Meta has started rolling out a big update to lead forms for Facebook ads. Advertisers will have the ability to tell a story by displaying benefits, product imagery, testimonials, and more.
This is the most significant update to Facebook lead ads in years. Let’s go through what is new (see “Final Product”).
I include a video near the bottom that walks through what this looks like when you’re done.
When you create a lead form, you will know that you have this update if you have the “Custom” form type.
If you don’t see it, you don’t have it. Get in line, I guess.
Once you select the Custom form type, the big changes will be found within the Intro section.
You’ll first need to provide a 1200×1750 image and a headline (no more than 38 characters).
Once you upload the image, the form will automatically extract a color scheme. You can’t manually change that scheme, so it will depend on the colors found in the image.
Truthfully, this could be the only way that you use this update and you’d see improvements. The color scheme, for example, will apply to buttons, text, and the form generally throughout.
Next, provide the overview and benefits related to this form…
Build Your Story
You have the option of adding up to four other sections.
Keep in mind that you will need to turn on at least one of these. That’s somewhat unfortunate since you may not have a need for these sections and may just want to turn on the color scheme.
But, you should be able to find a creative way to use one of these. If you had to choose one, the Incentive section is a good place to start.
How it Works
This is the first section you can optionally turn on.
Know that for each of these sections, you will have options for the header. Instead of “How It Works,” for example…
The purpose of this section could be drastically different depending on the header you select. But, you can add multiple steps of text that all include a title and description.
Next, you can highlight your products…
Or it could be your services, courses, and other things…
Regardless, you can provide a 1200×803 image, title, description, and up to three benefits for each item, and it’ll be displayed as a A carousel allows you to display two or more scrollable images or videos in the same ad, with the ability to link each to a different URL. More.
This section highlights what people are saying about your business.
Other options for the section header…
Visually, this is a lot like the Products section. You’ll have an image carousel showcasing what each source is saying.
Finally, what should motivate someone to complete this form?
Provide whatever incentives you can here. This is all textual, and there aren’t any options for the header.
Here is what this section of the form looks like when you’re all done…
Who is This For?
These updates are ideally for a situation where a lead is someone expressing interest in a product. For example, complete this form if you’re interested in buying a car, house, or signing up for a bathroom remodel. The updates allow you to showcase more about your company and products to incentivize the lead.
This may not be ideal for a generic lead that is in exchange for some freebie like an ebook or webinar registration. You could still find ways to make that work, of course.
I also recorded a video about these updates. You can watch it here…
What do you think of these updates? Will you use them?
Let me know in the comments below!