Getting traffic to your website is of high priority to all e-commercers. We are increasingly converting visitors through onsite engagement tools, whether that be into customers or newsletter subscribers.

However, getting traffic to your website to generate leads can be quite a daunting task, right? We’ve all experienced low traffic, and even though we try to convert that traffic, it just isn’t generating the results we want.

What if I told you that there was a way to collect leads for your business without having to get visitors to your site first?

Well, you’re in luck! Facebook lead ads do just that.

With Facebook lead ads, you can collect leads for your business through the most popular social media platform in the World!

Facebook has more than 1.71 billion monthly active users, and you now have the possibility to tap into this vast pool of potential leads with targeted messages.

In this post, I’ll guide you through the steps of creating the most effective Facebook lead ads that will undoubtedly make your email list reach new heights. I’ll include how-to guides, best practices, and loads of examples so there won’t be anything holding you back.

Need some inspiration?

Uncovering inspiration for Facebook Lead Ads is a time-consuming activity (I should know—this post took 16+ hours to research).

To save you time, I’ve included a swipe file with 50 of my favorite Facebook Lead Ads so you can begin capturing and converting more leads (#7 is my favorite).


Free Downloadable Bonus: Get access to our personal swipe file of high-converting Facebook Lead Ads and start capturing more high-quality leads today.

What are Facebook lead ads?

Facebook lead ads are the ads that appear in between posts in your news feed on Facebook. They contain an advertisement for a product or a business and a button you can click on.

So what does that look like?

This example from SurveyCompare is a classic example of a lead ad on Facebook. It contains a message supported by an image along with a signup button.


Depending on the purpose of the ad, the button either directs you to a landingpage, or a popup is triggered with your pre-filled name and email. All you have to do is confirm that the information is correct and that you give permission to Facebook to give this information to the company responsible for the ad.

Here is what the popup could look like.


The popup from Eversify contains your pre-filled information, and all you have to do is click submit. You can also edit the information if necessary.

So how does this ad know your email and your name? Well, when you sign up for a Facebook account you provide all your personal information which is stored, and then used in these pre-filled input fields.

This may sound a bit scary, but it’s great news for your e-commerce store!


The cool thing about lead ads is that signing up through them is such a simple process. People can sign up with just two clicks, and they don’t even have to leave their Facebook page to do it.


You can target all kinds of audiences with your lead ads and create targeted and more personalized messages for all types of Facebook users.

Most of us are automatically signed into Facebook on our desktop and our mobile, enabling Facebook to track our online behavior and determine which ads are presented to us in our news feed.

Now that you’ve gotten the what on Facebook lead ads, we need to have a look at the how.

How do you create a Facebook lead ad?

To create a Facebook lead ad you need a Business Manager Account.

You then have the possibility to create your lead ads in Facebook’s power editor. It’s a simple editor that enables you to customize your ads to match your requirements.

I’ll guide you through the process step by step.

1. You start out by clicking “+ Create Campaign” in the top left corner.


2. You then choose your objective which should be lead generation if you want to collect leads for your e-commerce.

You can also choose different objectives for your ads such as page likes, content promotion, awareness, etc. as you can see below.


3. Select your Facebook page, and choose your audience.


Note that we’ve excluded our list of email subscribers from this audience as they’re already leads, and we don’t want them to see this particular ad.

4. The next step is budget and scheduling. You choose your budget and schedule start and end date for your ad.

We recommend setting your bid amount to “Automatic” as this will save you the most money – and it’s also the easiest.


If you choose the lifetime budget, you have the possibility to run your ads on a customized schedule. For this ad, we’ve chosen to run our ad from 6 pm to 11 pm every day of the week. You can test different times to see when your ads are most effective.

5. Now it gets more interesting as you have to design your ad. You choose an appealing image, and write a creative copy.


6. When you’ve created your ad, you get to the lead form that will appear once viewers have clicked the primary CTA on your ad. Click “New Form” and “Next”.


7. The first part of your lead form is the context card, where you convince people to sign up. Here, you write a headline, add an image, and a few sentences or bullets to let the viewers know what they’ll be getting.

This is also the step where you get to be creative with your CTA.


8. When viewers have clicked that creative CTA you just made, they’ll be presented with the pre-filled form.

Here you choose what information you want from your leads. You can ask for almost anything as Facebook knows pretty much everything about us. You can ask for relationship status, age, birthday, hometown, job, pets, family, phone number, etc. as you can see below.


However, when people click on your ad they will see what information you’re asking for, and they’ll have to confirm that they’ll give that information to you. So don’t ask for too much or too personal information.

The optimum is to ask for a maximum of two things. If you’re collecting leads for your e-commerce email list, you should ask for their name and email address.

We’ve experienced that asking for people’s phone numbers can decrease your number of conversion by quite much. A phone number is much more personal than an email address, and it takes a lot more convincing to get people to give you their phone number than it does to get their email address. So keep that in mind when you create your lead ads.

9. Next step is to add your privacy policy. When you create your lead ad, it’s required that you include a privacy policy. This way you ensure that users are aware that their information will not be given to a third party or used for other incriminating purposes.

Moreover, people are much more willing to give personal information to companies who provide such a policy as it exudes trust and credibility.


If you already have a privacy policy on your site, you can just rewrite that and use it in your ad. Just remember to include a section on how you will use information collected through Facebook.

You can’t create a Facebook lead ad without providing this privacy policy, as the law requires it and it’s also part of Facebook’s data use policy as they are the ones sharing the information.

10. Third last step is to include a link to your website so your new leads can jump right to it, and check it out.


As you can see above, this form also contains a thank you message and a CTA sentence, but there’s a catch. This message is standard and can’t be customized in any way – and to be frank, it isn’t that good.


11. Well… Moving on. Click “Finish Form” at the bottom right corner.


12. That’s it. Now you just click “Place order” and your form will be activated. Simple as that.

Where do your leads go?

Once you’ve created your lead ad and you start getting leads from it, you need to download your leads to be able to use them.

I would recommend that you use a service such as ZapierDriftrock or to get your leads transferred directly to your email list immediately when they’ve signed up.

Zapier and integrate with all major email service providers such as Aweber, MailChimp, GetResponse, Constant Contact, etc. This means that your leads will be transferred to your email list in real-time, enabling you to get them into an automated email flow immediately after signup.

Zapier does the coding for you so you can connect directly to your email service provider. For instance, if you use in your sales department, and someone signs up through a lead ad on Facebook that lead is transferred directly into for your sales team to use.

You can also use LeadsBridge to connect your leads with your email marketing service, for direct transfer of your Facebook leads. Here’s a short video of how it works.

By getting the lead into your system immediately, you have a chance to engage with that lead while they’re still super warm and interested.

If you don’t want to use these tools, you have the option to download your leads through the good old CSV manually.

To do that you go to your “Ad Set” tab and find the “Results” column. You then click the link “Leads(form)” and your leads are downloaded. This is, however, not an efficient way of going about it as you will have to check frequently to see if new leads have come in that you need to download.

The problem with not getting your leads transferred to your email list in real-time is that your leads can’t enter an automated email flow immediately after signup. You’d have to download leads all the time to ensure the emails are sent out immediately which is too time-consuming and ineffective. Thus, you won’t be able to send welcome emails, instant discounts, etc.

But don’t lose hope just yet!

If you use a CRM system that synchronizes with Facebook, you are in luck. Then you won’t need any tools or go through any downloading processes, as your leads will automatically be transferred directly to your CRM system.

So far, the CRM systems that synchronize with Facebook are Salesforce, Marketo, OracleMaropost and Sailthru.

Lastly, you can develop a custom connection between your back-end and the Facebook API. This does, however, require some coding skills and it’s a bit more time-consuming.


  • You need to download your leads before you can use them.
  • If you use a CRM system that synchronizes with Facebook, your leads are automatically transferred.
  • You can also use a service such as Zapier or to download leads in real-time.
  • Alternatively, you can create a custom connection.
  • We recommend downloading leads in real-time to ensure quick engagement with new leads.

Discover how Airtame converts 3,8% of all visits to email subscribers and how you can, too.. Learn more

Types of Facebook lead ads

Now that you know how to create a lead ad, it’s time we a look at the different types of lead ads you can use.

You can create many types of lead ads for your e-commerce all depending on what the purpose of your ad is and who you are targeting.


The first example is the discount. 

So why use the discount?

People love to save money, so offering your visitors a discount in exchange for their email address is an effective way of collecting leads.

When you create your message, you need to tell people that they have to sign up to get the discount, so they know exactly what to expect. Tell them how easy it is: “Just confirm your email, and the discount is yours”.

Then you add the button to the ad that will trigger the popup where they have to confirm their information to get the discount.

It’s important that you send them the discount code immediately after they’ve signed up. Your new signups are expecting it, and this is the moment where they are most inclined to use it.

Remember to include an image in your lead ad that supports your message as Udemy has done in their lead ad.


The image illustrates a person who’s thinking, and the graphics are attention drawing. The message is interpreting body language and perfecting nonverbal communication, which is nicely supported by the image.

They should’ve included the discount in the image though. The discount is not as eye-catching as it could have been and it’s easy to overlook. Implementing the discount in the image would have been even better.

Specific targeting

Another option is to target specific people who’ve already visited your site with a relevant offer based on the page they visited.

How does this work?

When you create your lead ad, you can exclude and include specific audience segments.

Let’s say you have an e-commerce with shoes. Facebook already tracks visitors on your site if you’ve implemented the tracking code. You can then create an audience for your lead ad by selecting visitors who’ve visited your sneaker page.

Add images of sneakers to your ad along with a message telling them to check out new styles or offer them a discount. You can then decide if you want to redirect them to the sneaker page, or if you want them to sign up to receive the latest sneaker discounts.

I would recommend the latter, as you’ll then get a new lead in the process. Just because you offer a discount and redirect people to your site, it doesn’t entail that they will make a purchase.

By getting their email address you’ll be able to add these leads to your automated email flow where you can convert them into customers, not only once, but several times.

Remember, though, to send the discount code immediately, so they have the possibility to use it while they’re still interested.

Once you’ve created your ad, it will be presented to these visitors the next time they log onto Facebook.

In this example from Jabong, you can see what it can look like.


Jabong uses images of specific sneakers with discounts to convince viewers to go to their page and shop sneakers. They furthermore emphasize in their ad that they have free shipping on their website.

Presenting viewers who’ve been on your site with similar products, you have a higher chance of converting them than you would with a random offer.

Travel agency

If your e-commerce sells travels, you have a prime opportunity to collect leads through Facebook lead ads.

Many travel agencies sell vacations over the phone, as it is a longer and more complicated process to book a vacation than buying a pair of shoes. The phone offers a direct line of communication in real-time where potential customers can get answers to their questions immediately and get personal guidance.

You can use lead ads to ask for people’s phone numbers and offer to call them with a great deal.

But be careful. Here’s what you need to consider.

As mentioned earlier it’s a bit more tricky to ask for people’s phone number than their email. Thus, you need to write a persuasive message for your ad as well as offer something valuable in return for their phone number.

Your incentive could be a discount on specific travel destinations, along with a CTA that says: Call me.

When you ask for a phone number in your popup, you need to ensure that people know what to expect.

Tell them how long the phone call will approximately last and that you won’t give away their phone number to a third party. Also give them a timeframe for when they can expect your call, e.g. “We’ll give you a call within the next 4 hours”, or whatever your timeframe for these calls is.  

The lead is then sent to your CRM or other systems where your sales team can call the lead and hopefully convert that lead into a customer. It’s paramount that you call within the given timeframe, preferably the moment your lead enters your system.

The sooner you call them, the higher your chances are of actually selling something to them, as their interest will only decrease over time.

Humans are not very patient, and we want things to happen fast and efficiently, so call them as soon as possible. Gordon Ramsay gets it.


You might not get as many leads, but your leads will be much warmer. And if your product prices are rather high (as they usually are with travel agencies) you can still earn a significant profit.

You can quickly calculate how much value you get from each lead. Let’s say your customer acquisition value (CAC) is $5, and you end up selling a 2500$ vacation. Then you’ve made quite a nice profit on just a single $5 lead.  

The classic competition

A very commonly used and effective incentive is the competition. People love to enter competitions.

We know that our chances of winning might not be that high, but we always think “what if?”. In 2014, sales of state lotteries in the US reached approximately $70.15 billion.

That’s an incredible number when you think about the fact that people pay money to maybe win more money back. That’s the simple explanation, and also the reason why you should use competitions in your lead ads.

Except for paying to enter your competition, they only need to confirm their name and email address (if that’s the information you’re asking for), which makes your offer much more compelling.

The higher value the prize has, the higher number of leads you’ll get. It doesn’t have to be a monetary value. It could just as well have emotional value or other types of value. It’s all about how you present that value to the viewers.

Check out this lead ad example from Thrive Market.


Thrive Market created a competition where you could win a $1000 shopping spree to Thrive Market. The offer has great (monetary) value, and it’s relevant to the website and the product.

But that’s not all.

They also mention at the bottom that you can shop for 25%-30% below retail prices, and thus, indirectly remind people that even if they don’t win the competition or don’t enter it at all, they can still get great discounts on the website.

When you create a competition, I’d recommend that you always write how long the competition will run for. That way you let people know when they can expect the result, and even better, it pushes people to sign up now, and not postpone it for later and maybe forgetting all about it. People are more motivated to sign up for time limited offers.

Free Downloadable Examples: Download 50 Facebook lead ad examples to help you get started.


  • Discounts:
    • Tell people that they have to sign up to get the discount so they know exactly what to expect. Tell them how easy it is: “Just confirm your email, and the discount is yours”.
    • Send them the discount code immediately after they’ve signed up.
    • Add an image and include the discount in the image to increase attention.
  • Specific targeting:
    • Exclude and include specific audience segments.
    • Create an audience for your lead ad by selecting visitors who’ve visited a particular page on your website.
    • Create a personalized lead ad for this audience. Remember to include an image.
    • Offer them a discount or other value in return for their email address.
  • Travel agency:
    • Ask for people’s phone numbers and offer to call them with a great deal.
    • Tell them when they can expect your call, and how long it will last.
    • Ensure that their information will not be passed on to a third party.
    • The sooner you call them, the higher your chances are of converting them into customers.
  • Competition:
    • The higher value the prize has, the higher number of leads you’ll get.
    • Always write how long the competition will run for.
    • Create a sense of urgency.

Best practice

Now that you’ve seen the different types of lead ads you can create, we should have a look at how you use them in the best, most efficient way possible.

There are a number of different things that are important to consider when you create your first lead ad.

To help you out, I’ll give you my very best tips and tricks to creating effective lead ads.

First, you need to consider the content of your lead ads.

The content

If you want people to sign up through your lead ads, you need to give them an incentive. The most effective incentive is to offer your visitors some kind of value.

Tell them why they need to sign up. You might think that your product is awesome and that people will automatically sign up. That won’t happen – You need to tell them exactly what value they will get from signing up or buying your product.

Your lead ad has to stand out not just visually but also with the content. There are so many different ads on Facebook, so you need to ensure that yours stand out from the masses and create targeted offers.

How do you do this?

There are a number of ways you can make your content stand out. First of all, don’t do what everybody else is doing. Then you’ll just be yet another boring ad in the midst of the thousands of other ads.

One thing that we’ve experimented with at Sleeknote is humor. We want our content to be informative and professional, but we also try to make it fun to read. The same goes for our lead ads. Humor is a great way of establishing an informal relationship with your potential customers and subscribers, and it just makes everything more fun.


When you use humor in your ads, you need to ensure that it’s still relevant to your product. Don’t just fire of a lame joke, and expect people to sign up. It only works if it suits your product.

Also, add images. We respond much better to visuals than we do to text. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.

Your visuals should draw attention and support your message. Thus, it’s worth spending a bit more time on these to make sure they are perfect.

You also have to be creative when you create your ads. Create eye-catching images, and write copy that no one would expect. It’s all about being unique, and bold. Most times, it pays off to take a risk.

And if you’re unsure of how your ad will perform, you can always do a split test where you test the bold version vs. a less bold version.


  • Make your content stand out. The keyword here is unique.
  • Add value. Focus on the “what’s in it for me (the customer)” instead of how awesome your business is.
  • Use humor if it suits your audience. It makes the content much more exciting to read.
  • Add images. We process them much faster than text.
  • Be creative. Test different things to see what works.


Retargeting is a highly effective way of targeting your ads to people who have already expressed interest in your site.

With retargeting, you can create customized lead ads for specific user segments from your website. By retargeting people who’ve already been to your site, you can tap into a user segment filled with potential subscribers and customers of high quality.

Wonder how to do it?

On the Sleeknote blog, I would collect all the visitors who entered the blog but didn’t make a conversion. I would then create a lead ad where I would try to convert them into newsletter subscribers by focusing on the value of our newsletter.

An example of such an ad could look like this from WoodWorkers Guild of America.


The focus of this ad is the value of the newsletter, and not the newsletter itself. The value is “woodworking how-to videos, projects & tips every week”. People who’ve already visited their blog are clearly interested in learning more about woodworking, and thus this ad could be what makes them commit and sign up for the newsletter.

It’s very clear in the ad what the value is, how they get it (Join our newsletter) and that it’s completely free. These things combined will help convince viewers to sign up.

You can easily create a similar ad for your e-commerce. Let’s say you run an e-commerce with home decor such as Pottery Barn. You create an audience of people who’ve visited the Christmas decoration page and target them with a specific lead ad.

This lead ad could contain a DIY guide for Christmas decorations. Tell them that they can get this downloadable free guide by signing up for free, and then add a custom CTA button saying “Get the guide”.

It provides great value to the viewers, and all they have to do is confirm their email address by two simple clicks.

Next, I would collect all the visitors who’ve been to our site but didn’t convert into a free trial user. These users would be presented with Facebook lead ads offering free trials. Here, I would focus on the pain they might have, which we can solve with our product.

Here’s an example from Try The World:


Try The World offers boxes of food from different countries. With a subscription, you will receive 7 to 8 delicacies from a new country every month.

Again, it’s super relevant to target this ad to people who’ve visited your website. Why?

They’ve already shown an interest, and you now give them the opportunity to try it for free. That’s a deal I wouldn’t pass up.

When you have a subscription based product, offering a free trial is a solid way of getting more leads. However, once they’ve started your free trial, it’s your responsibility to convince them to upgrade once the trial is over. It won’t always happen automatically.

With e-commerce stores, you can target those visitors who’ve been on your site for a certain amount of time but didn’t convert into anything.

They could easily be interested in your products based on the amount of time they spent on your site, but they weren’t convinced that they should buy something, or even just add something to their cart.

Let’s say you run an e-commerce with outdoor equipment such as Cotswold, and you have a page with videos of how your products can be used, for example, rock climbing. If a visitor has spent a substantial amount of time on this page and watched your videos, you can assume that they are interested but haven’t gotten to the buying process yet.

What do you do then?

Target these visitors on Facebook with an ad showing them another video about rock climbing, or offer them a great discount on rock climbing equipment, in exchange for an email address.

Once you have their email address, you can send them relevant offers about rock climbing, or even ask them if they have other outdoor interests besides rock climbing. Target your offers based on these interest.

In addition to the two above-mentioned retargeting groups, I would collect all the free-trial users who haven’t converted into paying customers and create an ad offering a time-limited discount on our product.


Your discount lead ad could look like this from CoPromote. It offers an 80% discount for people who sign up for their pro account. This is once again an excellent way to target free trial users and convince them to sign up as a paying customer.

To make the offer even more exclusive, CoPromote should have added a time limitation to get people to sign up right away.

For your e-commerce, this group could be abandoning cart visitors. They’ve added items to their cart but left your site without completing their purchase.

An e-commerce such as ASOS could easily target this group of people with Facebook ads containing special discounts or free shipping, pushing them towards completing their purchase.

A completely different but super relevant retargeting group is those who have clicked the CTA button on your ad but haven’t confirmed their information. These people are VERY important to follow up on.

Why is that?

They were clearly interested but weren’t fully convinced. Create an ad with the same context, but a different message. Maybe they would be more interested in signing up for a competition, or maybe social proof is what will make them take the final step.

Try different messages and see which works best. Don’t stop trying.

You can also create a lookalike audience for your ads. You upload your email list to Facebook target groups, and Facebook creates a list of people who are similar to this audience.

These can be based on demography, age, job, etc. and they can be very useful in building your email list and increase sales. It’s an easy way to create an audience, and reach people you may not be able to reach otherwise.

Facebook has created a simple how-to guide for creating a lookalike audience that you can check out here.

These are just a few examples of how you can retarget specific audience segments.

Imagine if free-trial users were presented with a lead ad offering a free trial. It would be a total waste of resources because none of them would start a free trial.


So make sure you target your lead ads to the right audience.


  • With retargeting, you can tap into a user segment filled with potential subscribers and customers of high quality.
  • Target all the visitors who entered your blog or a specific product page, but didn’t make a conversion.
  • Target all the visitors who’ve been to your site, but didn’t convert into a free trial user or didn’t add anything to their cart.
  • Target all your free-trial users or abandoned cart visitors who haven’t converted into paying customers.
  • Target those who have clicked the CTA button on your ad, but haven’t confirmed their information.
  • Create a lookalike audience for your ads.

Context card

What is a context card?

The context card in your lead ad is an area in the popup where you can add an image and some text. This is where you create a context in which viewers sign up. It’s what ultimately convinces them to confirm their information and give you access to it in order to receive your offer.

Here’s an example from 3Q Digital’s Facebook lead ad:


What should this card contain?

Focus on the questions that people might have. Imagine that you’ve put an item into your basket in an online store. This just shows that you’re interested in buying the product. There’s still a huge barrier between this step in the buying process and the actual purchase.

This barrier is what makes potential customers abandon their cart and not complete their purchase. The barrier is different from person to person, and what prevents one person from buying might not prevent another person from doing so.

Think about your products and what questions people could potentially have about the product that could prevent them from buying it. Is it a complicated product to use? Is it an expensive product? What will they do with my information? Etc.

Likewise, if you want them to sign up for your newsletter and offer them a discount in return, you should also consider this barrier. When will they receive the discount? How will they receive it? How many emails will they get? Will they be signed up multiple places? Etc.

All these questions and more need to be addressed beforehand, so your potential customers and subscribers don’t need to ask them and doubt whether or not they should sign up or buy.

Also, include a supporting image that is relevant to the context. You can also do bullets, which makes the text easier and faster to read.

3Q Digital found that there are mixed results when it comes to these context cards. Sometimes it improves their CTR and other times they didn’t have any effect. However, you should definitely try it out to see if your audience appreciates them.

Again, be creative and remove the barrier. This step is equally important on both your website, your Facebook lead ads, as well as for any other type of advertising or lead generation methods you might be using.


  • Create a context in which people sign up.
  • Focus on the questions that people might have.
  • Help them overcome the barrier.
  • If the offer is a product: Think about your products and what questions people could potentially have about the product that could prevent them from buying it.
  • If the offer is your newsletter: Think about the questions people might have in this regard.
  • Include a supporting image that is relevant to the context.
  • Write bullets to make it faster and easier to read.


When Facebook initially developed lead ads, it was developed for mobile use only to make it easier for mobile users to sign up with a simple click or two.

After a while, they decided to launch lead ads on desktop version as well, which has proven very successful.

So what’s my point?

In short, you need to ensure that your lead ads are mobile friendly. Keep in mind that a mobile screen is much smaller than a computer screen and users shouldn’t need to scroll in your lead ad to read all the content.

Thus, you should never write too much text, and it should be clear and concise.


The optimum would be to create two separate lead ads – one for mobile and one for desktop. Then you’ll ensure a much better user experience on both devices and a higher conversion rate.

Tell them what to do

Some people need to be told what to do. It’s not always so simple to place an ad and have people click on it without telling them to do it.

Here’s how.

Guide your viewers to the right decision. They might not know what a lead ad is and how it works. Tell them what is required of them and convince them to make that decision. Some might click the ad and think that they’ve completed the signup, which wouldn’t give you any value.  

You can write “Click below and confirm your information”. Simple as that. You don’t have to create a lengthy how-to guide. Just tell them with a simple sentence, so they know what to do and what to expect.

This brings me to the CTA button. In Facebook’s power editor, you have the possibility to create a custom CTA button.

Your CTA should, as with the message, tell viewers exactly what they get when they click the button. If your offer is a discount, you write “Get discount”. If you ask people to give you their phone number so you can call them with an offer, you write “Call me”.

Don’t write “Sign up”. People don’t sign up for your newsletter; they sign up for the value. Focus on that value in your CTA.  

In our experience with opt-in forms and thus CTA’s, we have learned that creative and custom CTAs convert at a much higher percentage than the standard “Sign up” CTA. So I can’t stress enough how important it is to focus on the value in every element of your ad.


  • Tell viewers what they should do.
  • Guide them to make the right decision.
  • Customize your CTA to match your offer.
  • Focus on the value of your offer.
  • DON’T write “Sign up”.

Discovery why Campaign Monitor and 900+ businesses are using Sleeknote to turn more visitors into customers (the reason might surprise you). Learn more

Response time

Your response time is super important when it comes to getting value from your leads. It’s basically what shows them that you care about them.

Statistics show that companies who contact a lead within 5 minutes have a 100 times greater chance of having a successful conversation with that lead than companies who contact a lead 30 minutes after the lead was submitted.

Thus, it surprised me a whole lot when the same study revealed that out of the 29 B2C and 13 B2B companies that were part of the study:

  • Only 37% responded to their leads within an hour.
  • 16% responded within one to 24 hours.
  • 24% took more than 24 hours.
  • 23% of the companies never responded at all.

These numbers prove how crucial response time is when it comes to converting your leads into customers. Your leads go cold super fast because they lose interest or go elsewhere to buy.

If your response time is too long, you need to consider hiring more people, as lost leads equal lost potential revenue.

The same goes for your email leads. Send them a welcome email right after they’ve signed up. BlueHornet conducted a study that shows that 74.4% of consumers expect a welcome email when they subscribe.  

They will be expecting a welcome email from you, and even more so if you’ve offered them a discount to be sent by email.

Subscribers need to be able to use the discount code immediately as they too will lose interest or buy elsewhere if you wait too long. Moreover, welcome emails have 320% more revenue per email than other promotional emails.


  • Response time is VERY important.
  • Leads go cold super fast, so reach them while they’re still warm.
  • If you offer to call them – call them immediately.
  • If you offer a discount code, eBook, etc. – send it immediately.
  • Send a welcome email and tell them what to expect.


Testing is imperative in almost any marketing process. Facebook’s power editor also enables you to do split tests.

Split tests are awesome because you can test two different options to see which option performs best.

So what should you test?

You can test whether or not it makes sense to tell viewers what you’ll be asking for in the popup. For example, “Click below, we’ll only ask for your name and email”.

This way you prepare visitors for what happens next, and they might be more inclined to click the button.

It’s important that you test these small things to ensure only your best ads make it to a user’s newsfeed.

Moreover, you should test the timing of your ads. Do they convert better during the day, or at night time? We’ve experienced that lead ads work best at night, because people are more in “browser mode” at night, making them more inclined to convert at this time.


However, you should always test your ads to see if the same applies. You might get a different result based on your audience and target group.


  • Test, test, test. The more you test, the wiser you’ll be.
  • Test different options to see which perform best.
  • Test message, image, audience, daytime vs. nighttime, etc.

Use email flows

Once people have signed up through your lead ad, you need to think about the next step. How will you convert them into paying customers?

My recommendation is to have them enter an email drip flow. Here’s what our drip flow for new subscribers looks like.


As you can see, we start out by welcoming them to our “family” and tell them what to expect from our emails.

We then have a flow where they get value two times, and then we tell them what their pain is. Email no. 5 is our action email. We tell them how our product can help them solve their pain, and convince them to try it out. If that doesn’t work, they get another pain email, and then we offer value to them three times before we highlight their pain again. Lastly, we have another action email, where we try to solve their pain and offer them an exclusive deal.

The main purpose of a flow like this is to offer value to the subscribers, while still trying to convince them to try your product.

If subscribers convert while they’re in this flow, let’s say they start a free trial, buy something, etc. they need to be removed from this flow immediately.

But then what happens to them?

Here it would be optimum to have them enter a new flow, based on what the next step in your customer retention process is. Don’t just let them stay subscribers. That would be a waste of money. You’ve paid a certain amount to get them this far, so make sure you try and convert them into customers, so you’ll get your money’s worth.

Facebook retargeting

You can also use your new signups in a retargeting flow on Facebook.

Facebook doesn’t have a retargeting flow feature, but you can still set it up manually.

How would you go about that?

Let’s say you want to target all the visitors who have visited your sneaker page (to use an existing example).

You can then create an audience including the people who visited that page within the last 1-4 days. You then create an audience of those who visited the page within the last 5-8 days, 9-12 days, 13-16 days, and so on. You get the drift.


In this example from John Loomer’s website, he has set up a retargeting flow based on people who’ve subscribed to his service. Instead of writing “Opt-in registration”, my example would be “Visited sneaker page”.

I would recommend continuing up to 80 days, and then create and test all kinds of different content and messages for the post.

You can try with videos, slideshows, podcasts, discounts, competitions, and much more. Let your imagination run wild.

You can also try using something they’ve already seen on your website. If you have a video on your targeted page with you telling people how great your sneakers are, you can include that video in your first ad in the flow, to create associations to their previous visit. It’s something familiar that can help catch their interest.

I won’t go into details of how you create your retargeting flow because John Loomer has done that perfectly already. You can read his how-to guide here.

Need some inspiration?

Uncovering inspiration for Facebook Lead Ads is a time-consuming activity (I should know—this post took 16+ hours to research).

To save you time, I’ve included a swipe file with 50 of my favorite Facebook Lead Ads so you can begin capturing and converting more leads (#7 is my favorite).


Free Downloadable Bonus: Get access to our personal swipe file of high-converting Facebook Lead Ads and start capturing more high-quality leads today.

Wrap up

Phew, that was it from our list building blog this week. Hope you had a coffee break or two while reading (at least I did).

I know there are a lot of things to consider when creating your lead ads, and it might seem overwhelming at first, but once you’ve created your first lead ad, the second will be much easier.

There are so many different possibilities with Facebook lead ads that it would be a shame not to explore at least a few of them.

You can create ads with competitions, discounts, videos, checklists, etc. Test what works best for your audience and your business, and you’ll quickly see an increase in new leads and customers.

I hope this post has helped shed light on these possibilities and that you’re ready to try it out.

With this said, you shouldn’t forget to convert your website visitors as well. It’s still the best way to collect the most relevant leads for your site.

Do you have any questions or have you already explored the world of Facebook lead ads? What were your experiences, and what have you learned? Fire away in the comments below, and let’s learn from each other.

Rikke Thomsen
Rikke is Head of Email Marketing here at Sleeknote. Her expertise lies within copywriting, content marketing, and email marketing. When she’s not busy wearing down the keys on her keyboard, she loves getting creative in the kitchen, binging on Netflix series, and skiing in the Alps.

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  1. Facebook lead ads is a tool every marketer should use. The fact that you’re able to generate leads without taking users away from Facebook makes it much easier to get new leads, especially on mobile devices.

    Thank you for this epic guide and the 50 examples. It’s always a great idea to get inspired by other marketers work.

  2. Facebook lead ads is the most exciting and disruptive release from Facebook that I’ve seen for a long time.

    As a small business you don’t always have the ressources (and time) to create a landing page that convert visitors. For that reason, Facebook lead ads is a must-use tool for small business owners.

  3. We love lead ads, it’s made it so much easier to acquire leads at scale! Rather than download the leads manually, we pipe leads directly into our clients CRM’s using Driftrock – which when you’re delivering high volumes of leads, is a complete necessity.

    Sometimes we have found with lead ads that you need to add in a couple of additional pre-qualifier questions into the lead form, just to ensure that you are getting quality leads.

  4. Great read, thanks for mentioning in here 🙂

  5. Great read. The quality of leads when targeting through custom audiences and excluding already existing subscribers are pretty amazing. My experience is that the price per lead is quite steep though. Anyone else have thoughts on the price per lead compared to other ways of getting those subs?

  6. In the section named… Need some inspiration, the animation is very annoying?

    I’d think strongly about changing it.

    Just one man’s opinion,


  7. Rikke Thomsen

    Thanks for your input Dave.

  8. How would you go about creating a LLA for lead ads? I can’t seem to find that option!

  9. Love it!

    • Sam Thomas Davies

      Thanks, Alexander 🙂

  10. This is Great. I’m going to print this off and commit to memory. Interesting though that in the examples all had a CTA button “sign up’ where as you recommend to link the CTA to the value. I will split test a CTA I think.

  11. Rikke Thomsen

    Hi Neil,

    Thanks for commenting.

    I agree. The CTA button should always include the value of the offer. The reason they’re all “Sign Up” in the post, is that Facebook doesn’t allow for customization of the button. You can only choose from a drop-down menu of preset button texts such as Download, Sign Up, Contact Us, and so on.

    We’re hoping this will change soon.

  12. I’ve been testing lead ads for a little while now and I’ve noticed that I’m getting like 5 clicks a day but only 1 sign up. I’m thinking I need to change my context card with some of the thing s you mentioned. I had a question though, you say not to say Sign up, just focus on the thing they are getting. In my case I’m a musician and I’m giving away a free music download. But dont I still have to tell them they are also signing up for my email list?


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