Design the Lead Ads

How to Design the Lead Ads

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 time.

We’ll walk you through each option in the Lead Ad form;

High intent vs More Volume

You have the option to choose a High intent or More Volume option in the form.

The High Intent form adds an extra review confirmation step to the form to make sure people understand what they are submitting.

This is a great feature if you’re seeing low quality leads, but it might be an idea to launch your first campaign without this step.

Intro

Although this is an optional step, we highly recommend adding it. It’s an important gate for ensuring people know why they are submitting their details.

The Intro step increases lead quality, but also reduces the number of bounces from people not reading the first ad properly. People only spend a few seconds reading each post on the Newsfeed, so it’s a really important step to talk through what benefits they get from submitting your form.

We usually use the bullets option, as it makes it ultra clear what benefits the customer gets in return. Think about how they might feel when they reach this step, and what would help them feel comfortable and excited about sharing data with you.

What questions should you ask?

• Contrary to what how you might optimise a landing page, we recommend optimising your lead quality by asking more questions than usual. Facebook’s algorithm seeks out people willing to fill out the longer form, so you don’t end up with a huge increase in CPL.
• These extra questions can also be used to qualify the customer e.g ‘when are you looking to buy’ for auto, or ‘when are you looking to move’ for Real Estate with some multiple choice options in a dropdown. Later, you can use this to give customers a different experience based on their urgency.
• Lead Ads are a great way to learn more about your customers. For example, you could ask them what benefits of your product they are most excited about learning more on, which could help you tailor your website or ad copy for future campaigns.

Privacy Policy

With Lead Ads you have lots of control over your disclaimer, consent opt-ins and you can link to your own Privacy Policy.

• Once you generate and export a lead, you are the Data Controller of those leads, regardless of any Data Processors you might use for a lead sync for example.
• This means it’s critical you ask for all the correct consent that you need for things like GDPR. You can ask multiple constent questions with Lead Ads, so make sure you cover the use-cases that you need for the data you are collecting.
• It’s also important to record the different consent that people give you in your CRM or Email System. A Lead Ads Sync to your CRM like Driftrock can do this for you automatically.
• If you Control data from the EU, then you can read our guide to Facebook for GDPR for more ideas on staying compliant.

Thank You screen

The Thank You screen is an important part of any lead form. You have a highly engaged user at this point, so make the most of that attention, and help them take some next steps or get to know your offering better.

• The Thank You screen for Lead Ads gives you some options to help the customer along their journey.
• Firstly, don’t forget to add some custom copy to keep them excited about the offering, when they can expect to hear from you, and what then next steps are.
• The Call to Action button is where you can direct them to a next step too. Here are some ideas;
• Someone downloading a PDF guide could click the link to download or view it immediately from a document viewer like Paperflite or DocSend.
• A Real Estate lead looking for a property could be directed to your property listings so they can start browsing.
• An Automotive Test Drive lead could be directed to an online brochure for that vehicle.

How to edit an instant form on Facebook

You may want to edit your Facebook instant form while creating the Lead Ad or when you have published the ad campaign. The truth is, you cannot edit after the Lead Ad has been published. However, there’s a quick workaround: You can duplicate the form, make your edits, and save it as a new form to use with the same ad campaign. Below is the step-by-step instruction on how to edit an instant form on Facebook.

To edit a form on Facebook while you are creating the Lead Ads, follow the steps below:

1. When you have moved past the Facebook instant form section, scroll back to the instant form section. A list of your current forms will appear.
2. Choose the instant form you want to edit.
3. Click on the edit button. Make the specific edit and click on save as draft or publish.

However, if you have published an instant form with a Lead Ad, and you want to edit it, follow the steps below:

1. Start creating the instant form for your Lead Ad. When you get to the Ad level, scroll to the instant form section and you will see the list of your instant forms.
2. Hover over the instant form you want to duplicate and edit. The duplicate button will appear, click on it.

Rename the duplicated form and edit it as you want, then publish the form when you are done. This instant form can now work for your existing campaigns.