Facebook Leads Ads: is it still exciting?

Do they really work? And does this reduce costs?

In this article, we explain everything about the form of advertising that Facebook has made available four years ago in June 2015.

Various companies are already using them, but much is still unknown about this form of advertising.

  • How do they work exactly?
  • What can you use them for?
  • What are the benefits and what are the disadvantages?

In this article, you will find everything you need to know …

What are Facebook Lead Ads

With Facebook Lead Ads you give potential leads the opportunity to register for what you offer with one push of a button (for example a newsletter, demo, promotion or e-book), without having to enter their details themselves to fill.

You no longer send them to a page on your website, but they remain within Facebook.

For the first six months after Facebook’s launch of this ad type it was only available for mobile, but from the beginning of 2016, it is also available for other devices including the desktop.

When someone registers via lead ads, they click on the ‘Subscribe’ button. Based on the data that Facebook already has, the form is automatically filled in, with the e-mail address and name as standard. As soon as the user clicks ‘Subscribe’ again, this will be redirected to the success page, and the user will be registered.

Well, this form of advertising makes it easy for people to register.

But what can you use leads for now and for which companies are they interesting?

You can read that below …

What can you use lead ads for?

You can actually use lead ads for almost every promotion you can imagine. Moreover, within the B2C and B2B it is suitable for:

  • Request quote;
  • Newsletter subscriptions
  • Discount codes;
  • Matches;
  • Registration for events (webinar, network drink, seminar);
  • Lead magnets (e-books);
  • Product demos, agreements

Especially when you look at discount codes, it becomes interesting. People who are about to make a purchase ‘Click on Download and you will immediately receive a discount code for a € 20 discount’, are more likely to register. When they are ready for a purchase, they also generate money faster. And so this makes it interesting for many companies.

Who are they suitable for?

Facebook Lead Ads are suitable for every type of business. As mentioned above, you can use it to do any promotion that you can imagine.

We live in a world where B2C and B2B are slowly disappearing. We are increasingly moving towards one-to-one marketing and communication. And since almost all Dutch people use Facebook, you can also reach almost everyone.

The only thing you have to keep a close eye on is your target group.

So make sure that your target group is well specified. That is, for example, not ‘SMEs,’ but rather more specific, such as ‘advertising agencies’ or ‘law firms.’

Are you in the consumer market? Then you can think of ‘men from 20 to 40 years who love sports’ or’ mothers with two children up to 12 years old.

The form of advertising is, therefore, suitable for all companies from a software company (CRM, HRM, BI/reporting) to local companies (hairdresser, barista, café).

What are the benefits of Facebook’s Lead Ads?

The three most important benefits of Facebook Lead Ads are:

  1. Make mobile users easy to register;
  2. Quick and easy to set up;
  3. Cheaper leads.

The advantage is that it becomes very easy for mobile users to register for your promotions. Facebook already knows a lot about its users. By already filling in this information, the user can register or log in at the touch of a button. That way they no longer have to type which always takes quite some time.

The second advantage is that they can be set up quickly and easily. You no longer need to place the forms on your website. It’s all possible within Facebook, without the need for technical knowledge.

The third advantage is cheaper leads. We have already read several case studies and have seen it myself at our customers where leads were generated for € 0.05 to € 0.40. That is very little in almost every sector. Imagine that each lead gives you an average of € 2, then you make a big profit!

But of course, this does not always have to be the case. There are also case studies where website click ads resulted in 16% lower costs. Incidentally, the costs were also higher than € 0.40 per lead. In this case even € 3. So it mainly depends on your product/market.


Test, test, test. Test as much as possible.

We have already written an article about this: 13 tips for optimizing your Facebook advertisement.

Only by testing and measuring the results can you find out what works best.

Good, lead ads are interesting, but how do you actually make them?

Below we explain step by step how to create a lead ad and what you should take into account.

Lead ads can only be created in the Power Editor (go to www.facebook.com/ads/manage/powereditor/).

Step 1: Create a lead generation campaign

Select the account for which you want to create a lead ad. Then click on Create Campaign and choose from the “Generate Leads” list.

Then also create the advertisement set and advertisement.

Step 2: Adjust the settings of the advertisement set

Facebook enters the advertisement set as standard. Adjust this to your own wishes. Think about:

  • Facebook-page;
  • Budget (for example € 3 to € 5 to start with);
  • Planning (always indicate an end date in the first instance);
  • Target audience;
  • Placement (this is only possible on mobile devices);
  • Optimization and prices (you can leave these on the default settings. Facebook can optimize this)

Step 3: Create a new lead form

Go to the advertisement and click on ‘Create a new form.’

Step 4: Set Name and Language

Give your form a clear name. For example Ebook 15 tips 001, Discount 1234AB 001, Webinar FB tips 001. We always put a number after it (in this case 001), because you cannot edit the forms afterward. Then you keep it organized.

If you advertise in Sweden, you naturally choose Dutch as the language.

Step 5: Choose which information you want to receive

Step 5 is an important step because you can indicate here exactly what you want to receive from the user.

By default, e-mail address and full name are entered. But there are even more options.

If you click on ‘show more options’ you will see the screen below.

These are the options:

  1. Contact fields

  • First Name
  • Last name
  • telephone number
  • Mailing address
  • Place
  • Province
  • Province
  • Land
  • Postcode
  1. Questions about demographic information

  • Date of birth
  • Sex
  • Relationship status
  • Company Name
  • Military status
  1. Workplace information

  • Position
  • Business telephone number
  • Email address of your company

Think carefully about what you are asking from the user.

The same rules apply to this form as to a form on your website. The more information you request, the fewer people will complete it.

Do you really want to know more than just the name and e-mail address? Then We recommend doing this at a later stage.

Add additional questions

In addition to the user information, you can also add extra open questions (maximum 3). Facebook already has a number of example questions ready for you such as:

  1. Motor vehicles

  • Car brand
  • Automodel
  • Shorten
  • Construction year
  • Car dealer
  1. Education

  • The subject area you are interested in
  • Current field
  • The highest level of education
  • When do you intend to register?
  • Course in which you are interested
  • Campuslocatie
  • What training are you interested in?
  1. E-commerce

  • How often do you want to receive messages from us?
  • Select a category
  1. B2B

  • Size of company
  • Sales team size
  • Main occupation
  1. Professional services

  • Type of legal service
  1. Health insurance

  • Health insurance coverage status
  1. Car insurance

  • Kilometers drove annually
  1. Need help?

  • Need help?
  • What are you looking for?
  • What’s the problem?
  • Select services
  1. Purchase Intention

  • Time to buy
  • Time to participate
  • Size of budget
  • Waiting list

Step 6: Privacy policy and legal disclaimers

The privacy policy is a requirement to use a lead ad so that you can customize to your own business. A matter of just entering the name of your own company and placing it on your own website.

The legal disclaimers are never really needed in Sweden so you can leave that out.

Step 7: Add a link to your website

The next-to-last step is to add a link to your website. It depends on your process, but in most cases, you enter the link here to the page where the user can download the information for which they have registered.

With a webinar registration, you can forward them to a page where they will receive more information about the webinar.

Step 8: Create a form

At the last step, you will see an example of your form. This is actually not that exciting, because everything is empty. But you can still check whether the information you request is correct.

Then click on ‘Create form,’ and you are done.

Step 9: Finish advertisement

The last thing you have to do is design the advertisement itself. This is the same as all other advertisements, so fill in a text that will appear in the advertisement, link description, and the other information.

Think carefully about the action button. For this Facebook offers 6 options (Request now, Download, Request quote, More information, Register and Subscribe) and WEsee too often that the wrong choice is made. For example by choosing ‘More information’ while they must immediately complete a form.

Lead Advertising Tips

Below are some tips that can help you create an optimal Facebook lead advertisement.

  1. Provide a clear Call-To-Action: As with any other advertisement, it is important that you tell the user what to do. For example ‘Click on Download and receive the tips/discount code immediately’ or ‘Click on Register to register.’
  2. Treat the ad as a landing page: Only the ad text and the image can tempt the user to take action. Why is your promotion special? Why do they have to register? Make this clear in the text and image.
  3. Keep an eye on the Click-Through Rate: The click-through ratio (CTR) is an important factor on the basis of which Facebook decides whether your ad will be shown. Is this too low? Then the range decreases and you therefore hardly get any leads. Then adjust the advertisement and see if the CTR goes up.
  4. Test the action button: The action button can make a big difference. Does one button not work? Then test another one. Or try the same advertisement with a different button. Who knows, it performs much better.

Don’t forget to upload your changes. Otherwise, nothing happens …

So, your lead ad is online and then?

Of course, you want to know where you can find the leads …

Where can We find our leads

You can find your Facebook leads on the Facebook page itself.

To do this, go to ‘Publication tools’ on your page and click on ‘Lead advertisement forms’ on the left. Next, to each form, you will find the ‘Download’ button with which you can directly download the leads.

A major disadvantage is that it is a manual process. There are no options offered by Facebook to import the leads into your email marketing program automatically.

But luckily there are tools on the market with which you can realize this …

Automatically import leads into your email marketing program

Of course, we do not like manual actions. Fortunately, there are several companies that have responded to this. They offer solutions for importing leads automatically into your email marketing program (such as MailChimp, Aweber and GetResponse). The solution WeE know are:

  • Driftrock
  • Connectio

We use Connectio myself and We are very satisfied with that. We also use this tool for different customers, and it works like a train. Especially the speed with which you can get started and the value that Wilco adds with his videos are enormously valuable!

What about the quality of the leads?

One of the frequently heard responses to Facebook’s lead ads is: “Is it not becoming too easy for the user?” Yes, it will be very easy. But today people are becoming increasingly aware of what they are registering for. With a customer We don’t see it too easy, the leads don’t come in. But the costs are lower than through other channels.

Then you are dealing with fictional accounts with corresponding fictional e-mail addresses. Yes, that’s right. But you also have to deal with that with regular e-mail registrations. The advantage now is that the e-mail address has been entered correctly.

We often see people making a typo, such as homail.com or utconsults.se.

This will prevent you from lead ads.

Lead ad versus website click ad

At the top, we were already talking about lead ads versus website click ads, but We would like to elaborate on this.

Because is a lead ad now better and cheaper than a website click ad?

Many websites are nowadays responsive (if you don’t have this, we would quickly take care of this). This allows people to view your page well on their mobile. Here you can enter more information than in an advertisement, which means that the conversions of this page may be higher than for your lead advertisement.

We still benefit from the lead advertisements ( costs are on average 25% lower ), but that does not have to be the case for you.

At least we can’t wait knowing more about what are your experiences. In the comments, let us know what your experiences are with Facebook Lead Ads. We are very curious!