SWAK Cosmetics is looking to create an ad on Meta that will offer free consultations in exchange for someone signing up for email communications from their brand. What type of ad should they create?

Why a Lead Ad is the Best Choice for SWAK For a business offering something like a free consultation, a Lead ad is the most efficient path for two main reasons: Reduced Friction: When a user clicks a Lead ad, a form pops up that is pre-filled with their contact information (like name and email) from their Meta profile. This makes it incredibly easy for them to sign up, leading to much higher conversion rates compared to sending them to a separate website. Direct Information Exchange: It is built specifically for "The Handshake"—the moment where a user gives you their data in exchange for a specific value (the free consultation). It effectively turns an ad into a direct registration tool.