Instagram Lead Ads: How to Generate More Leads for Your Business

By Cepy 8/06/2023 Post a Comment

Hi everyone,

If you're looking for a way to grow your email list, generate more leads, or increase your sales, you might want to consider using Instagram lead ads.

Instagram lead ads are a type of advertising format on the Instagram platform that allows businesses to collect valuable information from prospects without pushing them off the Instagram platform. From email addresses to phone numbers to birthdates to job titles, Instagram lead ads can help you get the information you need from your target audience.

In this article, we'll show you how to create and manage your Instagram lead ads, as well as share some best practices and tips to optimize your results. Let's get started!

What are the benefits of Instagram lead ads?

Instagram lead ads have several advantages over other types of ads, such as:

They are mobile-friendly. Since most Instagram users access the app on their mobile devices, Instagram lead ads are designed to provide a seamless and user-friendly experience. The lead forms are pre-populated with the user's information, such as name, email, and phone number, so they don't have to type anything manually. This reduces friction and increases conversion rates.

They are integrated with Facebook. Since Instagram is owned by Facebook, you can create and manage your Instagram lead ads from the same platform as your Facebook lead ads. This means you can use the same tools, features, and integrations that you're already familiar with, such as Ads Manager, Business Manager, Pixel, Conversions API, and CRM systems.

They are customizable. You can choose from different ad formats, such as image, video, carousel, or stories, to showcase your products or services. You can also add custom questions, disclaimers, and completion screens to your lead forms to tailor them to your specific needs and goals.

They are cost-effective. You only pay when someone clicks on your ad and submits their information. You can also set your budget, bid strategy, and schedule to control your ad spend and optimize your return on investment.

How to create Instagram lead ads?

Creating Instagram lead ads is easy and straightforward. Here are the steps you need to follow:

Step 1: Choose the Lead Generation Objective

To get started with lead ads, create a new ad campaign and select Lead Generation as the objective. This will enable you to access the features and options specific to lead ads.

Step 2: Define Your Audience

Next, continue to ad set level to define your audience targeting. You can use the same targeting options as any other Facebook or Instagram ad campaign, such as location, age, gender, interests, behaviors, and custom audiences. You can also use lookalike audiences to reach people who are similar to your existing customers or leads.

Step 3: Select Your Ad Placement

Next, choose where you want your ad to appear. You can either use Automatic Placements (previously known as Advantage+ placements) or Manual Placements. Automatic Placements is selected by default and automatically selects the recommended placements for your ad based on your objective and creative. To ensure your lead ads appear on Instagram, make sure your ad creative follows the design specifications for Instagram.

Step 4: Set Your Budget and Schedule

Next, set how much you want to spend on your campaign and how long you want it to run. You can choose between a daily budget or a lifetime budget, as well as set a start and end date for your campaign. You can also choose between different bid strategies, such as lowest cost or cost cap, to optimize your ad delivery and performance.

Step 5: Choose an Ad Format

Next, choose how you want your ad to look like. You can choose from four different formats: image, video, carousel, or stories. Each format has its own advantages and disadvantages depending on your goal and message. For example, image ads are simple and effective for showcasing a single product or service; video ads are engaging and immersive for telling a story or demonstrating a feature; carousel ads are interactive and versatile for displaying multiple products or services; stories ads are full-screen and captivating for creating a sense of urgency or exclusivity.

Step 6: Create Your Lead Form

The final step is to create your lead form that will collect the information from your prospects. You can either use an existing form that you've created before or create a new one. To create a new form, you need to:

Choose a form type. You can choose between More Volume and Higher Intent. More Volume is the default option that shows the form as soon as someone clicks on your ad. Higher Intent adds an extra step that asks the user to confirm their interest before showing the form. This can help you filter out low-quality leads and increase your conversion rate.

Add a form name. This is for your own reference and will not be visible to the users.

Add an intro. This is an optional section that allows you to add some context and information about your business and offer. You can add a headline, an image, and a paragraph of text.

Add questions. This is the main section where you ask for the information you want from your prospects. You can choose from different types of questions, such as email, phone number, full name, street address, city, state, zip code, country, date of birth, gender, marital status, relationship status, job title, work email, work phone number, company name, and industry. You can also add custom questions or conditional answers to your form.

Add a privacy policy. This is a mandatory section that requires you to add a link to your privacy policy and a disclaimer that explains how you will use the information you collect from your prospects.

Add a thank you screen. This is an optional section that allows you to add a message that will be shown to your prospects after they submit their information. You can add a headline, a paragraph of text, and a call-to-action button that can either direct them to your website or allow them to download a file.

How to manage Instagram lead ads?

Once you've created and launched your Instagram lead ads, you need to monitor and manage them to ensure they are delivering the results you want. Here are some tips and tools to help you do that:

Track and measure your ad performance

You can use Ads Manager or Business Manager to track and measure your ad performance. You can see metrics such as impressions, reach, clicks, cost per lead, leads, and conversion rate. You can also use the Facebook Pixel or the Conversions API to track downstream events such as purchases or sign-ups that happen on your website after someone submits their information on your lead form.

Download or sync your leads data

You can download or sync your leads data from Ads Manager or Business Manager. You can either download your leads data manually as a CSV file or sync it automatically with your CRM system. To download your leads data manually, go to the Forms Library section in Ads Manager or Business Manager and select the form you want to download. Then click on Download and choose the date range and format you want. To sync your leads data automatically with your CRM system, you need to integrate your CRM system with Facebook. You can either use one of the available CRM integrations or use Zapier to connect your CRM system with Facebook.

Follow up with your leads promptly

One of the most important steps in managing your Instagram lead ads is following up with your leads promptly. The sooner you contact your leads after they submit their information, the more likely they are to convert into customers. You can use email marketing, SMS marketing, phone calls, or other channels to reach out to your leads and nurture them until they are ready to buy.

A Detailed Table Breakdown Related to Instagram Lead Ads

To give you a better idea of how Instagram lead ads work and what results you can expect from them, here is a detailed table breakdown that compares Instagram lead ads with other types of ads on Instagram:

| Ad Type | Objective | Format | Placement | Cost | Pros | Cons || --- | --- | --- | --- | --- | --- | --- || Instagram Lead Ads | Lead Generation | Image, Video, Carousel, Stories | Feed, Stories | Cost per Lead (CPL) | - Mobile-friendly
- Integrated with Facebook
- Customizable
- Cost-effective | - Limited fields
- Limited design
- Limited tracking || Instagram Image Ads | Brand Awareness,
Reach,
Traffic,
Engagement,
App Installs,
Video Views,
Conversions,
Catalog Sales,
Store Traffic | Image | Feed,
Explore,
Stories,
Reels,
IGTV | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Simple
- Effective
- Versatile | - Static
- Boring
- Competitive || Instagram Video Ads | Brand Awareness,
Reach,
Traffic,
Engagement,
App Installs,
Video Views,
Conversions,
Catalog Sales,
Store Traffic | Video | Feed,
Explore,
Stories,
Reels,
IGTV | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Engaging
- Immersive
- Creative | - Expensive
- Complex
- Limited || Instagram Carousel Ads | Brand Awareness,
Reach,
Traffic,
Engagement,
App Installs,
Video Views,
Conversions,
Catalog Sales,
Store Traffic | Image, Video, or Mixed | Feed, Stories, Explore | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Interactive
- Versatile
- Dynamic | - Cluttered
- Confusing
- Distracting || Instagram Stories Ads | Brand Awareness,
Reach,
Traffic,
Engagement,
App Installs,
Video Views,
Conversions,
Catalog Sales,
Store Traffic | Image, Video, Carousel, or Collection | Stories | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Full-screen
- Captivating
- Trendy | - Short-lived
- Skippable
- Intrusive || Instagram Reels Ads | Brand Awareness,
Reach,
Traffic,
Engagement,
App Installs,
Video Views,
Conversions,
Catalog Sales,
Store Traffic | Video | Reels | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Fun
- Viral
- Innovative | - New
- Unpredictable
- Competitive || Instagram IGTV Ads | Brand Awareness,
Traffic,
Engagement,
Video Views | Video | IGTV | Cost per Mille (CPM) | - Long-form
- Educational
- Professional | - Limited availability
- Limited control
- Limited reach || Instagram Collection Ads | Brand Awareness,
Traffic,
Catalog Sales, Conversions | Image, Video, or Carousel with Catalog Items | Feed, Stories, Explore, Reels, IGTV | Cost per Mille (CPM),
Cost per Click (CPC),
Cost per Action (CPA) | - Shoppable
- Visual
- Convenient | - Complex
- Expensive
- Dependent |

Frequently Asked Questions About Instagram Lead Ads

What are the best practices for creating Instagram lead ads?

Some of the best practices for creating Instagram lead ads are:

Create a clear and compelling offer that attracts your target audience and motivates them to submit their information.

Use high-quality images or videos that showcase your products or services and match your brand identity.

Add a strong call-to-action that tells your prospects what to do next and what they will get in return.

Keep your lead form short and simple. Only ask for the information you really need and use pre-filled fields whenever possible.

Add a privacy policy and a disclaimer that explain how you will use and protect the information you collect from your prospects.

Add a thank you screen that confirms the submission and provides a next step or a value proposition.

A/B test different elements of your ad and form to find out what works best for your audience and goal.

How can I optimize my Instagram lead ads for conversions?

To optimize your Instagram lead ads for conversions, you can:

Select the Higher Intent form type to filter out low-quality leads and increase your conversion rate.

Select the Conversion Leads optimization goal to let Facebook optimize your ad delivery for quality leads who are more likely to convert into customers.

Select the Cost Cap bid strategy to control your cost per lead and maximize your results within your budget.

Select the Automatic Placements option to let Facebook choose the best placements for your ad based on your objective and creative.

Select the Advantage+ Catalog Ads for Lead Generation option to create shoppable ads that allow prospects to browse your products and submit their information without leaving Instagram.

Select the Gated Content option to provide valuable PDF content to your prospects after they submit their information.

Use the Facebook Pixel or the Conversions API to track downstream events and measure your return on ad spend.

How can I integrate my Instagram lead ads with my CRM system?

To integrate your Instagram lead ads with your CRM system, you can either use one of the available CRM integrations or use Zapier to connect your CRM system with Facebook. To use one of the available CRM integrations, go to the Forms Library section in Ads Manager or Business Manager and select the form you want to integrate. Then click on Settings and choose the CRM system you want to use. Follow the instructions to connect your CRM system with Facebook. To use Zapier to connect your CRM system with Facebook, go to Zapier.com and create a new zap. Choose Facebook Lead Ads as the trigger app and your CRM system as the action app. Follow the instructions to set up your zap and test it.

How can I download or sync my leads data from Instagram lead ads?

You can download or sync your leads data from Instagram lead ads from Ads Manager or Business Manager. To download your leads data manually as a CSV file, go to the Forms Library section in Ads Manager or Business Manager and select the form you want to download. Then click on Download and choose the date range and format you want. To sync your leads data automatically with your CRM system, you need to integrate your CRM system with Facebook. You can either use one of the available CRM integrations or use Zapier to connect your CRM system with Facebook.

How can I follow up with my leads from Instagram lead ads?

To follow up with your leads from Instagram lead ads, you can use email marketing, SMS marketing, phone calls, or other channels to reach out to them and nurture them until they are ready to buy. You can use your CRM system to store and manage your leads data, segment your leads based on their interests and behaviors, and automate your follow-up campaigns. You can also use the Facebook Pixel or the Conversions API to track downstream events and measure your conversion rate.

What are some examples of businesses that use Instagram lead ads?

Some examples of businesses that use Instagram lead ads are:

A fitness studio that offers a free trial class to prospects who submit their information.

A travel agency that provides a free travel guide to prospects who submit their information.

A beauty brand that sends a free sample kit to prospects who submit their information.

A real estate agent that schedules a free consultation with prospects who submit their information.

A online course provider that gives a free webinar access to prospects who submit their information.

What are some common mistakes to avoid when creating Instagram lead ads?

Some common mistakes to avoid when creating Instagram lead ads are:

Using a vague or misleading offer that does not match your landing page or thank you screen.

Using low-quality images or videos that do not capture attention or convey value.

Using a weak call-to-action that does not motivate prospects to click on your ad or submit their information.

Asking for too much information that is not relevant or necessary for your goal.

Not adding a privacy policy or a disclaimer that explains how you will use and protect the information you collect from your prospects.

Not adding a thank you screen that confirms the submission and provides a next step or a value proposition.

Not testing different elements of your ad and form to find out what works best for your audience and goal.

How can I create Instagram stories lead ads?

To create Instagram stories lead ads, you need to follow the same steps as creating regular Instagram lead ads, except for choosing the ad format and placement. To choose the ad format, you need to select Stories as the format option at the ad level. To choose the placement, you need to select Manual Placements at the ad set level and then select Stories under Instagram. You can also use Automatic Placements if you want your ad to appear on other placements as well.

How can I create Instagram reels lead ads?

To create Instagram reels lead ads, you need to follow the same steps as creating regular Instagram lead ads, except for choosing the ad format and placement. To choose the ad format, you need to select Video as the format option at the ad level. To choose the placement, you need to select Manual Placements at the ad set level and then select Reels under Instagram. You can also use Automatic Placements if you wantyour ad to appear on other placements as well.

How can I create Instagram IGTV lead ads?

To create Instagram IGTV lead ads, you need to follow the same steps as creating regular Instagram lead ads, except for choosing the ad format and placement. To choose the ad format, you need to select Video as the format option at the ad level. To choose the placement, you need to select Manual Placements at the ad set level and then select IGTV under Instagram. You can also use Automatic Placements if you want your ad to appear on other placements as well. However, note that IGTV lead ads are currently available only to a limited number of advertisers and regions.

How can I create Instagram collection lead ads?

To create Instagram collection lead ads, you need to follow the same steps as creating regular Instagram lead ads, except for choosing the ad format and placement. To choose the ad format, you need to select Collection as the format option at the ad level. To choose the placement, you need to select Manual Placements at the ad set level and then select Feed, Stories, Explore, Reels, or IGTV under Instagram. You can also use Automatic Placements if you want your ad to appear on other placements as well. However, note that collection lead ads require you to have a product catalog and a Facebook Page.

Conclusion

Instagram lead ads are a powerful way to generate more leads for your business on one of the most popular and engaging social media platforms. By following the steps and tips we've shared in this article, you can create and manage your own Instagram lead ads and optimize them for conversions.

If you want to learn more about how to use Instagram for your business, check out our other articles on how to create an Instagram marketing strategy, how to grow your Instagram followers, how to use Instagram stories for business, and more.

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