Lead ads allow you to run lead generation campaigns on Facebook and Instagram. You can create leads ads from your Facebook Page or from Ads Manager. When creating lead ads from a Facebook Page, you can use the publishing tools option for full functionality, or the Promote button with limited functionality. Using the Promote button requires fewer steps.
Before you begin
Before you begin creating your lead ad, we advise having your legal team review the questions that you plan to ask on your form, as well as review the Lead Ads Terms and Advertising Policies. You'll also need the URL for your organisation's Privacy Policy to include in your form.
To create your lead ad with full functionality
Go to your Facebook Page and click Publishing tools.
Click Forms library in the menu on the left-hand side.
To create a new form, click + Create. To use a form you've already created, skip to Step 13.
Choose New form or Duplicate an existing form and click Next.
In the Create form window, name your form in the Form Name field.
In the Form type field, choose which type of Instant Form you wish to use. Choosing More volume will allow you to create a form that is quick to complete and submit on a mobile device. Choosing Higher intent will add a review step that gives people a chance to confirm their information before submission.
In the Intro section, add an introduction screen to your Instant Form. You can use this introduction section to include an image, headline and description that explains more about your product or service.
In the Questions section, click + Add Question to add up to 15 questions. Custom questions allow you to get answers to the questions that are most important to your business or organisation. You can also include prefill questions to ask for user information. In the Description field of the Prefill questions section, inform people how their information will be used or shared. You may only use the information collected in your lead ad for the purposes stated in this notice. Choose which information you'd like to have prefilled in your form. You can add categories using the + Add Category button.
In the Privacy section, add link text and a URL in the Privacy policy field. You can also click + Add custom disclaimer if you want to add additional disclaimers to your Instant Form. Custom disclaimers have no character limit.
In the Completion section, add a headline, description, call-to-action button and link to help keep your leads engaged after they submit the form. The Headline and Call-to-action textfields can include up to 60 characters.
Click the arrows at the top of your Form preview to make sure that your completed form looks the way you want it.
Click Publish to complete your form. Click Save draft if you think you'll want to make changes later. Once an Instant Form has been published, you cannot edit it.
Now that you have completed your Instant Form, click Boost to use it in an ad. From here, you'll choose the image or video that will appear on your ad and select your text, audience, duration and budget. When you've finished, click Promote to run your ad.
When a person clicks on your lead ad from Facebook, they are taken to an on-Facebook Instant Form. Likewise, when they click on your lead ad from Instagram, they are taken to an on-Instagram Instant Form. On this form, they can edit their prefilled information and answer the questions you've asked before clicking the Submit button.
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