Facebook Lead Ads helps advertisers capitalize on their massive audience for better campaign conversion rates. This feature lets you collect leads at a lower price, gathering information from prospects through mobile and desktop ads.

Before this tool came along, the conversion of leads involved various steps, ultimately directing the user from the social media environment to an external landing page. Then, users had to interact with an additional call to action to provide their personal details.

This lengthy process often resulted in an unsuccessful conversion because users were unwilling to move from the social media marketing companies‘ platform they trusted to an unknown external environment.

Facebook Lead Ads was designed to address these issues; when a user clicks on the ad, a pop-up window appears inside the platform, which is already pre-populated with the user’s data. In most cases, the user needs to confirm the data and submit it with only a few clicks.

Here’s an example of Facebook Lead Ads from a real estate agent company, B. Holt & Partners Realty Group.

In a traditional lead generation conversion path, users are driven to a landing page where they fill out a form. For instance, they might have first interacted with your information via an ad or post on Facebook. Then, to input their information, they were required to leave Facebook altogether to go to the landing page on your website.

This method can be great for finding high-quality leads since you’re attracting people that are willing to go through the effort of abandoning what they’re doing to fill out a form to obtain your offer.

But, what if someone is only mildly interested in your offer? This may be the case if this is the first time they’re hearing from or about you. They may not want to take the time to leave Facebook just to fill out your form.

Lead Ads allow users to stay on the platform while completing and submitting your lead form. Meaning, you can create a form that collects a lead’s name, email address, or phone number (among other things) that they can complete exactly where they come across your ad — whether in the Facebook News Feed, Articles, Messenger, Stories, and more. Users aren’t ever sent to an external landing page — meaning they are never redirected anywhere.

This is key to boosting conversions, offering a seamless user experience (UX), avoiding the friction of a longer click-through path for the lead, and leaving a positive impression on your leads — nobody wants to be redirected to a new page if they’re already on your page for a specific reason.