X revives Twitter’s Lead Gen Ads

X announced an updated variation of Twitter’s lead gen ads, which feature a prominent CTA button along the bottom of the promoted post, in order to drive direct response in the app.

As shown in this example image, X’s lead gen ads will include a colored CTA on the promoted post, with the color of the bar dictated by the dominant color of the main image or video.

That will help to guide user action in the feed and offer a more standout action point for the post.

Though it isn’t exactly new.

The format is almost a direct replica of Twitter’s old lead gen ads option, which the platform retired in 2016.

X has even used the same fictional business in the example.

Twitter tried several iterations of this, but this specific lead gen format hasn’t been available in 10 years. Now X wants to revive the basic structure and reframe it as something new.

As explained by X: “When a user is captured by a Lead Gen Ad, just one tap opens a native form on X that can be completed and submitted for instant lead capture without leaving the platform.”

X said that after a user’s first lead gen submission, subsequent forms will be pre-populated “to cut the drop-off that typically comes with redirects, external landing pages and retyping forms.”

“The result is more leads, higher lead quality, and lower cost per lead,” X said.

X added that its updated lead gen ad format can be used for a range of campaign goals, including booking demos and appointments, growing email lists and waitlists, capturing quote requests and sweepstakes entries.

So while it’s the same format that Twitter once had, it’s been slightly tweaked in terms of pre-filling user information, with some updates in design.

X said its lead gen ads also support image, video and carousel promotions, as well as Timeline Takeover ads.

The updated lead gen ad format is now available in X Ads Manager.