Meta
Announcements
·
September 27, 2022

Using call ads to grow your business


With changes in the economy and digital ecosystem, generating quality leads has never been more important to business success. At Meta, we want our family of apps to be the best place for businesses to grow online and connect with customers in a relevant and personal way through their preferred means of communication.

Today, we’re announcing new updates to call ads to help businesses build better customer relationships, find more quality leads and reach more potential customers to grow their business.

Making it easier to get back to your customers

Running a business means juggling a lot, and sometimes that means being unable to answer every call in the moment. Potential customers might lose interest if their calls aren’t answered, so we are testing a feature on Messenger that gives customers the option to request a callback from a business. This can show potential customers that you value their time and business and provides business owners flexibility for when a conversation happens.

Improving lead quality through integrations, optimizations and new features

Call ads enable advertisers to connect with customers in real time by including a Call Now button in their ads. To drive more value for businesses using Call Ads, we’re announcing:

  • Call Ads in Sales Objective: Call Ads can support down-funnel objectives such as conversions, so we are providing businesses the option to include call ads as a format under the Sales/Conversions objective in Ads Manager.
  • 60s call in Lead Gen, Traffic, and Sales objectives: Longer calls provide the opportunity to have better quality conversations with customers. We’re now adding a 60-second call optimization option in lead generation, traffic and to-be-released sales ad objectives to allow businesses to optimize their ads to reach people who are most likely to engage in a longer conversation.
  • Pre-call business feature in Ads Manager: Providing more information about a business’ product and services can inspire a potential customer to reach out. With our new pre-call business feature, businesses can provide additional context in their ads (such as a link to their website) to educate potential customers and help them make an informed decision before deciding to make a call.
  • In-app calling: To help improve call performance, tracking and reporting, we are testing an on-platform calling solution to enable businesses to connect with their customers on our platforms where they’re spending time and allowing customers to resume their social browsing experience seamlessly. No call content will be captured.

Get inspired and see how businesses are using our lead generation tools to reach new audiences and learn how to improve sharing more about your business, connecting with customers, and identifying higher quality leads with these tools. You can learn more about call ads here.

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