What defines the 'Leads' type of ad?

The 'Leads' type of ad is defined by the action that focuses on acquiring potential customer information through engagement. This typically involves filling out instant forms or signing up, where users express interest in a product or service. The primary objective of a lead ad is to streamline the process of gathering contact details or qualifying leads without requiring users to navigate away from the platform.

This mechanism is beneficial for advertisers as it allows for a direct connection with potential customers, making it easier to nurture those leads down the sales funnel. In comparison to other types of ads—like those focused solely on brand awareness or increasing impressions—lead ads prioritize actionable outcomes geared towards building a customer base.