The Power of Facebook Lead Generation Ads and How They Can Help Your Business
March 29, 2017 / Abby Atwell
What is a Lead Generation Ad?
Looking to generate more quality leads for your business? Facebook offers an easy solution: lead generation ads. These provide an efficient way to collect email addresses or contact information from the people who click on your ad. Businesses can utilize these campaigns for newsletter sign-ups, booking appointments, or simply follow-up calls. The layout provides a pop-up form to capture this information without ever having people leave Facebook.
Creating a Lead Ad
How do they work? Based on custom targeting, Facebook will show your ads to individuals most likely to click your ad. Once someone clicks on your ad, a form with contact information users give to Facebook will automatically populate. This means the user will no longer need to manually fill out the form! Advertisers can have Facebook auto-fill any of the following information, assuming users provide it in their profiles:
- Full Name
- Street Address
- Company Name
- Job Title
This autofill form is one of the major benefits of these ads because, with less hassle for people to fill out their information, there’s ultimately a better chance of conversions. It’s a win-win situation for both the user and advertiser!
Lead Ads vs. Website Click Ads
The biggest difference between lead ads and website click ads is lead ads keep users on Facebook instead of redirecting them to a website landing page. Therefore, some people might argue that lead ads come with a cost … by not giving users the opportunity to click through to a business’ website; they aren’t interacting with other content while they’re there. However, the tradeoff is worth it for many because lead ads are more user-friendly by giving people the option to take action without ever having to leave Facebook or be redirected to a slow, unresponsive website.
Testing out both website click and lead ad campaigns is the best way to see which one works best for your business.
Once their information has been submitted, the lead will be stored in the backend of Facebook under the business page’s ‘Forms Library’. Here, you will be able to conveniently download all of the leads that come through.
However, thanks to Facebook’s most recent lead generation ads update, there is now an even easier and more efficient way to retrieve incoming leads. You can connect lead ads with your email marketing or customer relationship management (CRM) system which will allow you to receive your leads automatically and remove the need to regularly download new leads. This element allows businesses to follow up more quickly.
Which Type of Businesses Benefit from this Type of Ad?
We have utilized lead generation ads for many different types of accounts, from insurance to medical clients. Different businesses may benefit from these ads in different ways. For example, one client might be interested in getting more people to sign up for their monthly newsletters, whereas another client is more interested in booking appointments. Whatever your objective may be, lead generation ads have the power to effectively capture your audience’s interest in your products and services.
Now that you know more about lead generation ads available to your business, reach out to 2060 Digital for help putting together an ad campaign that accomplishes your goals. We’re experts in building Facebook ad campaigns that maximize your budget and gets you results!