Grow Your Business with Lead Generation Ads on Snapchat

Lead generation involves collecting contact information from potential customers to help develop your customer base and grow your business. This guide shows you how to generate qualified sales leads and sign-ups via Snapchat Ads.

Prepare for Success

Follow these steps to get the best results:

1. Create at Least 1 Video to Use in Your Ads

Video is a powerful method for connecting with your target audience to help your ad get the results you want: more awareness for your business.

  • Keep it short: 3-5 seconds should be enough to get your message across.

  • Focus on one key message: Add text to your video that tells people what you want them to do, such as “Click to learn more!”

  • Keep it authentic: Film with your phone and talk directly to the camera.

Screenshot of the first step in installing the Snap Pixel

2. Set up Your Snap Pixel and Create a Pixel Custom Audience

The Snap Pixel lets you see how many Snapchat users take action on your website — such as filling out a form — after clicking on your ad. ​​A Pixel Custom Audience uses the information generated by the Snap Pixel to find people who are more likely to take the action you want.

  • Refer to this guide or watch this video to learn more about setting up and using the Snap Pixel.

  • Note: When you create your Pixel Custom Audience, choose the Pages Viewed optimization.

Capture Leads

First Ad

Your first ad sends people to the lead form on your website and generates Snap Pixel activity. This helps our ad system learn who on Snapchat is more likely to view a page on your website.


Choose the Drive Traffic to Website objective with the Click goal.


Choose age range and gender. Keep the Expand audience automatically option checked.

Budget & Duration

Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can do its job.

Second Ad

Your second ad uses your Pixel activity to find more people who are likely to visit the lead form on your website. This helps optimize your ad’s performance.


Choose the Website Conversions objective with the Page View goal.


Select the Pixel Custom Audience you created. Keep the Expand audience automatically option checked.

Budget & Duration

Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can continue to do its job.

Pro Tip

Get more specific about who you want to reach.

1. Customer List Audience

  • Source: Your customer info, such as emails.

  • How to use it: Reach people who have shown interest in your business.

2. First Lookalike Audience

  • Source: Customer List Audience.

  • How to use it: Find more new customers similar to those who have sent you their info.

3. Second Lookalike Audience

  • Source: Website Events Custom Audience.

  • How to use it: Find more new customers similar to those who have visited your website.

Frequently Asked Questions

What is lead generation and why is it important?

Lead generation is a way to prospect for new customers and find people who are interested in your products or services. You can use the information you gather to generate sales leads, grow a newsletter list, or some other purpose. You can assume they’re high-intent people and can advertise to them accordingly.

What are some best practices for creating a lead gen form for my website?

Keep it simple and only ask for the minimum information you need, such as names and email addresses. The more info you ask people to supply, the more likely they are to abandon the form without finishing it. Consider offering an incentive for filling out the form, such as a discount coupon.

What might a successful lead generation campaign look like?

Let’s say a home cleaning service wants to get more customers, so they create a Snapchat ad that offers a discount on an initial cleaning service. They create a short video of one of the owners sliding across a clean floor, with text that highlights the discount and a Get Now CTA button.

When people clicked on the ad, they go to the business’s website, where they enter their email address and zip code to get the special offer. Their information is saved for future outreach efforts, so they could become repeat customers.

How do I know if my lead generation ads are working?

For your first ad, check the number of Clicks, which will tell you how many times people clicked on your ad or tapped the CTA to view the attachment below.

For your second ad, view the number of Clicks and the number of Page Views in Events Manager, which will indicate how many times your website page was viewed.

Find New Customers Using Lead Generation with Snapchat Ads

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