If you've ever run Lead Generation campaigns on Meta Ads and felt like you're not getting the most out of them, then you should try lead generation remarketing ads. This means targeting people who have seen your ads and clicked on your lead form but didn't submit.These are people who have already expressed an interest in your company, but for some reason, they never submitted the form. This easy, step-by-step guide will show you how to create and use lead-generation remarketing audiences in Meta Ads.
How to Create Lead Generation Remarketing Audiences in Meta Ads
Access your Meta Business Manager (Meta Business Suite)
Navigate to Audiences (under "All Tools" menu)
Create a Custom Audience
Select "Lead Form"
Define the Remarketing conditions
Select the Facebook Page where the form lives in
Select the Form that the retargeting will be based on
Under Events, select "Accounts center accounts who opened but didn't submit form"
Change the number of Retention (days) accordingly: Retention refers to the number of days people will remain in your audience after meeting the website traffic criteria you specified. You can change this up to 180 days, but this depends on how long your customer journey is.
Name the custom audience and click "Create Audience". The completed audience will appear in your audience list.
How to Use Lead Generation Remarketing Audiences in Meta Ads
Navigate to Meta Ads Manager
Create a new Campaign
When creating an Ad-Set, navigate to "Custom Audiences" and select the Lead Generation Remarketing Audiences you want to use as your ad set's targeting
Frequently Asked Questions on Lead Generation Remarketing Audiences in Meta Ads
What are Lead Generation Remarketing Audiences?
Lead Generation Remarketing Audiences are custom audiences created from users who have previously interacted with your lead generation forms or campaigns. They allow you to re-engage users who have shown interest but haven't completed the lead generation process.
What types of interactions can be used to create Lead Generation Remarketing Audiences?
You can create audiences based on interactions such as:
Form views
Form interactions (clicking or initiating)
Form submissions
Partial form submissions
Engagement with lead ads (liking, sharing, or commenting on the ad)
What is the minimum audience size for Lead Generation Remarketing Audiences?
The minimum audience size for Lead Generation Remarketing Audiences on Meta is 100 users who belong to the same country. This ensures that the audience is large enough to maintain user privacy while allowing effective targeting.
Are Lead Generation Remarketing Audiences automatically updated?
Yes, Lead Generation Remarketing Audiences are automatically updated based on the criteria you set. This means that as users interact with your brand—such as filling out lead forms or engaging with your content—new leads will be added to the audience automatically. For example, if you include users who filled out a lead form in the last 30 days, new leads will be added automatically as they engage with your brand. Conversely, users who no longer meet the criteria (for example, those who have converted or opted out) can be removed from the audience.
Can I exclude certain users from my Lead Generation Remarketing Audience?
Yes, you can exclude users who have already converted by creating exclusion rules. This prevents redundant targeting and ensures your ads are shown to users who have not yet completed the lead generation process. For instance, you might want to exclude users who have already converted or those who have engaged with your brand in a way that indicates they are not likely to convert again.
What types of ads work best for Lead Generation Remarketing Audiences?
These types of ads may work best for Lead Generation Remarketing Audiences:
Personalized offers (discounts, free trials, exclusive content)
Dynamic ads (showcase relevant products or services based on previous interactions)
Testimonials, social proof, and case studies ads
Lead magnets (eBooks, whitepapers, or webinars)
Incentive-based ads (limited time offers)
Follow-up ads (reminders)
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