1. You don’t need to have a website.

A landing page is created once you fill up your questions on a template ready made for you. No need for a domain or a web developer. Just make a few questions and your ad is ready to run.

You don’t need to build a new website to get new customers.

2. Only “interested” people will leave their information.

The most popular reason to use a lead generation ad is to collect potential customers’ data. On a lead generation ad, only people who want to be contacted leave their contact, so they are more likely to convert into sales when you contact them. This way, you can maximise the number of leads with a small budget.

Get qualified new sales leads.

3. You can collect customers’ data quickly and easily.

Forget about CPC, CTR and other difficult terms. Lead generation ads give you the information in the plainest and simplest form and you can store it, so you can find out about your potential customers much more quickly.

Even if they don’t plan to purchase yet, their contact information remains an important asset for your business so you can contact them later.

The difference between a lead generation and conversion ad largely depends on where you are in your marketing funnel and the buyer’s journey, so it is important to understand how each is unique. 

Lead Generation Ads

Lead generation ads are a ‘first contact’ type that directs the reader to a form. Once they fill out the form, you retrieve the information and use it to contact the lead. Marketers use this type of ad in the earliest stages of your marketing funnel or the buyer’s journey.

Conversion Ads

A conversion ad is a “next steps’ ad that motivates leads to take action on either the same platform or a different platform. You control where the lead goes and what actions they take once they reach the desired destination. Therefore, a conversion ad typically follows a lead generation ad.

Example:

You create a form (i.e., lead generation ad) that pops up on Facebook and reaches the target audience. They fill out the form, and you collect the information. You then upload the information to wherever you need it. You do this manually or through automation (CRM). 

You create a different type of ad on Facebook that directs people off of Facebook to a website or landing page for a special offer (conversion ad). You control the page they’re going to and can add additional information to that page, such as directing them to check their email, thanking them for signing up, and providing them with a confirmation after they sign up.

Why Use Lead Generation Ads

There are ways in which lead generation ads can help your digital marketing strategy.

You Get More Qualified Leads

Online forms are one of the best ways to separate qualified leads from unqualified leads. After all, only a person genuinely interested in your service or product will fill out a form. With lead generation, you’re taking a highly targeted approach to content creation. Ads improve the quality of your leads, which increases conversions and sales.

You Gather Valuable Contact Information

When a person fills out a contact form, they’re literally saying, “Please call or message me.” A contact form is a far more efficient and affordable method for making a first contact than, say, cold calling or cold messaging. 

You Can Engage Potential Customers Through Lead Nurturing

Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel. It is especially important in the earliest stages when converting a potential lead into a customer or keeping a new customer. Lead generation ads are perfect for engaging potential or new customers.