Best practices for creating lead ads

When creating your lead ad and Instant Form, you can use the following best practices to reach more people and increase conversion rates.

• Include an engaging image or video and relevant call to action in your ad: Your lead ad should encourage people to click on it to open the Instant Form. Make your ad as engaging as possible and clearly communicate why people should fill in your form.
• Determine the right budget: Global reach can scale your campaign quickly, but receiving thousands of leads in a short time can overwhelm your sales team or call centres. Use ad scheduling in the Campaign budget optimisation section of Ads Manager to ensure that your team will be ready to respond to leads as they are submitted.
• Run your ad on Facebook and Instagram: Extend the reach of your campaign by using automatic placements to deliver ads on both Facebook and Instagram. This optimises delivery to reach the most relevant people in a platform-agnostic manner. Note that not all features are available on Instagram.
• Reach people who look like your best customers: Use a Lookalike Audience to reach people with characteristics similar to your current customers. For lead ads, we recommend using an audience based on existing customers rather than those who have submitted a form, so you can reach the people who are likely to provide the most value to your business.
• Reach people who previously engaged with your lead ad: Create an engagement Custom Audience to reach people who started your Instant Form but never finished it. Capitalise on this intent to encourage them to finish and submit your form.

• Use the Intro section: Include relevant information in the Intro section of your Instant Form to communicate more information about your business and what people can expect when they submit your form.
• Keep your Instant Form simple: Avoid overwhelming your audience with too many questions. Keep your questions aligned to your goal and ask as few questions as possible to make it easier for people to submit your form.
• Include prefilled fields: Make it easier for people to submit your form by including questions that will prefill answers based on the information people have already given to Facebook.
• Use multiple choice questions to better qualify your leads: Ask multiple choice questions to help you better understand or qualify your leads. For example, ask for their timeline for purchasing, or their preferred product/service. Fewer multiple choice questions results in a higher conversion rate, whereas more multiple choice questions typically results in fewer, higher quality leads.
• Limit the number of short answer questions: Requiring people to type in multiple pieces of information may prevent them from submitting the form. As an alternative, try using multiple choice questions to collect similar information.
• Use the completion screen: Customise the screen people see after they submit your Instant Form to encourage them to take another action.
• Test various Instant Form lengths: Consider running an A/B test where you measure completion rates, cost per lead and cost per conversion against the length of the form to make sure your form is meeting your business goals.