Introduction to lead ads
A lead ad is a specific type of ad with the key objective of growing your subscribers. Lead ads are tied to a Meta instant form. Once you’ve set up the sync from your lead ad to a Klaviyo list, Meta browsers who submit your instant form will automatically flow into your designated Klaviyo list. This way, you can communicate with leads through owned channels, allowing you to nurture them with specific messaging and convert them into customers.
Before we go any further, it’s important to review consent collection reminders, and understand how to compliantly format your disclaimer text and consent language in your lead ad.
Sync your Meta lead ad to a Klaviyo list
Before turning your Meta lead ad live, set up your lead ad to sync to a Klaviyo list so you can capture new subscribers and immediately follow up with them. Watch the video below for step-by-step instructions on how to set this up in Klaviyo.
Lead ad engagement strategies
When crafting your lead ad, design for the end goal: acquiring new subscribers. Below are some design strategies you can implement to create a strong lead ad that snags the attention of Meta browsers.
Offer a strong lead magnet
A lead magnet is a special incentive that you offer users in your lead ad to encourage them to share their contact information and opt in to receiving further messaging from you. Common lead magnets include: e-books, free trial subscriptions, contest entries, samples, etc.
Use your lead magnet to draft a strong call-to-action (CTA) that encourages someone to click the link to fill out your lead ad form. For instance, if your lead magnet is a free trial, your CTA may read “Get started”; whereas if the lead magnet were an e-book, the CTA may read: “Download our e-book” or “Learn more.”
Not sure what CTA will work best? No worries; you can A/B test the copy to find what works best for your audience.
Include an image or video
It's best practice to include a visual element in your ad, such as an image or video. This will help catch a user’s attention as they scroll through social media.
That said, ensure that your graphic is high quality, aligns with your standard brand colors and imagery, and relates to the lead ad directly in order to set proper expectations.
Add exclusivity/urgency
Make your lead ad more appealing by adding a sense of exclusivity to your copy. Write in a way that feels genuine, like you are speaking directly to the user.
The ad should also be action-oriented and include a sense of urgency. For instance, set a deadline for the offer or emphasize that there is a limited supply of the product (e.g., “for one day only,” “24 hour offer,” or “while supplies last”). Without urgency, someone may wait to subscribe and forget to do so altogether.
Simplify your Instant Form
Use pre-filled fields in your Meta Instant Forms to simplify the customer experience after they click into your lead magnet. By doing so, these forms will automatically populate the contact information of the user, such as their name, email address, or phone number.
If you want to ask additional questions in your form, only add those that are absolutely necessary. Avoid short answer questions that require someone to type a lot of open-ended text. Instead, replace them with multiple choice options. That way, someone can become a subscriber in just a few clicks.
The longer it takes someone to complete your form, the more likely they are to abandon it altogether.
Follow through on your promises
There’s nothing worse than a company promising and not delivering on an offer. This leaves a subscriber feeling lied to or misled, and may result in them unsubscribing (or worse, marking your follow-up as spam). Avoid this at all costs by being upfront about your lead magnet from the start.
Be clear about what someone is signing up for in your ad copy and visuals. If you promise something, like an e-book or other virtual resource, follow up immediately with that offer in an automated Klaviyo flow. If you promise a tangible good or service, use a flow to send notifications around when the subscriber can expect to receive it.
People appreciate transparency and honesty in a brand’s communication. Being upfront and honest in your lead ad will make a subscriber more likely to convert and continue to engage with your brand over time.
Target your new subscribers in Klaviyo
Once your new leads are in Klaviyo, don’t stop there. These new subscribers are actively engaging; continue this momentum by targeting them with personalized messages that help nurture and grow these relationships. Use Klaviyo tools to create experiences that keep your new leads excited about your brand.
Create Meta-specific flows
Once someone fills out your lead ad, they’re excited about your business and are expecting to hear from you. Follow up with them in a timely fashion by creating Meta-specific flows that welcome them into your brand community shortly upon submitting the lead ad.
When someone submits a lead ad in Meta, their contact information and a Filled Out Lead Ad event will sync to their Klaviyo profile.
Use this Filled Out Lead Ad event to trigger your flows. You can add a trigger filter to isolate the ad ID, which is the unique identifier for your Meta ad. This is helpful if you’re creating multiple different lead ads, so you can focus your flow content around one specific ad.
For example, create a designated Meta welcome flow (as shown in the example below). If you promised an incentive in your lead ad, here is where you can deliver it.
If you create a designated Meta welcome flow, make sure to filter those lead ad subscribers out of your main welcome flow, so that they don’t receive duplicate messages from your brand.
Note that it is best practice to test your flow functionality before setting it live. To do so, submit the lead ad yourself with a test email or phone number and confirm that your flow is working as expected.
Segment your Meta audiences
You can also use the Filled Out Lead Ad event to segment your audience. In the segment builder, select What someone has done > Filled Out Lead Ad and filter as needed. Then, target this group with unique messaging with campaigns and sign-up forms.
For example, say you’re launching a new product that relates to the incentive you offered in your lead ad. Hone in on a segment of profiles who filled out that exact ad, using the ID of your ad campaign; then, send a new product announcement their way.
Personalize your messages
You can also personalize your messages with information that directly relates to your ad or the individual subscriber. Use profile properties and dynamic variables (e.g., first name, characteristics about them, past behavior or interests, etc.) to make your messages more engaging.
If a subscriber’s name is Ashley and their perfect makeup palette (which they found through your lead ad) includes light pink colors, use that knowledge to your advantage. Follow up in subsequent messages with this information, so that the content resonates with them.
You can even show or hide dynamic content blocks within Klaviyo’s template editor. This allows you to promote a specific topic to your lead ad subscriber, while hiding the content from any other email recipients that it will not apply to.