New Delhi: X has expanded its advertising offering with the launch of Lead Gen Ads, a new format that allows brands to collect customer leads without sending users away from the social platform.
The new format is designed around reducing friction in the lead-generation journey. When a user engages with a Lead Gen Ad, a native form opens directly within X, allowing them to enter and submit their details without visiting an external website or landing page.
X said the forms can also be pre-populated for users who have submitted information previously, potentially making repeat interactions faster and reducing the effort involved in completing lead forms.
The new offering is intended to help advertisers capitalise on moments when consumers are actively engaging with brands, products and events on the platform. According to X, Lead Gen Ads can turn those conversations and high-intent interactions into potential business leads while addressing the drop-off that can occur when users are redirected to third-party pages.
New Leads objective and Leads Center
Alongside the ad format, X has added a dedicated Leads objective to Ads Manager, giving advertisers a campaign option specifically focused on lead acquisition.
Leads generated through these campaigns will be accessible through a new Leads Center. Advertisers can export the captured information or connect it with their customer relationship management (CRM) systems for further follow-up and conversion activity.
The format is designed for a variety of lead-generation use cases, including demo and appointment bookings, email-list and waitlist building, quote requests, sweepstakes, as well as registrations for webinars, events and classes.
Lead Gen Ads can be deployed across image, video and carousel creatives, in addition to Timeline Takeover formats. Advertisers can also use X Ads Manager’s existing targeting and optimisation capabilities to reach and optimise campaigns towards relevant audiences.
X focuses on reducing conversion friction
The company is positioning the new format as a way for advertisers to bridge the gap between engagement and action without taking users out of the X environment.
Monique, Head of Global Advertising, SpaceXAI, said, “Around the world people come to X to talk about brands, products and events as they’re happening. Lead Gen Ads simply make it easier for them to take the next step without breaking that momentum when an ad has caught their attention.”
She added that the product is intended to provide advertisers with a quicker route from engagement to lead capture, particularly when conversations around brands and events are already taking place on the platform.
The launch further broadens X’s advertising proposition beyond brand and consideration campaigns, adding another conversion-oriented tool to its Ads Manager ecosystem.
Lead Gen Ads are now available to advertisers globally.
