X has revived an ad format that Twitter discontinued back in 2016. Lead gen ads are back, with small tweaks to design and functionality. The platform announced an updated version of lead gen ads, complete with a prominent call-to-action button at the bottom of the promoted post. The color of this bar is automatically determined by the dominant color in the ad's image or video.
The format closely resembles the original Twitter version; X even uses the same fictional company in its example images as it did back then. The difference lies in the details: after the first submission, follow-up forms are automatically pre-filled with user data. According to X, this reduces the drop-off that normally happens when users are redirected to external landing pages. Users can open a native form within the platform with a single tap, and they never have to leave X to submit their information. X says this should lead to more leads, higher lead quality, and lower cost per lead.
For advertisers, this format offers a direct way to drive conversions within the platform. The barrier for users is lower since they don't have to visit an external page, which is particularly relevant for campaigns aimed at quick actions like demo requests, email sign-ups, or quote requests. The format supports images, videos, and carousel ads, and Timeline Takeover campaigns can also use lead gen ads.
Businesses already advertising on X now have an extra option to generate direct response. Lead gen ads are available now through X Ads Manager, and advertisers can use the format for a range of goals, from collecting email addresses to recruiting sweepstakes participants. For organizations considering adding X to their ad strategy, this offers a concrete conversion tool. Effectiveness will depend on audience and campaign type. Test the format with a limited budget to see if it fits your business goals.