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4 Strategies to Increase Facebook Lead Ad Quality


Facebook Lead Ads are becoming an increasingly common tool for lead gen advertisers. They might take a bit of work to set up, but can yield great results by providing a good user experience for your potential customers.

So what are we to do?. If you’re confident your target audience is dialed in, then it’s time to look at the form itself.

What are you asking the user to do? Are you even asking them to do anything?

It seems silly, but the ease with which someone can convert on a lead gen form is both a blessing and a curse.

In theory, a person in our target audience could convert after just three clicks:

  • Click the ad in the news-feed.
  • Click Next after their information auto-fills in the questions.
  • Then Submit on the privacy policy page.

To improve lead quality, we have to make the user think. At least a little bit.

Our goal is to take this very easy conversion action and make it just a little bit tougher. In so doing, we can improve the quality of leads coming from these campaigns.

Here are four strategies to employ to ensure you’re driving the highest quality leads you can through lead gen ads.

1. Choose the Higher Intent Form Type

The first setting you’re asked when creating a lead gen form is the Form Type.

For this, there are two options:

  • More Volume.
  • Higher Intent.
 Choose the Higher Intent Form Type

Choosing the Higher Intent form type means there will be a review screen with the answers the person has entered after they’ve read the privacy policy, just before they hit submit and view the thank you screen.

Choose the Higher Intent Form Type

But even better, those who actually do want to work with you in some capacity should be the ones who read the info and confidently hit Submit.

2. Use Intro Copy to Qualify Users

The Intro section of Lead Gen forms is optional, but I highly suggest you use it.

This area consists of two sections of customize-able text – a headline and a written description – and gives you the opportunity to tell our audience who exactly you want to work with, and more subtly, who you don’t.

Facebook lead ads

The description text can be either in Paragraph or Bullets layout.

Use Intro Copy to Qualify Users

If you’re only wanting to work with Fortune 500 companies, or people with 15+ years left on their mortgages, or someone looking for graduate school programs vs. under grad, this is the place to make that known.

Lay out why your company is great and who you’re the right fit to work with.

If someone doesn’t fit in that space, they’ll read this section and self select themselves out by not continuing with the form – giving your sales team one less low-quality lead to follow up with.

3. Use Custom Questions

In the Questions portion of the form builder, you can choose from two high-level categories:

  • Prefill.
  • Custom Questions.

The Prefill is somewhat self-explanatory. If the person has that info as part of their profile, Facebook will automatically add it to the form.

These questions are the standards:

  • Name.
  • Email.
  • Phone.
  • Etc.
Use Custom Questions

What we really want at the end of the day is for our potential lead to click more than three times and think a little bit.

Enter Custom Questions.

There are four types, but the most common I suggest to get started with are short answer and multiple choice – which are both exactly what you would expect.

For short answer, you write a prompt and there will be a blank field where your prospect can type their answer.

Use Custom Questions

For multiple choice, you write the question prompt and provide the available answers that will populate in a drop-down.

Enter Custom Questions.

Be sure to write them in the order you want them to appear, top to bottom, otherwise, they could get out of order and look a little goofy.

Some Prefill questions can accomplish the same goal. If a person does not have that information in their profile, then they’ll have to type in the answer manually.

The only difference is you’re betting that the user hasn’t included that info in their profile. I prefer Custom questions because you know the user has to engage.

4. Ask Questions That Aren’t Required

In direct contradiction to Facebook’s suggestions, I think you should ask a few questions that can help ensure someone is serious about working with you and weed out lower quality leads even if it’s not exactly “required” information.

The Custom questions are a great place to lengthen the form in a strategic way. I particularly like multiple choice and short answer. They take very little time to set up but require the same amount of effort from the user to fill them out.


Facebook lead gen forms make it easy for a prospect to convert, but sometimes that is a detriment to our lead quality.

Use the settings, text fields, and customize-able questions to your advantage. Make sure your potential lead has to think at least a little before filling out the form.

Your sales team will thank you.

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