Because 90 percent of Facebook’s daily active users are mobile, businesses need a lead generation strategy that’s mobile-friendly. Facebook Lead Ads are the answer.
Facebook Lead Ads are a seamless way to capture leads’ contact info without redirecting them to a landing page. More importantly, they’re better at generating leads than landing pages when people see your ads on mobile devices.
With Lead Ads, a contact form pops up right inside of the Facebook or Instagram app when someone clicks on your ad. Facebook even automatically fills out a Lead Ad form with a lead’s full name, email and phone number when he or she clicks on your ad.
There are three big reasons lead ads are beating landing pages on mobile:
They work faster on mobile devices
Landing pages take longer to load on mobile phones than they do on desktops and laptops. That’s bad news because 40 percent of people abandon a website that takes more than three seconds to load.
With Lead Ads, a Facebook user doesn’t even have to leave the app to submit his or her contact info
Everything happens instantly right inside the Facebook app, which reduces the friction a lead would normally feel when asked for contact info.
They’re more trustworthy
As soon as someone clicks on an ad and leaves Facebook, they become more skeptical. They’ve left a familiar place that they know and trust and suddenly have to determine whether they trust your website enough to submit their contact info. With Lead Ads, the entire lead generation process happens right inside the Facebook or Instagram app, which means people will be more comfortable with submitting their contact info.
They’re automatically filled out with a lead’s contact info
This is the single most important reason Lead Ads work better on mobile devices than landing pages. Lead Ad forms are automatically filled out with a lead’s full name, email and phone number. That reduces the number of steps a lead needs to take and creates what marketers call “behavioral inertia,” which just means leads are more likely to submit their info because the first step has been taken for them. The result is higher conversion rates when compared to landing pages where leads have to manually enter contact info on a website that’s foreign to them.
To run Facebook Lead Ads, you’ll need to create your campaign inside Facebook’s Ads Manager using the “Lead Generation” campaign objective.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.