A guide to Conversion Leads Optimization on Facebook 

The Facebook Lead Ads feature has been exceptionally popular since its release several years ago. The ability to capture lead information in-app without users clicking away has proven to be wildly effective, whether you’re an auto dealership trying to get leads to come test drive or a fitness studio trying to get users to come in for a free class or anything in between.

Late last year, Facebook rolled out a new feature for lead ads, allowing brands to choose the Conversion Leads Optimization delivery option for these campaigns, which has improved the potential quality of results even further.

This allows you to tell Facebook exactly what you want to prioritize with the specific campaign, showing your ads to users who are most likely to become paying customers.  

LeadsBridge can help you get started using Conversion Leads Optimization by facilitating the connection of your CRM with Facebook Ads.

It is important to remember that you will need to implement Facebook Conversions API in order to use Facebook Conversion Leads Ads, as this allows for the gathering of performance feedback and helps to improve targeting.  However, we will demonstrate how to go about this later.

Schedule a demo to learn more about Facebook Conversions API integration.

A large number of brands and even some advertisers still aren’t using the Facebook Conversion Leads Optimization delivery option, so in this post, we’ll change that! We’re going to go over everything you need to know about what it is, how to get started, and how to create successful campaigns using this feature. 

What is Facebook’s Conversion Leads Optimization?  

The Conversion Leads Optimization Facebook delivery option is a relatively new feature specifically designed for Facebook Lead Ads. 

It’s an ad delivery option that allows you to tell Facebook what you want to prioritize with the specific ad campaign. 

If you choose the Conversion leads Optimization option on Facebook Lead Ads, you’re telling Facebook that you want to optimize ad delivery by showing your ad to users who are most likely to become customers (and potentially even high-quality customers at that). 

Facebook Lead Ads vs. Conversion Optimization Ads: What’s the difference? 

Even though Facebook’s Conversion Leads Optimization feature is almost like an add-on option of standard Lead Ads, they are now often referred to as two separate things.

So what’s the difference between Facebook Lead Ads vs. Conversion Optimization Ads? 

Facebook’s standard Lead Ads prioritize the volume of leads you’re getting from your ad. In their own words, they’ll “show your ad to the people in your audience who we think are most likely to contact you.” The idea here is to focus on quantity.

The Conversion Leads Optimization delivery feature, however, prioritizes the quality of your leads. Instead of just trying to show your ad to as many people as possible who may fill out the lead form, they try to show your ad and lead form specifically to people who they believe are most likely to actually become customers.

Both are designed to get you leads. The latter, however, focuses on not just the number of lead forms completed; it prioritizes getting completed lead forms from users who will be most likely to make it past the lead form and all the way through the overall sales funnel.

How does Facebook’s Conversion Leads Optimization work?

In an ideal world, every lead that clicks on our Facebook lead form (and completes it!) will be a likely candidate to eventually become a customer.

Sometimes that’s not the case, however, which is why the Conversion Leads Optimization delivery option was rolled out.

In order to show your ad to higher-quality potential leads, Facebook gathers data about existing customers that you already have. If you can show them the audience segments already working with you, they can take that and run with it. 

Facebook is able to do this by using the Facebook Conversion API (CAPI) integration with your CRM. Facebook’s CAPI will get information about conversions and your customers from your databases, allowing them to get core information about what high-quality leads and customers look like without cookie-based tracking. This has become increasingly important since the roll-out of iOS 14.5, and it’s a crucial part of getting the info needed to deliver ads to higher quality leads. 

Facebook is then able to take that information about your customers, show your ad to users who are most similar to the target audience, and then learn more through machine learning about who is most likely to convert. Over time, they can offer improved ad delivery to maximize conversion quality. 

In order to use the Conversion Leads Optimization ad delivery option, therefore, you must integrate your CRM with Facebook Conversions API.

When to choose Conversion Leads Optimization vs. Facebook Lead Ads 

Wondering when to use standard Lead Ads vs. Conversion Optimization Ads for your campaigns?

It’s typically a good idea to start optimizing for conversions once you’ve got initial campaigns up and running and you’ve got a solid understanding of what your high-value audience looks like. This gives Facebook’s machine learning tools something to work with, increasing your odds of success.

Keep in mind that even if you’re spending more per click or lead form completion with lead ads that are run with the Conversion Leads Optimization option, it’s worth it. These users are most likely to convert into the types of customers you want, which means you very well could be increasing ROI and decreasing customer acquisition costs even if the initial CPA is a little higher. 

How to get started with Conversion Leads Optimization on Facebook

Want to get started using the Conversion Leads Optimization delivery option with Facebook Ads?

The first thing that you need to do is to connect your CRM with Facebook’s database. You can do this through the Ads Manager or the Events Manager, but this is easiest and fastest to do with integration software like LeadsBridge. We can help you sync the two with just a few clicks, offering support for a wide range of popular CRMs. Check out our Facebook Lead Ads and CRM integration. 

Learn how to connect Facebook Lead Ads to your favorite app through LeadsBridge.

It’s also important to set up Facebook’s Conversions API, if you haven’t already, so that it can gather feedback on performance and improve its targeting through Facebook’s own machine learning capabilities. This can be a more time-intensive process, done through Business Manager, unless you’re again using integration software. LeadsBridge’s Conversions API integration can get you set up in just a few minutes. See how to connect your CRM with Facebook Conversions API through LeadsBridge).

Once everything is set up, it’s smooth sailing. Choose “Lead Ad” as your Facebook Ad objective, and create your ad as you normally would until you get to the Delivery section.

You’ll see the “Optimization & delivery” section, and you can choose what you’d like to prioritize. 

In order to enable Conversion Leads Optimization, choose “Conversions” if it’s not already the default option. 

You can then choose to add a cost per result goal, which will tell Facebook what you’d like the average CPA to be at or under. This can keep you on budget. 

Why choose LeadsBridge?

Using LeadsBridge, you can integrate your preferred CRM with Facebook Conversion leads in order to target high-quality leads from your Facebook advertising campaigns. 

Streamlining this process with LeadsBridge, using reliable integrations, ensures that your Facebook campaign is seamlessly generating qualified leads that are likely to convert.

How to connect your CRM data to Facebook Conversion Leads

Connecting the CRM (Customer Relationship Management system) with Facebook helps you get higher-quality leads which also means more conversions. 

How to do that? All you need to share the info available in your CRM with Facebook is to allow Facebook to analyze the type of leads that are more likely to finalize a purchase by sharing your CRM data with it, otherwise known as “Conversion Leads“. And this could be done despite the stage of the funnel. 

Before you get started, always evaluate your business goals; make sure the Conversion Lead is a practice that matches your business goals.

Before you start

Before creating this integration, you must log in to your LeadsBridge account. If you don’t have one yet, sign up for free here.

Once logged in, you’ll have access to your personal LeadsBridge Dashboard. 

Additionally, you must have Facebook/Instagram native Lead Ads (Instant Forms). You’ll also need to:

• Map the 15-16 digit Meta Lead ID to your CRM
• Have a minimum of 250 leads (per month)
• Can upload data regularly at least once per day 
• Make sure your lead stage occurs within 28 days from the moment leads are generated and has a conversion rate between 1% – 40%

Step 1: Build a new bridge

1. Select “Create new Bridge” on your LeadsBridge’s main dashboard

Step 2: Account Authorization

You’ll need to authenticate the access to your source account by following the instructions.  

1. Add in your “source” CRM and “destination” (Facebook Conversion Leads) platform from the drop down. And click “Continue”. 
2. Then, connect your Facebook account to authenticate your destination.

While setting up your account, remember to choose the right Facebook account connected to your Business Manager, including the correct Meta Pixel. This way, you can ensure sending events to the right destination.

When connecting your Facebook account, you’re also required to:

• Specify your Pixel from the Pixel dropdown. Here’s how to install a Facebook Pixel. 
• Select your syncing frequency.
• Select the starting time of the syncing process by choosing any of the options available under the Start Sync dropdown. You could also choose the “Automatically Detected” option.

Once completed, click “Continue”.

Step 3: Fields Mapping

In this step, you’ll need to make sure all the values are set correctly in order to set up a flawless data sync. In addition to other fields, it’s specially important to check the following values:

• Event Name: You can retrieve this value from one of your source fields, or set it up as a static value.
• Event Time: The value of a timestamp of type Date/Time.
• Lead Id: It’s the Facebook Lead ID of that specific record.

Test

At this stage, you can also select the “Run test” option, after filling in the required information. However, when using our testing tool, remember that the mock lead provided by LeadsBridge cannot be found on Facebook.

Learn all you need to know about the Facebook testing tool here. 

Once finished, click “Save & publish“.

Now, your bridge is active, and you can find the newly created bridge by referring to the CRM Integration section under the Facebook Suite section here. 

Best practices for Conversion Leads Optimization 

Ready to get started with Conversion Leads Optimization on Facebook Lead Ads?

The good news is that with the proper integrations up and running, the rest of the process is fairly straightforward. In order to maximize your success, however, it’s good to keep the following best practices in mind:

• Consider using this delivery ad option once Facebook already knows about your audience. When Facebook is trying to prioritize high-value leads, it’s helpful to give them a little time to get your campaigns up and running. Give your new campaigns around two weeks minimum to stabilize when starting them up. You can also test your Lead Ads to make sure they’re in good working order before you scale up any existing campaigns. 
• Consider attaching strong offers or lead magnets to your ad campaigns. This can make the difference in capturing those high-intent leads that Facebook has worked hard to send your way. Think about what your audience would be interested in receiving in exchange for completing that lead form, and make sure it’s promoted clearly in the ad itself.
• Remember to incorporate the lead ad in a full digital sales funnel. You need a full, diverse, and far-reaching Facebook Ad funnel to be successful. Cold audiences typically won’t be ready to complete a lead form right away; there’s a warm audience and introductory period that needs to happen first. You can learn more about setting up a Facebook Ad funnel here. 

Final thoughts 

Facebook’s Conversion Leads Optimization delivery option for its Lead Ads is a great asset. Many brands would absolutely prioritize high-quality leads that are most likely to convert over sheer volume, even if the latter looks more impressive at first glance.

And remember that keeping this process streamlined and easy is the best way to go. LeadsBridge’s reliable integrations can help make sure that your CRM is properly integrated with Facebook so that there won’t be any issues with continuing to create strong, high-performing campaigns. 

Discover LeadsBridge’s full range of Facebook Conversion Leads integrations.