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One of the major pains of who does Inbound Marketing is generating Leads . According to our methodology the growth machine , the creation of new acquisition channels is one of the success milestones of Phase 3, Automation and Scale. In this context, you can benefit a lot Lead Ads Facebook.

In this post you will see:

  • What is the Ads Lead;
  • Advantages and disadvantages;
  • Step by step how to create a Lead ads (including a simple and efficient hack);
  • How to export the converted Leads;
  • How to scale these campaigns integrating with RD Station ;
  • Finally, we will show how to make the Leads generated in advance funnel with a personalized retargeting.

What is Lead Ads

Lead Ads is a feature of Facebook Ads to generate Leads with paid media without the user impacted by the announcement to leave the social network, facilitating their conversion and your user experience.

In a traditional campaign Lead generation, an ad is created (whether desktop or mobile) and, when impacted, the user clicks the banner and is directed to a Landing Page out of Facebook which fills information in exchange for a product or service.

Lead Ads, when the user clicks on the ad, you will see a form that comes pre-populated with your public Facebook information such as name and email, within the platform for the user to convert in a few clicks.

It is a feature that greatly facilitates the mobile conversions where typing is less friendly than in desktop, greatly improving the Lead experience with your company.

We can list some advantages and disadvantages of the Lead Ads in relation to Leadgen campaigns Landing Pages.


  • Exact figures on Facebook reports: campaigns in which you choose as goal conversions on the website , even with the pixels and installed on your Landing Page and your thank you page, the ad manager, the number in the column results hardly slams the number of emails collected by your Landing Page. In the case of Lead Ads, the number of results will be exactly the amount of Leads that are in the Facebook database.
  • Improved customer usability: with the Lead Ads you allow the conversion of potential customers in a much more friendly way, with fewer clicks required and pre – populated fields, without leaving the context of the social network where it is sailing.
  • Custom fields: as well as the Landing Pages, you can place custom fields that go beyond the name and email. There are already different fields, but you can create fields of your way.
  • Integrations with other software: through the Facebook APIs you can create integrations with RD Station, for example.


  • Custom fields limited: although the custom fields are an advantage, however the limit is a disadvantage. In most materials hopper bottom is common to have more fields, and you can not have more than three fields in the Lead Ads.
  • Limitation in ad design: to contextualize the user of your ad there is a connection card , an optional window prior to the form, to describe the offer. This card has little design flexibility and visual composition.
  • Only news feed: in the choice of placements for your ads, the only possibility is in news feed on desktop and mobile. You can not on the right side.
  • Saved editing forms: one of the major complaints of those who create Lead Ads is the inability to edit the form then saved. If you want to change it, the only way is to duplicate and edit the duplicate.

Creating a campaign of Lead Ads

First of all: Privacy Policy

To create a campaign with ads Lead, it is first necessary to have a privacy policy page in accordance with the terms of Facebook to make it available in the ad.

If you have not already, check out the post Why is it important and how to put together a privacy policy for your site .

Creating campaign

With the privacy policy page in hand, we in fact the creation of the campaign.

To create, click + Create campaigns in the upper left corner in the Power Editor. Give a name to your campaign , and select the goal Generation entries .


Setting the set of ad

Usually create the set of ad. Just pay attention to the optimization for ad serving.

Aiming to Generation entries , you have the following options: Leads and click on the link .

In our campaigns optimization for Lead put, it is what we really want.

Creating the Form

In the ad creation will field the Registration Form . We can use an existing or create a new one.

To create a new click Create new account form .


You have the option to effectively create or duplicate an existing form and edit it. To create just move forward.

Give a name to your form and choose Portuguese as a language.

In the advanced options it is important to arrange the option Edit field IDs to do a pairing of fields in an eventual integration with RD Station or any CRM.


By clicking Next you have the option to create a context Card . This card is to inform the user more information about the product or service offered.

In it you can put a title of your ad, an explanatory image and text. A legal point at this stage is to think of CTA test buttons, pictures etc. Ie this is one of the moments of mess with Conversion Optimization (CRO) of your campaign.

To move forward, it’s time to create the form. The name and email have been marked by default , and here comes our great hack: leave the email an open field . But why?

Why leave open the email field in Lead Ads: an experiment that RD did

If we ask for people if they often use the Facebook account email, most of the answer will be no .

In addition to this poll, the strongest argument comes from our numbers. In July, when we used email as a pre-filled field, the return rate of our main Campaign Ads Lead was 15.97% .Or is, only 15.97% of Leads that converted this campaign in July again convert the same period.

Seeing this number, we raise some possibilities to increase this rate and the strongest hypothesis was that the Lead entered an automation flow with the email that he did not accessed regularly. Consequently, the Lead did not return to our landing pages, making the conversion did not happen.

In August we changed the field previously filled by Facebook for an open field. In September the rate of return reached 24.69%, ie an increase of 54.6% after the change. So we proved our point that the “force” you to fill in an email, he would put a more frequent use, causing accompany our emails of automation flows.

Note that a blank field tends to convert less than a field filled in automatically. So the price of its Lead may increase slightly. The recommended is to test and improve incrementally these ads.


To set up this way uncheck Email the User Information and the first question put mail with the field Replies blank.

Next put other fields. To place a closed field, just put the options as shown below. It is important that these fields are equal to the fields of the RD Station if you want to do an integration.


The next step is to place the link to your privacy policy in the field Link URL .

That done, it’s time pairing fields. At that point it is important that the fields of the RD Station are exactly equal to the fields of the form IDs for the integration to work.

For example, the RD Station, when you click Convert> Custom Fields , you will see the Field name and is the same way you should fill in Form Ad IDs.



Made pair the fields, to advance you must put the link of the thank you page (landing page) of his conversion. Do not confuse with the Landing Page because that way your lead will have to convert twice to have access to your product or service.

Click Next and check the preview of your ad. If everything is right, click Finish form .

Remember that you can not edit it after completion, then perform each step carefully. That done, ready your form!

Exporting information from Leads

For you export the collected Leads the information in your campaign, you have two options.

The first, by the very Power Editor, you can go at the ad level and column Performance> Results , click Leads (Form) . A window will appear as shown below where you can select the time window for export.


The second option is for Business Manager> Page (for which the notice was published)> Publishing Tools (top) .


In the left menu click registration ad forms.


Now just look for the form that you would like to export, click Download, select the period of analysis and download the file.


That way you can import this data to the RD Station periodically, following the pattern of the input CRM data.

Integrating Ads with RD Lead Station

When making a campaign Lead Facebook Ads, you can create an integration for all the Leads generated in the campaign to appear directly in your RD Station Leads Base.

Which forms part?

Because Leads the RD Station must always have e-mail, only the forms Lead Ads that contains the field “email” or “work_email” ( “e-work”) will appear to synchronize with the base Leads RD Station. These fields will be automatically synchronized with the field “email” RD Station.

If your form has two fields ( “email” and “work_email”), only the field “email” will be used as email Lead.

In addition, a Facebook policy, you need to connect a Facebook page for the Administrator account.

Where to start?

To start, you need to connect to your Facebook account, this flow:

Connecting the RD Station to social networking to schedule, publish and follow my posts?

How to integrate a new ad form?

To integrate a new form, you need to combine the fields.

To do this, visit the Integrations Menu:

facebook ads lead - rd station

Choose Lead Facebook Ads:

facebook ads lead - rd station

If you have not connected to your Facebook account, you can see above to start and connect your account.

In some cases, Facebook accounts that were connected to the RD Station for a long time need to be disconnected and reconnected to the Facebook update permissions RD Station.

After that, the following page will appear.

Select the form (ad) you want to sync and click “combine fields”:

facebook ads lead - rd station

Combine the source fields, which come from your ad form, the destination fields, DR Station Leads the base:

facebook ads lead - rd station

Okay, now the Ad Leads Lead Facebook Ads will be written directly to the RD Station! The event will handle the conversion equal to the form’s name.

Why combine the fields?

The combination of fields used for data to be written correctly in the RD Station.

For example, if in your Form Lead Ads you’re asking “What’s your favorite color?” And you would like to record a favorite color information from their Leads, you need to combine the field of Facebook Lead ads to a custom field “Color favorite “in the RD Station.

If, by combining the fields, you do not already have a custom field in RD Station, you can choose “Add New Field” option:

facebook ads lead - rd station

What happens to the Leads who had converted before integration?

If you already have a campaign in progress and choose to integrate it to the RD Station, it is quite likely that this campaign has already generated Leads before integration.

For now, these leads are not imported retroactively and need to be imported manually .

Lead Retargeting Ads

After a certain number of conversions in your campaign Lead Ads, there is the possibility of making public custom of users who interacted with these campaigns.

Simply go to Public and click Create public> Custom Public . In the options of how to create the public choose Involvement on Facebook> Register notice .


So you can choose people who opened their form, people who opened but did not convert and people who converted on your form.

This is an excellent way to make your Lead fill in your funnel, offering a funnel means material for those who converted this material.



The ads Lead has shown a great tool for generating leads to us, particularly for top funnel. The user can convert with fewer clicks, less environment changes and less fields, greatly improving your experience with the company.

The setup of this type of campaign can be more work, but can bring excellent results. And one of my great learning in the use of Lead Ads was the hack to show the creation of the form, which has proved very important for this form of Lead Gen

There are further steps to activation of campaign that can be taken in relation to those generated Leads. And the retargeting of those who converted Leads is an excellent strategy for your Leads advance the funnel.

Finally, one of the things we can not forget, is to have the habit of testing everything new. In other words, do AB testing to compare the generation Leads with Landing Pages with Ads Lead to use it the way that brings more results for your company.

Good work and see you soon!

The  RD station  is integrated with the ads and Lead has a test period. If you want to evaluate it for free,  visit this link .

This post was originally published on January 3, 2017 and revised and updated on 22 June 2017.