In the rapidly evolving landscape of digital advertising, online lead generation has become a critical focus for businesses of all sizes. With Meta platforms’ recent privacy changes, many marketers are now weighing the pros and cons of Meta’s Instant Forms versus driving traffic to a dedicated landing page. Let’s dive into these two strategies and their implications for your business.

The Case for Meta’s Instant Forms for Lead Generation

Meta’s Instant Forms allow users to complete forms directly within Facebook or Instagram, using pre-loaded information such as name, phone number, and email address.

An example of a Facebook Insta form used for lead generation

Questions in a Facebook Insta form used for lead generation

Pros: 

• Instant Forms are easy to create and use, eliminating the need for a Facebook pixel or troubleshooting pixel issues. 
•  It’s a streamlined process that can result in lower costs per lead (CPL) and a higher volume of leads.
• They provide a wealth of data for tracking and retargeting, unaffected by the iOS 14.5 privacy changes. 

Cons: 

• The ease of completion may result in lower lead quality, as users might not spend time learning about your services or product.
• You’re limited in customization options compared to a dedicated landing page and are bound by Meta’s terms of service.

The Case for Dedicated Landing Pages for Lead Generation

A dedicated landing page, most often hosted on your company’s website, typically includes a form for users to submit relevant information including their name, email, phone number, and other details relevant to your business. Since the dedicated landing page is on your website, you can customize the experience to be as user friendly and/or as detailed as possible.

A dedicated landing page example for lead generation

Pros: 

• Dedicated landing pages allow you full control over the user experience and information collection.
• Users can learn more about your business, and because of the extra effort required, leads may be of higher quality.

Cons:

• Driving traffic to a landing page can be more expensive, as Meta prefers users to stay on their platforms. 
• The process also adds a layer of friction, as users must navigate away from their social media feeds.
• Tracking user actions on your website requires Meta’s pixel, the effectiveness of which is limited by iOS 14.5’s privacy changes.

Impact of iOS 14.5 Privacy Changes on Lead Generation

The recent privacy changes have affected the way Meta tracks user actions outside of Facebook/Instagram. Users must now opt in to be tracked, and Meta has significantly less visibility into their actions outside the platform. This change has made advertising more expensive and means that Meta’s reporting can’t be the only source of truth for campaign performance. It’s crucial to adopt a holistic view of advertising and use other analytics tools to measure performance.

How to Build Effective Lead Generation Campaigns

Regardless of your chosen strategy, the key to effective lead generation is creating compelling, attention-grabbing ads.

Things to keep in mind: 

• For both Instant Forms and landing pages, the visuals and headlines must capture the audience’s attention, and the ad copy should clearly explain your offer, product, or service. You’re competing for attention against an infinite scroll of content, so your ads need to stand out.
• For Instant Forms, make sure to customize the questions and flow of the form to match your needs. 
• For landing pages, conduct A/B testing to optimize your page and ensure it aligns with your brand and message.
• Additionally, you should aim to improve your cost-per-click (CPC) and click-through rate (CTR) by testing audiences, creatives, and messaging. 
• It’s also beneficial to test different lead forms and incentives, and include reviews or testimonials to boost your brand’s social validation.

Ultimately, the choice between Meta’s Instant Forms and dedicated landing pages depends on your business’s specific needs and goals. Both strategies have their pros and cons, and what works best may vary depending on your target audience, budget, and the quality of leads you’re seeking. With a comprehensive understanding of these tools and the impact of privacy changes, you can make informed decisions and optimize your online lead generation strategy. Want to learn more? Schedule a free strategy call with our team of dedicated paid media experts and data engineers to elevate your lead gen campaigns today.