Facebook Lead Generation Ads vs Conversion Ads - Which is Better?

What's better for generating leads on Facebook...

Lead Generation ads or Conversion ads?

Both have their advantages and we're running Facebook lead generation campaigns for some clients and Facebook conversion campaigns for other clients.

And in some circumstances we find it works best to run both lead generation ads and conversion ads.

In this video I show you a Facebook ad account where we have created lead generation ads and conversion ads and run them alongside each other.

The difference in results is significant and I explain why and which option you should choose depending on your priorities.

#facebookleadgenerationads #facebookconversionads #facebookleads

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[BenHeath]

Thanks for watching guys! Let me know what you think and pop any questions you have in the comments :)

[marketingsmartguy]

Hey Ben can you do a video on landing pages. I’ve watched the lead magnet but not every one has a two stop process. Stuff like free consultation or straight buying something online.

[Dante]

Hey Ben. Please give me advice in 2023.
I have 2 options.
1. Run messenger ads with engagement goal to generate leads (at the end I send customer to calendly to book appointment)
2. Run Facebook Form Ads with lead conversion goal. (I can use calendly booked call as conversion event)
What would be better, or any advice on it? Thank you

[ayyazahmad]

Hi Ben! Hope you're doing great! I was just wondering: if one is running one lead campaign and one conversion and there is audience overlap, would they conflict with each other? Ages ago an fb marketing expert told me they wouldn't because each campaign is optimizing for a different goal but ever since i have started a lead campaign, the cost per conversion in the conversion campaign has multiplied by 5 :/

[kazisharminara]

Thank you so much Ben.. Your video is extremely informative. Keep up your good work..

[carloskenney]

Question: Since you mentioned that you recommend trying both lead and conversion optimization on a campaign, can I have the both running at the same time with the same audience? Like will it be delivered on different audience/people? Like will it not fight each other, say it's on AUCTION, both campaigns?

[gregseavers]

Hey Ben, how about Conversions objective > Messenger destination > optimised for leads? I’m in the UK so looking to get similar results to messenger ads pre EU limitations. To be clear when someone opens up the message I have ‘frequently asked questions’ which when clicked trigger the ‘lead’ event via CAPI. Please let me know what you think! Thanks!

[mattlawson]

We actually found that quality increased with lead gen but we did add pre-qualifying questions on the lead form landing page. The main problem our client had was downloading all the leads as they couldn't manage to intergrate with their CRM system

[steveniannelli]

good video ben. if i use conversions and exhaust my audience then will starting a new campaign with lead generation objective open me up to new potential customers that wouldnt otherwise be in the conversions bucket? does facebook put people from the "conversions bucket" into the lead generation one aswell so there will still be overlap?

[elijahb]

Thanks again for the straight forward information as usual! I’ve got another question about setting up campaigns at the ad level or adding in new ads. I tried to word this as best I could... If you have 9:16 aspect ratio creatives meant only for stories, assuming your adset is auto/broad placement, do you put the story creative in one of your ads that contains a different creative meant for feeds, but select to use the specific story creative for stories. Or would you put it in its entirely own ad? Or something else? I’m just trying to figure out the most efficient & effective way to do it. Much appreciated, regardless of whether you see this or not lol. Also, I signed up for the webinar.

[maimoonabukhari]

Thanks Ben. Can you please share what does it cost per lead in $? I want to target specific addresses but also have a minimum budget of $200/month. I tried running an ad in specific counties in USA but only got 1 lead in $10. Also, How can i get quality leads through conversion ad if im providing a service and not selling a product?

[cafeseventysix]

Hi Ben, What do you think about using messaging campaigns instead of lead generation ads?

[digital_social_nasakasa]

Thanks Ben! Does the lead form auto-populate even the phone number and email as well? We are facing issues with the leads that the phone numbers are not correct. Also, the ads are now in the "Learning Limited" phase. After studying a couple of videos and articles it recommends not touching the ads now. What do you suggest?

[chillilover]

Hi Ben, thanks for your response earlier. For leads generation and traffics ads, it seems to me that FB just creates a seperate ad from your IG post? That means that the likes would not be transfered down to the post? Am I right with the statement above? Thanks!

[joanp]

Hi Ben! Can I run both conversion ad and lead generation ad together? To test which one will perform better. And then turn off the one that is not performing well. Thank you in advance!

[salescore]

Hello Ben what if it's a low ticket product if let's $2-3 do u recommend using conversions campaign objective or traffic?

[goodnews]

Thanks for the awesome video, Ben!

One question:

1) How does the sales team/receptionists get notified that a new lead came in? Is there a software you use..?..

[jennicaaang]

Hi Ben I'm from Philippines I would like to ask if I get the result for both lead gen ads and conversion leads. If I'm going to use it as CA should I create this separately or can I combine both result then create just one CA? Thank you 😊

[joanannikavellsted]

Got my question answered within 40 seconds! :-D

[tardepralhad]

Thanks Mate. Really helpful. Do you have a advance pro course for Facebook Ads?