Facebook updates lead ads for stronger mobile lead generation

Four months after its launch in June, Facebook has now made its lead ads available to 100 per cent advertisers globally.

For those who don't know, lead ads simplify the mobile signup process, helping businesses connect with people interested in getting more information from them, in a privacy conscious way.

Thus, when someone clicks on a lead ad, a form opens with the person's contact information automatically populated, based on the information they share with Facebook, like their name and email address.

"Lead ads remove the hassle of filling out forms on a mobile device, making it easier than ever for people and businesses to connect. Advertisers who tested lead ads saw amazing performance, including significant reductions in cost-per-lead for their campaigns. We are thrilled to make lead ads globally available and introduce new features such as CRM integration,” said Paresh Rajwat, Product Manager, Facebook.

Additionally, Facebook has added the following features in lead ads. One will be CRM Integration/Real Time Response. So, if businesses work with one of Facebook's integrated marketing platforms such as Marketo, Oracle Marketing Cloud and Salesforce, they can collect lead info in real-time.

Second update is Customizable Questions. Now businesses will have the ability to customize lead ad forms with open-ended questions or multiple choice questions, so they receive the info that matters most to their business. This makes it especially easy for app based companies, as consumers usually avoid lengthy forms through mobiles.

According to Facebook’s official blogpost, Land Rover saw a 4x reduction in cost per lead.They used lead ads to hear from people on mobile who were interested in learning more about Land Rover.

“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics,” said Kim Kyaw, Manager, Digital Marketing & Social Media, Land Rover.

In addition to this, Facebook is expected to roll out video and carousell lead ads and make them available to desktop users.

Facebook ad formats and reach algorithms are changing by the day. To keep up with the metrics and make the best out of it for your business register for our Facebook advertising workshop here.