How to Create Instagram Lead Ads
Discover how to set up leadads on Instagram.
#1: Choose the Lead Generation Objective
To get startedwithleadads, create a new ad campaign and selectLead Generationasthe objective.
#2: Define Your Audience
Next, continue toadsetlevel todefine your audience targeting.If youhave existinglead/customerdata,
alwaysuse a lookalike audience. Uploadyourcustomerlist to use as the source audience to buildyour
Define audience targeting for your Instagram lead ad.
Usingyour customerlistas the source audience willgive youbetterresultsthansimplyusingexisting
leadsfrompreviousmarketingefforts,whichinclude peoplewhohave yettodrive anyreal value for
your business.People who’ve actuallyspentmoneywithyourbusiness(ratherthanjustsignaled
interest) provide muchstrongerdataforFacebookto workwith.
It’sevenbetterif yourcustomerbase islarge enoughto segmentouta portion of higher-value
customers (e.g.,repeatpurchasers, high-spendpurchasers,premiumsubscribers,etc.) to use as your
lookalike source.Remember,though,Facebookrecommendsusingasource audience of atleast1,000
retargetingthe same users,youcan stimulate negativefeedback,whichwilldeflate yourrelevance score
and hurt yourCPMs (costper thousandimpressions).
Facebooknowletsyou create an audience of userswho successfullyopenedandsubmitteda lead
form, soyou can dynamicallyexcludeincomingleads.Withall otherleads,you’ll have tomanually
uploaddata to Facebookbefore excludingpeople.
Create a custom engagement audience in Facebook Audience Manager.
#3: Select Your Ad Placement
Under Placements, selectthe AutomaticPlacementsoption,because thatonlyincludesthe Facebook
newsfeedandInstagramanyway.Audience networkandall other Facebookplacementsare ineligible.
Choose the placements where you’d like your lead ads to be served.
Althoughleadadswere originallyrolledoutjustformobile,Facebookrealizedthatadvertisersface all of
the same obstaclesondesktoptoo.Usersare impatient,andmakingthe processeasier(bylettingusers
submittheirinfoinjusta fewtaps) benefitsbothpartiesregardlessof device.Byselectingauto
placement,youradswill be deliveredonbothdesktopandmobile.
#4: Set Your Bid
In yourbidding,make sure you optimize forleadsvs. link clicks.Linkclicksmay resultina higherclick-
throughrate butyou shouldalwaysoptimize forwhatyourtrue goal is,whichis simplyleadsinthis
Optimize your Instagram ad for leads.
#5: Choose an Ad Format
Nowyou’re readyto move tothe ad level.The frontendof the adunitis the standardformatfor regular
ads,withthe same creative optionsavailable.
A carousel ad that highlightsthe benefitsof yourservice orproductfeatures/usecasescanworknicely
here.Incorporating testimonials andreviewsisalsoagoodidea.Althoughvideoworkswell,aslideshow
can be an easier,cheaperalternativeandFacebookprovidessimple toolsforcreatingone.
#6: Create Your Lead Form
It’sfinallytime tocreate yourleadform!You shouldbe thinkingqualityoverquantityhere.
To make sure your leadsare qualified,always use acontextcard. The contextcard appearsafterusers
clickon the ad and before theysubmittheirinformation.Thisiswhere you layout the benefitsof
submittingthe form to your prospects.You can choose a paragraph or bulletpointformat forthiscard.
The followingexample usesbulletpointstorelaythe mainsellingpointstopotential leads.
Keepquestionsto a minimum;lessismore inthiscase.The userinformationfields,whichconsistof
primarycontact infoalongwithsome basicdemographicandworkinformation,willpre-fill withusers’
personal detailsaslongasthey’ve includedthemintheirFacebookprofile.Thismakesiteasyforusers
However,be careful nottoinclude fieldsthataren’tnecessary,becauseusersmightbe reluctantto
handover toomuch personal informationthisearlyinthe relationship.
You can add up to three custom questions,butuse these sparingly.If possible, askmultiple choice
questionsrather than open-endedquestions.The more convenientthe process,the more conversions
Customize the fields and questions on your Instagram lead form.
If you’re collectingcustomerinformation,youshouldalreadyhave awrittenprivacypolicy.Hopefully,
Lastly,youcan add a link to your website that userswill see onthe thank-youpage alongwithaView
The thank-you page of your Instagram lead ad includes a link to your website.
As Facebook’smobile adinventoryskyrockets,the platformis determinedtomake iteasierfor
latestexample of this.
To get the mostout of the leadsyougenerate,make sure youfollowupwiththemina timelyfashion.If
youhave a customerrelationshipmanagement(CRM) systeminplace,youcansetup your leadstosync
automatically,soyoucanfollowupas quicklyaspossible whenthe leadsare mostvaluable.Manually
Facebookalreadysupportsmanyof the mostpopularCRM systemslike Salesforce,MailChimp,and
Zapier.Youcan findmore informationonthe available integrations here.If youdon’tsee yourslisted,it
mighttake some workby your developertosetupleadsyncingthroughthe FacebookAPI.Alternatively,
youcoulduse a middlemanintegrationlikeLeadsBridge.