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X launches updated Lead Gen Ads globally

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X launches updated Lead Gen Ads globally

The company’s refreshed product features a prominent call-to-action button and is designed to turn engagement into leads.

After launching its revamped Lead Generation Ads product in August, X has now announced that all advertisers globally are able to run Lead Gen Ad campaigns in the app.

As shown in this image, X’s refreshed Lead Gen Ads feature a prominent call-to-action button along the bottom of a promoted post, which is designed to drive a direct response.

The color of the CTA button will be dictated by ad visuals, making the format stand out even more in-stream.

That could make for more compelling promotions, which also enable easier transfer from interest to information gathering in the app.

As X explained in an email sent to business users: “You can now capture high-intent leads directly from the conversation, with less friction and fewer drop-offs. Whether you’re booking demos, growing email lists, capturing quote requests, filling webinars, or running sweepstakes, Lead Gen Ads turn real-time engagement on X into qualified leads you can act on immediately.”

Long-time social media marketers will recognize the format, with X essentially replicating the old Lead Gen Ads design that Twitter used to offer.

It’s back now, in X form, with the X team seemingly leaning into what’s worked in the past as a means to facilitate more engagement.

But then again, Twitter did retire the format in 2016 due to lack of advertiser interest.

Either way, X said that all elements of the updated Lead Gen Ads will be managed inside its Ads Manager, where marketers will be able to preview ads before they launch.


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