Facebook this week rolled out the lead generation in Messenger globally. The ads are click-to-Messenger, and are created in the messages objective. The click-to-Messenger ads open a Messenger conversation between a person and business and kicks off a set of questions that can be answered through pre-filled or free form text.

According to Facebook, businesses can then integrate with their CRM provider and continue the conversation with qualified leads through Pages Inbox, Pages Manager App or a third-party live chat provider.

Facebook says businesses engaging with potential leads in their preferred channel are seeing results. RIFT Tax, a UK-based financial services company, used lead generation in Messenger to increase its customer base of Armed Forces members—increasing qualified leads by 42%. By following up with leads in Messenger, RIFT Tax was able to respond in less than 10 minutes and achieved an 18% higher lead resolve rate versus phone.

“Due to the success and improved KPI’s, we’re putting forward a business case to add Facebook Messenger to our mix of channels for lead acquisition and to further develop using Facebook Messenger as a communication channel throughout the customer journey,” said Alicia Urunsak, Senior Paid Digital Performance Manager for RIFT Tax.