Helping businesses grow with new lead generation ad tools, AI features, and CRM partnerships

Meta is rolling out new lead generation ad tools across its family of apps, aiming to help advertisers find and nurture quality leads. Key updates include adding the lead objective to ads that click to start a WhatsApp chat, expanding from Messenger and Instagram Direct. Advertisers can now add a Q&A flow in Ads Manager for select campaigns. On Instagram Direct, advertisers can offer coupons for completing the question-and-answer flow to incentivize engagement. A new instant form ad format allows users to submit information to multiple businesses at once, increasing discovery opportunities for small businesses. Additionally, Meta is testing the ability for businesses to call users through Facebook, displaying business info for reassurance.

On the AI front, Meta is testing full campaign automation for lead gen campaigns using Meta Advantage, applying AI to targeting, creative, placements, and budget. It's also testing automatic generation of instant forms from website content. New CRM integrations with HubSpot and Zapier simplify lead management, with a simple click-through setup for HubSpot. Integrating CRM with Conversions API and using conversion leads performance goal can reduce cost per quality lead by 16% and increase lead conversion rate by 21%.