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A step by step guide to Facebook Lead Ads

With 2.910 billion monthly active users worldwide, Facebook has one of the largest audiences in the social media network space and a robust advertising platform to match.

Facebook Lead Ads is a product rolled out a few years ago to help advertisers capitalize on its massive audience to get better conversion rates for campaigns.

Facebook Lead Ads is a tool specifically designed to collect leads at a lower price, allowing to collect information from prospects both from mobile and desktop ads.

98.5% of Facebook users access the platform through mobile devices on a monthly basis. Although most FB users get access to the social network through a mobile device, the conversion rate of the ads is much higher through desktop, with only 34% of user conversion from mobile devices.

So, in 2015 Facebook launched Facebook Lead Ads to maximize online conversion of Facebook ad campaigns from a mobile device.

How does Facebook Lead Ads work?

Before this tool came along, the conversion of leads consisted of different steps, which at some point redirected the user from the social media environment to an external landing page, where the user had to interact with an additional call to action, in order to provide their personal details. This often resulted in an unsuccessful conversion, due to the fact that users were not willing to exchange the safe social media platform for the untrusted external environment.

With Facebook Lead Ads, all this trouble disappears. When the user clicks on the target ad, a pop-up window appears inside the platform itself with already pre-filled user data. In most cases, the user just needs to confirm its data and gets automatically acquired as a new lead!

Below is an example of a Facebook Lead Ads from B. Holt & Partners Realty Group, a real estate agent company.

The first image (A) shows the beginning of the ad. As soon as a Facebook user clicks on “Get deal now”, it takes them to (B) where the form is automatically filled up with the user’s information, such as their name and email address. They are required to confirm the details or add a few details and click “Submit”.

facebook lead generation

Once the form is submitted, it takes them to image (C) to agree to terms and conditions. Once the submit button is clicked, it takes them to (D), where the thank you page is displayed.

Facebook Conversions API

Facebook Conversions API, previously known as Facebook Server-Side API, is created to help businesses maintain data privacy and deliver personalized advertising experiences to customers and audiences.

Facebook Conversions API works when a visitor lands on a website having a Facebook pixel. The Pixel records the customer’s data in cookies, which is known as the first party. The server saves the information the same way it saves the IP addresses, user-agents, Google Analytics client_id, and other parameters. When the customer triggers an event, the server sends a request with the customer’s data and the event to the Facebook server.

With Facebook Conversions API, you can track events like Leads, Affiliate payments, Locations, Phone calls, Form submissions, Purchases, Email subscriptions, and Subscription changes.

Facebook’s Conversions API has a unique set of benefits that browser Pixel simply does not. Some of these benefits include a better overview of omnichannel customer journeys. This is done by conquering things that used to be challenging for event tracking such as bad network connections, long loading times for pages, and Adblockers.

In order to get the most out of Facebook Conversions API, you’re going to want to integrate it with your favorite CRM. Through LeadsBridge, you can automate the process. Connecting Conversions API to your CRM allows you to transfer data to Facebook while making sure that results are being recorded properly.

Here are a few examples of the integrations for Facebook Conversions API provided by LeadsBridge:

Mailchimp integration with Facebook Conversions API

ActiveCampaign integration with Facebook Conversions API

HubSpot integration with Facebook Conversions API

If you’d like to look for a specific integration, here you can find the full integration list for Facebook Conversions API.

Facebook Lead Ads and GDPR

With the introduction of new regulations to protect people’s personal information, such as the GDPR in Europe, the CCPA in California, and others that will likely follow, it’s important for advertisers to stay up to date on how to keep advertising safe on Facebook.

This doesn’t mean that complying with the GDPR best practices limits advertisers in any way. Regarding Facebook Lead Ads, in order to successfully comply with the GDPR regulations, advertisers only need to get users’ permission to use their information and be transparent about how they are going to use it.

In the case of Facebook Lead Ads, as a company, you must link to your privacy policy in the ad in order to collect consent to use the data, like in the example below. You can also create a specific form’s field, either mandatory or optional, to ask for the user’s consent (read more about it here).

Facebook Leads generation

Moreover, your Facebook Lead Ads must not violate Facebook’s Community Standards, for example, your ads cannot be targeted to minors and you cannot promote content that is inappropriate, discriminatory, or sensational.

Facebook Lead Ads are still very effective. From our own analysis, done after helping more than 10k companies sync over 25 million leads, Facebook Lead Ads has dramatically reduced the cost per lead across all industries. For Real Estate the cost per lead has been as little as 0,03$, 99,9% less compared to other ads forms. For the Automotive sector costs went down by 94,11%, in Education by 96,8%, and so on.

You can use Facebook Lead Ads to collect different information from potential leads anywhere in your sales funnel. For example, you can use it to create newsletter sign-ups for both existing and new customers.

It is suitable for different industries such as retail or e-commerce businesses to offer deals, coupons, and offers. The automobile industry can use it to share information about new car models, schedule test drives, and offer maintenance deals. Education, financial or professional services can use it to gather data on people who are interested in their services.

The effectiveness of Facebook Lead Ads has made it one of the most powerful tools for building high-converting lead generation campaigns.

Reasons why you need Facebook Lead Ads for your campaigns

Massive and high converting audience

Facebook is one of the largest social media networks in the world, with 2.910 billion monthly active users.

From the graph above, you can observe that Facebook has a huge number of active monthly users. This means you can reach a huge number of audiences in your niche on the platform.

Facebook Lead Ads is optimized for mobile

According to Statista, 98.5% of Facebook users access the platform through a mobile phone or tablet device.

This implies that using Facebook Lead Ads for your marketing campaigns will help you reach more of your target audience. It also eliminates the possibility of creating an ad strictly for mobile because it comes with a mobile version pre-built.

Facebook Lead Ads removes conversion friction

The ads are designed with a pre-built form to be filled right on the Facebook platform. This eliminates the need to redirect users to your landing page, helping you to increase your conversions. It also helps to reduce the money you would have spent on creating landing pages for your ads.

Facebook Lead Ads helps reach targeted prospects

With Facebook Lead Ads, you don’t have to speculate. It is designed in a way that makes it easy to reach your targeted audience within your niche. This is possible through the audience selection and optimization tools on Facebook Lead Ads. With this, you can show your ads to users that have a high probability of filling out your form. This makes your ads targeted to prospects who are likely to convert to customers in the long run.

It’s cheaper than direct advertising

There’s no doubt that by using Facebook Lead Ads you can definitely save money off your advertising budget. Based on research, Facebook Lead Ads reduces the costs per lead dramatically.

It creates brand awareness

Facebook, the biggest social media platform, is the right place to build your brand awareness, as it makes the whole process of creating your audience and converting it into leads as easy as it can be.

It saves time

When Facebook presented Lead Ads, they announced it as a tap tap done feature, and it literally is. It saves the user’s time but also yours and it has made it fast and easy for you to acquire and manage your leads.

Fully customizable tool

It’s possible to customize Facebook’s instant form with different fields such as size, people, business, the field of study, etc when creating an ads campaign.

This allows you to promote your product or service to a specific group of users, while also boosting your brand awareness.

To understand the variety of Facebook usage, you should check out the following blog posts where we provide different tips in relation to the business that you are in, to get the most advantage using Facebook Lead Ads for your campaign:

How much does a Facebook lead generation campaign cost?

Keep in mind that there is no final answer to this question. In fact, there are plenty of factors that can affect how much a Facebook lead generation campaign can cost: your audience, relevance scores, and bidding strategies, for example.

However, here you can find Facebook ads costs for 2021, that can help you set benchmarks for 2022.

As you can see – and this is usually the norm – the year started off with cheaper clicks in Q1, which got increasingly more expensive by the end of Q4, during the holiday season. This is because the CPC is usually determined by the amount of competition generated by other advertisers. So, when demand for ad space is low in Q1, it’s possible to pay less per ad; on the other hand, there’s a huge amount of ads booked – especially by eCommerce brands – in Q4, which brings up ad costs significantly.

Here are little tips that can help you lower the overall cost of your Facebook ad campaigns:

  • Optimize your target audience as much as you can;
  • Improve your ad relevance metrics;
  • Keep yourself always updated on the latest bidding strategies.

Facebook Lead Ads vs Conversion Ads

Facebook Lead Ads isn’t the only option offered by Facebook. Inside your Facebook Ad Manager, you can choose another type of ad objective: Conversion.

Many people usually confuse the two, but there is a fundamental difference between them: While – as we’ve seen so far – Facebook Lead Ads allows you to create a form and collect lead data within Facebook, without redirecting users to external pages, Conversion Ads direct people off of Facebook to a website or landing page in order to get the offer the ad is promoting.

With Conversion Ads, you get to control the page users are going to and can add additional information to that page for them. However, you automatically add more steps to the user’s path, which may result in users leaving the page.

Also, Facebook Lead Ads get much cheaper clicks than Conversion Ads and prove to be more effective than using traditional landing pages.

How to set up Facebook Lead Ads

Step 1: Go to the Ads Manager. Once there, click on “Select your campaign objective”. Since you are using it to generate leads, click on “Lead generation”.

facebook lead ads

Step 2: Under the lead generation, give a name to your campaign. You also have the option of creating a split test and setting campaign budget optimization.

facebook lead ads

Step 3: Select the Facebook page you want to use for the campaign.

facebook lead ads

Step 4: It is time to define your Facebook Lead Ads audience. Here, if you have an already saved audience, you can use it; otherwise, create a new one. This section is divided into two parts – the custom audience and the location. The custom audience includes users you already have details about, such as their name, email address, phone number, etc.

facebook lead ads

Quick reminder: In order to choose your website’s Custom Audience, you need to have the Facebook Pixel running on your website. If you are not running it, you can quickly check this guide and have it up and running in just a few steps.

Not sure how to create Custom Audiences either? No problem, we’ve got you covered: Here you can find a step-by-step guide to Facebook Custom Audiences. With LeadsBridge’s integrations, you can connect your CRM or autoresponder to Facebook Custom Audiences and pull data automatically out of different sources and into Facebook to create your ideal audiences.

Here are some of our most popular integrations for Facebook Custom Audiences:

HubSpot integration with Facebook Custom Audiences

Zoho CRM integration with Facebook Custom Audiences

Google Sheets integration with Facebook Custom Audiences

Mailchimp integration with Facebook Custom Audiences

If you’d like to take a look at other integrations, here is the complete list of all integrations available for Facebook Custom Audiences

The second part is the location. You can choose the location where the audience is located. Select their age, gender, and language.

In the next section, you will see“detailed targeting and connections”.

facebook lead ads

Detailed targeting helps you to set rules and target people by demographics, interests, and behaviors.

In the connection section, you can include or exclude a specific group of people who have carried out certain actions on your page. For instance, you can include people who like your page.

facebook lead ads

When you are done with the setup, click on “Save audience”.

Step 5: Select the ad placement. This is where you choose the location of your Facebook Lead Ads. There are two options in this section. Automatic placement and edit placement.

facebook lead ads

With automatic placements, Facebook helps you to optimize your ad to reach more people. While the edit placement gives you the opportunity to show your ads on specific locations on Facebook and also include any Facebook products such as Instagram.

Step 6: Now that you have your audience ready, you can set up your budget. You can set either a daily budget or an overall one for the entire campaign duration. Decide how much you want to spend and adjust according to the results. You can start slow and then increase the daily budget if everything works fine. Just keep in mind to change your spending gradually. Don’t go from $10 to $100 altogether, as it might mess up the Facebook algorithm that will result in an ad performance decrease.

facebook lead ads

Now let’s move on to the most interesting part of the Facebook Lead Ads setup: The design of the Leads Ads.

How to Design the Lead Ads

Step 1: Choose a format

There are two formats of Facebook Lead Ads: Carousel and single image or video. For this content, we will use a single image or video option.

facebook lead ads

Step 2: Select the right image

The next step is to choose the right image that goes along with your ad. You can get free stock images from Facebook. If you have a specific image you want to use, upload it.

facebook lead ads

Step 3: Add the text and choose the CTA

You have to create attractive text that will draw people to your ad. Also, choose a CTA that applies to your offer. Examples are “Apply now”, “Book now”, “Download”, “Learn more”, etc.

Step 4: Create the Lead form

This is the most important step in the ad creation process. It’s time to design the lead form. Click on “New form” and the form will come up.

facebook lead ads

There are five sections under “Content” as shown above. The form type, the intro, the questions, user information, and the custom questions.

The form type is where you select the form you want based on the volume or higher intent.

facebook lead asd

Select the type that fits your marketing campaign.

The second part of the form is called the intro. It is optional.

The third part is the question section. This is where you select the details you want from your user. It pre-selects the popular user details such as Name and Email. But if you need more than that, click on “Show more options” and you can add more information such as Phone Number, City, State, and Country.

In the custom question section, you can customize your questions as you want.

The next section is where you add the URL of your company’s privacy policy and custom disclaimer.

facebook lead ads

Now to the last section.

This is where you set up yourthank you screen.

facebook lead ads

At this point, you are done with creating your Facebook Lead Ads.

In our experience with Facebook Lead Ads, we identified 5 high-performing Facebook Lead Ads that consistently deliver positive results.

It doesn’t matter if you’re an expert Facebook Advertiser or if you are new to marketing your business, by following these examples you can create Facebook Lead Ads that convert.

How to edit an instant form on Facebook

You may want to edit your Facebook instant form while creating the Lead Ad or when you have published the ad campaign. The truth is, you cannot edit after the Lead Ad has been published. However, there’s a quick workaround: You can duplicate the form, make your edits, and save it as a new form to use with the same ad campaign. Below is the step-by-step instruction on how to edit an instant form on Facebook.

To edit a form on Facebook while you are creating the Lead Ads, follow the steps below:

  1. When you have moved past the Facebook instant form section, scroll back to the instant form section. A list of your current forms will appear.
  2. Choose the instant form you want to edit.
  3. Click on the edit button. Make the specific edit and click on save as draft or publish.

However, if you have published an instant form with a Lead Ad, and you want to edit it, follow the steps below:

  1. Start creating the instant form for your Lead Ad. When you get to the Ad level, scroll to the instant form section and you will see the list of your instant forms.
  2. Hover over the instant form you want to duplicate and edit. The duplicate button will appear, click on it.
  3. Rename the duplicated form and edit it as you want, then publish the form when you are done. This instant form can now work for your existing campaigns.

Examples of Facebook Lead Ads that convert

The Social Proof in Lead Ads

In marketing, the concept of social proof is one of the most powerful to trigger action. In a Facebook marketing campaign, social proof can be applied in many ways: for example, using testimonials and having a huge number of likes and comments can influence people about your brand’s popularity and credibility. Or you can use a picture with many people enjoying your product or service like in the image below.

Facebook leads ads

The Benefits List  in Lead Ads

Another successful type of Lead Ads is one that points out all the benefits for the lead of subscribing to your list, downloading your ebook, or scheduling a meeting with you. This helps the audience seeing the ads appreciate the full value of clicking on it.

Facebook leads ads

The Carousel format in  Lead Ads

Carousel Ads let advertisers showcase multiple images in the same ad, and there are many different creative ways to use such a type of ad to increase your results. This Carousel Ad from Tokyowheel promotes a 6 part email course, and each lesson is shortly described by an image that users can scroll.

Facebook lead ads

The Learn More option in Lead Ads

Facebook Lead Ads can be also effectively used to collect leads who simply want to learn more information about a topic. People who click on “Learn more” will usually receive email communication or will be directed to a landing page.

Facebook leads ads

Facebook Lead Ads Integrations with LeadsBridge

The leads you will collect through your created campaign will be stored on your Facebook page and all the contact details can be downloaded in a CSV format.

With manual work, it is difficult to email, send an SMS, or call as soon as the new lead comes in. Considering that 74% of consumers expect to receive an email immediately after subscribing to a service, and companies that contact a lead within the first hour are seven times more likely to qualify the prospect than an organization that responds in two hours, you understand how the lack of automation can heavily reduce the effectiveness of your marketing campaign.

facebook lead ads integration

However, there are different tools that can help solve this issue.

Facebook introduced a new revolutionary tool called Business Apps into the Facebook Business Suite. And LeadsBridge is presented there with more than 100 integrations, grouped in three categories:

  1. Measurement and optimization (conversions)
  2. Lead Ads
  3. Ads targeting

LeadsBridge was the first company presented by Facebook in the Facebook Business Apps as its partner for Facebook Lead Ads.

LeadsBridge provides Facebook Lead Ads integrations to 380+ CRM and email providers such as the followings:

Facebook Lead Ads integration with HubSpot

Facebook Lead Ads integration with ActiveCampaign

Facebook Lead Ads integration with Gmail

Facebook Lead Ads integration with Mailchimp

Software like LeadsBridge helps to manage the leads you have just obtained from your ad campaign, importing all the acquired contact details in your favorite customer management tool and email software. With this in place, you can quickly contact them through email or an SMS as soon as they come in. This makes it easy and fast to turn them into paying customers before they lose interest in your products or services.

Now that you know how to create Facebook Lead Ads and integrate them with your favorite CRM or email software tool, you need to know how to get more out of your campaign. Below are Facebook Lead Ads best practices that will increase your ROI.

3 Facebook Lead Ads success stories

To better understand how Facebook Lead Ads can help your business, let’s look at three success stories of companies across different industries.

Mercedes-Benz Vans Turkey

The first success story concerns the famous global automotive brand, Mercedes-Benz Vans Turkey, which has achieved excellent results with Facebook Lead Ads in the automotive industry.

Mercedes-Benz Vans Turkey was facing prolonged response rates to the leads due to manual import. In order to decrease lead response rates and achieve a higher sales ratio, they started using LeadsBridge to integrate their Facebook Ads with their CRM and automate the import.

Facebook lead ads

By reaching its customers faster the company saw an increase of 48% in generated leads and more importantly an 18% growth in sales.

Nergis Sevin, Digital Marketing Lead at Mercedes-Benz Trk commented on the campaign: “In the digital environment, our first aim is to create the best user experiences for our digital sources. LeadsBridge accelerated our customer experience journey by providing us with the fastest way at the first point of contact with our customers. So, we could get a more qualified lead and sales amounts.”

ASI Audiology & Hearing Instruments

ASI Audiology & Hearing Instruments is a company founded by Dr. Kent Webb with the aim of improving the lives of people who have suffered hearing loss. For their Facebook Lead Ads campaign, their goal was to find 23 people offering them a free visit to the clinic during the weekend.

Facebook lead ads

Thanks to LeadsBridge and Facebook Lead Ads, ASI Audiology and Hearing Instruments managed to schedule more than 20 appointments, lowering the cost per lead to $ 9.32 against the $200 they paid before the advertising campaign. Commenting on the performance Dr. Michael Webb, Au.D. said: “We are most excited about the cost per lead this campaign generated. With the average price being extremely lower than other forms of advertising, it is a no-brainer to stick marketing dollars into a source like Facebook Ads.”


Another success story comes from Almundo, the omnichannel travel company with more than 70 branch offices worldwide.

Almundo’s main goal for the second quarter of the year was to drive sales by increasing their active subscriber lists of at least 20% and at a very challenging target CPL while managing the campaigns in-house. They used Facebook Lead Ads and LeadsBridge to sync their new leads, creating a contest to win a trip to Disneyland.

Facebook leads ads

The results of the campaign have been a +6% increase in ROI, + 20% active subscribers and growth by +1.2% in Conversion Rate. Eduardo Pocai Almeida, Head of Growth & Performance at Almundo said: “We will keep using Facebook Lead Ads and LeadsBridge connected with our marketing tools. The possibility to create exciting, on-brand experiences to expand our audiences in a scalable fashion and meet our performance KPIs.”

If you are eager to read more stories of companies that had successful campaigns with Facebook Lead Ads, click here.

Facebook Lead Ads Strategies

Create lookalikes from real customers and not prospects

One of Facebook’s targeting options is Facebook Lookalike Audiences, which is very valuable to target an audience with interests and demographics similar to your current customers. A best practice when using Lookalike Audiences is to not create a Lookalike Audience from prospects. If you do, you will have a bigger list of less qualified leads. But when you create a Lookalike Audience from those who have already converted to customers, you are building a true profile of your ideal customer.

Create an attractive copy for your ad

The ad copy determines whether your audience clicks the CTA on your ad or not. This determines the success or the failure of your ad. Don’t repeat the same text you have on an old ad campaign for a new lead campaign. Craft and test new copies each time you want to create a new ad. Write a copy that will inspire, excite, entertain, and persuade your audience to take action.

Add emojis to your ad description

Some time ago we tested how emojis perform on Facebook Ads and how they can affect the CTR. Emojis are part of a universal language: they are immediate and easy to understand and therefore they make marketing messages much more compelling than plain texts.

To understand if emojis really improve Ads engagement and CPA on Facebook, we decided to run a simple test in one of our Facebook Lead Ads.

We decided to run two identical ad campaigns, one with plain text and the other one with the same text, but including emojis in the ad description. The results were significant: in our test, the second ad obtained 2000% more leads than the first one.

Undoubtedly, emojis impact the CTR of Facebook Lead Ads by a significant amount, so you should implement them in your ad copy.

Use fewer fields in your forms

Use relevant but few fields in your Facebook Lead Ads form. When you increase the field, users will probably not complete it. The fewer, the better. However, ensure it contains the real information you need for your business. So, how many fields or questions should you add to your lead ad forms? Adespresso carried out a survey on lead ads performances vs questions and came up with the table below.

facebook lead ads

According to the data presented above, your questions or fields should not be more than 3. It can be less but not more.

Don’t target the same audience with different lead ads campaigns

Creating different Leads Ads targeted at the same audience will make the campaign underperform. Even if you’re trying to test different ad ideas on your audience, don’t do it. It doesn’t work that way. Facebook has several users and with targeting, you can niche down to the audience that will most likely convert.

Know the right time to display your Lead Ads

With Facebook Lead Ads, you can schedule your ads at the time you know your audience is active. If you see an increase in the participation of your users in your ads, you can increase your bids. But if they are not interacting with it, then scale back on the ad.

Create a crystal clear offer

Let your audience know what they will get by signing up for your offer. Also, let them know what you will do with their emails in the future. You can disclose this in the privacy policy section.


Give it a try and then test, test as much as you can! Lead Ads are a strong opportunity to generate valuable leads for your business. Don’t forget to use Facebook Lead Ads integration with any CRM or email marketing software of your choice to increase the effectiveness of your campaigns.

Mark Cirillo

Try LeadsBridge now!