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How to Create Effective Facebook Lead Ads (13 Steps to Generate More Leads)

Few marketing platforms are as cost-effective as social media. Major social networking sites give marketers communication tools that are inexpensive, accessible, user friendly, and most importantly, powerful.

With over 1.8 billion daily users, Facebook is a social media giant, making it an essential stage for growing businesses. As it has evolved, marketers can now do much more than simply posting and commenting to showcase their brand. By tapping into Facebook’s segmentation, advertising and analytical services, marketers can efficiently target and interact with potential customers. 

The critical tool for marketers prioritizing research and lead generation in today’s market is Facebook Lead Ads. This article will explain how to effectively use and create Facebook Lead Ads to acquire customers and increase conversion.

What Are Facebook Lead AdsWhat Are Facebook Lead Ads?

Facebook Lead Ads, or Facebook lead forms, are landing pages that allow users to stay on Facebook. When a user clicks a lead ad, a form appears that is pre-populated with available Facebook data. Additional fields are left blank for the user to fill in.

Like any landing page, a lead ad is used to exchange something of value for user information. You could offer a coupon, white paper, free trial or anything else to entice your audience. The combination of custom questions and select offers can be used for market research, lead generation or increasing sales.

Easy But Effective Tips for Creating Facebook Lead Ads

As with most marketing tasks, there is a right way to create Facebook Lead Ads and a wrong way. Here, we will look at how to optimize Facebook ads to get the most return on your efforts.

Be clear on your offer

Facebook lead generation ads excel at turning passively interested users into free leads. However, if users cannot decipher an offer in their newsfeed quickly, they will keep on scrolling.

Lead with your offer, highlighting it in your ad copy and at the beginning of the lead form. Keep your branding visible and consistent, so users can easily identify who is asking for information.

Provide an incentive

Why should your target audience fill out the form? You are asking for their time and information, so you need to make it worthwhile. 

Offer discounts, contest entries, demos, free trials, e-books or anything you can part with for free.

Use compelling content and formats

Facebook shows marketers how to make lead ads and provides them with tools to make them unique. 

With the ability to add different dynamic formats, images and video, you have thousands of ways to get creative. Add elements that capture your target customer’s attention, spark their interest and create desire.

Keep forms simple

Users will fill out a Facebook lead form if it is easy. Too many questions can cause burnout, and eventually, the incentive offered becomes not worth the trouble. 

Beyond the pre-populated information, try to limit your form to no more than seven questions. If your form runs longer, see if there is any question that is not essential. If you are conducting market research, consider making it part of a separate lead form.

Ask the right questions

Facebook gives you a lot of space to customize your lead forms. Choose between multiple-choice, open-ended short answers or conditional questions that change based on previous answers.

Do you want deep insights from qualitative data? Ask open-ended questions. Do you need sortable empirical information to identify consumer patterns? Use multiple choice. Choose a select collection of questions directed at meeting your marketing objectives.

Facebook lead ads testing toolFacebook lead ads testing tool

A big advantage of Facebook Lead Ads is its CRM integration. Before you launch, however, you want to make sure that leads transition from form to CRM seamlessly. This is why you need to use the Facebook Lead Ads Testing Tool.

Using this tool, you can test a lead ad’s functionality before sending it out. This ensures your ad both render correctly and that the information is collected and directed without issue.

Target audiences that align with your objectives

To get the most out of your lead ads campaign, you should be utilizing diverse ad sets aimed at different groups. Ads should be created with a single offer, audience and goal in mind. Potential customers have different needs and pain points, so you will need separate messages to individually address them.

Facebook segmenting makes it easy to define your target audience for specific ad experiences. Target audiences based on location, demographics, CRM lists or a number of other defining factors. You can also increase the number of ad impressions by using retargeting, making your ads appear on other websites.


Capitalizing on a new lead takes more than just acquiring information. Customers desire a responsive brand, one quick to follow up and prioritize their business. Create a plan to rapidly follow up with customers via phone or Facebook Messenger when they submit a form.

A/B testing

If you want to know how to make a lead form successful, A/B testing is always the answer. Try running multiple versions of ads, testing different images, copy, layouts and form lengths. This allows you to fine-tune your lead ad to optimize targeting and maximize clicks and completion rates.

How to Create Facebook Lead Ads

Here are all the steps you need to take to create a Facebook lead ad.

  • On your Facebook page, choose the Publishing Tools option.
  • On the left-hand side, click Forms Library.
  • Make a new form by clicking + Create. To use an existing form, skip to the last step.
  • Select New Form or Duplicate an Existing Form.
  • Name your form in the Create Form window.
  • Choose which type of Instant Form you want to create.
    • “More Volume” lets you make a mobile-optimized form that is fast and easy to complete.
    • “Higher Intent” adds a review step that allows users to confirm their answers before submitting.
  • Add an introduction screen to your form. Use images and text in this area to clearly and concisely communicate your offer.
  • Click + Add Question in the Questions area. You can include up to 15 questions for each form. You can include pre-populated fields for user information and custom questions to meet specific marketing objectives.
    • Disclose your information sharing and use practices in the Description section. As part of Facebook’s policies, information can only be used in the manner clearly stated here.
    • Choose which pre-populated user information fields to include, adding categories by selecting + Add Category.
  • Add a URL and link text to the Privacy Policy portion of the Privacy section. Select + Add Custom Disclaimer to add more disclaimers to the form.
  • Add a headline, description, CTA button and link in the Completion section.
  • In the preview, click the arrows at the top to ensure the finalized form has the look you desire.
  • Click Publish once your form is finished. If you want to save it for later, click Save Draft. Be aware that published forms cannot be edited.
  • Click Boost to use your form in a Facebook ad. You can choose the visuals and text to build the ad and define your audience and exposure needs. Once you are all set, click Promote and your ad will be sent out.

Best Practices for Complying with Facebook Ads Policies

Best Practices for Complying with Facebook Ads Policies

For business marketing on the platform, Facebook ad support has stipulations to ensure its safe and open use. Follow these key guidelines to stay compliant with their expectations.

Ads may not promote unacceptable business practices

Marketers cannot promote any solution or offer in a misleading or deceptive manner. They must keep language clear, truthful and free of profanity 

Avoid the use of misleading claims

Claims made in marketing or business communications cannot be misleading, dishonest or inaccurate. Businesses cannot make promises that may not be true for everyone.

Avoid unclear or non-functional landing page experiences

Landing pages must clearly and accurately match ad content and offers. Landing pages must be up-to-date and working.

Avoid the use of adult content in your ad

Nudity, explicit imagery and suggestive or sexual content are strictly forbidden.

Repeated violations

If marketers repeatedly violate their use terms, Facebook may ban them from using the platform for advertising. Contact Facebook ads support for more information on responsible use policies.

The Bottom Line

Are Facebook ads worth it? For nearly any business, the answer is a definite yes. 

With Facebook conversion ads, software integrations and lead generation tools, getting started is incredibly simple. If you need inspiration, there are probably numerous Facebook Lead Ads examples sitting in your newsfeed right now. There is no excuse for putting off the power and ROI of Facebook to accomplish your marketing goals.

Need a hand adding Facebook Lead Ads to your integrated social media strategy? Omni Social Engine delivers expert social media marketing services to strengthen brands and connect with audiences. Contact us today to learn how we can fuel your business growth.

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