X Revives Twitter's Lead Gen Ads With Updated CTA Features

X Reintroduces Updated Lead Generation Ads

X has announced an updated variation of Twitter’s legacy lead generation ads, featuring a prominent call-to-action (CTA) button at the bottom of promoted posts. The redesign aims to enhance direct response rates by making conversions more seamless within the app.

The new format includes a colored CTA bar that adapts to the dominant color of the ad’s primary image or video, ensuring better visibility and engagement. According to X, this approach helps guide user actions more effectively in the feed.

A Revival of Twitter’s Old Ad Format

The updated lead gen ads closely resemble Twitter’s original version, which was discontinued in 2016. X has even reused the same fictional business example from Twitter’s early promotions. While the platform experimented with multiple iterations over the years, this specific format has been absent for nearly a decade.

Key Features and Improvements

X emphasized that the updated lead gen ads streamline conversions by keeping users within the platform. When a user interacts with the ad, a native form opens directly in the app, eliminating the need for external redirects. Additionally, after the first submission, subsequent forms will be pre-populated to reduce drop-off rates.

According to X, this approach results in:

• Higher lead quality
• Lower cost per lead
• Increased conversion efficiency

The ads support multiple campaign goals, including:

• Booking demos and appointments
• Growing email lists and waitlists
• Capturing quote requests and sweepstakes entries

Availability and Ad Formats

The updated lead gen ads are now accessible via X’s Ads Manager and support various promotional formats, including:

• Image and video ads
• Carousel promotions
• Timeline Takeover ads

While the core structure remains similar to Twitter’s original design, X has introduced minor refinements in form pre-filling and visual presentation.

Like.tg will continue monitoring updates on X’s evolving ad strategies.