How to Create a Facebook Lead Ads Campaign


To grow your business successfully on Facebook, you need to understand Facebook’s unique opportunities, and how it differs from other social media platforms. Just as you wouldn’t run a radio ad on television, you shouldn’t market on Facebook the way you’d market in a magazine or on your website. Facebook Lead ads are the best tool you have for learning more about your customers.

When you know about your audience, it will help you in Facebook advertising. Facebook Lead ads are a powerful addition to any campaign. Lead ads allow people to show their interest in a product or service by filling out a form in the ad with their details and allowing a business to follow up with them. You can run Lead Ads on Facebook, News Feed, etc. 

In this article, we are going to discuss what Facebook lead ads are, and how to use them to generate high-quality leads for your business.

What are Facebook Lead Ads?

Facebook lead ads are the ads that appear on users’ feeds and stories on Facebook. It helps businesses to collect users’ contact information, such as email addresses and phone numbers, without leaving the platform.

Lead ads can be used to:

  • Find prospective customers
  • Schedule demos or quotes
  • Grow your business’ mailing list
  • Understand the interests and behaviors of your demographic
  • Increase signups and enrollments for events or programs

How to create Facebook Lead Ads campaigns

Facebook Lead Ads are very flexible, with plenty of options for things like targeting, ad formats, and form structure. Here’s a quick guide to creating a Lead Ads campaign.

1. Choose the lead generation objective

Create a campaign, and then choose ‘Lead Generation’ as an objective to get started.

2. Define your ad set targeting and settings.
  • You can use all the usual targeting that you want. 
  • Lead Ads also work on Instagram, so we recommend using ‘Automatic Placement’ to get the best price, with the slowest Ad Decay.
  • For the Bid settings, ‘Lowest Cost’ tends to get the best performance.
3. Design your ad creative
  • Lead Ads now have lots of options for creative formats.
  • Pick a format that suits your goal, but test multiple ideas to optimize your cost per lead.
  • You could also use a video to educate the customer before they fill out the form. We’ve seen this work very well in education where the customer can get a feel for the course and what they will learn.
  • The Call-to-Action button that you choose will have a big impact. 
4. Create your Facebook lead form

When the customer clicks on the call-to-action button of the advert, it will open the Facebook Lead Form wizard. This form is pre-filled where possible from profile data to save the customer some time. 

5. Test everything before publishing

Make sure you check through your new campaign in detail before launching the campaign. You need to follow a testing process to not lose out on any leads:

  • First, publish a draft campaign on Facebook.
  • Check your Campaign, Ad Set, and Ad settings again in detail.
  • Preview the ad in your Newsfeed
  • Go to one of your Ads, and click the preview button.
  • Choose the “Send to Facebook” link.
  • This sends a notification to your Facebook account.
  • Click the notification to preview the ad on your Facebook mobile app or your desktop.
  • Run through the customer journey as if you were a customer and submit a lead.
6. Measure and track everything

You can’t optimize what you don’t know. It’s advised to never launch a paid ad campaign where you can’t track conversions at an Ad or Keyword level.

  • Check your Lead Ads campaign stats regularly. You can simply add a few new columns to your campaign dashboard to get the right data and save it as a “Saved Report” for later.
  • Make sure you stay on top of your campaign stats. You need 5-10 leads per day at a minimum to get the algorithm to work properly.
  • To learn more about your customers, track and analyze lead campaigns properly. 

Facebook Lead ad best practices:

Target your audience

Facebook is well-known for targeting the audience. You can add a custom audience focusing on people who have already interacted with your business. You can start by choosing your target location, age, gender, and language. Note that under location, you can precisely choose to include or eliminate cities over a certain size.

When you start making selections, keep an eye on the target audience, which gives you a sense of your potential ad reach. You’ll also see a projected number of page likes. If you have run campaigns before, it will be more accurate. Always remember that these are estimates, not guarantees.

Use automatic placements

Where should your ads appear? Facebook or Instagram? It’s a difficult decision if you’re just starting your business and also you don’t have enough experience with testing different placements with your target audience. That’s why it’s easy to choose Automatic Placements. Simply go with this option. Facebook will work its magic by showing your ads across those places where the ads are most likely to succeed. 

If you’re running different campaigns, automatic placements will typically give you the best output. Facebook optimizes your campaign if you use automatic placements to produce the highest number of conversions and also show your ads in locations where people are more likely to convert. But if someone will use the traffic objective or another non-conversion-based objective, he/she needs to start with the feeds and stories placements. Most advertisers prefer to use the conversion objective.

Offer an enticing incentive

Lead ads are a big ask. Offering an incentive, like a free eBook or coupon code, will help you to make your lead ads more appealing. Think about what kind of asset will work best for your target audience and offer that up in exchange for their details.

Keep it simple

Don’t ask for too much information in your lead ad. It’s important to maintain a balance between getting the data you need and making it easy for Facebook users to sign up. When you ask too much, it will drive down conversion rates and scare away people who are still early in their customer journey.


Facebook has a massive reach, which is why it makes sense for marketers and business owners to explore the available tools to get your products and services in front of a considerable audience. One of those tools is Facebook lead ads. With the ability to create custom leads, Facebook lead ads provide significant advantages to advertisers. Give it a try and then test, test as much as you can! Lead Ads are a strong opportunity to generate valuable leads for your business.

If you have any comments, queries, or suggestions regarding this article, please state them in the comments section below.

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