Dive Brief:

• A few months after rolling out the Lead ad unit, Facebook has made some additions in the form of a context card tile that gives viewers more information about the advertising company.
• The ad units are now available on the desktop as well as mobile versions of Facebook.
• The context card feature is an optional tile that pops up before the user gets to the ad form that allows advertisers to provide more details on what that person is signing up for.

Dive Insight:

Lead ads make it easy for B2C and B2B companies alike to collect lead information, and several months ago Facebook launched its Lead ad unit designed specifically for lead gen and available on its mobile platform.

Facebook added some capabilities in allowing marketers to run Lead ads on the desktop, and including the optional context card to allow marketers to reduce friction in filling out the subsequent registration form. Lead ads have been successful and the social platform has touted Mazda’s success in increasing its leads by five times while reducing cost-per-lead 85% through the ad unit. 

Along with Mazda, Facebook provided additional examples of Lead ads success stories in a blog post, "Vacation discount website, Secret Escapes used lead ads to make it easy for people to sign up for their email list directly from Facebook. Their cost per lead was 52% more efficient than other Facebook advertising, with twice as many sign-ups, and they were able to integrate leads with their CRM provider, Driftrock, to offer a more seamless experience. And fitness company, Peloton used lead ads to drive a 15% increase in leads compared to link ad campaigns, with a 67% lower cost per conversion."