What is a Lead Gen ad and why should you be using them? 

January 10, 2020



Lead Generation ads are a powerful ad format available for your brand’s Facebook Profile. These ads include an integrated form that allows consumers to share their contact details and other information with your business. It’s also a great way to get vital feedback on products and services that they are interested in.

Consumers simply tap the ad and a unique form opens, pre-populated with the information they’ve already shared with Facebook, all without leaving the app. Removing the friction of being redirected to a company’s website or manually filling in personal details decreases drop-off rates substantially. Garnering valuable leads for your business in just a few clicks.

A list of qualified leads is a priceless asset for a company. One of the best ways to generate high-quality leads is to make sure you’re reaching the right people. Facebook Lead Gen ads work to create high intent leads by harnessing Facebook’s wealth of targeting options, including location, interest and behavioural-based targeting. This means that your ads get shown to consumers who are more likely to convert. 

These leads can be immediately accessed, either directly synced to your company’s CRM program or downloaded as a .CSV file from Business Manager. Allowing you to immediately start building relationships with your leads – respond to customer enquiries, give quotes or nurture them through their customer journey. This valuable database can also be used to create new audiences – both custom and lookalike.


To create a Lead Gen ad, head over to your Facebook Ads Manager Dashboard, click ‘Create’ and choose ‘Lead Generation’ from the list of objectives. Specify your audience, placements, budget, and schedule. Select your lead ad format – carousel, still image, video, or slideshow. Then create your instant form; customise your questions, privacy policy (you’ll have to link this from your website so make sure it’s there), and Thank You screen.

When creating your form, Facebook has both Standard Questions and Custom Questions which include short answer, multiple-choice and conditional questions, which change based on how a previous question was answered. Your form can also include a Store Locator and Appointment Scheduling fields. 

Standard Questions can be used to collect basic information to build your consumer database. Custom Questions can help to pinpoint where in the customer lifecycle your leads are sitting, so you can customise what campaigns or offers to hit them with next.

Facebook also gives you the option to choose between a High Intent or More Volume form. Choosing the High Intent option adds an extra confirmation step for consumers to review their submission. This is valuable if you’re looking for specific leads or seeing low quality leads coming through. 


Our tips for creating Lead Gen ads that convert  

Offer an Incentive 

We all know, people love getting free stuff. Offer a freebie, discount or exclusive offer as a way to capture your audience’s attention, then use your instant form to bring the consumer into your business.

Keep it Aligned 

Share your value proposition upfront so that people understand what they are signing up for. Include this information in your copy and the intro to your form. Keep your branding prominent and consistent throughout so there isn’t any ambiguity as to who the consumer is sharing their information with.

Invest in Quality Creative 

Lead Gen ads are a direct touchpoint between you and your target consumer. Because they call for immediate action, without sending traffic to a landing page first to show off your cute branding on kickass message, your creative needs to do a lot of legwork.

Don’t assume that because you’re offering an incentive creative doesn’t matter. Include high-quality images or videos, sharp copy, and a clear CTA and make sure your medium matches your message. 

Simplicity is Key

Don’t bombard consumers with random, unnecessary questions. Ask only what is essential to gaining your lead or objective. The easier your form is to fill out, the higher your completion rate will be.

& Voilà! Why not include a Lead Gen ad as part of your next campaign?  



Gypsie is a Social Media Coordinator at Milkbar Digital. She loves harnessing the power of social media to engage, creating meaningful touch points between clients and consumers. Outside of work you’ll find her rummaging through a vintage store or pretending she knows more than she does about craft beer.

Looking to include Lead Gen ads as a part of your next campaign but not sure where to start? Milkbar Digital is a Melbourne social media and digital marketing agency here to help business small and large. If you need help with your social media or don’t know where to begin, get in touch!

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