Lead ads are quickly becoming one of the most powerful strategies a business can use to generate leads on Facebook.
Now, Facebook lead ads have even more power behind them. Why? Because Facebook just rolled out the higher intent lead optimization feature for lead ads.
When it comes to lead generation, it can be difficult to find the balance between lead volume and lead quality. In many cases, you can have a high lead volume but you sacrifice quality, or you can get lower volume leads that have a higher quality.
By default, Facebook lead ads optimize for volume so that the Facebook algorithm can optimize.
Now you have the option to choose if you want to optimize your lead ads for volume or if you want to optimize for lead quality. If you choose to optimize for higher quality, customers who engage with your lead form will experience a review step that prompts them to ensure they are ready to be contacted and are fully aware that the information they have provided is correct.
The goal and purpose of this change is to help your business generate more intentional leads who have a higher chance of being ready to buy your products and services. This will help your sales team to spend their time contacting higher quality leads who have more intent.
How do you know which one you should use?
If you are primarily interested in volume and lower cost per lead, as in the case where you are building your email list, then you should continue to use the default lead form that is optimized for higher volume.
If you are trying to improve the lead quality, like in the case where you have a salesperson following up by phone, then you may consider testing the higher intent lead form to see if you or your team can convert more of your leads into sales. Before doing this, you should have a baseline of your closing percentages specifically from your Facebook ads.
How does it work?
To optimize your lead ads for higher intent follow these two steps after creating your lead ad campaign:
Step 1 – Click the “higher intent” option under the content tab of your lead form
Once you have previewed the form, connected it to your CRM and tested it, your campaign is ready to go live.
What can you expect?
Because these prospects are confirming their contact information before sending them through you will likely see your cost per lead go up.
You will want to be sure you can still budget your ad spend to be able to get at least 20 to 25 leads from your lead form each week so the campaign can be optimized.