LeadMagnetGeniusThere are two main ways to collect leads on FB: 1. Facebook Lead Ads (Lead Generation objective): These show a form within Facebook when clicked, so the user never leaves the platform. Their info can pre-fill (name/email) if they have it on FB, making it super easy to submit. After submit, you either show a thank-you note or prompt them to visit a link. 2. Traffic/Conversion Ads to a Landing Page: These send people off Facebook to your landing page where you have an opt-in form.
Which to use? There’s no one-size answer, but: - Lead Ads are great for minimizing friction. Because it’s so easy, you often get more leads and cheaper cost per lead. For example, the campaign that got ~$0.43 CPL used Facebook’s native lead form. Also good for mobile-heavy audiences (no loading a website). - Landing pages allow more branding, more room to persuade, and you fully control the experience. Also, you can place your tracking pixels for other things. However, an extra click and page load can drop some people off. Also, FB’s in-app browser can be slow or buggy sometimes.
Pro tip: You can test both. Sometimes lead form leads may be lower intent (because it was so easy, they might not even remember signing up). This can affect quality – maybe more bounces or lower open rates on follow-up emails. But other times, they work fine. One campaign found that sending people to a landing page and having them open an email to get the PDF improved email engagement (because they had to check email for the goodie). They deliberately emailed the download instead of just showing a link on thank-you, to train people to open emails. That’s a clever tactic to boost deliverability and habit.
ROI tip: Whichever you use, track the quality. If lead form leads are cheap but 0% convert to sales, whereas landing page leads cost 2x but 10% convert, the latter is actually higher ROI. So cheapest CPL (cost per lead) isn’t always best long term. Track through to actual customer conversion if you can (using Facebook offline conversions or your CRM).