such as phone number, job title, and more. This allows them to collect valuable information about potential customers and tailor their marketing strategies accordingly.

Once a user submits the form, their information is stored in Facebook’s Ads Manager or can be exported to a CRM system. This information can then be used for lead nurturing campaigns or to create targeted ads.

Facebook Lead Ads are an efficient way for businesses to obtain high-quality leads from a platform that billions of people use every day.

Benefits of Using Facebook Lead Ads

Using Facebook lead ads for lead generation on Facebook has numerous benefits. Here are some of the key advantages:

Benefit Description
Increased lead quality Facebook lead ads allow you to collect valuable information about your leads, including their name, email address, phone number, and more. This information can help you better qualify your leads and target them with more relevant messaging.
Higher conversion rates Because Facebook lead ads allow users to submit their contact information without leaving Facebook, the barrier to entry is lower and conversion rates are typically higher than other lead generation methods.
Greater reach With over 2 billion active users on Facebook, the platform offers unrivalled reach for businesses looking to generate leads. Facebook lead ads can be targeted to specific audiences to ensure maximum visibility and effectiveness.
Cost-effective Compared to other forms of advertising and lead generation, Facebook lead ads are relatively inexpensive. Advertisers only pay when someone submits their contact information, making it a cost-effective way to generate quality leads.

In short, Facebook lead ads offer a powerful way to generate high-quality leads on the world’s largest social network.

Setting Up Facebook Lead Ads

Setting up Facebook lead ads is a straightforward process that can be done by anyone with a Facebook business account. The first step is to log in to your Facebook Ads Manager account and select “Lead Generation” as your campaign objective. From there, you can create your ad and specify your target audience.

When setting up your lead form, make sure to ask for the right information. You want to strike a balance between the amount of information you ask for and the ease of completing the form. Generally, asking for a name and an email address is sufficient. You can also add custom fields if needed, but be sure to keep them relevant to your business.

Customising Your Thank You Screen

Once someone submits your lead form, they’ll see a “thank you” screen. This is a great opportunity to provide more information about your business and what they can expect from you. You can also add a call-to-action button to encourage them to take the next step.

Tip: Make sure to customise your thank you screen. It’s a great way to make a good first impression and show your potential leads that you value their time.

Retargeting Your Leads

After someone fills out your lead form, you can retarget them with Facebook ads. This is a great way to keep your business top of mind and encourage them to take the next step in your sales funnel.

You can also integrate your lead ads with your CRM system. This will allow you to automatically send leads to your sales team and track their progress through your sales funnel.

Pro Tip: Make sure to follow up with your leads in a timely manner. Research shows that the faster you follow up with a lead, the more likely they are to convert.

Best Practices for Facebook Lead Ads

Now that you understand the benefits of using Facebook lead ads, let’s discuss some best practices to help you generate high-quality leads:

  1. Keep it simple: Your lead form should be simple and straightforward, asking for only essential information. The more fields you include, the less likely people are to complete the form.
  2. Create a compelling offer: Offer something of value to your target audience in exchange for their information. A free guide, webinar, or consultation can entice people to complete your form.
  3. Use eye-catching visuals: Choose an attention-grabbing image that aligns with your offer. You can also add a brief headline and description to provide context for your audience.
  4. Target the right audience: Make sure you’re targeting the right people with your ad. Use Facebook’s targeting options to ensure your ad is seen by people who are most likely to be interested in your offer.
  5. Test different elements: Experiment with different images, headlines, descriptions and offers to see what resonates best with your audience. A/B testing can help you optimise your ad for better results.
  6. Follow up quickly: Respond to leads promptly with a personalised message. The longer you wait to follow up, the less likely people are to engage with your business.
  7. Track and measure your results: Use Facebook Ads Manager to track your ad’s performance. Monitor metrics like cost per lead and conversion rate to measure your success and make data-driven decisions.

By following these best practices, you can increase the quality and quantity of leads generated by your Facebook lead ads and achieve better results for your business.

Integrating Facebook Lead Ads with CRM Systems

One of the biggest advantages of using Facebook lead ads is the ease of integrating them with your customer relationship management (CRM) system. By doing so, you can instantly capture leads from Facebook and add them to your existing pipeline without needing to manually transfer data from one system to another.

There are a few different ways to integrate Facebook lead ads with your CRM system. The first is by using a third-party tool like Zapier. This allows you to connect your Facebook lead ad account with your CRM system, as well as other tools like email marketing platforms and project management software.

Benefits of using Zapier:
Automatically captures leads from Facebook lead ads and adds them to your CRM system
Eliminates the need for manual data entry
Seamlessly integrates with a variety of CRM systems and other marketing tools

Another option is to use Facebook’s native Lead Ads CRM integration tool. This allows you to connect your lead ads directly with your CRM system, as long as it is one of the supported systems. The advantage of using this tool is that it eliminates the need for a third-party platform and provides a more seamless integration.

Supported CRM systems:

  • HubSpot
  • Marketo
  • Oracle Eloqua
  • Salesforce
  • Zoho CRM
  • Microsoft Dynamics

Once you’ve connected your CRM system to your Facebook lead ad account, you can set up lead ads to automatically send new leads directly to your CRM. You can also use custom fields and tags to differentiate between leads generated from Facebook and other sources, allowing you to track the success of your lead-generation efforts across different channels.

Measuring Success with Facebook Lead Ads

One of the biggest advantages of Facebook lead ads is the ability to track and measure their performance. By analysing metrics such as click-through rates and cost per lead, we can determine the effectiveness of our campaigns and make data-driven decisions to optimise our lead-generation strategies.

Metric Definition
Impressions The number of times your ad was viewed
Click-Through Rate (CTR) The percentage of people who clicked on your ad after seeing it
Cost per Click (CPC) The average cost for each click on your ad
Conversion Rate The percentage of people who completed your lead form
Cost per Lead (CPL) The average cost for each lead generated

In addition to these metrics, Facebook’s Ads Manager provides detailed insights into audience demographics, ad placement, and device types, allowing us to further refine our targeting and messaging.

By regularly monitoring and analysing these metrics, we can make data-driven decisions to optimise our lead-generation campaigns, ultimately leading to higher conversion rates and lower CPLs.

Tracking Offline Conversions

It’s important to note that not all leads generated by Facebook lead ads will convert immediately online. Many leads may choose to make a purchase or engage with your brand offline, such as visiting a physical store or making a phone call.

To track these offline conversions, Facebook provides the option to upload a customer list or use a pixel to track when leads from your ads make a purchase on your website. This allows us to accurately measure the full impact of our lead-generation campaigns and make informed decisions on future targeting and messaging strategies.

Overall, measuring success with Facebook lead ads is critical in achieving our lead generation goals. By tracking and analysing relevant metrics and utilising Facebook’s tracking tools, we can optimise our campaigns for maximum impact and drive real results for our business.

Best Practices for Facebook Lead Ads

When it comes to using Facebook Lead Ads for lead generation on Facebook, there are a few best practices to keep in mind. By following these tips, you can maximise your ad’s effectiveness and increase the number of quality leads you generate.

1. Keep it Simple and Clear

One of the most important things to remember when creating a Facebook Lead Ad is to keep it simple and clear. Your ad should be easy to understand and quickly convey the value of your offer. Use concise language and ensure that your call-to-action is prominently featured.

Too much text or confusing language can cause potential leads to lose interest quickly and move on to the next ad. Aim to keep your ad copy to a maximum of 150 characters and use attention-grabbing headlines to draw the reader in.

2. Use High-Quality Images and Videos

In addition to clear and concise copy, it’s important to use high-quality images and videos in your Facebook Lead Ads. Visuals play a crucial role in catching the reader’s attention and inviting them to engage with your ad.

Use images and videos that are relevant to your offer and are of professional quality. Avoid using stock images whenever possible, as these may come across as generic and untrustworthy. Instead, opt for original visuals that showcase your brand and offer in the best possible light.

3. Test, Test, Test

To truly optimise your Facebook Lead Ads for maximum effectiveness, it’s essential to test different versions of your ads to see what works best. A/B testing allows you to compare two versions of an ad to see which one generates more clicks, conversions, and leads.

When conducting A/B tests on your Facebook Lead Ads, be sure to only change one variable at a time. This will allow you to easily identify which element of the ad is responsible for the change in results. Test different headlines, images, calls-to-action, and ad copy to see what resonates best with your target audience.

4. Follow Up Quickly

Once a lead has submitted their information through your Facebook Lead Ad, it’s important to follow up quickly to maintain their interest and keep the momentum going. Send a personalised email or message that thanks them for their interest and offers more information about your product or service.

Remember, the longer you wait to follow up, the less likely it is that the lead will convert into a customer. Make sure your follow-up is timely and tailored to the lead’s needs and interests.

  • Tip: Use Facebook’s automated lead ads integration to make following up with leads even easier.

5. Continuously Monitor and Adjust

Finally, be sure to continuously monitor and adjust your Facebook Lead Ads to ensure they are performing optimally. Use Facebook’s analytics tools to track your ad’s performance and identify areas where improvements can be made.

Make adjustments as needed to improve your ad’s click-through rate, conversion rate, and lead quality. By staying on top of your ad’s performance, you can ensure that your lead generation efforts on Facebook are delivering the results you need to grow your business.

Remarketing to Facebook Lead Ad Leads

Once you have generated leads using Facebook Lead Ads, the next step is to convert those leads into customers. Remarketing is a powerful tool that allows you to target your Facebook Lead Ad leads with specific offers, promotions, and ads.

Start by creating a custom audience in Facebook Ads Manager that includes all the leads you have generated through your Facebook Lead Ads campaign. You can use this custom audience to serve targeted ads to people who have already shown an interest in your product or service.

Tip: Offer a special promotion or discount to incentivise Facebook Lead Ad leads to become customers. Make the offer exclusive to Facebook Lead Ad leads to increase the chances of conversion.

Another effective technique for remarketing to Facebook Lead Ad leads is to create a lookalike audience. This is a custom audience created by Facebook that includes people who have similar interests, demographics, and behaviours to your Facebook Lead Ad leads. You can then serve targeted ads to this lookalike audience to expand your reach and generate more leads.

Keep in mind that remarketing to Facebook Lead Ad leads requires a strategic approach. Avoid bombarding them with too many ads or promotions. Instead, focus on providing them with value and building a relationship with them. This will increase the likelihood of conversion and turn your Facebook Lead Ad leads into loyal customers.

Tip: Use Facebook’s ad frequency metric to monitor how frequently your ads are being served to your Facebook Lead Ad leads. If the frequency is too high, consider tweaking your ad or adjusting your targeting to avoid overwhelming your audience.

With remarketing, you can turn your Facebook Lead Ad leads into customers and boost your overall ROI from your Facebook Lead Ads campaign.

Tips for Success with Facebook Lead Ads

Generating leads on Facebook isn’t always easy, but with the right strategy and execution, it can be incredibly effective. Here are some tips to help you make the most out of your Facebook lead ads:

  1. Create a compelling offer: Your Facebook lead ad needs to offer something of value to the user. Whether it’s a free guide, a discount code, or access to exclusive content, make sure the offer is something your target audience will want to take advantage of.
  2. Keep it simple: Don’t overload your lead ad with too much information. Keep it simple and to the point, focusing on the most important details.
  3. Use eye-catching visuals: Facebook is a visual platform, so make sure your lead ad stands out with eye-catching visuals. Use high-quality images or videos to grab the user’s attention.
  4. Include a clear call-to-action: Your lead ad should include a clear call-to-action (CTA) that tells the user exactly what they need to do next. Whether it’s filling out a form, signing up for a trial, or downloading a free resource, make sure the CTA is easy to understand and clearly visible.
  5. Target the right audience: Facebook has powerful targeting capabilities, so make sure you’re reaching the right audience with your lead ads. Use Facebook’s targeting options to hone in on your ideal customer demographics, interests, and behaviours.
  6. Test and refine: Don’t be afraid to experiment with different ad formats, offers, and targeting options. Use A/B testing to see what works best and refine your lead ads accordingly.
  7. Follow up promptly: Once someone has filled out your lead form, be sure to follow up promptly with a thank-you message or email. This can help build goodwill and keep your brand top-of-mind with the user.
  8. Track and analyse your results: Use Facebook’s reporting tools to track your lead ad performance and identify areas for improvement. Look at metrics such as cost per lead, conversion rate, and overall ROI to guide your strategy moving forward.

By following these tips, you can create Facebook lead ads that not only generate leads but also help you build strong relationships with your target audience. Remember to keep testing, refining, and adapting your strategy for optimal results.


As we have seen, Facebook lead ads can be an incredibly powerful tool for lead generation on Facebook. By providing a streamlined way for potential customers to express interest in your products or services, you can quickly and easily build a list of qualified leads.

However, success with Facebook lead ads requires a well-planned strategy and careful execution. By taking the time to set up your ads correctly, integrate them with your CRM system, and measure their success, you can increase the likelihood of converting leads into paying customers.

Remember to follow best practices such as testing your ads, remarketing to leads, and continually refining your approach to ensure the best possible results. With a little effort and attention, Facebook lead ads can be a valuable tool for growing your business and reaching new customers.


Q: What are Facebook Lead Ads?

A: Facebook Lead Ads are a type of advertising format on Facebook that allows businesses to generate leads directly from their ads. When a user sees a Lead Ad on their Facebook feed, they can click on it and a pre-filled form will appear, containing their Facebook information. This makes it easier for users to submit their details, such as name, email address, and phone number, without having to leave Facebook.

Q: How do Facebook Lead Ads Work?

A: Facebook Lead Ads work by capturing user information directly within the Facebook platform. When a user clicks on a Lead Ad, a pre-filled form appears, containing their Facebook information. Users can review and edit their information before submitting the form. The lead data is then sent to the advertiser, who can use it to follow up with potential customers and convert them into sales.

Q: What are the Benefits of Using Facebook Lead Ads?

A: Using Facebook Lead Ads offers several benefits for businesses. Firstly, it simplifies the lead generation process by providing a seamless experience for users to submit their information. It also allows businesses to reach a larger audience, as Facebook has a vast user base. Additionally, Facebook Lead Ads provide accurate and reliable data, as the information is directly collected from users’ Facebook profiles. This helps businesses to target their advertising efforts more effectively and improve their return on investment (ROI).

Q: How Can I Set Up Facebook Lead Ads?

A: Setting up Facebook Lead Ads is simple. You can create Lead Ads through Facebook Ads Manager or Facebook Business Manager. Start by selecting your campaign objective as “Lead Generation.” Then, customise the ad creative and form fields according to your requirements. After setting up your targeting, budget, and schedule, your Lead Ads will be ready to run and collect leads from interested users.

Q: What are the Best Practices for Facebook Lead Ads?

A: To optimise your Facebook Lead Ads, it’s important to follow some best practices. Firstly, create attention-grabbing ad visuals and compelling ad copy to attract users. Secondly, keep your form fields simple and ask for only essential information to increase form completion rates. Additionally, consider offering incentives, such as downloadable resources or exclusive offers, to encourage users to submit their details. Lastly, regularly monitor and analyse your ad performance to make data-driven optimisations and improve your lead generation results.

Q: How Can I Integrate Facebook Lead Ads with CRM Systems?

A: Integrating Facebook Lead Ads with CRM systems enables businesses to seamlessly transfer lead data from Facebook to their CRM platform. Facebook provides various options for CRM integration, including native integrations with popular CRM systems or using third-party tools and APIs. By integrating your CRM system with Facebook Lead Ads, you can automate lead nurturing, manage leads efficiently, and track the entire customer journey from lead generation to conversion.

Q: How Can I Measure Success with Facebook Lead Ads?

A: Measuring success with Facebook Lead Ads involves tracking key metrics such as the number of leads generated, cost per lead, lead quality, and conversion rates. Facebook Business Manager provides detailed analytics and reporting tools, allowing you to monitor the performance of your Lead Ads campaigns. By analysing these metrics, you can identify areas for improvement, optimise your ads, and maximise your lead generation results.

Q: How Can I A/B Test My Facebook Lead Ads?

A: A/B testing your Facebook Lead Ads involves creating multiple variations of your ads and testing them against each other to determine which performs better. You can test different elements, such as ad copy, visuals, call-to-action buttons, and form fields. By running A/B tests, you can identify the most effective ad variations and make data-driven decisions to optimise your lead generation efforts.

Q: How Can I Remarket to Facebook Lead Ad Leads?

A: Remarketing to Facebook Lead Ad leads involves targeting users who have previously interacted with your Lead Ads. You can create custom audiences based on lead data and retarget them with relevant ads. This allows you to nurture your leads, increase brand awareness, and guide them through the customer journey towards conversion. Remarketing is a powerful strategy to maximise the value of your Facebook Lead Ad leads.

Q: What are Some Tips for Success with Facebook Lead Ads?

A: Here are some tips to succeed with Facebook Lead Ads:
1. Clearly communicate the value proposition of your offer in your ad copy.
2. Use eye-catching visuals to grab users’ attention.
3. Keep your forms short and easy to complete.
4. Test different variations of your ads to optimise performance.
5. Follow up with leads promptly and provide relevant information.
6. Regularly analyse your ad performance and make data-driven optimisations.
7. Continuously refine your targeting to reach the most relevant audience.

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