Increase your mobile conversions with Facebook Lead Ads

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By Patrick Schokker

Many marketers have welcomed Facebook Lead Ads with open arms in 2016. But to what extent is your organisation using this powerful tool?

Facebook Lead Ads have received so much attention since their announcement that they have even eclipsed the long-awaited 'dislike' button. Simply put, this tool makes it Make it easier to fill out forms, thus increasing conversions.

As Lead Ads are new to many B2B organisations, we have written a "How To" blog to give you all the information you need to start running successful Lead Ads campaigns as soon as possible.

We explain what lead ads are, what they look like and why you should use them.

What are Facebook Lead Ads?

When Facebook announced its Lead Ads, they were promoted as ads that made filling out forms as simple as "Tap, Tap, Done". And this is a surprisingly accurate description of how this new type of ad works.

Facebook lead ads

In itself, these don't look very different from the mobile ads you already know. Until you click on a Lead Ad. Normally you are redirected to a landing page. But now a form is opened with pre-filled contact details.

pre-filled data

Example of a Facebook Lead Ad. As soon as you click on the ad, you will see a form.

Facebook automatically fills in as many fields as possible, which it takes from the users' profiles.

For example Name, e-mail address and telephone number are automatically filled in by Facebook.. In short, your leads/prospects do not have to leave the Facebook app and they spend considerably less time filling in their details!


Moreover, as a company you can fully customise these customise these forms completely. You can ask for extra information in the forms, so that you can learn more about your leads. This extra information can then be used in your follow-ups. For example, you can ask how big the company is, their relationship status or their area of expertise.

Facebook lead ads

Facebook Lead Ads for mobile

Facebook Lead Ads are currently only available for the mobile newsfeed (mobile newsfeed placing) and only feature a "standard" ad format:
- Header
- Images
- Description
- CTA button that then leads you to the lead generation form.

This format will be expanded.

Unique advantages of Lead Ads

Apart from the lead generation form, a Lead Ad doesn't seem very different, but they do have unique advantages that no other ads have.

1. Increased mobile conversions
This is one of the most obvious benefits. Case studies have shown that only 35% of conversions came from mobile ads, although they did garner more clicks. This was mainly due to the fact that it was too much of a hassle for users to leave Facebook; a landing page with often slow loading times and manually filling out a form on a small screen was not really popular.

Therefore, we assume that mobile users will now convert. The user no longer needs to leave Facebook and filling in a form is made easier with auto-fill fields.

The less effort required, the better. That is the starting point of Lead Ads.

2. They save marketers and businesses a lot of time
The ability to customise forms eliminates the need to create a dedicated landing page for lead generation campaigns. Facebook makes it all possible for you! You can create multiple forms for different campaigns in seconds. Compared to creating, managing and hosting landing pages, this is a piece of cake. A huge development for businesses!

How do you create Lead Ads?

The Facebook Lead Ads can currently only be created in the power editor.

When you want to create a Lead Ad, choose "Lead Generation" as your objective.

Facebook lead ads

Facebook will then guide you through the next steps very simply. The layout of the ad is almost the same as the layout of "normal" ads.


To use Facebook Lead Ads, you need a privacy policy and/or legal disclaimer. You can enter the link to your privacy policy or add your full disclaimer. You need this to complete the Lead Form.

Upcoming extras to Lead Ads

Because Facebook Lead Ads is still fairly new, there is still room for improvement. This innovation is already top-notch, but there will be more to come that will make using Lead Ads even easier and possibly make them even more effective.

Extra nice for marketers:

1. Desktop Placement
Now that Lead Ads are generating higher click-through rates on mobile, Facebook is also working on Lead Ads for desktop. We are curious to see what results this will bring.

2. Video & Carousel Ads Formats
Video ads and carousel image ads perform very well on Facebook. It is already known that both video and carousel ads are not only developed for Instagram ads, but also for Lead Ads. Especially because of the click-through and conversion rates.

With carousel ads, costs have dropped by 30-50% per conversion and 20-30% per click, while click-through rates have increased by 75%. By showing multiple images, you can tell a story or promote multiple products. This will increase conversions.

3. CRM Integration
Lead Ads are a-m-a-z-i-n-g right now. But it's time-consuming to access the leads you've generated. You have to do this manually. Soon Facebook will make this easier with a CRM integration. This will not be in Facebook, but through marketing partners of Facebook (Now, DriftRock, Salesforce, Eloqua, Marpost, Sailthru and Marketo).

So lead ads...

Lead Ads are generally a super good invention. Specially designed to increase the success of lead generation campaigns. This new tool, will help you get new customers and increase your mobile conversions.

It also eliminates the need to create specific landing pages for your forms. This reduces the inconvenience of users having to leave Facebook.

So, start integrating Facebook Lead Ads into your online marketing strategy!

We can help you with this! Please contact contact our advertising specialists.

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Patrick Schokker
Patrick Schokker

About this schurq

Managing Director

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