Four Things to Know About Facebook Lead Generation Ads

When it comes to finding new customers, what happens on Facebook doesn’t have to stay on Facebook. In fact, lead generation ads on the platform are a great way to get contact information to help generate sales leads for your ongoing media initiatives. Here are four ways to make the most of these ads.


Facebook offers a few options for acquiring new leads. However, the Lead Generation objective is highly recommended as it displays a simple lead generation form, which encourages users to provide their contact information. There are several requirements for using this objective so if you’re not able to meet these requirements, you have additional options. Similar to Lead Generation, the Website Conversion objective allows you to optimize your ads for leads or registration. To optimize towards these unique actions, you’ll need the Facebook pixel and standard events implemented on your site. Additionally, with the Conversion and Traffic objectives, you have access to unique calls-to-action such as Apply Now, Download, or Sign-Up to get users to your sign up page.

Lead Form

If you’re using the Lead Generation objective, you have access to contact forms, which prompt users to fill out a form after clicking your ad. The form can contain basic fields such as name, address, and phone number as well as more personal questions such as date of birth, relationship status, job title, and work email. Additionally, you have the option to ask custom questions that can be answered in a multiple choice or short answer format.

Custom Targeting

You can reach users who’ve interacted with your lead form, by using the various custom targeting options: opened your form, opened but didn’t submit your form, or opened and submitted your form. For those who haven’t submitted your form, include an offer to incentivize the sign-up. For those who have submitted your form, target them in your ongoing paid media initiatives. Additionally, you can reach similar users with lookalike targeting. For additional information on the benefits to using custom audiences, check out 3 Paid Media Targeting Options to Drive Sales on Facebook on the Ignite blog.

Downloading Leads

Lastly, when it comes to downloading your leads (if you’re using a lead form), you have two options: download directly from Facebook or connecting to a CRM vendor such as MailChimp or Salesforce. If you’re downloading directly from Facebook, you’ll need Administrative page access and will need to download the data regularly, as the data is only available up to 90 days from the time they are submitted.

Has Facebook changed the way you gather leads and stay in touch with costumers? If so, share how below!

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