Facebook Lead Generation

How to Generate Leads Using Facebook


Many marketers use Facebook to build brand awareness and sell products. But Facebook is also an excellent platform to generate leads and provides many powerful tools to build strong, high-quality leads. In this article, we will look at why Facebook is such an important tool for marketers, how you can optimize your presence on the platform, and also how you can create ads that generate leads that boost your bottom-line.



Facebook is important for marketers due to two main reasons — reach and targeting. The social media giant has an estimated 2.7 billion monthly active users, it is the biggest social media platform in the world and the third most visited website on the internet. Granted not all of these billions of active users are going to be interested in your product, but the chances are high that someone will, no matter how niche your offering. More importantly, Facebook has thousands of data-points on each user, giving them insight into not only consumers’ behavior online, but also offline! 


More than 90 million businesses have a presence on Facebook, each vying for the attention of consumers. To get the attention of customers, your page must align with your brand’s image and identity. Your business’ Facebook page is an extension of your brand and it must thus mirror the colors, imagery, tone, and language of your brand. When you’re running a campaign, whether online or offline, your page should support the campaign with the same message.

Remember, people will judge you on your Facebook page. It can really damage your online reputation as a brand if your Facebook page is incomplete, looks amateurish, contains very little content, and doesn’t engage with customers. The type of content you post on your Facebook page is also important, but we’ll get to that later in the article.


Facebook offers a wide range of advertising options that you can use to put together campaigns to make your business stand out. All of these options include tools to help you to easily create and manage ads, as well as built-in analytics tools that allow you to track and measure how your campaign is doing. One of the most useful types of ads is Facebook’s lead ads.

What are lead ads?

Facebook lead ads are basically optimized promoted forms that enable you to quickly capture customer details from within Facebook. It also lets you engage with customers by offering things like free demos, registration for competitions, as well as signing up for newsletters. 

Two of the best features of lead ads is that it speeds up the process of completing the form by populating it with the customer’s details from their Facebook accounts. It’s also optimized for mobile where it’s much quicker to fill out forms as opposed to desktop.

What’s more, leads generated by Facebook lead ads can be downloaded as a .CSV file, or it can sync directly with your customer relationship management system. This makes it super easy for your sales team to follow up and close a deal.


So how do you create effective Facebook lead ads? Here are some tips to create ads that are optimized for conversion:

i. Use images

Images are great for drawing attention. It may sound clichéd, but the most successful ads usually include pictures of smiling women, babies, and animals. Odd or funny images can also work well, depending on the context, it’s best to test these first because humor is subjective. Remember to keep images simple so they’re easy for users to digest.

ii. Use headlines

It’s not all about images, though. Eye-catching headlines that communicate value are equally important. Use words like “Free” and “Now”, and percentage or dollar symbols (depending on which region you operate in). The main job of the headline is to grab people’s attention and to make them want to read the ad’s body copy. 

iii. Careful with color

The most important thing to remember when it comes to color is that you should never use blue and white together unless you absolutely have to. The reason is that this is Facebook’s color scheme and thus your ad will blend in too much. Bright colors like green, red, and orange always work well, but not yellow. The white/yellow combination is very difficult to read. If you have to use blue or yellow, give it an outline or shadow to make it stand out.

iv. Offer an incentive

People love competitions, giveaways, and discounts, so use it as an incentive for people to click on your ad and give you their information. Things like free samples, competitions, promo codes, pre-order, and early registration discounts and deals all work well to incentivize customers to engage with your ads.

v. What are you offering?

Similar to competition-like incentives are value propositions. Why should people complete your form? What product or service do you offer. How will you solve people’s problems or make their lives easier? Be very clear about this from the start. This could well be the biggest drawcard. To this end, including an image of your product works really well to communicate this.

vi. Choose the appropriate format and content

The format of your ad matters. The medium must fit the message. Choose something that is most appropriate for your brand, or the product or service that you are offering. This can be anything from only text and static or moving images to short videos. Remember to always include a call-to-action button.

vii. Keep the form simple

It’s not only the ad that has to be simple, it’s critical that the form is simple too. The simpler the form, the quicker and easier it is for people to fill it out. Stick to only the most relevant information and limit the number of choices of multiple choice answers to maximum four. 

viii. Ask the right questions

The purpose of a form is to gather as much information in as few questions as possible. To achieve this, you have to ask the right questions. Keep answers short or use multiple choice. Finding the right questions can be more difficult than it seems, but the time you spend on it will ultimately be worth it. Asking the right questions will increase the quality of information you receive.

ix. Target the right audience

Before you start creating your ad, it’s important that you choose the audience that you’d like to target, as this will influence what your ad will look like. The ability to pinpoint very specific audiences is one of Facebook’s major strengths. The most popular types of targeting for lead-generation include so-called ‘lookalike audiences’, targeting based on category interests, and location-specific targeting.

Lookalike Audience

These types of audiences are ‘lookalikes’ of your ideal, most valuable customers, and are modeled on the demographics, interests, and behaviors of these. Lookalike audiences are great for expanding your customer base.

Category Interest

A simplified version of lookalike audiences, category interest targeting is modeled on the likes and interests of your ideal customers. You then have a choice to target people within the category or target the category as a whole.

Location-based targeting

Use location-based targeting if your business relies heavily on customers within a certain geographical area. This includes businesses like doctors, plumbers, or cleaning services (to name a few).


Generating leads isn’t always as straightforward as placing an ad on Facebook, people clicking on it, and filling out a form. Sometimes it takes a little more than just an ad to convince someone to give you their information, especially if what you’re offering is a little more technical in nature. One of the best ways to achieve this is to place an ad that links to content on your Facebook page. It can be anything from an article you wrote or a video or an infographic that’s relevant to the product or service you are selling. This serves to build your credibility and strength of your brand.

If you go this route, it is absolutely critical that your business’ page on Facebook is highly optimized to capture the lead. If not, your ad will be a waste of money.


While Facebook lead ads are great ways to generate leads, they’re not the only way. Regular ads that link to optimized landing pages also work well. It may be another step in the process, but if the landing page is highly optimized to generate conversions, then it can be worth it. This is another way to generate leads if your product or service is more technical in nature, such as cars, medical equipment, and the like. 


Testing done before and/or during a campaign can help you to determine what type of ad will work best, if the ad you’ve already designed will work well, and/or if an ad that’s already running is performing as you hoped.

Facebook is an incredible source of leads, whether it’s through advertising or through your business page. The strategies in this article will help you to use the incredible power that Facebook offers marketers to effectively generate high-quality leads.

Last Updated on November 29, 2021 by Gregor Blair

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Greg is co-founder of Kenekt Digital and is interested in where business and social change intersect. He uses his background in Philosophy and International Development to develop new ways of marrying these two areas, and aims to build an organisation which is maximally responsible, maximally useful as a service, while at the same time fulfilling its function to bring wealth to its employees. He runs the company with his 2 best friends, who share his passions.

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