How does lead generation work easily

How do leads ads work? - Easily explained

How do lead ads work? A question that many marketing managers * ask themselves when starting out in B2B performance marketing. In the following, we explain what lead ads are and why you should use this function for your lead generation.

What are lead ads?

Lead Ads offer many advantages and can be placed on social media platforms such as Facebook and LinkedIn and, since the end of 2019, also in Google Ads in order to generate contact requests. While previously leads could only be generated by visiting the company's website including a contact form, forms with this special advertising format can now be integrated directly into the advertisements and the respective platforms. They enable you to record lead data quickly and directly.

As soon as a person clicks on the lead ads, a form opens which asks for user-defined information (e.g. email address). Depending on the setting, a thank you page can then also be displayed on Facebook, for example.

The specialty with Facebook or LinkedIn: The displayed form is automatically filled in based on the information shared. For example, the e-mail address via which the user is registered on Facebook appears automatically in the "E-mail address" form field and saves the user from having to fill it in manually. For users of mobile devices in particular, filling out forms is often cumbersome and is a real relief thanks to the AutoFill. Another advantage: incorrect information can be reduced and you have a qualified database that you can work with later. How exactly do lead ads work on the two platforms? We will explain this to you in the following.

How do lead ads work?

  1. Identify your B2B target group

You should think about your target group in detail beforehand. Otherwise your ad will unfortunately come to nothing, as it will be shown to users for whom the content is not relevant or for whom they do not feel addressed by it. In all likelihood, you will not fill out the lead ad form or even respond to your ad. Your B2B target group can be narrowed down very well on the basis of various selection criteria that the advertising platform provides (e.g. job on Facebook) or that are based on your own data (see Custom Audience above).


  1. How do lead ads work: Think about the added value that you can offer through your lead ads

Before you place a lead ad, it should be clear what goal you want to pursue with it. Should users register for further information or newsletters or do they receive certain content, such as e-books or white papers, in return for entering their data? The advertisement should clearly state what the prospect is registering for and what he will receive from you in return.

Our tip on how do lead ads work: A successful lead ad must convince the user in the news feed or on the search results page. He should be able to recognize the core message immediately and be convinced by it.

  1. Define the balance between quality and volume

One of the principles when it comes to how do lead ads work and, as already mentioned in the first point, it is not always about the sheer mass of leads. Rather, a balance between volume and quality is the decisive success factor.

A large number of leads without relevant background information may seem promising at first glance, but - at the latest when they are handed over to sales - they can turn out to be unusable if important information is missing or incorrect information has been provided.

However, if your focus is exclusively on the qualitative aspect and you ask too much information in the form, the number of incoming potential interested parties is greatly minimized and you may lose new contacts.

Our tip on how do lead ads work: Install only a few necessary hurdles at the beginning, also to increase the user's feeling of security.

Specifically, this means only adding very important form fields to your lead ad at the beginning. Gradually, you can then readjust and test whether the traffic remains the same with more form fields or whether there are more aborts, for example. In this way you can slowly feel your way and get a good sense of what you can “expect” of your target group and how much information is necessary for you in order to be able to continue working with it later.

  1. Test your lead ads with A / B testing

With this method, two parallel lead ads with different text or image content are activated. With the help of interactions and interaction rates, you can then compare these with one another and analyze what the preferences of your target group are. You will be able to use the conclusions you draw from this in the long term when planning your lead ads.

Our tip on the subject of "How do lead ads work": Alternate regularly with different content pieces (e.g. Whitepaper A and Whitepaper B) and also switch them in parallel. Long-term testing and analysis will pay off.

  1. Automation through tools and rules

Thanks to lead ads, contact inquiries can be generated very efficiently and in a target-oriented manner, but a large number of campaigns also require tool-based support. It also takes numerous tests to find the ads that work really well. Automation tools such as e.g. provide a remedy here in order to enable efficient scaling. For example, you have the option of automated ad creation, the automation of repetitive tasks or campaign optimization using defined rules. With the help of you can, for example, define rules for sending e-mails so that the appropriate e-mail content is automatically sent based on the respective user behavior.

You can find more information on how lead ads work on Facebook in our whitepaper.