Facebook announced some new features for its lead ads including a new context card, a carousel format, and the ability to reach both desktop and mobile users.

Lead ads were first made available to all advertisers in October following a limited launch in June. Facebook has touted a 4x reduction in cost per lead and a 54% more efficient cost per lead for different companies.

With the general launch in October, Facebook added CRM integration, real-time response, and customizable questions. Now, the ads can do more.

The context cards are optional titles that pop up after someone clicks on a lead, but before they get to the form. This, Facebook explains, gives businesses a place to offer more details on the information people are signing up for.

The carousel format lets businesses showcase three to five images and headlines before people click through to the lead form.

“Lead as are now available on desktop as well mobile, making it easier to reach people on any device,” a spokesperson for Facebook says. “Additionally, advertisers have insight into what devices their audiences use most and can tailor information to those particular devices.”

Since the October launch, Facebook says email newsletter TheSkimm saw lead quality improve by 22% with the addition of a context card while Mazda saw 5x more leads compared to ads linking to their website. Mazda also saw cost per lead drop by 85%, the company says.

Facebook talks more about the ads here.

Image via Facebook