Back in June, Facebook announced a new ad unit called Lead Ads, which enable users to fill out forms on mobile with a few taps of the finger. The initial launch was just for a a limited group of businesses, but on Wednesday, the company announced general availability to all advertisers.

During initial tests, Facebook says Land Rover saw a 4x reduction in cost per lead and Stuart Weitzman saw 54% more efficient cost per lead.

The ads also have some new features including CRM integration, real-time response, and customizable questions.

“If businesses work with one of our integrated marketing platforms such as Marketo, Oracle Marketing Cloud and Salesforce, businesses can collect lead info in real-time,” a spokesperson for Facebook says in an email. “Now businesses have the ability to customize lead ad forms with open-ended questions or multiple choice questions, so they receive the info that matters most to their business.”

Salesforce’s Scott McCorkle said, “Facebook and Salesforce can help businesses by pre-filling digital forms with customer information and decreasing the friction involved with sharing this information, helping them meet their goals more efficiently.”

“Here is a simple explanation from Facebook on how it works,” he adds. “When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated, based on the information they share with Facebook, like their name and email address. Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the autofilled form. Like all of our ad types, lead ads were built with privacy in mind. People can edit their contact information before submitting the form, and this information isn’t sent to the business until a person clicks ‘submit.'”

“As one of Facebook’s strategic partners, Oracle Marketing Cloud helps marketers retrieve information from Facebook lead ads and quickly and easily sync it with their own marketing solution,” a spokesperson for Oracle said in an email. “This means no list import, no manual data entry and no exported spreadsheets.”

Facebook has a video and plenty more to say about Lead Ads in a blog post here.

Image via Facebook