How to Increase Mobile Conversions With Facebook Lead Ads

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UPDATED! This post on Facebook Lead Ads was updated for 2018 to reflect new information since this feature launched.

Facebook has maintained its position as perhaps the top-ranking social media ad platform over the past few years, and that is largely thanks to their dedication to continued innovation. In this social network’s history we’ve seen the additions of a new and improved Power Editor, Call-to-Action buttons, image carousel ads, and, of course, Facebook Lead Ads.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

Facebook Lead Ads were created to make forms easier to fill out, increasing conversions, and cutting the cost per lead. Marketers soon jumped on board.

Consider these examples of companies who switched to Facebook Lead Ads and saw great results:

  • When Mazda started using Facebook Leads Ads, their cost per lead decreased by 85% and they got 5X the number of leads.
  • Secret Escapes started using Lead Ads and saw a 52% more efficient cost per lead compared to other Facebook advertising and got 2X the signups.
  • Peloton started using Lead Ads and saw a 15% increase in leads and a 67% lower cost per conversion.

We wrote this “How To” blog post last year to give you all the information you needed to starting running successful, high-converting Lead Ads campaigns as soon as possible. Today, in addition to explaining what they are, why you should use them, how to create them and examples of how to use them, we’ve added new additions to the format, what to do post-signup, and more examples.

Facebook Lead Ads: What Are They?

When Facebook announced Lead Ads (sometimes called “Lead Gen Ads”), they were advertised as ads that made filling out forms as simple as “Tap, Tap, Done.” It is a surprisingly accurate description of how this new type of ad works.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

From the user’s point of view, Lead Ads look just like the mobile ads we’re already familiar with, except when a user clicks on a Lead Ad, rather than being taken to a landing page, a form opens up to gather the user’s contact information.

Facebook automatically fills out as many of the fields on the form as possible with information from the user’s profile, such as name, e-mail address and phone number. Users can review the information, change it if they choose, and fill in any blank fields. The form can only be submitted manually so people can be assured of their privacy.

Related Content: The Ultimate Guide to Mobile Advertising

From a brand’s point of view, these forms are fully customizable and while name and contact information from Facebook profiles are always used, businesses can choose to request additional info that is beneficial for acquiring and nurturing new leads. For example, you can ask for the size of people’s business, their relationship status, or their current field of study.

Free Bonus Download: Get your own Facebook Lead Ads Quick Start Guide right now! Click here to download it free.

Unique Benefits of Lead Ads

Lead Ads offer several unique benefits that no other ad objective or ad format has yet offered either users or marketers.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

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Increased mobile conversions is one of the most obvious benefits you can expect. Mobile engagement typically does well, but many marketers have a hard time getting conversions through mobile ad placements, with some case studies showing that only 34% of conversions come from mobile ads. And despite the fact that mobile devices reliably garner more clicks than desktop ads, smartphones are still seeing lower conversion rates than desktops.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

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This is especially true when any type of forms are involved, because it’s too much of a hassle for the user to leave Facebook, go to an off-site landing page (often with slow loading times), and manually fill out all those fields on a tiny mobile screen.

So it’s no surprise that a lot of mobile users will click, see the form, change their mind, and leave the landing page. The lack of conversions is particularly significant considering how high the click-through rates are, and the fact that an average of 57% of a business’s Facebook Ads budget goes to mobile ads.

With Lead Ads, not only will the user stay on Facebook, but the forms will give them a head start by auto-filling as much information as possible for them. The less effort required, the better—and Lead Ads capitalize on that concept.

Lead Ads don’t just save users time, they save marketers and businesses plenty of time, too. With fully customizable forms available on Facebook, marketers don’t have to create a landing page (or multiple landing pages) for lead generation campaigns anymore. It’s all right there on Facebook.

Learn More: The Ultimate Recipe for Effective Customer Lead Generation

You can create multiple forms for different campaigns in a matter of seconds, and when you compare that to creating, running and hosting different landing pages, it’s easy to see why this has been such a huge development for businesses.

For example, here’s a Lead Ad from AllState Insurance that offers users a new quote or estimate.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

Notice how this ad bakes in several different value propositions in a very concise fashion:

  • The ad copy at the top says “Start getting 2 Bonus Checks a year with AllState.”
  • The link headline says “Who doesn’t want to save big money?”
  • The subheading ends with a CTA that says “Click to quote!”

Lead Ads can also work for newsletter or event signups, or even lead magnets.

Check out how the WoodWorker’s Guild of America uses Facebook Lead Ads to get more people on their e-mail list by offering how-to videos, projects and tips.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

It’s particularly valuable for B2B marketers who need to book product demos or sales calls. Check out how Heal drives more leads for their on-demand doctor service through Facebook lead ads:   

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

Through Facebook Lead Ads, you can target potential customers at virtually every stage of their customer journey. For example, you can offer free content to get people to opt-in to your e-mail list at the top of the funnel.

Related Content: Why Neil Patel Pays $30,000 for Content & Gives it Away For Free [podcast]

You can offer case studies to people who you know are already interested in your business and what you have to offer.

If you’re trying to convert people right away to a consultation call, you can set up Facebook targeting to show your ads to people at the “evaluation” stage of your funnel.

Facebook Lead Ads: Everything You Need to Know to Increase Mobile Conversions

Free Bonus Download: Get your own Facebook Lead Ads Quick Start Guide right now! Click here to download it free.