Best Way to Generate Leads on Facebook

Best Way to Generate Leads on Facebook

Every online marketer has the same issue. How do you get more people to complete your form and submit the information? It’s not like you ever hear anyone say “I love filling out an online form”. This issue just became a lot easier to solve with Facebook’s introduction of Lead Ads.

Lead ads are being touted by Facebook as the “best way to run lead generation campaigns”. A lead ad lets a person show interest in your product or service by filling out a form. Great, but how is this any different than the way we market already? Let’s take a look:

How do Lead Ads work?

Lead ads are simply an easier way for a consumer to fill out a form using their mobile device. Facebook takes the information they already have on the person and uses that information to auto fill the questions on the form. The consumer can then either edit the information or simply click the “submit” button.

Tip: Facebook hosting the form makes this type of ad great for even the least tech savvy advertiser.

Can I customize the form?

Yes. You are able to customize the questions on the form so you can gather that information you deem most important. There are 3 types of information you can ask for:

  1. User information: This is information Facebook will pre-fill if the information is available. It will include such things as Name, Email, Address, and Phone Number.
  2. Additional Questions: You may add up to 3 questions from a list of additional questions Facebook provides or custom questions.
  3. Custom Questions: You can create custom questions to help qualify a lead.


If your sales force is product specific you can use a custom question to help get the right lead to the right sales team. For example, if you are a lender who has separate sales teams for purchase loans and refinance loans, you could ask if the quote request is for a new home or refinance loan.

Are there different call-to-action buttons I can use?

Yes, Facebook offers 6 different types of call-to-action buttons for Lead ads.

  • Sign Up
  • Subscribe
  • Learn More
  • Apply Now
  • Get Quote
  • Download

Tip: A/B testing 2 separate identical campaigns with different call-to-action buttons can help identify which call-to-action works best for your audience. This will help you in optimizing your ad to maximize conversions.

Can I optimize my bids for form submissions?

Yes. When creating a lead look under the Optimization & Pricing section. Select “Leads” in the Optimize For tab and under Pricing enter the price you would like Facebook to optimize for.


Tip: Bid only for what you feel the lead is worth. Use a lead management system to track everything so in time you can see where your cost per conversion is. You then can begin to adjust your bids to drive more leads and thus more conversions.

How do I get my Leads?

There are two ways you will be able to receive leads. You will be able to access your leads by exporting a .CSV file from your page or by using the API to move the data to you CRM. If you are looking to receive your leads in real time from Facebook you will want to use the API option. Facebook is currently integrated with Driftrock, Marketo, Maropost, Oracle Marketing Cloud, Sailthru and Salesforce. This list is sure to expand over time. If your current CRM is not integrated with Facebook API, you can set up a custom integration. This may require some technical expertise.

Will I have to worry about duplicate leads?

No. Once someone fills out your form, they will be excluded by Facebook from seeing your ad again. Facebook also excludes that person from seeing your form again.

Lead ads are a great way for businesses to begin advertising on Facebook. This is especially true for service related advertisers trying to generate leads. No longer do you need to worry about where you will drive the traffic to or if you have a landing page/website at all. Just remember it’s still advertising so test, track, optimize and retest all the time.