Lead Ads: establishing listening and strengthening the bond between people and brands

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Meta Lead Ads as a tool for collecting qualified leads and expanding your customer relationship management (CRM)


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What are Meta Lead Ads and how to make the most of them

Lead Ads are a type of advertising format that allows businesses to easily collect contact information from potential customers through Facebook and Instagram ads. When a user clicks on a lead ad, a pre-designed signup form appears that includes information such as first name, last name, email address and phone number.

To maximize the potential of Lead Ads, it is essential to develop a clear and coherent strategy. First of all, you need to define your goals: increase sales, expand your customer base or promote a new product. Next, relevant ads must be created, including a valuable offer that attracts users’ attention. Each advert will then be displayed to users together with a call-to-action button, such as “subscribe” which, once pressed, will open the form.

Once the form has been opened, the advertiser’s sole objective remains to lead the user to the last page (thank you page) which indicates the correct registration of the contact. At this stage it is necessary that the form is structured in such a way as to be simple and quick to fill out, so as to avoid any abandonment of sessions.

The platform already has a default function that allows the auto-compilation of the form fields using the information it finds from the user’s profile (e.g. Name, Surname and email), making registration quick and effortless. In addition to this, however, Meta provides other suggestions for advertisers who wish to maximize the performance of their modules, such as:

  • Insert an initial presentation: on the first page it is possible to insert a short text that can be used to provide a brief presentation of the brand or to immediately define the objective of the data collection.
  • Insert a maximum of 3 questions: according to tests, adverts containing up to 3 questions have a cost per result that is 26% lower than those with more than 3 questions.
  • Offer a reward: to entice customers to leave their contacts, it would be ideal to offer something in return. The suggestion is to adopt as a strategy participation in competitions, giveaways or events obtainable following the completion of the forms. Another alternative, more suitable for e-commerce, are personalized discount codes or coupons to use online.

Relationship and listening to online users

Lead Ads are an effective tool for establishing an audience with online users and strengthening the bond between the brand and its audience. Through conditional logic, for example, you can personalize the user experience during the lead acquisition process. Through this feature, it is possible to show or hide certain fields in a form, depending on the answers or choices made by users, thus improving the effectiveness of information collection.

Let’s imagine a fashion e-commerce. You could include fields like “Gender” and “Preferred type of clothing” on your form. Thanks to conditional logic, if a user selects “Female” as their gender, a new question may appear related to “Favorite clothing categories”, such as “Summer dresses” or “Dress shoes”. On the other hand, if the user selects “Male”, they may be shown options such as “Formal Shirts” or “Sweatpants”.

This way, conditional logic personalizes the form in real time, showing only the options relevant to each user. This not only simplifies the form filling process, but also creates a more engaging and personalized experience for the customer, increasing the likelihood of obtaining valuable information for the company.

In conclusion, the use of Meta Lead Ads represents a strategic opportunity for brands wishing to collect qualified leads and expand their CRM. Through some best practices, such as personalizing questions and using conditional answers, it is possible to obtain valuable information on the preferences and needs of potential customers, allowing companies to further personalize offers and improve user experience.

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20 October 2023 Rita Boscarato

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TAG: digital marketing