X has updated Lead Gen Ads to make them accessible to all advertisers. The new format was launched in August and the company has now confirmed that any advertiser can use the Lead Gen Ad format in their campaigns within the app. This format has a clear CTA button across the bottom of the promoted post. If you’re familiar with this format, you’ll recognize it. X are bringing back a version of an advert format that Twitter used to use with some updates.
What X Announced
This new version of Lead Generation Ads was launched back in August but it’s been expanded to mean advertisers can now run Lead Gen Ad campaigns on the app
The objective of the new feature is to let advertisers “collect high-intent leads with less friction and drop off points” within the messaging, according to the company in an email to businesses. That means anyone showing interest in your post on X can pass over their information.
How the Ads Look and Work
The most obvious thing you will see is the action button, which appears at the bottom of promoted posts and uses the same colors as your ad creative. When X launched it in August it used the dominant color from your main image/video. This helps make the call to action stand out.
X explains that when users click on the ad they will be presented with an in-app form. The user can then fill in their details and submit without leaving the application. If they have filled in a form before, their information will populate automatically. This reduces friction by removing redirects, external landing pages and re-entering information.
As mentioned above, X state that this will generate more leads, better quality leads and reduced cost per lead. However, there was no data provided in the reports to back this up.
A Format with History
This will be familiar to long-term social media marketers. X is essentially using the Lead Gen Ads format that Twitter once offered. In August it was noted that X is almost a copy of the original design, even using the same made up company in the example graphic. This format has not been available for 10 years.
The issue with this format is that it was dropped by Twitter back in 2016 due to a lack of interest from advertisers. While X appears to be trying to use what worked before to create more engagement, this is a good reason to be cautious.
Forms have been pre-filled for those who have submitted before and there are some design improvements. However, the core format remains the same. Whether this will make a difference remains to be seen.
Turning Engagement into Leads
From an X perspective, Lead Gen Ads drive instant engagement into actionable leads for advertisers. It gives a way to connect user interaction with your brand (such as reacting to news or conversations) with marketer goals (signups, sales conversations).
While this concept isn’t new, there is a problem to overcome. Users do not want to fill in forms while scrolling through X. Therefore, the Lead Ad must encourage users to take action by showing them that there is value to taking the next step. X have solved this using a CTA button and pre-filled form.
A Quick Example
Imagine a software company running a promotion for their product demo and they create a promoted post containing a Lead Gen Ad. When someone clicks on the CTA it shows them a native form inside the app. They can simply fill out their details and submit it. The marketer will have access to export this lead or put into their CRM. If the same person comes back to answer another Lead Gen Ad, X will mention that the form will be populated already so less typing needed
This is just an example but shows how it should work.
What Advertisers can Run
X mentions that it can be used for a number of goals. The business uses it across their email lists, to book demos, grow their email lists, capture quote requests, fill webinars and run sweepstakes. In August, they also mentioned using it to book appointments and waitlists.
They can be used for creative campaigns such as image, video and carousel adverts. They can also be used for Timeline Takeover Ads (August announcement). Giving advertisers the ability to use them alongside their existing formats to collect leads.
Managing Campaigns and Leads
Everything about the new Lead Gen Ads can be managed within Ads Manager. You can preview your ad.
You can download leads or connect them to your chosen CRM. There are a variety of integrations available. As leads are only useful if you can do something with them, the faster they can get into your CRM the quicker you can follow up on any booking requests/ quotes.
Reports don’t mention which CRMs are supported or how these integrations work. If you use a particular system then it would be worth checking Ads Manager to make sure it works with your system.
Why the Friction Argument Matters
This solution utilizes friction to its advantage. It has fewer redirects, landing pages and re-typed fields, allowing people to abandon. However, it does solve some issues by having a native form within the app. This means you will get some pre-filled fields after the first use. If your campaign is looking to generate a quick lead (like a webinar sign up or quote request) then this may help.
Everything is all in one place. The ad, form and leads are all in X and Ads Manager. This makes things easier to manage for the advertiser. The leads will still need to be transferred to their system.
The strength of this argument comes down to results. X claims you will see an improvement in lead quality and cost per lead. Advertisers will want to see if this is true for them. They may want to compare the cost per lead on other platforms. Also, how many of the form fills turn into leads.
What X Hasn’t Said
This option uses friction. There are less redirects, landing pages, fields to re-type so users can drop out but there is some fixing of issues here due to a form being native. You will have some fields auto-populated after the first time they use the form. This could help if your campaign is to gain fast leads (webinar sign-ups/quotes).
Everything is in X and Ads Manager. This is easier for advertisers to manage. The leads will still need to be moved across.
The argument here is that X will improve your lead quality and reduce your cost per lead. Advertisers will want to know if this is really the case for them. They may want to compare other platforms’ cost per lead and how many leads they actually get from form fills.
Who Should Test It First
The format makes the most sense for advertisers with a clear, low-effort ask.
- Webinar and event marketers. A native in-app form suits signups where the commitment is small.
- Service businesses. Quote requests and appointment bookings fit the use cases X highlights.
- B2B teams. Demo requests are on X’s list of use cases, and CRM links can help route them.
- Email list builders. Growing lists and waitlists is another use case X names.
What to Watch Next
Watch whether advertisers actually adopt the format this time. Twitter originally launched this but abandoned it in 2016 due to a lack of interest. Be on the lookout for stats on how it performs, what CRMs it can integrate with and any additional updates. Overall there isn’t much news to report here. It is now available globally and any advertisers can trial it.
Frequently Asked Questions
Q1: What did X announce?
X has announced that all advertisers across the globe can now use Lead Gen Ads in their app. This was originally launched in August with the new format. They consist of a large CTA button at the bottom of the promoted post.
Q2: How do X Lead Gen Ads work?
The user can tap the advert and a native form will appear within the X app. The first form will be blank but once the user has entered their information, future forms will auto populate. X state this reduces bounce backs due to the redirect and having to type information.
Q3: What can advertisers use Lead Gen Ads for?
Booking demonstrations, building an email list, capturing quote requests, filling webinars and running sweepstakes. X also added in August that they can be used for booking appointments and adding users to a waitlist. The main thing is that these can be done quickly with just a little information required.
Q4: Is this a completely new ad format?
No. X are basically copying the Lead Gen Ads from Twitter. These were removed in 2016 as they were not popular with advertisers.
Q5: Where do advertisers manage Lead Gen Ads?
All elements of the updated format are managed inside X’s Ads Manager. Marketers can preview ads there before they launch.
Q6: How can advertisers get their leads?
Leads can be exported through a direct download or linked to a chosen CRM. X says various integrations are available to streamline the process. The reports don’t list which CRMs are supported.
Q7: Which ad types support Lead Gen Ads?
According to X’s August announcement, the format supports image, video, and carousel promotions, as well as Timeline Takeover ads. The button’s color is set by the ad visuals, which helps it stand out in-stream.
Q8: What results does X claim?
X says the format delivers more leads, higher lead quality, and lower cost per lead. The reports on the launch don’t include data to support those claims, so advertisers should test them.
Q9: Why did Twitter retire the format in 2016?
Twitter retired it because of a lack of advertiser interest. That history is a fair reason for caution. Advertiser uptake this time will be the real test.
Q10: What should advertisers do now?
Check whether Lead Gen Ads appear in your Ads Manager, preview a test campaign, and confirm your CRM can receive leads. Then compare cost per lead and lead quality against your other platforms.
