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  • Writer's pictureKelly Alica Liman

How to Create & Use Lead Generation Remarketing Audiences in Meta Ads

If you've ever run a Lead Generation campaign and felt like you're not getting the most out of it, then you should try to do lead generation remarketing ads. What does this mean, you ask? Well essentially, you can target people who have seen your ads and clicked on your lead form but didn't submit. Perhaps, they accidentally closed the window before completing the form, or they thought about filling it out later yet they forgot. These are people who have already expressed an interest in your company, but for some reason, they never submitted the form. By retargeting them, you may be able to encourage them to take action this time around. This easy, step-by-step guide will show you how to create and use lead-generation remarketing audiences in Meta Ads.


Looking for help or support on Meta Ads?


Before we get started, in case you find yourself in need of some video guidance, here's a quick 3-minute tutorial from XYZ Lab's Youtube Channel!

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How to Create Lead Generation Remarketing Audiences in Meta Ads

Step 1️: Access your Meta Business Manager (Meta Business Suite)

Step 2️: Navigate to Audiences (under "All Tools" menu)

If you're unable to find the Audiences under the shortcut, then you can scroll down and it will be available at the bottom of the menu.

Step 3: Create a Custom Audience

Step 4️: Select "Lead Form"

Step 5️: Define the Remarketing conditions

1. Change "ANY" to "ALL"

2. Select the Page where the form lives in

3. Select the Form that the retargeting will be based on

4. Under Events, select "Accounts center accounts who opened but didn't submit form"

5. Change the number of Retention (days) accordingly

Retention refers to the number of days people will remain in your audience after meeting the website traffic criteria you specified. You can change this up to 180 days, but this depends on how long your customer journey is.

Step 6: Name the custom audience and click "Create Audience"

We will name this audience People who opened but didn't submit (test). Once that's completed, click on "Create Audience".

The completed audience will appear in your audience list.

How to Use Lead Generation Remarketing Audiences in Meta Ads

Step 1: Navigate to Ads Manager

Step 2: Create your Campaign. When creating an Ad-Set, under "Custom Audiences" select the Lead Generation Remarketing Audiences you want to use as your ad set's targeting



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