Facebook Beefs Up Lead Ads

Facebook announced new features for its lead ads option: context cards, carousel format and availability on desktop.

Facebook announced new features for its lead ads option: context cards, carousel format and availability on desktop.

The social network announced the new features in a Facebook for Business post, saying that the goal is to provide more information to users who are pondering signing up for whatever brands are offering in the ads.

Facebook detailed the new features as follows:

A context card is an added (and optional) tile that pops up after someone clicks on a lead ad but before they get to the form, giving businesses a place to offer more details on the information people are signing up for. So if a business is using lead ads to find new email subscribers, they may use a context card to explain what type of content they offer in their emails. Context cards help businesses ensure that the leads they receive are high-quality.


Lead ads are now available in the carousel format, enabling businesses to showcase three to five images and headlines before people click through to the lead form. Advertisers can use the carousel tiles to provide details about and benefits of submitting their form.

Lead ads are now available on desktop, as well as mobile, making it easy for businesses to connect with people on any device. Advertisers can use ads reporting to see which devices their audiences use most and use the information to set the devices on which they want their lead ads delivered.

Advertisers: Have you ever used Facebook’s lead ads? What are your thoughts on the new features?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.