Facebook Ads Best Practices: How to Get More Leads

“Bad ads cost you money. Great ads make you money.”  

Many businesses run Facebook ads expecting a flood of leads. Instead, they get ghosts. The problem isn’t Facebook; it’s how you’re using it. 

Weak targeting, boring ad copy, and a lack of optimization can make even the best offer fall flat. But don’t worry; you’re about to change that.

According to Wordstream’s Facebook Ad benchmarks, Facebook Lead Ads have an average conversion rate of 8.78%, up from last year’s 8.25%, with industries like Industrial & Commercial (12.03%), Dental Services (9.83%), and Real Estate (9.70%) performing best. In contrast, Instagram sees a lower conversion rate of 1–3%, with consumer goods leading. Google Search ads convert at around 3.75–4.2%, while Display ads sit at 0.55–0.59%.

This blog will break down exactly how to create Facebook Ads that attract real leads. No fluff, just proven best practices. So here is a guide on Facebook Ads Best Practices: How to Get More Leads. Keep reading!

What is a Facebook Lead Ad?

Facebook Lead Ads are meant for collecting leads right on the platform. Instead of taking users to another landing page, Facebook allows users to fill out a form right inside the platform and collect contact details in a few taps. Businesses can also consider alternatives like Google Ads for search-driven lead generation or LinkedIn Lead Gen Forms, which are particularly effective for B2B marketing.

How Lead Ads on Facebook Vary from Other Ad Types

Most Facebook ads drive traffic to an external website. Lead Ads, on the other hand, autofill key information like name and email, making the process frictionless. Less effort means more sign-ups, especially on mobile phones. Additionally, Facebook ensures user data is securely handled by encrypting submissions and allowing businesses to access leads only through authorized access.

Why Use Facebook Lead Ads?

Modern businesses need scalable solutions. Manual lead collection is time-consuming and less scalable in today’s competitive market.

To effectively and dynamically capture leads (without requiring a significant time and effort investment from you), it makes sense to use tools such as form-driven advertisements.

Simplified Lead Collection: The user can submit data with a few clicks and avoid visiting several pages.

Mobile Optimization: Designed for seamless mobile use, so leads don’t drop off due to slow-loading websites.

Integration with CRM & Email Marketing: Automatically send leads to your CRM or email platform for instant follow-ups.

Advantages of Using Lead Ads

• More Brand Awareness: More eyeballs on your advertisement means more eyes on your brand.
• Saves Time and Automated Entries: Lead Ads are integrated with CRM systems, which saves time in data entry.
• Higher Conversion Rates: Since forms auto-fill with user data, more people complete them.
• Easy Retargeting: Use lead data to re-engage interested users with future campaigns.

Negatives of Using Facebook Lead Ads (and How to Overcome Them)

Lower Intent Leads: Some people sign up out of curiosity. To fix this, use qualifying questions in your forms.

Higher Cost per Lead: Higher costs can be lowered by improving your targeting and optimizing your bidding strategy.

Limited Customization: While branding options may be limited, strong ad copy and visuals will still carry the day.

How to Create a High-Converting Facebook Lead Ad

If you are already familiar with the Facebook ad platform, creating a Facebook Lead ad should be fairly simple.

Setting Up Your Lead Ad Campaign

Step 1: Choose the Campaign Objective

1. Click on the “+ Create” button.
2. Select Lead Generation as your campaign objective.
3. Name your campaign (e.g., “Lead Gen Campaign – April 2025”).
4. Turn on Advantage Campaign Budget (optional) if you want Facebook to automatically distribute your budget.

Step 2: Set Up the Ad Set

1. Choose where to collect leads & Select your Facebook Page:

   

   • Select Instant Forms (recommended) to capture leads within Facebook.
   • You can also use Messenger, Calls, or Website as the lead destination.
   • If it’s your first time, you may need to agree to the Lead Ads Terms of Service.
2. Define your audience:
   • Use custom audiences (previous website visitors, engaged users, or email lists).
   • Target based on demographics, interests, and behaviors.
3. Choose placements:
   • Use Advantage+ Placements (recommended) for automatic placements across Facebook, Instagram, and Audience Network.
   • Or manually select Feeds, Stories, or Reels for better control.
4. Set your budget & schedule:

   

   • Choose Daily Budget (for ongoing leads) or Lifetime Budget (for a fixed duration).
   • Set a start and end date if needed.

Step 3: Create Your Ad

1. Choose Ad Format:

   

   • Single Image or Video (Recommended for clear messaging).
   • Carousel (If you want to showcase multiple offers).
2. Add ad creatives Images/Videos:Upload/ Select images or videos for you ad creatives.

   

3. Add Primary Text & Headline:
   • Keep the copy concise, engaging, and problem-solving.
   • Example:
     • Primary Text: “Get a free consultation! Sign up today to boost your business with our digital marketing services.”
     • Headline: “Claim Your Free Strategy Session Now!”
4. Call to Action (CTA):
   • Select a CTA like Sign Up, Get Quote, Learn More, or Subscribe.
5. Create an Instant Form:
   • Click Create Form and choose More Volume (easy to fill) or Higher Intent (with review step).
   • Add a compelling intro (why users should fill the form).
   • Select questions (Name, Email, Phone, etc.).
   • Customize the Thank You Screen with a website link or next steps.

Step 4: Review & Publish

• Double-check all settings, including audience, budget, and ad preview.
• Click Publish.

Step 5: Track & Optimize Your Ad

• Monitor performance in Ads Manager → Leads section.
• Integrate with CRM tools (HubSpot, Zoho, or Google Sheets) via Meta Lead Ads Integration to manage leads efficiently.
• Optimize your ads based on CTR, CPL, and conversion rates.

Creating Your Instant Form

Choose Your Form Type: “More Volume” for quantity or “Higher Intent” for quality leads.

Determine Your Intro And Greeting: Interesting headlines that compel the user to sign up.

Adding Personalized Questions: Keep the questions simple; short forms convert better.

Privacy Policy & Thank You Screen: Build trust by stating clearly how you’re going to use their information.

Best Practices for Running a Successful Facebook Lead Ad

Optimizing Your Ad Copy & Creative

• Attention-Grabbing Headlines: Clarity and focus on benefits.
• Image or Video: A video ad has a better edge, but good images can work well too. Go for both.

According to a Biteable experiment, video ads produced 480% more clicks than image ads, with a video versus image CTR of 1.87% versus 0.43%. 

• Compelling Call to Action (CTA): Stronger messages like, “Get Your Free Guide” or “Claim Your Offer” are much better than “Submit.”

A/B Testing & Performance Tracking

What to Test: Test different copies for ad creative, CTA buttons, form fields, and audience.

Use Facebook Insights & Analytics: Look out for cost per lead, conversion rate, and engagement.

Integrating with CRM & Automating Follow-Ups

Connecting with HubSpot, Mailchimp, or Zapier: Instantly sync your leads for fast follow-up.

Setting Up Automated Email Sequences: Engage your leads immediately for a better chance of conversion.

Facebook Campaign & Ad Types

When to Use Each Type for Maximum Impact

Use Lead Ads when you want fast, simple lead collection.

Use Website Conversion Ads when you need high-intent leads.

Use Messenger Ads when personal interaction can drive conversions.

Use Stories Ads to promote flash sales.

Facebook Ads Budgets & Bidding

Cost-Per-Lead (CPL) Benchmarks & Industry Insights

Average CPL varies by industry. Here’s an approximate breakdown (in INR):

• Education: ₹100–₹150
• Healthcare: ₹80–₹120
• IT Companies: ₹150–₹200
• Training Institutes: ₹300–₹500
• Home Interiors & Construction: ₹250–₹350
• B2B Industry: ₹200–₹250
• E-Commerce: ₹50–₹100

Track your numbers and adjust your bids accordingly.

Best Bidding Strategies for Lead Generation

• Test Lowest Cost Bidding for maximum reach.
• Use Cost Cap Bidding to control costs while scaling.

Facebook Marketing Strategies for Lead Generation

Retargeting and Lookalike Audiences

• Retarget website visitors who didn’t convert.
• Use lookalike audiences to find more people like your best customers.

Leveraging Facebook Pixel for Lead Tracking

• Set up Facebook Pixel to measure conversions and optimize ad performance.
• Combining Facebook & Instagram Ads for Better Reach
• Run ads on both platforms to expand your audience and increase engagement.

FAQs

What are Lead Ads on Facebook and how do they work?

Facebook Lead Ads refer to the advertisements, which are created to collect user data directly on the Facebook platform without redirecting them to the landing page.

What are the main advantages of generating leads using Facebook Lead Ads?

These ads are quick and easy to fill out by users, even on their mobile devices, and can integrate with several CRM systems for automatic follow-up.

How can companies generate high-quality leads using Facebook Lead Ads?

Targeting the right audience and well-designed forms help businesses attract high-intent prospects.

How do I create a Facebook Lead Ad campaign that works?

Simply follow best practices: having a strong visual, a convincing copy, optimization targeting, and A/B testing.

How can I reduce Facebook’s cost per lead?

Narrow your audience targeting, test the creatives, and improve your bidding strategy.

Final Thoughts

Facebook form ads can be a very powerful tool, so use them carefully. Follow these tips to easily generate more leads, convert them with great success, and make the most of your advertising investment. So, are you ready to get started? Go ahead and create the next viral ad. Talk to us today for more professional advice.