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How to get leads from facebook lead form


How to download leads from Facebook Lead Ads

Facebook Leads Ads is a low-cost, mobile-friendly ad tool with two main goals: reaching a target audience and increasing sales. It allows you to collect users’ information with a few clicks on different devices. And with 2.93 billion users, Facebook offers immense potential to generate converting leads.

In order to scale your lead generation strategies and really make the most of them, you can even connect your Facebook Lead Ads with the rest of your marketing stack through LeadsBridge, to transfer lead data automatically & in real time and get in touch with your newly acquired leads right away, before the competition.

If you’d like to look for a specific integration, you can do so yourself by typing your desired destination below.

Keep reading to learn more about Facebook Lead Ads and how to download leads from the Facebook Business Suite.

Table of contents

The most effective way to handle Facebook leads is by using LeadsBridge’s Facebook Lead Ad Sync. This integration lets you streamline your leads as they come in from the campaign and funnel them directly to your CRM – or any other marketing software – where you can instantly create an appropriate follow-up response.

Take a look at some of our most popular integrations below.

However, let’s go through the Facebook Lead Ads basics before discussing automation. First, the number of Facebook users is on the rise.

Source: Statista

Over 98% of active Facebook users worldwide access the social network via any kind of mobile phone. In response to these statistics, Facebook designed a system enabling users to click on ads right on their mobile phones when scrolling through the news feed. 

Source: Statista

Users click on the ad, are presented with a pre-filled form, and become leads by signing up. As an advertiser, you need to download the leads’ data to follow up. So, how do you download Facebook leads? This guide includes three methods to download leads from Facebook.

What is Facebook Lead Ads?

Facebook Leads Ads is a marketing tool you can use to capture the prospects’ details as they respond to the call-to-action inside your ad (subscribing to your newsletters, demo requests, quotes, etc.).

When users click on the Lead Ad, they are presented with a form that is pre-populated with their information, pulled from their Facebook profile. After clicking on the ad’s submit button, they are automatically added to your Facebook Lead Ads list.

A study revealed that an average person spends about two and half hours on social media every day. This includes Facebook, Twitter, Instagram, and LinkedIn. Considering Facebook’s 2.93 billion monthly active users, these numbers highlight a golden opportunity for advertisers to create profitable ad campaigns with Facebook Lead Ads. For more details on Facebook Lead Ads, read our step-by-step guide.

Here is an example of a Facebook Lead Ad from LeadsBridge.

Why should you use Facebook Lead Ads?

Let us talk about the advantages of using Facebook Lead Ads.

1. Facebook Lead Ads are optimized for mobile

Facebook Lead Ads are ideal for targeting mobile users. And since 98.5% of Facebook users access it on mobile devices, Facebook’s UI makes it easy to reach your audience. With Facebook Lead Ads, users no longer have to leave the platform to fill out subscription forms on website landing pages. Instead, they can fill out the form right there on Facebook with only a few clicks.

2. Facebook Lead Ads are cheaper than traditional ads

Facebook Lead Ads help you save money on advertising. They are cheaper than most digital advertising mediums. In practice, they reduce the cost per lead to less than half of the usual ad spend.

3. Facebook Lead Ads deliver pre-filled forms

Facebook Lead Ads tool provides pre-filled forms that enable you to reduce the friction and request users’ info without creating a tiresome experience for them. You can include up to 18 data fields, most of which are pre-populated with the user’s details when they click on a call to action button. 

This paves the way for users to commit to the subscription process and submit the form. But remember that asking for too much information can make users worry about over-sharing their details. The most effective practice is to keep your forms short and simple.

4. Facebook Lead Ads allow using different call-to-action buttons

With Facebook Lead Ads, you can use different call-to-action (CTA) buttons based on the strategy behind your lead generation campaign. Check out some of these CTAs below:

Call to Action buttonExamples of campaign type
Sign upDeals, coupons, events, pre-orders, and conferences
SubscribeNewsletter lists, special offers
Learn moreInquiry and interest forms of different kinds of incl. education, financial and professional services
Apply nowContests, financial and professional services.
Get a quoteFinancial and insurance services
DownloadA white paper, report, guides or other content marketing collateral

The right CTAs shorten the path to generating leads and ultimately increase your conversions.

5. It is easy to connect Facebook Lead Ads with your favorite CRM 

When running your Facebook Lead Ads campaign, you need to export your leads from Facebook Lead Ads so you can quickly contact them. According to lead lifecycle management best practices, the ideal time to contact your leads following a subscription is below five minutes. LeadsBridge allows you to sync your Facebook Lead Ads with your favorite CRM or autoresponder so that you can instantly funnel your leads.

Discover more about lead management strategies here.  

Where do Facebook lead ads go?

When a Facebook user clicks on your Lead Ads and signs up for your offer, their information is stored on the Facebook page connected to your ads. Facebook keeps the lead data for 90 days. After that, this data is removed automatically and cannot be downloaded or accessed again.

Familiarize yourself better with lead data management and orchestration here.

The importance of timing when following up with your leads

Downloading the leads manually from the ads manager is time-consuming. The process involves sorting through the database, downloading the files routinely, and then uploading them to your CRM or autoresponder. 

Besides wasting your time on periodical downloads and uploads, you are also keeping your leads waiting. Contacting your leads is especially important after they sign up on the Lead Ads form. If delayed, they can grow cold, reducing their chances of converting. Therefore, timing is crucial when it comes to following up with leads.

You have only 5 minutes to contact a lead to increase your odds of finalizing a sale. For instance, 78% of customers buy from the first responder. Also, a study revealed that you could get a 391% boost in conversion rates when you respond to leads in less than 5 minutes.

As mentioned before, Facebook keeps your leads for only 90 days. So if you forget to download your leads or lose your previously stored data, you will lose them for good.

How to download leads from Facebook Lead Ads

There are three ways to download leads from Facebook Lead Ads: manually through Facebook, through API, and through automation.   

The manual download (CSV format)

It includes downloading the file in CSV format and then uploading it to a CRM or autoresponder to nurture your leads. 

Considering the shortcomings of manual data handling, this is not the most recommended way to download your leads. However, by combining CSV-Facebook Ads datasets, you will be able to use this data to create data visualizations and data dashboards across your marketing stacks.

You can download your leads from Ads Manager or your Facebook page.

Download your leads from Ads Manager 

You can download leads from your campaign at the ad level in Ads Manager. To access your leads, you have to:

  • Go to Ads Manager and click on the name of your lead ad.
  • In the results column, click +.
  • From the Download Leads window that appears, choose either to download all your leads or leads from a specific date range, then click Download. Your leads will be downloaded to a CSV file.
Download your leads from your Facebook Page

Alternatively, you can download your leads from your lead generation ad directly from your Facebook Page. To access your leads, you have to:

  • Navigate to your Facebook page and click on the Publishing Tools button. 
  • On the left-hand side, you will see the Lead Ads Forms section. From here, click on the Forms Library option.
  • Under the Leads column, click Download. Your leads will be downloaded to a CSV file.
How to download leads from the Facebook Business Suite

In the Meta Business Suite, you can export a file that contains the data submitted by your leads through your Instant Form. Meta suggests downloading your lead data directly from Meta Business Suite if you don’t have a CRM system integrated with Meta.

Below are the steps to download leads from the Facebook Business Suite:

  • Go to the Meta Business Suite.
  • Click All Tools from the menu.
  • Click Instant Forms.
  • Click Download next to the form with the leads you want to export.
  • Choose how you want to download your leads:
    • Click Download New Leads if you only want to export the leads you’ve received since the last time you downloaded.
    • Click Download by Date Range if you want to download all the leads you’ve received during a certain time. After you select this option, choose the preferred date range and click Download.
  • A window appears with your form information. Click CSV or XLS to download the lead data in your preferred file type.
How to download leads from the Facebook Business Manager

The lead data submitted through your Instant Form can be downloaded via a CSV export from Ads Manager.

Downloading leads directly from Ads Manager is best for advertisers who created the lead ad from Ads Manager and do not have a CRM system integrated with Facebook.

Here’s how to download leads from the Facebook Ads Manager:

  • Go to Ads Manager.
  • Click on the Ads tab.
  • Click on the ad name for which you wish to download lead data.
  • In the Results column, click On-Facebook Leads. If there is not a link included in the Results column, make sure you are looking in the Ads tab and not the Campaign or Ad Set tabs.
  • Click Use Leads Center, Download New Leads or Download by Date Range.
    • Click Use Leads Center if you want to see your lead data on Facebook. This can be a useful option if your company does not use a CRM system and you need a centralized location to keep track of your leads.
    • Click Download New Leads if you only want to download the new leads you’ve received since the last time you downloaded your leads.
    • Click Download by Date Range if you want to download all leads you received during a certain time. After choosing this option, select the preferred date range and click Download.
  • A screen will appear with the lead ad name and total lead count. Click CSV or XLS to download the file in your preferred file type.  

Downloading Facebook Lead Ads through API

Facebook allows marketers to download leads through the API (application programming interface). This is where you can retrieve your leads through webhooks or bulk read. However, the process is somewhat complex. 

Above all, creating an API is a very time-consuming process and you must have well-versed programming knowledge. You will also need the page access token and the user access token to use this tool. In addition, you must have advertiser-level permissions to use the tool.

This brings us to the next best option: automation.

Automating the Facebook Lead Ads data process 

The most effective solution to manage your Facebook leads is automating the entire process. 

After capturing leads from your Facebook Lead Ads campaigns, you need to sift through each and create the appropriate follow-up. Using Facebook Lead automation can increase your digital ad funnel’s success.  

This integration enables you to start nurturing the leads right away as they come in. Besides lead import, Facebook lead automation delivers great insights which you can use to optimize your campaigns, such as your individual ads’ ROI. 

Moreover, the level of data accuracy with automation is incomparable to manual lead data transfers – which are extremely prone to error.

Read this article to learn more about how to use Facebook lead automation to improve your ads.

LeadsBridge Facebook Lead Ads automation

Instead of manually downloading the lead data, allow LeadsBridge Facebook Lead Ads integration to do all the heavy lifting.

Through a Meta official partner such as LeadsBridge, you can automatically sync your Facebook leads into your CRM through the Facebook Lead Ads Sync tool. This is an automatic setup that sends your leads straight from Facebook to your favorite CRM or any other email marketing software.

This method is great because you can meet the expectations of most users who anticipate an immediate response from you – for instance, those signing up to receive a free ebook. Remember that keeping your leads waiting could mean losing them. Automating your Facebook leads with LeadsBridge Lead Ads Sync will make it effortless to send your offer to them before they lose interest quickly.

LeadsBridge allows you to manage Facebook leads by connecting your ad campaigns to your preferred customer management tools.

Here are some of our most popular integrations with Facebook Lead Ads.

Take a look at all of our Facebook Lead Ads integrations here.

Watch this video to learn exactly how to connect Facebook Lead Ads to your CRM: https://youtu.be/cB0WemX0EYY. 

How to integrate Facebook Lead Ads with HubSpot using LeadsBridge

You can easily connect Facebook Lead Ads to HubSpot. This integration allows you to import your leads to your CRM by connecting your Facebook Ads Account to HubSpot within ads settings.

Once you authorize Facebook in settings, all the new leads generated from Lead Ads are synced. 

A form event can be created inside HubSpot to add the entire data from your Ad Campaign. This way, you can build lists and segments of leads based on your Facebook Lead Ads campaigns. 

Here is a step-by-step instruction to set up LeadsBridge HubSpot integration to connect Facebook leads to HubSpot.

Step 1: Log in to the LeadsBridge App

The first step to creating a bridge between Facebook Lead Ads and HubSpot is to log in to your LeadsBridge account. If you don’t have one, you can easily create one for free.

Step 2: Create a new bridge

Once you’re logged in, click on Create new bridge at the top left of the screen.

Step 3: Select source & destination 

In the search bars, select Facebook Lead Ads as a source and HubSpot as a destination. Click Continue.

Step 4: Connect your accounts

Now, you must allow LeadsBridge access to your Facebook and HubSpot accounts. Follow the steps provided by each platform to connect them to LeadsBridge. Click Continue.

Step 5: Match fields

Make sure all fields are mapped correctly between source & destination to guarantee a perfect data match & transfer across the two platforms. Click Continue.

Step 6: Bridge created

Tadà! You successfully created a new bridge. Here, you can decide if you’d like to receive a notification via email each time a new lead submits your lead ad form. All you have to do is switch the button at the bottom of the page.

Use LeadsBridge Facebook Lead Ads integrations for free, forever

Our Free plan allows you to connect all the top advertising platforms – including Facebook, Instagram, Google, Youtube, LinkedIn, and TikTok – with your favorite marketing tool to move leads across platforms in real time, for free, forever.

This plan includes one running bridge and allows you to move 100 leads per month. What does this mean? It means that inside your LeadsBridge platform, you can potentially have more than one bridge, but you can only have one bridge up and running at a time.

The Free plan is a great way to test the waters and see what works for you. If you need to move only a small amount of leads every month and don’t need multi-touch workflows, the Free plan is the best option available. 

What if you don’t have a CRM? No problem! You can use the Free plan to move your leads from Facebook Lead Ads into – let’s say – the email notification app and send automated emails to your newly acquired prospects as soon as they interact with your ad. Moreover, we also integrate with several free CRMs, perfect for small businesses. If you’d like to learn more about this, check out this article from our blog: The best free marketing software tools you should be using.

Take advantage of the Free plan to test and experiment with your Facebook Lead Ads campaigns. Once you gain confidence and whenever you realize you need more than one bridge or to move more than 100 leads/mo, you can easily upgrade and switch to the Pro plan, customizing your bridge & lead volumes according to your needs.

Tracking the leads’ quality with Facebook Conversion API

Facebook Conversions API, previously known as Facebook Server-Side API, helps businesses send online and offline events from your server to the Facebook server. It works in conjunction with the Facebook Pixel to enhance the performance and measurement of your Facebook campaigns. Conversions API allows you to track your customer’s actions in several ways. It also helps control the data you share.

Learn everything you need to know about Facebook Conversions API here.

LeadsBridge offers a range of integrations for Facebook Conversions API. This feature allows you to integrate it with your favorite CRM and any other marketing tool. Let’s look at our most popular integrations with Facebook Conversions API.

You can find our complete list of integrations with Facebook Conversions API here.

Best Practices for running successful Facebook Lead Ads

1.   Create an attractive intro 

The Facebook Lead Ads tool lets you write the introduction to your ads. Here, you inform the user about what they will get by signing up for your offer. This description needs to be interesting, engaging, and attractive. Here is an example below from Jasper’s boutique.

2.   Use the right form length

When using Facebook Lead Ads, you can create a short or long-form for your audience. Both forms have their advantages and disadvantages. 

A short form generates more leads with lower lead quality. On the other hand, a long-form generates fewer leads with a strong intent and higher quality.  

To understand what works best for your campaign, perform an A/B test to determine the most suitable form length. You can also achieve balance by creating a short form to get lots of leads and then collect more info from them during the follow-up phase. 

Here are two examples of the short and long-form.

As can be seen, Wordstream requested lots of information such as the website, country, company name, phone number, etc. Most users will find it daunting to fill out such a lengthy form.

Compare Wordstream lead ads form with Tokyowheel lead ads below.

This ad form is pre-filled, short, and concise. The information is derived from the user’s Facebook profile, making it easy for users to go ahead and submit the form.

3.   Use Lookalike and Custom Audiences

Using Lookalike and Custom Audiences helps you reach the most profitable audience that looks similar to your existing customers, website users, or people who have engaged with your business in one form or the other.  

Therefore, to get the Lookalike Audience of your business, create an audience from current high-paying customersinstead of using your leads database. According to research, 90% of the time, Lookalike Audiences have higher click-through rates than other audiences.

Using LeadsBridge integrations, you can bridge the gap between your marketing tools and Facebook Custom Audiences. 

Let’s look at our most popular integrations with Facebook Custom Audiences.

4.   Create a timely follow-up for leads

Marketing competition is higher than ever and the first company to respond to a lead gets 35-50% new sales. This means there is no time to waste. Integrate your CRM with your advertising tools such as Facebook Lead Ads to be able to contact your leads immediately as they come in.

Other tools you can use to increase your follow-up speed are Welcome email and Welcome SMS. These tools enable you to send timely messages to your new leads while helping you nurture the old ones. Check out our integrations for these communication tools.

Takeaway

Facebook Leads Ads are profitable, low cost, and easy to set up. However, you must know the best practices for downloading leads from Facebook Lead Ads. Having the right strategy to handle your leads data will enable you to create instant follow-ups and nurture them before they become cold and disinterested. 

We discussed three methods to export your leads from Facebook: the manual method, the API, and the automated method- using LeadsBridge’s Facebook ad sync tool. 

Automation is the key to winning over the competition in Facebook marketing. Using LeadsBridge, you can sync your leads directly from Facebook into your CRM or autoresponder, where you can quickly contact them. 

If you’re looking for ways to sync your Facebook Lead Ads with your favorite CRM, check out our integrations here. 

Facebook Lead Ads are profitable, low cost, and easy to set up. However, you must know the best practices for downloading leads from Facebook Lead Ads. Having the right strategy to handle your lead data will enable you to create instant follow-ups and nurture leads before they become cold and lose interest.

We discussed three methods to export your leads from Facebook: the manual method, the API, and the automated method- using LeadsBridge’s Facebook lead sync tool.

Automation is key to winning over the competition in Facebook marketing. Using LeadsBridge, you can sync your leads directly from Facebook into your CRM or autoresponder, where you can quickly contact them. 

If you’re looking for free ways to sync your Facebook Lead Ads with your favorite marketing tool, build your first bridge now!

12 of the Best Facebook Post Ideas for Facebook Lead Generation

Most marketers know that Facebook is more than just another social media platform. It's an essential business tool for companies of every size and industry.

With a daily active user base of over 1.8 billion (98. 3% or 1.73 billion of which are on mobile alone), you know Facebook can help you reach new audiences you may otherwise have been unable to get.

Facebook can also help you get found more easily in search, create a community around your business, promote the content you create, and develop a strong brand identity.

But what about using Facebook for lead generation?

Attracting new leads using Facebook — leads that might eventually turn into paying customers — is one of the most intriguing reasons to use Facebook marketing. However, many marketers still fail to use Facebook to source leads. You'd be losing out on reaching thousands or millions of potential customers if you're one such marketer.

Even if you're currently generating leads on Facebook, we all could probably use a little boost in our lead generation efforts. And that’s why we created this guide.

To make sure we're all on the same page, let's start with what a lead is (and isn't) and the two types of leads you can generate on Facebook.

What is a Facebook lead?

A lead is a person who has indicated an interest in your company's product or services by giving you their information in some way. A lead can show interest in various ways: by filling out a form to download an ebook, requesting a demo, or completing an online survey.

Unfortunately, simply liking a status update, photo, or video on your Facebook page doesn't qualify someone to become a Facebook lead. That type of action doesn't indicate interest in your company or product/services, as it's possible they just liked your post because it had a cute puppy in it, you know?

Below, let’s review the two types of leads you can capture on Facebook and what their differences are.

The 2 Types of Leads You Can Capture on Facebook

There are two types of leads you can generate on Facebook: direct and indirect leads.

Don't miss this live virtual event with Facebook and HubSpot on how to grow your business faster than ever with Facebook.
Direct Leads

A direct Facebook lead is generated by sharing content that links directly back to a lead form on your website. Visitors then share information in exchange for an offer — whether an ebook, coupon, infographic, or any other piece of content. This form is typically on a landing page dedicated to that specific offer.

Indirect Leads

Indirect leads are generated by using Facebook on the path to conversion. For example, if you share a blog post containing a call-to-action to a landing page at the bottom of the post, your initial Facebook share indirectly leads visitors to that landing page.

While directly promoting landing pages is an instant gratifier of leads generated, providing relevant content without a form makes your Facebook presence a friendlier home for content that your target audience will want to come back for again and again.

Let's look at few ways to generate both indirect and direct leads in the section below. 

How to Generate Leads on Facebook

Lead Ads

Lead ads are arguably the most popular tool used on Facebook to generate leads. These are posts that are sponsored by your business and they appear on your audience's News Feeds, Stories, Marketplace, and more. These ads target Facebook users who are most likely to be interested in your company based on the behaviors they display both on Facebook and off. Once a user clicks on a lead ad, they're prompted to fill out a form and submit contact information to your company. 

Facebook Posts

Your Facebook posts are probably what got your audience's attention in the first place. These can be one-off posts or a dedicated campaign that points viewers back to your website or Facebook page. You can include a link to a form within the actual post, or direct users to a landing page where they can submit their information. 

Facebook Messenger

Facebook Messenger is like a built-in live chat feature for your Facebook Page. Users can reach out to you in a private 1:1 conversation and ask questions about your brand and its products. 

Don't have the time to manage a live chat channel 24/7? No problem. You can install a bot on your page to respond to customer inquiries. 

Whether it's a bot or a person, your team can use Facebook Messenger to direct interested visitors to your website and landing pages so they can convert from prospects to leads. 

Facebook Events

Does your company host an annual networking event? Perhaps has a charity or a fundraiser that users can donate to? Share it on Facebook.

You can use the Events tool to create dedicated pages for your upcoming events. Your audience can sign up, fill out forms, and become leads all while registering for your event in one place. 

Facebook Live Video

If you're looking for a more spontaneous approach to lead generation, you might want to try Facebook Live Video. Live Video creates a real-time, public stream that your audience can watch on their News Feed. Viewers react and comment on your video as it's running and you can use this platform as a way to direct prospects to your marketing content.

For example, if you're partnering with a local celebrity for an upcoming road race, you might ask them to "Go Live" on Facebook and show your followers what they're doing to prepare for the race. Not only does this give people a behind-the-scenes look at the race prep, but it also gets the word out about your event. 

When you're video is over, the recording is still available on your Facebook page. That way, people who may have missed the live version can catch the recording later on. 

Photo Albums

Keeping with our road race example, let's your race when off without a hitch and it was a massive success. Your marketing team was there the entire time taking photos and capturing the most exciting moments from the day. 

But, the marketing team wasn't just taking photos for fun. They're planning to repurpose those images as lead generation content on your Facebook page. 

How? For starters, they can post a photo album on your company's Timeline. This album would show followers how much fun and excitement there was at your race and it would motivate people to sign up for your next one. All you have to do now is include a link to your website in the comments, and you'll be generating new leads in no time. 

These are just a few ideas for leveraging Facebook for lead generation. Read on for some more ways you can use this platform to generate leads for your business.

12 Ways to Generate Leads on Facebook

Now, let’s dive into some ways you can capture leads, whether they are direct or indirect.

1. Post landing pages for offers directly to Facebook.

One of the best lead generation ideas on Facebook is sending people directly to a landing page containing your offer. (If you don't have many lead-generating offers yet, read this blog post for ideas.)

When you do this, make sure the offer has a compelling featured image that's getting pulled into the Facebook post. To ensure Facebook pulls the right image from your blog post into your Facebook posts, you'll need to optimize the image size and add the proper open graph tags to your website, which you can learn how to do here.

You'll also want to make sure it's clear to the reader where you're sending them. If they think they're clicking into a blog post and find themselves needing to fill out a form, they could get confused or frustrated.

Use phrases like "Download your ebook" or "Get your cheat sheet" to indicate where you're sending them and the action they need to take.

Here's an example from Sprout Social's Facebook Page, which contains a "Download this toolkit" CTA.

 

In addition to using clear language, you may want to nix the stock photo from that image in favor of your custom image. Even the least design-savvy of marketers can easily create a custom image in PowerPoint or Canva that includes the name of the offer, just like we did in the example below. (Click here to browse through and download our collection of 100 free social media image templates.)

2. Post the blog posts that generate the most leads.

Another way of generating leads from your content is to pick and post the blog posts that generate the most leads. (Learn how to do a blog lead generation analysis here.)

The topic and title of the blog post will intrigue your audience to click and read, and then they'll find a CTA within that post — preferably high up, near the intro — to either a solution to a problem they're having or to something they want to learn more about.

Pro Tip: Our social media managers have found they can generate more leads from Facebook by posting blog posts containing anchor text CTAs in the introduction. If you aren't using anchor text CTAs yet, you may want to read up on the study we did on anchor text CTAs and consider adopting the process yourself. In every post we tracked for that study, the anchor text CTA was responsible for between 47% and 93% of a post's leads.

Here's an example of a post from our Facebook page linking to a blog post that includes an anchor text CTA in the introduction:

And here's that anchor text CTA, indicated by the red arrow. The blog post has a pop-up that prompts readers to download a free report containing more social media stats.

3. Include links to landing pages in your image captions.

Most marketers understand the importance of using visuals like images and videos in their Facebook strategy. For example, Facebook posts with images see a higher engagement rate when compared to those without images.

To turn these higher engagement rates into lead generation opportunities, consider including links to your website in the descriptions for your images — especially your profile picture and cover photo descriptions.

Whether it's to a blog post, a piece of lead gen content, or just an "About Us" page, links help your audience get to know your company better. And the descriptions of your profile picture and cover photo are prime real estate to do it. That way, any time people view your cover photo directly, they can access the download link.

Make sure you shorten your links and add UTM codes so you can track clicks on them. Shortening and tracking features are available in the HubSpot Marketing Platform and with tools like Bitly.

Here's an example from Social Media Examiner's Facebook Page:

4. Use videos to promote lead generation offers.

Facebook's organic reach dropped to around 5.2% in 2020, a massive dip from 52% in 2016, thanks to the tweaks in Facebook's algorithm.

Without creating a Facebook ad, it's almost impossible for your audience to see your content. To get as much engagement as possible, marketers have turned to videos.

Why? For starters, Facebook's algorithm favors video content. As a result, video posts have an average engagement rate of 0.26%, which is higher than engagement rates of other post types.

So, if you're trying to increase your lead generation efforts on Facebook, you'll want to start using videos on your Facebook page to introduce and promote your content, whether they're offers, events, courses, or something else.

In addition to the text CTA that you can add in the video's description, you can also include a verbal CTA to "register" or "download," both earlier in the video and at the very end.

Check out how L.L. Bean used a video to encourage sign-ups for its course:

Here's another example from us here at HubSpot, in which we used a how-to video to introduce a gated offer:

We've also created videos specifically to promote lead generation content as we did here for our career assessment called The Next Five:

5. Use Facebook Live videos to remind people to register.

Videos can be pretty time-intensive to create, not to mention intimidating. But you don't necessarily have to pull together the time and resources to create a perfectly scripted and edited marketing video to leverage the power of video on Facebook — especially if you're a small business.

Facebook Live is a feature that allows anyone to broadcast videos from their mobile device straight to their Facebook News Feed. The best part about these live videos is that they're meant to be a little scrappier and more spontaneous than regular marketing videos — making them more authentic and personal.

So, get the conversation going about your lead generation offers by creating a live video to promote them. You might promote an event by showing the setup live, for example. Or, you might promote an offer by hosting an open Q&A on live video where you interact with Facebook commenters live and on camera.

Just like you'd do with your standard videos, add a verbal CTA to the video in addition to the text CTA. In a live video, though, you'll want to repeat that CTA even more than you would with a pre-recorded video. Why? Because when you first start live streaming, you may have zero people watching. Even a few seconds in, you could only have a handful of viewers.

As people find your video on their News Feeds, they'll join in — but that means you'll want to repeat the CTA a few times to catch people up. You can also add a text CTA in the video's description.

6. Pin posts that link to lead generation offers to the top of your feed.

Pinning a post to the top of your Page's Timeline allows you to highlight and showcase what would otherwise be a typical post. It'll stay at the top of your Timeline for up to seven days, after which it'll return to the date it was published on your Page's Timeline.

You can identify a pinned post by an unmistakable “pinned post” marker at the top of the post. Any post you decide to pin should be valuable to your audience and relevant to your online objectives.

Here's an example of what that looks like from Refinery29's Facebook Page:

You can pin any type of post, from text to images to videos, even live videos. If you pin a Facebook Live video, that video will simply show up at the top of your profile with the whole recording, indicating that the Page "was live" at a certain point (as shown above).

7. Add a CTA button to your Facebook Page.

Adding a relevant CTA button to your Facebook Page is a crucial lead generation tactic that no marketers will want to miss out on.

Back in late 2014, Facebook added a feature to its business Pages allowing users to place a simple call-to-action button at the top of their Facebook Pages. This button is simple but powerful, and it can help drive more traffic from your Facebook Page to your website — including landing pages, contact sheets, and other lead generation forms. You can learn how to install and use the Facebook CTA button here.

You'll find you have 17 pre-made button options to choose from. These options include "Sign Up," "Shop Now," "Contact Us," "Book Now," "Use App," Watch Video," and "Play Game."

Once you choose a button and link it to a page on your website, it’ll appear up at a fixed location right below your cover photo and to the right.

While some marketers choose a CTA and keep it the same for weeks and months at a time, consider taking your marketing game a step further and switching up that button — and the web page it links to — to match your team's and business goals and the campaigns you're running at the time.

For example, you might align the CTA with your cover photo design and a pinned post around a single campaign

8.

Ask for input from your Facebook audience about your products.

You can feed two birds with one scone (as my colleague Carly Stec would say) by posting a status update asking for feedback on your products/services and then linking to a landing page where people try your tool for free.

You'll encourage sign-ups by linking directly to the landing page, and your followers will love the opportunity to give their two cents.

The obvious risk here is that you'll be opening up the floodgates for negative commenters, so be selective on the tools and products you post for feedback.

Make sure you're posting something you're proud of and ready to receive feedback for. You'll also want to have at least one or two people prepared to respond to Facebook comments as they roll in — both the positive and the negative.

If you do receive negative feedback, respond as quickly as possible to show you care and prevent them from turning into something more serious. If you get complaints about the product, use the "customer is always right" approach and say you're sorry.

You'll get respect from other customers for being upfront. Share your appreciation for folks' feedback. Finally, ask how you can help — and then actually help. Take notes on the feedback you get and send it to the people who can make things happen.

(This post contains more tips for dealing with negative comments on social media)

9. Run a contest or giveaway.

People love contests and giveaways. Not only are they fun, but they can also teach you a lot about your audience — all the while engaging them, growing your reach, driving traffic to your website, and (drum roll, please) generating leads.

Since your giveaway aims to generate leads, you'll need to publish posts that include an attractive featured image or video, compelling and straightforward copy, and a link to your giveaway page where they can fill out their details into your lead forms.

Read this post to learn more about running successful social media contests.

(Before you start your Facebook contest, though, make sure you can run it legally by reading through their Page Guidelines. Facebook has cracked down on contests due to liability issues, so read through their strict rules ahead of time.)

Below is an example from Zeamo's Facebook Page:

And here's another example, this time from Yoplait. It promoted its contest using a video to get more visibility on folks' News Feeds. And you can tell the contest was a success considering the amount of engagement the post received.

You could also extend your giveaways throughout other platforms like Instagram and Twitter.

10. Create a Facebook event page for your next webinar.

While sharing landing pages with dedicated content offerings are effective, webinars are another great format for capturing leads. While you can promote your webinar's sign-up form by posting them to your business Timeline. Another way to spread the word is by creating a Facebook Event with a separate registration page on your website.

Once you invite someone to a Facebook Event, you can encourage them to register on a separate page, where they'll become a lead. In terms of reaching new audiences, Facebook Events are also more visible than standard posts on the News Feed.

Facebook also added new features that help businesses promote their events and see how they’re performing. For example, you can create ads for the desktop and mobile News Feed that boost awareness of events and drive responses.

Image Source

If you host events and webinars often, you can also use the Events tab on your Facebook page to share with your followers in a single view. That way, people visiting your page can scroll through your upcoming events and webinars. (If you don’t see the tab on your Page, click "Manage Tabs" at the bottom of your tabs and reorder them, so Events is one of the first to appear.) Read this blog post for more tips on hosting great webinars.

11. Run targeted ads to extend your content's reach.

One of the best things Facebook can do for your business is to expand your reach to new audiences by running a targeted ad campaign for lead generation.

Thanks to Facebook's very sophisticated targeting options, you create ads that target people based on their location, age, gender, interests — and even the things they do off Facebook.

There are three overarching formats for Facebook ads that I'll cover here: boosted posts, right-hand column ads, and News Feed ads.

The main distinction here is the placement of the ad and the amount of writing and size of images they allow.

  1. Boosted Post: This is Facebook's way of letting marketers turn otherwise regular Facebook posts into ads by "boosting" them. The post will show organically to some users, but to get better reach, the admin will press "boost" (shown only to admins, not to other users) to deliver to a larger number of fans and targets you can select ahead of time.
  2. Right-Hand Column Ads: This is the most traditional ad placement used to turn a user into a Facebook lead. The ad usually appears on the right side of a user’s News Feed. We often see less expensive clicks and conversions when using these ads, along with more advanced testing options.
  3. News Feed Ads: These appear directly in a user's News Feed and look more like native advertising, although you can also add a small CTA button. They're part of a tactic called "dark posts," which means using News Feed-style ads that don't get published to the News Feed of your Page. In our experience, these ads have a higher engagement rate than right-hand column ads (which makes your Page look super healthy), but they can also be more expensive.

While we won't go too much more in-depth on Facebook advertising (download our Facebook advertising ebook if you want to learn more), here are two examples of Facebook ads in users' News Feeds. This first one is a boosted post that targets people based on their Facebook connections:

This second one is a News Feed ad, which lets you add a CTA button to the post — in this case, "Sign Up. " These CTAs are only available for News Feed ads.

Whatever the kind of ads you want to create for lead generation, you can always use HubSpot's ad software to manage your ads from Facebook and other social media channels within your HubSpot CRM.

12. Run lead ads to simplify the mobile signup process.

As if Facebook's addition of CTA buttons to its link ads wasn't exciting enough, it added an entirely new feature called lead ads in 2015, which lets users sign up for lead-generating offers and content without leaving Facebook.

Facebook created lead ads specifically to simplify the mobile sign-up process by creating instant forms that make it super easy for mobile users to fill out their contact details.

Why? Because the forms will auto-populate instead of mobile users having to pinch-and-zoom and type into tiny form fields. When you click on a lead ad, a form opens with your contact information automatically populated based on what you've shared with Facebook already, like name and email address.

Talk about solving for a form of friction. Of course, you can edit your contact information before you click "Submit."

Image Source

We won't detail how to create lead ads here because we already have a guide that talks about how you can make them.

How do you extract the leads you get from lead ads? If you're a HubSpot customer, you can integrate Facebook Lead Ads directly with your HubSpot account.

If you're not a HubSpot customer, you can export a CSV straight from your Facebook Page, download them from Ads Manager or Power Editor, or request it directly through the API.

We hope you found these ideas for ways you can generate leads from Facebook helpful. Remember, though, that Facebook is constantly changing. While the ideas here are a solid start for success, nothing beats testing each strategy for your audience.

Originally published May 17, 2021 7:00:00 AM, updated October 17 2022

Topics:

Facebook Marketing

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How to make a lead form on Facebook and Instagram

A lead form is an application form that a user can fill out directly on the social network. You can not take the client to the site to collect contacts - he will fill out the form without leaving the feed, and the social network will help him with this: it will automatically fill in the data known to her.

Lead forms for Facebook and Instagram can be configured in the same Ads Manager interface, the only difference is in the choice of placement. Next, we will step by step analyze how to create a lead form, launch an advertisement and where to look for the received contacts.

Create a lead form for Facebook*

You can also create a lead generation form in the Facebook interface. To do this, go to the Publishing Tools on the page on whose behalf you want to collect leads.

If you're setting up and running ads for ads through Ads Manager, we'll cover the launch process in the "How to create a lead form for Instagram" section below. But the form creation interface is the same there.

In the menu on the left, find Lead Ad Forms, select Form Library. All created forms will be stored here, and drafts will be stored in the Draft Forms Library. Drafts can be edited, completed forms can't, but they can be duplicated and edited.

In the form that opens, go to settings and change the form language to Russian. Otherwise, all service information in the form will be in English.

Specify who can share ads with your form. If you want people to be able to freely share the form with friends, allow the repost, if not, block it. Reposting is disabled by default.

See also:

Facebook promotion: the most detailed instructions

The Field ID and Tracking Parameters sections are needed by those who submit data to CRM.

Field ID determines how the columns will be named in the lead file that you upload at the end. In other words, you can rename columns here. Return to this setting after you have created all the questions for the form.

Tracking parameters are needed if you want to record in CRM which advertising source the lead came from. For example, here you can specify a UTM tag. To do this, write the parameter (utm_source, utm_term, etc.) in the "Parameter name" field, and the value (for example, Fb) in the "Parameter value" field. Users will not see this when filling out the form.

Now back to the Content section to fill out the form.

Form Type

In the Form Type section, there are two options:

  • Volume Boost - The form consists of two screens: information + data collection and a thank you screen.
  • Strengthening intention - the form consists of three screens: information + data collection, verification and confirmation of the left data, screen with thanks.

Intent reinforcement is used to increase the quality of leads. Suitable if, for example, you collect applications directly for the purchase of a product, and it is important for you to filter out erroneous form submissions as much as possible.

Brief information

This is the welcome information that is shown before the contacts are collected. In the process of filling, you will see all the changes in the example form on the left.

Header . Specify what exactly the user will receive after filling out the form.

Picture of . You can select an image to be used in the ad or upload a separate image for the form. In this case, the picture in the ad and the form will be different.

Model . This is the description block structure. There are two options here. A paragraph is text divided into paragraphs, it looks like this:

In the "Lists" layout, the description is displayed as a bulleted list:

Questions

Data collection fields are configured here. By default, the email and full name fields are inserted into the form. Click "More Options" to see more field options. All of them can be automatically filled in by the system if this information is contained in the user profile. In our form, we separated the First Name and Last Name blocks, and also added Phone Number:

If you need to request any other information, this can be done in the "User Questions" section. Questions created manually are not automatically completed. Some people prefer to add the “Phone number” field in this way so as not to lose leads who have an outdated phone number pulled from their profile.

  • Short answer. This is a text field where the user must enter data.
  • Alternate question . This is a question with a choice of answers from a drop-down list.
  • With conditions . Allows you to create a question chain where the suggested answers change based on the user's response to the previous question. Useful for online stores that offer to order different products in one form, but at the same time the products have different characteristics (t-shirts are only yellow, while jeans are blue and black). This question is configured via a CSV file. An example can be downloaded directly from the form.
  • Setting up a visiting schedule. You can ask the user what time to expect him at your office.

Collect only the information you really need. The fewer fields in the form, the more likely the user is to fill it out.

Privacy Policy

Since you will be collecting personal data, you must provide a link to your Privacy Policy. The link will appear at the end of the form after the Facebook Policy.

You can add your own disclaimer - this is an additional page before the thank you screen, where the user needs to confirm that he really agrees with everything. It helps to play it safe if you are going to do “something” with the data, for example, research with open publication of data. After all, people rarely read what they agree with in Politics.

Thank you screen

Confirm that the form submission was successful and you received the data. And also invite the user to continue communication with you.

There are three button options:

  • Site . You insert a link, on click the user goes to the specified page.
  • Download . Provide a link to a file that can be downloaded. For example, in pdf.
  • Call company . Specify the number and the user will be able to call you directly from the form. This is relevant if you only want to show form ads on smartphones.

Lead form is ready! Click "Finish" in the upper right corner.

How to download the collected leads

After that you will return to the "Library of Forms". The "Promote" button will be active in the line with the created form - you can create an ad and immediately launch an ad with a lead form on Facebook. Leads will be stored here. When you want to download them, click Download and upload the file in CSV or XLS format.

You can download leads from a campaign at the individual ad level through Ads Manager: to do this, on the campaign page, in the Results column, select Leads (form) and specify the period in the window that opens. Facebook will also offer you to connect your Page to CRM. In this case, the collected leads will immediately be transferred to it.


Attention! Leads can only be downloaded from Facebook for 90 days (from the time the user submitted the data). So don't delay it.

How to download leads from Facebook automatically

Only the Page administrator can download leads, and he can also grant this right to other users through the Leads Access Manager. The catch is that leads generated through Facebook forms are often very cold. The user submits an application through a form in which contact information is filled in automatically. He quickly forgets what form it was and why he chose to fill it out.

See also:

Optimization of an advertising campaign on Facebook*: offline leads for IT courses

Such applications should be processed as quickly as possible, ideally within 5 minutes, which is not possible if uploaded manually. You can upload applications to mail using third-party services such as Albato or Zapier (all paid), but it is better to connect a social network aggregator. This way, requests and messages from Facebook will immediately go to the customer service department.

For example, Callibri MultiChat can do this, and no API is needed to set up synchronization. In addition, you can use the Facebook application form to make an automatic callback, which we will discuss in more detail later in the article.

MultiChat

collects requests from the site, from social networks and instant messengers in one window,

convinces site visitors to contact the manager,

answers customer questions and brings them to the application.

Try

How to set up?

  1. Make sure that you have editor or administrator rights in the Callibri project and that you are the administrator of the community in which the application form was created.
  2. Go to Project Settings, section Synchronization - Advertising - Facebook Leads :
  3. Press the blue "Enable" button:
    And in the pop-up window, allow access to your Facebook account.
  4. After changing the sync status to "enabled", you will see a list of all communities in which you are an administrator:
    Switch the sliders for the pages from which you want to collect applications.
  5. Done! Now all requests from the Facebook lead form will go to the Callibri Dialogues, and operators will be able to process them in real time.

How to turn an application form into a callback

If the form you use in your ad has a "phone number" option, you can enable a callback system. Moreover, in Callibri, you can set up a call first to your manager with auto-informing that the call was ordered through the Facebook lead form. And for the user it will look like a normal incoming call. A conversation record and all communication data (first name, last name, where the request came from, etc.) will be stored in the Unified Lead Log - a kind of mini-CRM.

To activate the “call back on request” function, when setting up synchronization (which we discussed above), check the box “Initiate a callback ...”: Test MultiChat

Creating a lead form for Instagram

Log in to Facebook Ads Manager and start creating a new campaign. In Campaign Goal, select Lead Generation. Then select the Facebook page that is linked to the desired Instagram profile. If you haven't already, agree to Facebook's Page Lead Ads terms.

Go to the "Ad group" section in the menu on the left, set up the audience, display schedule and other conditions of the advertising campaign.

In the "Types of Placement" section, switch to " Edit Placements " and uncheck everything except Instagram.

Go to the Advertising section in the menu on the left. In the identification data, select the desired Instagram profile from the drop-down list.

Then choose a format, upload a photo or video, add your ad text.

The last point Facebook will offer is to create a form or select an existing one:

Setting up the form is the same as in Facebook (we discussed this in the first section). You can download the collected leads here, in the campaign results section. The data is available for 90 days from the moment the user filled out the form.

Callibri has a telegram channel - join us so you don't miss the latest cases, blog materials and service updates.

*Banned in Russia

How to set up a Facebook lead form

Elena
Sergeeva, Targeted advertising specialist

The Facebook Ads lead generation form helps to collect contacts of potential customers - purchase requests, registrations for events, subscriptions to email newsletters, and so on. Lead form (Lead Ads) is an advertisement in the Facebook and Instagram feed, which contains fields to fill out. Creating a form won't take long. To verify this, see the instructions below.

Advantages of the lead generation form:

  • easy and fast to create;
  • you can do without a website;
  • the user leaves a request inside the familiar interface of the social network Facebook or Instagram;
  • the ability to integrate with a CRM system for storing and processing leads.

How to create a lead form on Facebook

You can do it in Ads Manager or on a business page. Let's take a look at both methods.

Method 1: Create on a Facebook Business Page

From the Business Page menu, select Publishing Tools.

In the column on the left, find the "Lead Ad Forms" block and select "Forms Library".

Facebook will redirect you to a special Instant Forms section in Facebook Business Suite. It allows you to manage Facebook and Instagram lead forms in one place: download leads, follow notifications, and create posts regardless of your account.

Click the Create Form button.

In the window that opens, select New Form.

Name the lead form. Only you can see the name, but it is important that it is simple and clear. This will help in the future to navigate within the advertising campaign.

Define the mold type:

  • Volume increase . Allows you to quickly fill out a form from mobile devices. In this case, the system can substitute part of the data automatically from the user's account.
  • Strengthening intention . An additional screen appears where the user can check the correctness of the data before submitting the form. In this case, the conversion of filling out the form may be lower, but the leads will be more targeted with relevant contacts.

The summary section is optional, but will help the user learn more about your company or project. Indicate the essence of the promotional offer in the title.

In the description, select whether the form is displayed as a list or as a paragraph. This is a required field in which you need to enter a description of your product, service or offer. Try to make it clear from the description what exactly you want from users.

In the "Questions" section, you determine what data you will collect.

Custom Questions helps you get valuable information about potential customers for your business.

Then create fields with the type of data you need - name, email, or phone, for example. Do not overdo it with the number of fields and remember that each additional field reduces the conversion.

The next section is "Privacy". It cannot be missed. You collect users' personal data during an advertising campaign with a lead form, so without a link to the privacy policy, it will not work.

At the final stage, add a title, description, calls to action, and a button to increase user engagement. Do not treat this step formally - well-thought-out phrases will help a potential client remember your ad better.

Now the content for the lead form is ready, you can go to the settings. Specify the desired language and allow or block the repost of your lead form.

The "Field Names" and "Tracking Options" sections are optional - these settings are relevant if you are working with the Facebook API.

If you have completed all the required sections, complete the lead form setup. The finished version of the form at all 4 stages of interaction with the user can be seen in the preview to the right of the settings block. Make sure the lead generation form looks the way you want it to and click the "Publish" button.

If you plan to edit the lead form, select Save Draft. Once published, no changes can be made.

This is what Facebook lead ads might look like:

Method 2: creating and setting up a lead form in Facebook Ads Manager

Go to Facebook Ads Manager.

At the campaign level, use the green "Create" button to select the "Lead Generation" objective, name the campaign, and then click the "Continue" button.

The following steps are similar to setting up any Facebook Ads campaign. For more information, see our step-by-step instructions for running ads for Facebook and Instagram.

At the step of creating an ad, the "Instant Form" section will appear with the "Create Form" button.

Then you will be taken to the lead form settings similar to those specified in the first method - through the Facebook business page.

Where leads come from the lead form and whether they can be downloaded

To store and process leads, they can be integrated into your CRM system.

Lead data can also be exported in CSV or XLS format from Ads Manager or a Facebook business page. Please note that lead data is stored on Facebook for 90 days, after which it cannot be downloaded.

1. In the menu of business page , go to "Publishing Tools" - "Form Library", and then select the lead form whose data you want to download, and click the "Download" button.

You can upload new leads received since the last download, or specify a range of dates. A screen will appear with the name of the form and the number of leads, after which you need to select the format - CSV or XLS.

2. In Ads Manager , go to the "Ads" tab, select the desired ad. Then, in the "Results" column, click "Facebook Leads" and select from the options: "Use Lead Center" (suitable if you do not use CRM), "Download New Leads", "Download by Date Range". A screen will appear with the name of the form and the number of leads, after which you need to select the format - CSV or XLS.

Learn more