Meta has recently updated its lead generation guidelines, providing marketers with a suite of advanced practices to enhance the effectiveness of their campaigns on its platforms.

These recommendations leverage the latest in AI technology and strategic integrations to optimise both targeting and customer engagement.

Let’s explore these practices and understand the tools and strategies businesses can employ.

Utilisation of Instant Forms

To begin, Meta strongly advocates for the use of Instant Forms to simplify the lead capture process. Instant Forms are pre-populated forms within Meta’s platforms that allow potential customers to submit their information quickly and effortlessly without leaving the platform.

They are designed to auto-fill user information and load rapidly on mobile devices, significantly reducing the friction that can deter potential leads. The simplicity and efficiency of these forms not only enhance the user experience but also improve the quality of the data collected and boost conversion rates, making them a valuable element in any lead generation strategy.

Instant form typically includes four sections:

1. Introduction (optional): Description of your product or service to tell people what they’ll receive in return after submitting the form.
2. Questions: Questions that you want people to answer on your instant form. You’ll have to include at least one question on your form.
3. Privacy policy: A privacy policy is required to run lead ads on Facebook or Instagram, informing people what you will do with their information.
4. Message for leads: Text and call-to-action buttons to encourage people to engage with your business after they submit their information.

The number of screens on your instant form may vary, depending on how much information you include.

You can use additional features in instant forms to help you better understand your potential customers and reach your business goals:

• Custom questions: Allow you to get answers to the questions that are most important to your business or organisation.
• Conditional logic: Creates a dynamic form that varies based on the lead’s answer to your multiple-choice questions.
• Gated content: Allows people to view a PDF, JPEG or PNG directly from your instant form (up to 10 MB, 1080 pixels wide).

Dynamic Instant Forms with Conditional Logic

The integration of conditional logic within Instant Forms allows for a more tailored interaction with users. This feature enables forms to dynamically change and present specific questions or direct users to appropriate landing pages based on their responses in real-time.

This adaptive approach not only increases user engagement but also allows for more effective segmentation and qualification of leads, enhancing the overall conversion rate.

Meta cited a small business customer case study, John Wai Martial Arts, which used instant forms and the conditional logic feature for Facebook and Instagram lead ads last year. A 2023 A/B test in Meta Ads Manager revealed:

• 50% increase in the number of leads converted to a customer when using instant forms and conditional logic feature, compared to lead ads with instant forms alone
• 32% lower cost per lead that converted to a customer when using instant forms and conditional logic feature, compared to lead ads with instant forms alone
• 62% increase in the conversion rate from lead to customer when using instant forms and conditional logic feature, compared to lead ads with instant forms alone

CRM Integration via Conversions API

For lead generation advertisers, Meta’s Conversions API for CRM integration can enable a business to leverage their CRM data to drive performance by creating a direct connection between a business’s marketing data and Meta’s ads delivery systems.

This API allows for the seamless transfer of lead data from Meta’s platforms to a company’s CRM, enabling marketers to track interactions and refine their advertising strategies based on comprehensive data analysis. By creating a direct connection between marketing and sales data, the Conversions API helps businesses personalise their follow-ups and enhance lead nurturing processes.

A recent analysis of instant forms campaigns found those that had a CRM connected to our Conversions API and optimised for conversions leads cut cost per quality lead by 15% and increased those quality lead conversions by 44% on average.

Importance of CRM Integration

A well-integrated CRM system can help businesses manage leads more efficiently, track the conversion process, and tailor marketing strategies based on detailed insights into customer behaviours and preferences.

Meta has facilitated this integration by expanding its roster of business partners, including popular CRM solutions like Hubspot and Zoho, making it easier for businesses of all sizes to leverage their data for improved marketing outcomes.

Advanced AI Targeting with Advantage+ Audience

According to Meta, Ad sets that use Advantage+ audience with instant forms had 8% lower cost-per-lead, on average, compared to ad sets that used the original audience experience, for small business advertisers.

Advantage+ audience is an AI-driven tool developed by Meta to help marketers better target their campaigns. It uses machine learning algorithms to analyse data and identify the best potential audience for specific ads based on past engagement and behavioural patterns.

However, for best results, it’s probably wise to A/B test Advantage+ audience versus your typical audience targeting.

Seasonal Trend Alignment

Finally, Meta recommends aligning marketing campaigns with seasonal trends to capitalise on periods of heightened consumer activity. This strategy is based on observed patterns of increased engagement during times like New Year’s resolutions, spring cleaning, or summer holidays.

In 2023, between April and June there was 19% year on year growth in Meta lead ad submissions.