The One Good Facebook Ad Change In 2021

Author: Dan The Marketeer
Date: January 31, 2022

If you were running any kind of paid marketing in last year, you know all too well that it was a tough year! With iOS updates impacting tracking and results, it wasn’t easy. But we got through it, and the results we get for all of our amazing clients are still fantastic despite the issues iOS caused.

BUT, when it comes to Facebook Ads last year there was one shining light. One positive change for the platform. And no, I’m not talking about that bizarre brand change to “Meta” that triggered more questions than answered them.

Anyway, today I want to share the one shining light of Facebook Ads last year that has had a massive impact on not only countering the negatives of iOS, but generally allows advertisers to get better results from their FB Ads.

So without further ado, let’s dive in…

The one good Facebook Ads change in 2021 is… LEAD FORMS.

Or specifically, an upgrade of the existing feature of lead forms that was first introduced in 2020.

What they are

Lead Forms are like a landing page and form that is hosted on Facebook. So before they were introduced, you would usually direct traffic from your ads to an external landing page hosted on Click Funnels, LeadPages, your website, etc.

This lead to a number of benefits, but also negatives in its early iterations..

Before the change/upgrade

By being hosted on Facebook, it was easier for your audiences to read and sign up to your call to action. It loads faster and people don’t get put off by being directed to a third party website after clicking your ad. By being easier, you’d get more results because of it. Sounds good, right?

BUT, at the time Lead Forms didn’t have a lot of features you’d usually find in landing pages. There wasn’t much room/capacity for much information on what people were signing up for.

SO, whilst they were easy for people to use and thus meant you’d get more signups. The quality of the signups were poor. Wrong people would sign up to lead magnets. People would sign up for a webinar or event, but because they had little info on it they never attended.

So back in the early days of Lead Forms, they allowed advertisers like you and me to get 2 out of 3 of the key things we want from our ads:

  1. Quantity (due to ease)
  2. Low-cost (due to ease & quantity)
  3. But no Quality

And yeah, it’s true what the late Meatloaf used to say… 2 out of 3 ain’t bad. But without that 3rd key factor, without that quality, your overall ROAS and ROI was poor.

This is why I always avoided using Lead Forms for my client ads and for my own. Quality is too critical to neglect.

After the change/upgrade

Then we arrive to early 2021 where Facebook realised the weakness of their Lead Forms and made a significant upgrade.

This upgrade enabled more room and capacity to add detail to the form. For example if your form was for a webinar, you’d be able to share all of the info you need to: Key learnings, who the webinar is for, who it isn’t for, timings, what to expect, who the presenter is, etc.

Therefore, the quality of the people signing up were much higher. They were much warmer leads, more likely to turn up to your webinars, events and challenges… and buy from you. BINGO!

So now Lead Forms provide 3 out of 3 of the key elements we as advertisers want…

  1. Quantity
  2. Quality
  3. Cost-Effectiveness


Since this change last year we used Lead Forms for all of our clients because they guarantee those three elements. We even use them for our own ads.

That doesn’t mean that ads to an external landing page is no longer needed though, by the way.


Lead Forms are not useable in every situation. For example, you can’t use them for any ads promoting a call to action where somebody makes a payment. So a paid event/webinar, a product, course, etc. Instant Experiences is much better for that situation.

But for free events, webinars and challenges – which we specialise in filling for our clients, as well as any other ads that are promoting freebies – like lead magnets, Lead Forms are perfect.

So if you haven’t started using Lead Forms, NOW my friend is the time.

Our New Years Gift To You!

As a thank you for reading and as a little New Years gift, I want to offer you a free copy of our guide: The 9 Key Components For Running Facebook Ads To Your Webinars And Events.

Helping our clients fill their events and webinars, or supporting them to do so themselves, via Facebook Ads is something we do 365 days a year.

How do we do this?  

Through our done for you and done with you services that you can learn more about here.

Whilst you’re here, I’d like to invite you to learn how The Marketeer continually filled the UK’s market-leading portfolio builder and property educator webinars and events over the last 24 months.

Finally, I have an ever increasing catalogue of free resources to help you fill your events and webinars.

Sell more. Inspire more. Change more lives.

Take care,


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