Meta introduces new lead gen ad tools ahead of the holiday push

Meta, which sees over 600 million conversations between people and businesses daily, recently introduced new lead gen ad tools, CRM partnerships, and AI-powered features in order to help advertisers grow quality leads, ahead of the holiday season. 

First off, Meta aims to assist brands in leveraging the increasing use of direct messages (DMs), particularly on WhatsApp, by extending its lead objective to encompass Facebook and Instagram ads that prompt the start of a WhatsApp chat. Additionally, certain advertisers will have the option to incorporate a question-and-answer (Q&A) flow in Ads Manager.

Furthermore, advertisers opting to interact with users through click-to-message ads on Instagram Direct now have the ability to provide individuals with a coupon upon completing the question-and-answer flow. These discounts can be redeemed on their subsequent purchase or service.

Meta is also testing an instant form ad format, enabling individuals to explore, assess, and choose multiple businesses simultaneously for submitting information. “Imagine seeing an ad to sign up for a bridal hair trial. Once a person fills out the form, they are given the option to share their contact information to other businesses, for example a nail salon, that may also be relevant,” Meta said in a blog post announcing the new ad tools. 

Meta is also testing the option for businesses to initiate calls through Facebook, allowing them to present their business details, including logos and names.

Meta is also currently conducting trials on full campaign automation for lead generation campaigns, utilizing the capabilities of Meta Advantage. Advertisers focused on lead generation can effortlessly implement AI across various campaign components simultaneously, including targeting, creative elements, placements, and budget. This not only enhances performance but also streamlines the process, resulting in time and cost savings. Additionally, the company is exploring methods to alleviate the workload for advertisers by generating instant forms for Facebook using content directly extracted from their existing website.

Meta has also unveiled HubSpot as its latest CRM integration partner, offering a streamlined setup process with just a simple click-through. Additionally, the company has simplified its CRM integration with Zapier.

“Integrating a CRM with the Conversions API, and using the conversion leads performance goal to optimize for lead quality, can boost campaign performance and help a business reach leads more likely to convert. In a recent study, ads that used this campaign setup saw an average 16% reduction in cost per quality lead and 21% increase in rate of converting a lead to a quality lead, compared to ads using the leads performance goal.^”