Lead generation is the process of building interest in a business’s products or services. On Facebook, you can create campaigns using a lead generation objective, allowing consumers to fill out a form with their contact information (which is pre-populated with the information Facebook keeps on them).
Rationale behind Lead Gen Campaigns:
Making it possible for Facebook users to request access to something without ever having to leave Facebook, or even fill out information, improves the user experience (according to Facebook). A word of warning, because this is so easy to engage with for the average Facebook user, the quality and commitment of leads generated this way can be low. However, response rate will likely be high.
How Facebook chooses the people it shows your Campaigns to:
Previous behavior contributes to Facebook’s choice of who to show your Lead Gen ad to.
Download our full Facebook Ads Cheat Sheet here. Includes complete list of the Campaigns and Audiences.