Lead Ads are a type of ad that allows you to run lead generation campaigns on Facebook and Instagram. Unlike other ad types, Lead Ads include a contact form, called an “instant form”, that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them.
On your Lead Ads instant form, you can request email addresses or contact information from people who click on your ad. You can even ask people custom questions. Lead Ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information.
In the following example, you can see a Sleeknote Lead Ad from the users’ perspective. As you can see, it looks like any other sponsored Facebook ad:
However, when you click “Download”, instead of directing you to a completely different website, this pop-up form appears:
After adding the information requested and pressing submit, a confirmation window appears and you’re given the option to go back to your newsfeed.
Legal obligations and Facebook’s requirements
Below, we’ll detail some of the legal complications of this type of data collection and tell you how you can best meet both your legal obligations and facebook’s terms.
By clicking a Facebook lead ad, customers will see a form that’s already filled with info that they’ve shared with Facebook – such as their name, number or email address. The form is mobile-device friendly and designed for the least amount of typing possible. So it’s quicker for customers to reach you – and gives you accurate, actionable info so that you can contact them.
Additional guidelines marketers with EU-based users
Based on various requirements — notably the GDPR and ePrivacy Directive — marketers based in the EU or marketers who target EU-based individuals need to ensure that valid user consent is obtained before collecting or otherwise processing users’ data . Additionally, you’re only allowed to use the data for the purposes outlined to and consented by the user, at the time at which the consent was attained.
Best practice when using email forms to collect consent, is to add an additional verification step known as double opt-in. This final step helps you to confirm that the person giving consent is indeed the owner of the email address provided.
This is particularly useful for marketers as
it greatly reduces the probability of your email address being flagged as spam due to unwanted contact; and
having fully verified consent is useful and adds an additional layer of legitimacy to your legally mandated Records of Consent.
While we HIGHLY suggest reading the guide linked above, we’ve created the following practical list to help you get up and running as quickly as possible with Facebook Lead Ads.
Lead Ad process and checklist
Under Lead Generation click New Form.
Enter your text, image and questions, being careful to apply the principles of data minimalism — i.e. only ask for the data that you actually need in order to fulfil your purpose.
Remember to tell people the exact purpose of why you want their data (for example email address, for your newsletter, or you are giving away an infographic, or potentially both). This way they know what they to expect. You will use the lead ad’s text field to outline what the purpose is of your lead ad.
Make sure that your users are clearly informed of how they can withdraw their consent if they so choose.