When it comes to achieving campaign goals, marketers that are placing ads on Facebook have many options for their ad objective. Facebook Lead Ads offer the clear objective of conversions, which sounds like it should be everyone’s end goal. But it’s not quite that simple. As one of the newest Facebook ad products, it’s important to distinguish the differences between a link ad and a lead ad.
Traditionally, link ads take users away from Facebook, leading them to your brand’s website. They may arrive at a landing page, where you attempt to sell them a product or gather information for later follow-up. Or you may simply send them to the homepage in order to provide more information on your brand. Wherever they land, it is off of Facebook and outside of their intended action: browsing their updates. Why does that matter to you? Facebook Lead Ads allow them to remain in Facebook the whole time, making it virtually seamless for a user to opt in to your offer.