If you’re one of the many businesses using Facebook ads to market your business, you’ll know just how effective Facebook lead form ads are. But you may not know that the average click-to-lead conversion rate of a lead ad campaign is 12.54%, which is 2.07% higher than regular conversion campaigns. Here’s how to optimize your lead ads even more, resulting in conversions that just won’t quit.
Lead Ad Form: Facebook’s Way Of Helping You Collect Valuable Information
Customer analytics are one thing — the behavior of your audience boiled down into crucial data — but it’s not the only thing that can improve your company’s standing. Customer data also matters, and as it turns out, you can get it straight from the source.
Facebook lead form ads combine traditional advertising with pre-populated forms for people to fill out with their information. Basically, when a user clicks on an ad, they’re presented with a form where they can fill out their details. Lead ads are almost always optimized for mobile, which makes sense considering 94% of Facebook advertising revenue comes from mobile.
This tactic increases the value of your leads by a prominent margin — meaning you’re not just getting more leads, but better ones, AKA leads that are more likely to convert. Talk about spending your advertising dollars wisely!
Examples of lead ads include, but are definitely not limited to:
- Requesting a quote or demo
- Subscribing to a newsletter
- Registering for an event
- Entering a competition or giveaway
- Getting notified about restocks, new products or new services
- Signing up for test drives and trials
These allow you to offer up deals people can’t help but take advantage of, collect emails for future marketing efforts and gather customer interests and inquiries.
A Quick Step-by-Step Guide to Creating Facebook Lead Form Ads
Here’s how to create and share Facebook lead form ads so you can start collecting conversions.
There are two ways to create a lead ad form on Facebook: your Ads Manager or your Facebook page.
Creating Lead Ads from Your Ads Manager
- Click the Create button, located in the top left of your Ads Manager screen.
- Choose the objective Lead generation and continue.
- Facebook will prompt you to input a few pieces of information. This includes campaign details, A/B test and campaign budget optimization. Once you’re finished, click Next.
- Choose which Facebook page you’d like to use to create your Facebook lead form ads, along with your target audience, ad placement and other details. Fill out the Identity section with your Facebook page and — if you have one — Instagram profile.
- Choose your format in the Ad Setup section. This lets you pick whether you’d like a single image, video or carousel. Upload your media in the Ad Creative section.
- Fill in the copy for your campaign, including the headlight, description and CTA button.
- Choose your Instant Form by creating a new lead form, duplicating an existing form (and making any changes as necessary) or editing a draft form. Choose your Form Type (either More Volume for mobile optimization or Higher Intent for information confirmation).
- Choose whether you’d like to include an introduction screen, then fill out your questions (pre-filled or custom).
- If necessary, add a privacy policy or custom disclaimer. Once you reach the Completion section, you can customize your confirmation page.
- Preview your form before finishing, saving and/or publishing the campaign. Woohoo — you did it!
Creating Lead Ads from Your Facebook Page
- Click Publishing Tools, then click Forms Library in the left-hand menu.
- Click Create and select either New Form or Duplicate an Existing Form.
- Name your form by clicking Untitled Form and typing in a name.
- Choose your Form Type (either More Volume for mobile optimization or Higher Intent for information confirmation).
- Choose whether you’d like to include an introduction screen, then fill out your questions (pre-filled or custom).
- If necessary, add a privacy policy or custom disclaimer. Once you reach the Completion section, you can customize your confirmation page.
- Preview your form before finishing, saving and/or publishing the campaign. Woohoo — you did it!
Note: For both of these methods, you can’t edit a form once it’s created. You can, however, create a duplicate form and edit it from there.
Integrating with your CRM
It seems like Facebook thought of everything. You can actually sync your new leads with your customer relationship management (CRM) system, streamlining your advertisement processes even further.
Whether you use Mailchimp, Salesforce or another CRM, you know that this tool helps you track your existing and prospective customers — and do so quickly and efficiently. Integrating it with your Facebook lead form ads gives your collected customer data a home. Here, this information can serve your business well.
To set up your CRM integration, simply follow this path:
Visit your Facebook page > Click Publishing Tools > Click Leads Setup
Once you’ve clicked Leads Setup, type in your CRM’s name. Depending on your CRM, you’ll see one of two options: Connect from Website or Connect Through Zapier. Each option will take you through step-by-step instructions to get your CRM integrated.
Once the integration setup is complete, you can kick it while your customer data automatically filters through to your CRM. Enjoy automated data collection so you can hop on new leads in a jiffy. You can also confirm people’s emails once their data is in your CRM for ultimate lead solidification. If you ask me, those are some serious Facebook lead form ads benefits.
9 Tips to Boost Your Lead Ad Form Facebook Conversions
Hate to break it to ya’, but doing the bare minimum for your Facebook lead form ads is not enough to get those conversions up. Fortunately, we have nine tangible tactics that you can implement into your next campaign to reap utmost rewards. Add them all to the queue before submitting your ad for publishing.
1. Incentivize your form
What better way to lure in leads than by offering an incentive? Think of it this way: You want something from the user, so you’re offering a little perk in exchange for them filling out your quick form. You are asking for personal information, so it’s only fair.
Brands often use perks like promo codes, free downloads and product samples as Facebook lead form ads incentives. Competitions and giveaways with some sort of treat for the winner(s) are automatically incentivized.
And while your customer may not consciously realize it, an incentive is your way of telling them, “I value your personal information enough to give you something in return.” How cool is that?
2. Clarify and simplify your ad
With the average form abandonment rate close to 68% — a rate that increases with each question added — it makes sense that you’d want to keep your Facebook lead form ads simple. The simpler your form, the lower your form abandonment rate will be.
This means avoiding unnecessary questions, instead focusing only on relevant info.
At the same time, you want your ad to be clear about what you’re offering. There should be no question about your deliverable; you should lay your value proposition out on the table for all to see. Optimize your visuals and copy to adhere to this. All the while, be sure to include cohesive branding for maximum brand awareness.
3. Focus on copy, content and layout
An ad is not just an ad. Copywriting, visuals and format are all the bones of your campaign, so it’s crucial to put weight on them.
Consider performing an A/B test on different captions and visuals and see which option produces the most leads.
Copy doesn’t just mean the ad itself. Be sure to look over your form questions themselves — once, twice, thrice — to make sure there are no embarrassing blunders that will lead to an increase in form abandonment.
If you don’t have someone in house, you may also want to consider investing in professional-grade creative services (you’re a marketing pro — you can’t do it all).
4. Ask the right questions based on the info you need (this includes customized q’s!)
You have limited real estate with your questions, so it’s imperative that you choose wisely (you can choose up to 15 questions, but we recommend cutting that number down to avoid deterring potential leads). Consider the most important customer data for your purposes and formulate questions based on that.
You can choose from a selection of pre-written form questions for your Facebook lead form ads, but we highly recommend you create some customized questions as well. This really helps keep your data narrow and nuanced. A combo of both is a solid approach.
If you’re not sure where to start, Facebook has created a table of business goals so marketers can see which common questions (both pre-filled and custom) accompany each one.
Insert Ignite Ads Manager screenshot?
Insert Ignite admin view Facebook page screenshot?
5. Target audiences based on your marketing objectives
What’s the point of going for high-value leads if you’re not going to properly target your Facebook lead form ads audience?
First thing’s first: Upload the customer database of your existing leads or audience analysis. You can create a lookalike audience based on this (Facebook will conjure up an identical audience of all your leads or purchasers).
If you want, you can implement engagement targeting, which targets folks who’ve engaged with your content to some degree.
If your offering is location-specific, it’s a good idea to target people near you. This is available for businesses with physical locations and a Facebook account representative. If the goal of your form is to increase scheduled appointments, test drives, in-store purchases or other similar conversions, this is a great segmentation method.
Note: For Facebook lead form ads, you cannot target people under the age of 18.
6. Verify customer info for accuracy
Typos are pretty common in the world of Facebook lead form ads. This is especially true for people who don’t have automatic form fillers set up on their mobile or desktop device. At the same time, people often change their contact details, so it can be hard to keep up. There are a couple of ways to combat this:
- Add a review page to your form, where users can look over their details before submitting. You can do this by choosing the form type Higher intent when setting up your campaign.
- Integrate your lead ads with your CRM and automatically confirm users’ emails (check up above if you forget how to integrate your CRM with Facebook).
7. Make use of the confirmation page
A little ‘thank you’ goes a long way. We recommend customizing the post-submission page with additional copy that promotes further engagement beyond the form. Of course, not everyone will bite. But by simply including branding, your leads are more likely to recognize you when you land in their inbox.
While you’re at it, you might as well include a CTA here. Make it easy, like watching a tutorial, downloading a guide, visiting your website or following you on other social media platforms. You’ve already gotten them to do the most important part (fill out your form), so this one should be a breeze.
8. Include a follow-up in your marketing plan
If someone abandons your form, not all is lost. If you strategically follow up with these users via retargeting, you may get some of them back. In fact, one study showed that 19% of folks who abandoned a form will return to complete it if followed up with.
Even if someone does complete your form, you may still be vying for that ultimate conversion — your overall marketing objective. Following up can significantly improve your conversion rates. You don’t have much time to follow up, either.
According to the Harvard Business Review, companies who followed up within an hour were seven times as likely to score conversions than those who waited just an extra hour. When compared with businesses who waited more than 24 hours, the businesses who followed up within an hour were 60 times as likely to secure the goods.
Many businesses don’t hop on the bandwagon, so make sure yours is one of them.
9. Test your forms and adjust as needed
You’re not going to become a lead ad form Facebook pro right off the bat (feel free to prove us wrong).
In addition to optimizing your visuals and copy, it’s a good idea to evaluate your forms as you go, adjusting them to better adhere to consumer behavior like form abandonment and final conversions.
Formulating Leads Through Facebook Lead Form Ads
If you want to relish in high-value leads and a higher conversion rate, the lead ad form Facebook tool is something you won’t want to ignore. At the same time, conversions aren’t self-reproducing creatures, and you’ll want to take some actionable measures to boost your lead ads’ chances of converting.
But as long as you optimize your Facebook lead form ads, nothing’s standing in your way.
Learn more about how Facebook delivers content these days on the Ignite Visibility YouTube channel:
