4. Set up sequential retargeting ads

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3. Make the most of lead generation ads
Take your social media advertising one step further with lead-gen ads. These ads allow you to gather leads on a social platform rather than pushing customers to a landing page. They come with pre-populated forms, advertising data making it easy for leads to sign up without spending too much time entering their personal information.

This speeds up the lead generation process, significantly boosting your conversion rate. For example, LinkedIn Lead Generation Forms have a 13% average conversion rate, while landing pages average about 2.35% conversions.

The form fields are pre-filled using details that the prospect has already included on their LinkedIn profile, making it frictionless for your lead to access your content and for you to collect their information. Facebook and Instagram also offer lead generation ads.

Retargeting ads are the most used among marketers, with 77% of B2B and B2C marketers saying they use retargeting as part of their Facebook and Instagram advertising strategies.

Retargeting amplifies your social advertising and lead generation strategy by re-engaging lost prospects. Say someone clicked on your first ad and scrolled through the landing page but never submitted a form. This is your cue to retarget them with ads, encouraging them to finish the signup process.

Consider also retargeting people who’ve landed on your website through search or other referral sites. Or people who regularly read your blog posts but haven’t subscribed to your newsletter.

Try setting up your retargeting ads sequentially to get even better results. For instance, use an awareness-stage ad to address common pain points and objections or a consideration-stage ad with testimonials to give social proof and win people’s trust. Keep the customer journey moving forward by serving up the most relevant messaging depending on your target audience’s past behavior.