Facebook Lead Ads
Facebook recently released the ability to serve Lead Ads. This means users can fill out a form directly in their news feed, autofilling any fields available from their profile, and pass it on to you, the merchant.
At Dealer.com, we worked to build this new feature into our platform to take advantage of all our automated internal tooling.
How it works
Generating the lead ads was very similar to generating any other type of ad at facebook. We gathered the necessary information from user input and information we could retrieve from our system, and send the ad structure to Facebook using their API. The point of a lead ad, however, is not to simply show content to users and link them to a website, it is to actually gather information. Therefore we had to build the infrastructure to capture leads generated at facebook and pass them on to our internal leads management infrastructure.
We set up an externally facing app with secured REST endpoint which we authorized facebook to call whenever it receives a new lead. This app then passes on leads to a messaging queue which our main advertising engine listens to, and passes on to our internal leads management applications.