# Lead ads

URL: https://tnb-tech.com/en/glossary/lead-ads/

## What are lead ads?

Lead ads are Facebook and Instagram ads carrying a form that opens inside the app, already filled in from the person’s profile. Nobody waits for a site to load: a name, a phone number or an email takes a few taps. Enquiries come cheaper this way and often colder, so how fast you answer decides what they are worth.

**Example**

A solar panel company runs two versions at €500 each. The lead ad collects 62 enquiries at €8.06 (500 ÷ 62). The ad pointing to a landing page collects 18 at €27.78 (500 ÷ 18).

A month later the other number arrives. Of the 62 in-app enquiries, 5 became contracts; of the 18 from the site, 4 did. That is €100 per customer against €125 (500 ÷ 5 and 500 ÷ 4). The lead ad still wins, but the gap is 1.25 times, not the 3.4 the first report suggested — and that is with replies going out within the hour.

**Why it matters for a business**

An in-app form removes every delay between interest and submission. That is why it collects more people, including people who tapped the button without reading. The difference between a useful lead ad and a wasteful one is made in three places: one qualifying question in the form, a reply time measured in minutes, and a route that puts the enquiry in front of whoever will make the call.

Leads stay downloadable from Meta for 90 days after they are submitted, so connect them to an inbox or a customer system before the first campaign runs. The form also needs a link to your privacy policy, and consent to a newsletter is separate from the enquiry itself. When the offer needs more explaining, a landing page does the job better.

**What to ask**

- Where does a lead go the moment it is submitted, and who sees it?
- How long does the first reply take?
- Is there a question in the form that filters — town, timing, type of property?
- Is the campaign each enquiry came from recorded?
- What does the privacy wording say, and what exactly is the person agreeing to?In social media management we run lead ads only where the answering is organised; otherwise cheap enquiries turn into expensive silence.

- Services: [Social media management](https://tnb-tech.com/en/services/social-media-management/)
- Glossary: https://tnb-tech.com/en/glossary/