9 Ways to Increase Your Conversion Rate & Lead Quality with Facebook Lead Ads

Kate Goodnough

Is a hot pipeline of leads important for your business? If so, Facebook lead ads need to be added to your paid social strategy ASAP. Facebook lead ads are a powerful alternative to sending traffic to your website to try and generate form completions. Lead ads are a user-friendly, mobile-friendly ad format that enables potential customers to provide you with their contact details and further information about the products or services they are interested in — without having to leave Facebook's platform! As soon as lead ads become available in 2016, we started testing them like crazy for our paid social clients — and it was well worth testing. Today in 2019, our agency spends over $100,000 per month on this ad format for our clients. 

Check out these 9 strategies we use to convert more clicks to high-quality leads:

1 – Tell the user what action you want them to take & what they will get in return

You need to spell this out in your ad copy for your target audience. It can be as simple as, "Click the link below & fill out the form to reserve your spot for our next webinar". This will help lower your bounce rate on those clicks by letting users know what they are getting themselves into after clicking.

2 – Turn on sharing 

Did you know that Facebook automatically turns off sharing for lead ads? Let’s get that social proof y’all! 

Here is how to allow users to share the ad: 

When creating a form, go to “Settings” > “Form configuration” > "Sharing" > Select “open”.

3 – Weed out low-quality leads adding a review step to your form that allows the user to confirm their info before submitting.

You are able to add a review step to your form that allows the user to confirm their info before submitting. This feature is designed to generate leads from users that have higher intent — and are more likely to pick up the phone when you call them. I 100% recommend using this for retargeting lead ad campaigns 

4 – Need specific details/info from your leads? Add a conditional answer set to your form.

With conditional answers, you can create a set of custom answers that appears based on how someone answered a previous question. 

Here is an example of how you would use this: 

Eight Loop Car Dealership in NZ is running a lead ad to generate leads for their inventory. This dealership sells Chevrolet, Buick and GMC vehicles. In the lead form, they ask the user, “Which car brand are you interested in test driving?”. After selecting one of the following car brands, the next question, “Which model are you interested in test driving”, will only show answer options of the car models associated with the car brand that they selected. This is huge for car dealerships because it allows their follow-up to be customized and unique towards the specific car the lead wants — increasing their response rate.

5 — Add an intro to your lead form.

Add an intro to your lead form — which includes a headline and paragraph! If you opt to not utilize the intro, I promise that your conversion rate will drop. I have found that most users get confused/turned off when they click an ad and are immediately asked for their contact information without any further details on what they will be receiving or signing up for. For my conversion/lead ads tests, I usually just take the copy from the landing page and add & reformat it to the lead form’s intro. It’s really as simple as telling them what they are signing up for, the benefits/perks of signing up, and how to sign up. Here is an example — Headline Text: “We live and breathe social media, so you don’t have to.” Layout (Paragraph): -”100% US-Based, full-time, in-house social media pros handle your accounts -No Contracts, No Setup Fees, No Joke. -Proven system and support to scale your social media marketing revenue.” Question Headline: “Request more information today by providing your info below:”

6 — Keep your form as short as possible.

The number of fields in a form can impact the conversion rate. Try to keep your form as short as possible and not exceed more than 6 questions.

7 — Retarget, retarget, retarget!

Create a custom audience of users that opened a form but did not submit & retarget them. You will be surprised by how many extra leads you can squeeze out by doing this effectively.

We also recommend creating a custom audience of users that opened and completed a lead form and exclude those people from your TOF, MOF and BOF ads. While you are at it, build a LLA of those peeps!

8 — Add appointment scheduling to your form.

Get your leads to schedule an appointment with the “Appointment Scheduling” form question OR adding a link to your client’s calendar/scheduling tool on the Thank You screen. I like using the link option on the Thank You page because that allows me to install an event code on the thank you page and track how many leads convert to scheduled appointments. You use the data from that event code to build a lookalike audience off of the users that complete those steps. When you use the website link option on the Thank You screen, I like to use a headline & description that tells the lead that they aren’t done yet. Add urgency! Here is an example — Headline: “You are almost done!” Description: “Schedule your free consultation before spots fill up! Click “Schedule Consultation” below to reserve your spot now!”

9 — Get notifications for new leads.

Use Zapier to have these leads emailed to your client, added to a CRM and/or thrown into a follow-up sequence! You will need to have Zapier Premium to do this but it is definitely worth it.

About the Author

Kate Goodnough is the founder of Chain Effect Ads. When she’s not serving her clients, you can find her snuggling with her 2 basset hounds, binge-watching Veronica Mars on Hulu or swimming in beautiful Lake Norman. She calls Denver, North Carolina home.