26th May 2022 |

When considering the different paid channels for lead generation, the three key metrics are:

  • Accessibility to data insights
  • Reach
  • User Interface
  • Cost


Let’s look into the largest contenders for social digital campaigns:




Facebook is undoubtedly one of the largest social ad platforms on the web. For lead generation, the ability to embed a form into a promoted post removes a step in the buyer path to conversion.

Facebook provides substantial insight into the most common campaign KPIs as well as a comprehensive overview of audience engagement.

Provided you follow their advertising policies, most campaigns should run smoothly.

You are able to assign a budget to a KPI of your choice, making Facebook cost effective at face value. However, this depends on the strength of your copy & content.




ad manager’s 2019 development for the video based platform is lucrative for advertisers wishing to generate leads in a certain market.

With the industry standard level of data insights, TikTok boasts custom and dynamic creative content opportunities and promotes user engagement.

Those familiar with TikTok will find its self-serve platform useful, those new to the medium may need to recalibrate themselves with its campaign/creative structure.

In terms of cost, TikTok is potentially one of the more expensive platforms and is not a low cost alternative.

For lead generation, as the average demographic is among younger users (25 and under) some industries may not find it an effective platform.




In a similar fashion to Facebook, Youtube has the option to embed a lead form during an in-stream ad. This, again, lessens the steps a user needs to take to submit a lead gen form.

Its data reporting naturally includes standard video metrics with a direct link to Google Ads.

Although Youtube has a vast reach, to be able to use a lead gen form requires whitelisting by Google, which makes it inaccessible to small businesses.

It’s interface can be frustrating, with limited options on the lead form – adding an extra step to qualifying your leads.

Naturally, its cost is comparable to Google’s, making it averagely priced.

The lead generation market should not expect a large shift in social media platforms with Facebook continuously dominating for advertisers. However, as platforms adapt towards lead generation, it is likely that we will see certain functionalities – such as in-ad lead gen forms – added to industry followers’ self-serve platforms during 2021.

Recent blog

How Can I Get 1000 Customers?

26th May 2022

How Do You Find Good Leads?

26th May 2022

How Do You Generate Quality Leads?

26th May 2022


26th May 2022

Let's start creating your business new leads

Lasso generate high quality, solus B2B & B2C leads specialising in high net worth individuals, home, health and finance.