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When it comes to Facebook marketing, we usually recommend starting with powerful Dynamic Ads.

They’re the fastest and easiest way towards positive ROI. However, there’s another powerful type of ad that can result in both immediate sales and build lifetime customer loyalty:

Facebook Lead Ads.

In this post, we’re going to cover what lead ads can do for your business.

Why use Facebook Lead Ads?

If you’re like most marketers, we won’t have to convince you that email marketing works. You already know that you can drive major sales through your customers’ inboxes.

But if you haven’t started using Facebook to build up your list, you might be missing out. While other campaigns you run on Facebook can help potentially drive traffic to your site–which may sign up for your list–Lead Ads offer a direct way for people to opt into your emails.

Here are some reasons Facebook Lead Ads are the ultimate way to garner email subscribers:

  • They’re pre-filled
    Every marketer knows the headache of designing lead forms–either you don’t get all the info you need, or the customer gets overwhelmed and runs away. When new customers click on your Facebook ad, they’ve already done half the work. The form that will be pre-filled with info they’ve already shared with Facebook, such as their name, number, or email.
  • They’re mobile-friendly
    Facebook ads are fast and easy for mobile users to access, and as we stated before, require minimal typing.

How to set up Lead Ads on Facebook

It’s not difficult to set up Lead Ads, but if you’ve never done it before, it can be confusing.

We’ll take you through all the steps and will provide some best practices so you can decide for yourself what will work best for your business.

And as with any marketing project, testing is crucial–whether it’s audience targeting or ad creative.

First things first

The first thing you should do is ensure the Facebook pixel is set up correctly on your website.

This is crucial for virtually every campaign you run on Facebook, not just Lead Ads. The pixel gives you the ability to both track conversions and develop new audiences based on your user’s on-site behavior across all devices.

Next, log into your Facebook ads account via the Facebook Ads Manager or Power Editor. Then, select “Create Ad” with“Lead generation” as your marketing objective.

Create Facebook Lead Ads – With Lead Generation

You can choose to split test right away, but for the purposes of this post, we’ll move forward with just one.

Name your Lead Ad, and let’s be on our way to audience building.

Show up for the right audience

Technically, you can add and exclude custom parameters for your audience–everything from their age to their income level.

You can start from scratch and build your audience from the ground up, or if your Facebook pixel is set up and running correctly, you can try targeting Custom Audiences and Lookalike Audiences within those.

Lookalike Audiences are incredibly powerful because they’re comprised of people who resemble customers who performed an action on your site or on your Facebook page.

That means you can target customers who look similar to:

  • Customers who made a purchase on your site
  • Customers who visited your site within a certain time frame (i.e., past 30 days)
  • Customers who spent time on a specific page (or set of pages)

From there, you can actually narrow down your Lookalike Audience further–say, for instance, if you want to target customers who look like the site visitors from the last 30 days, but are only women ages 18-24.

These are just some of your options–so explore, experiment, and decide what audiences work best for you.

Test formats for Lead Ads

Now for the next portion of your Lead Ad creation: The format.

Facebook offers the following formats for your ad:

  • Carousel
  • Single Image
  • Single Video
  • Slideshow

The one that will work best for you really depends on your goals–but carousels are a great mix of scrollable images or videos that can catch your user’s eye in a sea of single images.

Your choice in format really depends on the assets you have readily available. If you don’t have images, for instance, that fit the aspect ratios below–or haven’t even started creating videos–then focus on that first.

The last thing you want is for your ad to cut off important parts of your images or show up in an unprofessional light. Not a great first impression.

Facebook Lead Ads – Test Formats

Here are the Facebook ad specs for each:

Ad with a single image or video specs

  • Upload images
  • 1200 x 628 pixels, image ratio of 1.91:1
  • Avoid overlaid text

Ad with single video specs

  • Use .MOV, .MP4 or .GIF files
  • 2.3 GB max file size
  • 720p+ resolution, aspect ratio widescreen (16:9)
  • Length: Under 60 minutes for Facebook and under 60 seconds for Instagram

Slideshow ad specs

  • Use high res images or a video file in the slideshow
  • Opt for widescreen videos (16:9)
  • Length: Under 50 seconds for Facebook and Instagram

Carousel ad specs

  • Photo
    ◦ Automatically fill carousel with website images (if you choose)
    ◦ 1080 × 1080 pixels, image ratio of 1:1
    ◦ Avoid overlaid text
  • Slideshow
    ◦ Use high res images or a video file in the slideshow
    ◦ Length: Under 50 seconds for Facebook and Instagram
  • Video
    ◦ .mp4 or .mov (also allows GIFs)
    ◦ 720p+ resolution, aspect ratio 1:1
    ◦ 2.3 GB max file size
    ◦ Length: Under 60 minutes for Facebook and under 60 seconds for    Instagram

Now that you have all of the basics down, it’s time to get more creative.

Use irresistible copy on your Lead Ad

It’s so important to not just write enticing copy, but also to tailor it to the audience and images or videos you’re using.

Welcome screen

Start with a Welcome Screen, which is optional:

Facebook Lead Ads – Use Enticing Copy – Welcome Screen

This is your opportunity to grab your potential customer’s attention–provide value for them, and they’re more likely to hand over their email address. You can offer the following in exchange for email:

  • A percent off products
  • Free shipping
  • Buy-one-get-one-free

If you’re already running a discount or incentive for new customers, you can incorporate it here–just make sure it’s actually worth the time it takes to click.


The questions should include at least a request for email and full name, but you’re not just limited to that.

You can ask for things like a customer’s phone number, gender, job title, and even relationship status on your Lead Ad form.

Facebook Lead Ads – Customer Info Questions

The best part, as we mentioned before, is that many of these fields will be automatically filled out for the user if they’ve updated their Facebook profile.

However, just because Facebook offers all of these questions doesn’t mean you should ask them.

You could end up turning potential email list signees off–and the more information you request, the more value you should provide. Don’t attempt to get all of these details from a 5% off discount.

Choose whatever customer info is essential for your team to know, and think about the lead forms you have on your site.

Ask yourself: What’s the most successful lead form you have? What types of information do you use regularly in campaigns?

Stick with those principles, and expand only when there’s a real purpose–not just because these things are “nice to know” or because you want to learn what your customer looks like. That’s what customer surveys and personas are for.

Privacy policy

Now for the nitty gritty details: Include a link to your company Privacy Policy, and use their automatically generated message to link to your policy (or create a custom message).

Remember, don’t be that marketer that sells lists without your email list’s explicit consent. Facebook requires that you don’t, and your customers trust you will protect their information.

Thank you screen

Include a link to your site at the very end, and you may also see traffic coming in from your Lead Ad right off the bat.

Facebook Lead Ads – Thank You Screen

Wrap up

Of course, there are other ways to gather leads through Facebook, but there are none quite as simple as a Lead Ad. Stick to best practices, always A/B test your ads, and you’ll be on your way to a robust subscriber list.

About the Author Leanna Kelly
This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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