Cyrus Sussman presented on using Facebook Lead Ads. He discussed his background in digital marketing. He then covered Facebook advertising basics like demographic targeting and how it allows more testing than other platforms. He explained that Lead Ads are designed to build email lists by integrating with tools like Mailchimp. Lead Ads are optimized for mobile and make it easy to track clicks and subscriptions without installing pixels. Lead Ads had a 4% clickthrough rate in one example, outperforming other ad types. Sussman concluded by taking questions.

1. Using Facebook Lead Ads
Cyrus Sussman - Marketing Lead at Quorum
2/22/18

2. Agenda
My Background
Who is this guy?
Facebook Ad Basics
How does Facebook
advertising work?
Lead Ads
Why should you drive
leads on Facebook
instead of clicks?
Optimization
How do you improve
performance over
time?

3. My Background
Quorum
SEO, paid marketing, email marketing analytics, and
CRM migration/administration
1776
Digital marketing manager and startup mentor
Uber
Growth marketing - local market team bridge
Reingold
Advertising, analytics and SEO for
government/nonprofit clients

4. Demographic based targeting
Substantial volume of impressions whenever people
are online
Serve more ads
Enables more delivery, testing and creative variation
than you would have on Adwords search (very
limited inventory based on search volume)
Reaching people outside their moment of need
On Facebook, your campaigns need to pique your
audience’s interest immediately
Facebook Advertising Basics

5. What do Lead Ads Look Like?

6. Designed to Build Email Lists
Lead ads integrate with most email/CRM tools
(Mailchimp, Hubspot, Salesforce etc.) Ensures your
ad dollars deliver value beyond the first click
Growing mobile audience
Most sites don’t look great on mobile, so it’s hard to
take action. Lead ads are designed specifically to
drive action on mobile first.
Easy to Optimize
Clicks and subscriptions are automatically tracked
in Facebook (no need to figure out how to install a
pixel).
Why Lead Ads?

7. Ad Optimization

8. 4% clickthrough rate - more than double the CTR of
any other ad
Ad Optimization

9. Q & A
Cyrus Sussman
Marketing Lead
@CyrusSussman
@QuorumAnalytics
cyrus@quorum.us