TL;DR
Lead Ads use Instant Forms that open within Facebook/Instagram — users fill out a form without leaving the app, and Meta auto-fills their name, email, and phone from their profile. Create a campaign with the Leads objective, select Instant Forms as the conversion location, design your form with an intro section, questions, and privacy policy link, add custom questions to qualify leads, and set up a CRM integration (via Zapier, direct API, or manual CSV download). Lead quality is often lower than website leads — combat this by adding qualifying questions, using Higher Intent form type, and following up within 5 minutes.
Overview
Lead Ads use Instant Forms that open within Facebook/Instagram — users fill out a form without leaving the app, and Meta auto-fills their name, email, and phone from their profile. Create a campaign with the Leads objective, select Instant Forms as the conversion location, design your form with an intro section, questions, and privacy policy link, add custom questions to qualify leads, and set up a CRM integration (via Zapier, direct API, or manual CSV download). Lead quality is often lower than website leads — combat this by adding qualifying questions, using Higher Intent form type, and following up within 5 minutes.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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