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New options added to Facebook Lead Gen Forms (to improve lead quality)

Meta has recently announced several new features to improve lead gen ad quality, and one of those features is ‘Lead Filtering.’

Lead Filtering is not yet available to everyone, so do check your Ad Account to see if you have this option.

What is Lead Filtering?

Lead filtering allows you to ask a qualifying multiple-choice question on your lead gen form. If a favourable answer is provided, the user will be able to complete the form. If an answer does not suggest a quality lead, you can re-direct the customer elsewhere, such as your website, and they will not be able to submit the form.

One of the main things businesses say to me when discussing Facebook ads, is the quality of the leads via lead generation forms, is not the best.

Now, this could be for numerous reasons, including not having a good ad strategy, your targeting, your messaging etc.

Previously, there were other objectives which would attract higher quality leads, such as website conversions. Website conversions are when people visit your website from your ad and submit your quote/enquiry form. These are expected to be higher quality leads because there is a higher-intend there, the customer has had to complete more actions than they would via a Facebook lead form, to provide their details.

More recently, with the new options now available on Lead Ad forms, we have all been seeing some vast improvements in terms of quality, so I would recommend testing them on your own ad campaigns.

Why use Lead Filtering?

As you know with Facebook ads, you pay for your conversions. If your campaign is optimised for leads, you pay for those leads.

Using Lead Filtering stops you being charged for inadequate quality leads, as well as wasting your time contacting customers who are not ready to buy from you.

The objective of your ad campaigns should not only be to generate leads, but to reduce your overall cost per lead so you get more for your budget. Lead Filtering is a fantastic way to do this, you may get less leads, but the quality is far better. Click here to find out more about reducing your Facebook ad costs.

How to set up a Lead Form using Lead Filtering

First, in Ads Manager, create your campaign using the Lead Gen objective.

Under ‘Ad Set’ level, select instant forms as your lead method.

Once you have built your campaign and are in the ‘Ad’ section, you can create your instant form by clicking ‘create form’

Follow the steps to complete the form as you usually would.

Under Questions, you should see the option below. Toggle the ‘Lead Filtering’ button on and choose Multiple choice questions.

Now, you can start putting together your questions to qualify your leads.

The last step when building your lead form using lead filtering, is to create a message for those customers are a lead, and, for those who are not a lead.

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Examples:

Message for Leads:

Great! We can certainly help you out. One of our team will give you a call as soon as possible to discuss in more details.

Can’t wait? Why not give us a call by clicking ‘Call our Team’ below

**Use call to action button

Message for non-leads

Thanks for your interest.

Based on your answers, you may not be at the stage for our services just yet. Check out our website to see what else we can help you with.

**Use call to action website button

Whether you are running conversions, messages or even lead form campaigns at the moment, I would recommend testing Lead Filtering, to help you improve the quality of your leads (and your time wasted on chancers!) 😉

Need help with your lead forms? Drop me an email here and let’s arrange a chat.