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A step-by-step guide to Facebook Lead Ads

Meta has one of the largest audiences in the social media network space and a robust advertising platform to match.

Most Facebook users get access to the social network through a mobile device, so optimizing your ads for mobile devices is essential. In 2015, the platform launched Facebook Lead Ads to maximize online conversion through mobile device ad display optimization.

Table of contents

In this article, you’ll learn all you need to know about advertising on Facebook using Lead Ads. Additionally, we’ll discuss a few tools and integrations that help you leverage your marketing efforts through automation.

In the meantime, if you’d like to look for a specific integration, you can easily do so by typing your desired destination below.

How does Facebook Lead Ads work?

Facebook Lead Ads helps advertisers capitalize on their massive audience for better campaign conversion rates. This feature lets you collect leads at a lower price, gathering information from prospects through mobile and desktop ads.

Before this tool came along, the conversion of leads involved various steps, ultimately directing the user from the social media environment to an external landing page. Then, users had to interact with an additional call to action to provide their personal details. 

This lengthy process often resulted in an unsuccessful conversion because users were unwilling to move from the social media marketing companies‘ platform they trusted to an unknown external environment.

Facebook Lead Ads addressed these issues; when a user clicks on the ad, a pop-up window appears inside the platform, which is already pre-populated with the user’s data. In most cases, the user needs to confirm the data and submit it with only a few clicks. 

Below is an example of a Facebook Lead Ads from a real estate agent company, B. Holt & Partners Realty Group.

Facebook lead ad example

Image (A) shows the beginning of the ad. As soon as a Facebook user clicks on “Get deal now”, it takes them to (B), where the form is automatically filled up with the user’s information, such as their name and email address. They are only required to confirm the details or add a few details and click “Submit”.

facebook lead generation

Once the form is submitted, it takes them to image (C) to agree to terms and conditions. By clicking on the submit button, they are taken to (D), where the thank you page is displayed.

Why use Facebook Lead Ads for your campaigns

It reaches massive and high-converting audience

With 2.96 billion monthly active users worldwide, Facebook is one of the largest social media networks and has much to offer to marketers.


It is optimized for mobile

According to Statista, 98.5% of Facebook users access the platform through mobile phones or tablets.


By using Facebook Lead Ads for your marketing campaigns, you can reach out to more people who are likely to interact with your brand. You can also use adobe Facebook ad template to design your ads. These ads also come with a pre-built version, best designed for mobile display optimization but also compatible with desktop displays. 

It reduces conversion friction

The lead ads are designed with an interactive form that can be filled right on the platform. This eliminates the need to redirect users to your landing page, and helps to increase your conversions. It also eliminates the costs since there is no need of creating landing pages for your ads.

It offers precise targeting

With Facebook Lead Ads, you don’t have to speculate. It’s designed to make the process of reaching your targeted audience within your niche an easy one. By selecting your audience carefully and optimizing the configurations on Facebook Lead Ads, you can run campaigns that reach users who are likely to convert to customers in the long run.

It’s cheaper than direct advertising

Using Facebook Lead Ads can help save money on your advertising budget. Based on research, Facebook Lead Ads reduce the cost per quality lead significantly.

It helps increase brand awareness

As the largest social media platform, Facebook is the right place to build your brand awareness. The platform’s advertising features also make the whole process of creating your audiences and converting them into leads as easy as it can get.

It saves time

When Facebook presented Lead Ads, they announced it as a tap-tap-done feature, and it literally is. It saves the user’s time and yours; this feature has made form submission, as well as acquiring and managing leads fast and easy.

It’s a fully customizable tool

When creating an ad campaign, it’s possible to customize Facebook’s instant form with different fields such as size, people, business, field of study, etc. These configurations allow you to promote your product or service to a specific group of users while boosting your brand awareness.

Looking for inspiration? Check out these high-performing Facebook Lead Ads examples. 

How much does a Facebook lead generation campaign cost?

There are plenty of factors that affect how much a Facebook lead generation campaign could cost: your audience, relevance scores, and bidding strategies – to name a few.

Let’s look at Facebook ads costs for 2022, which can help you outline ad costs in 2023.

Here are a few tips that can help you lower the overall cost of your Facebook ad campaigns:

  • Optimize your target audience as much as you can;
  • Improve your ad relevance metrics;
  • Keep yourself always updated on the latest bidding strategies.

Facebook Lead Ads vs. Conversion Ads

Facebook Lead Ads isn’t the only advertising feature offered by the platform. Inside your Facebook Ad Manager, you can choose another type of ad objective: Conversion.

Many people usually confuse the two, but there are fundamental differences: While Facebook Lead Ads allows you to create a form and collect lead data without redirecting users to external pages, Conversion Ads direct people off of Facebook to a website or landing page in order to provide access to the offer the ad is promoting.

With Conversion Ads, you get to control the page users are going to and can add additional information to that page for them. However, you automatically add more steps to the user’s path, which may result in users leaving the page.

Also, Facebook Lead Ads get much cheaper clicks than Conversion Ads and prove more effective than traditional landing pages.

Moreover, Meta just recently released a new delivery option for Lead Ads: Conversion Leads optimization. This new feature allows you to tell Meta which lead status you want to prioritize in your ad campaign, in order to focus on quality rather than volumes.
If you’d like to learn more about this new feature, read this article: A guide to Conversion Leads Optimization on Facebook.

How to set up Facebook Lead Ads

Step 1: Setting up your campaign objective.

Go to the “Ads Manager”. Once there, click on the green button “Create” and choose your campaign objective. Since you are using it to generate leads, select “Lead generation”. Click “Continue”.

setting your facebook lead ads campaign objective

Step 2: Naming your campaign.

Under the lead generation, type in your “Campaign name”. You can also create an “A/B Test” and set “Campaign Budget Optimization”, or select a “Special Ad Category” from the drop-down menu if it applies.

How to name your campaign on Facebook ads manager

Step 3: Type in an “ad set name”.

Select the “Lead method”, and the Facebook page you want to use for the campaign. You can also switch on the “Dynamic creative” button.

How to add a set name for your facebook lead ads

Step 4: Configuring “Optimization & delivery” and “Budget & Schedule”.

How to select optimization and budget for your Facebook lead ads campaign

Step 5: Defining your Facebook Lead Ads audience. 

If you’ve a curated list of your “Audience”, you can select that; otherwise, you’ll need to create a new one. 

Create a new Facebook custom audience

1. To add a new audience list, click on “Create new”

The custom audience includes users you already have details about, such as their name, email address, location, etc.

First, you have to choose your “Custom Audience Source”. In this example, we select “Website”, but you have plenty of options (such as using a customer list, choosing a Meta source etc.)

Choose your Facebook custom audience source

2. Then, you have to define a few parameters for your new Website’s Custom Audience. Finally, click “Next”.

Quick reminder: To choose your website’s custom audience, you need to have the Facebook Pixel running on your website. Here’s how you can set up Pixel for your website if you haven’t already done so.

Creating custom audiences might be a little complex. If you want to know more, read this step-by-step guide to Facebook Custom Audiences

Step 6: Selecting the ad “Placements”. 

This is where your ad will be displayed across all Facebook products including Facebook, Messenger and Instagram.

Choose your Facebook lead ads' placement

Remember that with LeadsBridge integrations, you can connect your CRM or autoresponder to Facebook Custom Audiences and pull data automatically from different sources and into Facebook to create your ideal audiences in no time.

Here are some of our most popular integrations for Facebook Custom Audiences:

Discover all the possible integrations available for Facebook Custom Audiences here

After setting up your ad’s Placement, click “Continue”. This will take to the final stage of your “ad creation”. Follow the following step by step instructions to complete your ad’s design.

How to design your Facebook Lead Ad

Step 1: Choose an “Ad name”. Under the “Identify” section, type in the “Facebook Page” you want to represent your business at the ad set level. 

How to name your Facebook lead ad

Step 2: configure the “Ad setup”.

Select the “Format”. Available formats are: “Carousel” and “Single image or video”. For this content, we will use a single image or video option.

How to configure your Facebook lead ad

Step 3: Set up your “Ad creatives”.

In this section, you can include your creatives, such as the Media, Description, Headline, Call to Action, button label, etc. You can check the preview on the right side.

Choose your Facebook lead ads creatives

Step 4: Set up “Destination” and “Instant form”.

This is the most important step in the ad creation process. It’s time to design the lead form. Click on “Create form” and the form will pop up.

Create an Instant form on Facebook

1. Add the “Create form” content.

Fill in the following sections;

Form type: Customize your form depending on your lead generation campaign’s goal. Choose between “More volume” or “Higher intent”.

Choose your form name and type

Intro: Select the image you want to show in your form background, as well as the “Headline”. 

Choose a background image for your Facebook form

Questions: Here, you can add “Custom questions” to your form (e.g. multiple-choice, short answer, conditional or appointment request).  

Add questions to your Facebook lead form

Privacy: In this section, you can include a link to your company’s “Privacy Policy” and add a “Custom disclaimer” for privacy. 

This step is important to help keep your advertising aligned with global customer privacy regulations such as GDPR and CCPA.
Learn more about compliant Facebook advertising and GDPR here

Add your company's privacy policy to your Facebook lead form

Completion: Write a message to let your leads know what happens once they’ve completed the form. Choose a Call-to-action button and a description text, and add a link to the thank you page.

Create a content for your Facebook lead form

2. Configuring the “Create form” settings.

Here, you can set up your “Form configuration”.

Field names: Edit how the field names appear when you export files.

Set field names on your Facebook lead form

Tracking parameters: Tracking parameters help you identify where your leads come from. These fields won’t appear in the form, and only you’ll be able to see them via API, Download, or configured CRM. Add a “Parameter name” and “Parameter value”.  

Select tracking parameters

Read more about configuring tracking parameters below.

Finally, “Publish” your form and go to the final step.

Step 5: Set up “Tracking”.

You can track CRM events, App events, or Offline events and optionally add a URL parameter.

Select CRM events

Configuration of Facebook lead form tracking parameters 

Facebook lead form tracking parameters are a new feature, recently released as a conversion tracking tool. You can use it to track the performance of your Facebook campaign through a unique code snippet. In practice, by configuring the tracking parameters, you can accurately monitor your lead acquisition

Facebook includes tracking parameters in your interactive form to help you understand where your contacts are coming from and provide click information.

Here’s how to configure them: 

  1. Create a lead capture ad in your Facebook Ads Manager.
  2. Find the “Interactive form” section. Here, you’ll need to use an existing form or create a new one.
  3. Find the “Create Form” box and click “Settings”.
  4. Click on the “Tracking Parameters” section and then select the parameter you want to include. For example, for adding UTM source as a parameter, you need to type “utm_source” in the Parameter Name field and “Facebook” in the Parameter Value field. Remember that you cannot have two parameter names or values named the same thing. 
  5. Next, click on “Add Parameter” to add more parameters.
  6. After adding your parameters, finish creating the interactive form to complete your lead ad. 

Once your ad is approved, your ad form will contain tracking parameters.

You can also test these insights before launching your ad, using the Lead Capture Ads Test Tool to build test leads. 

How to edit your Facebook Lead Ads

You might want to edit your lead form for various reasons; change of strategy, results of an A/B tests, etc. If the ad is only saved as a draft, all you have to do is go through the previous steps and make the changes you require. 

However, it isn’t really possible to edit an already published lead ads form. But, you can duplicate an existing form, make the changes and then publish the new version.

Here’s how to do that:

Step 1: Go to your “Ads Manager” and create a new ad; select “Lead generation” as the objective_ as shown in the above instructions. 

Step 2: Add your ad’s creatives, including text and images, to your ad.

Step 3: Under the Ad content section, find the Lead forms. Click on the lead form you want to copy and then click Duplicate.

Facebook lead ad creation example

In the image above, we’ve changed the media for our Facebook Ad. 

Step 4: Give your form a new name and make other edits if necessary.

Step 5: Review the ad as usual, and click Finish Form.

Congratulations! You are done editing your Facebook Lead Ads.

Facebook Lead Ads testing tool

The Facebook Lead Ads testing tool allows you to test your lead generation form’s functionality, before making it go live on the platform. 

With the Facebook Lead Ads testing tool you can make sure your ad is going to perform well with your users and make the required adjustments and optimization if necessary.

If you’d like to learn more about how the Facebook Lead Ads testing tool works, you can take a look at this article: How to use the Facebook Lead Ads Testing Tool via LeadsBridge.

Examples of Facebook Lead Ads that convert

The social proof in Lead Ads

In marketing, the concept of social proof is one of the most powerful techniques to trigger action. In a Facebook marketing campaign, social proof can be used in many ways. For example, using testimonials and having numerous likes and comments can influence people about your brand’s popularity and credibility. Or you can use a picture with many people enjoying your product or service, as shown in the image below.

Facebook leads ads

The benefits list in Lead Ads

Another successful type of Lead Ads highlights all the benefits for the lead of subscribing to your list, downloading your ebook, or scheduling a meeting with you. This helps the audience to see the ads and appreciate the full value of clicking on them.

Facebook leads ads

Carousel Ads let advertisers showcase multiple images in the same ad with the possibility of using many creative presentations. For instance, this Carousel Ad from Tokyowheel promotes a 6 part email course, and each lesson is shortly described by an image that users can scroll through.

Facebook lead ads

The learn more option in Lead Ads

Facebook Lead Ads can also be effectively used to collect leads who simply want to learn more about a topic. People who click on “Learn more” will usually receive email communication or will be directed to a landing page.

Facebook leads ads

Facebook Lead Ads Integrations with LeadsBridge

The leads you will collect through your created campaign will be stored on your Facebook page, and all the contact details can be downloaded in a CSV format.

If managing these tasks manually, it is difficult to email, send an SMS, or call as soon as the new lead comes in. 

Consider these stats: 74% of consumers expect to receive an email immediately after subscribing to a service, and companies that contact a lead within the first hour are seven times more likely to qualify the prospect than an organization that responds in two hours. They just show how the lack of automation can reduce the effectiveness of your marketing efforts.

However, there are different tools that can help solve this issue.

Meta introduced a new feature called Business Apps under the Meta Business Suite. LeadsBridge offers over 100 Business Suite integrations, grouped into three categories:

  1. Measurement and optimization (conversions)
  2. Lead Ads
  3. Ads targeting

LeadsBridge was the first company presented by Meta in the Meta Business Apps as its official partner for integrating Facebook Lead Ads. Today, we provide our customers with integrations that bridge the gap between Facebook Lead Ads integrations and 380+ CRM and email providers, such as:

Automation through LeadsBridge 

Through automation, LeadsBridge helps manage the leads you have just obtained from your ad campaign, importing all the acquired contact details into your favorite customer management tool and email software. With this in place, you can quickly contact them through email or SMS as soon as they come in. As a result, you’ll have a system that helps turn your leads into paying customers much faster and before they lose interest in your products or services.

Free Facebook Lead Ads integrations

Now, you can streamline the data management process in and out of your favorite marketing apps using Facebook Lead Ads integrations with LeadsBridge. These bridges are used to move leads across platforms automatically and for free.

The Freemium plan allows advertisers to run one bridge at a time and sync 50 leads per month. The free tire was designed to offer a first-hand experience and let you experiment with your ad campaigns without worrying about additional costs. 

Learn more about our Free Forever Plan here. 

How to automate Facebook leads for better conversions

Once you’ve generated leads through your Facebook Lead Ads campaigns, you’ll need to manage them. You can either manually download leads and upload them to your CRM tool, or take the shortcut by using LeadsBridge automation integrations. Here’s how to automate Facebook leads to win over the competition.

Send lead information directly to the CRM 

By syncing your leads data automatically into your CRM, you and your sales team can access these data in real-time. Besides being able to deliver an appropriate follow-up response to each lead, you can also track the lead through the sales funnel and nurture them accordingly.

Getting automatic and customized notifications

It is important to get in touch with users right when they are most interested and engaged with your offering. You’ll need to reach out to them before they start looking elsewhere. And to be able to fill that gap, automatic notifications are the answer.

Discover how to send Facebook leads to email for Free. 

Automatic lead nurturing emails

You can connect your lead ads with your favorite autoresponder platform to send automated lead nurturing emails, such as a welcome series. You can also offer lead magnets along with these emails, such as an ebook or a coupon code. 

Learn all you need to know about running automated email campaigns here. 

Offering custom deals 

Creating custom deals and packages for your leads is a strong marketing technique that can increase your conversion rates. 

Automation allows you to track these promotional deals when a new lead comes from Facebook Lead Ads so you can measure and optimize the driving conversion factors

3 Facebook Lead Ads success stories

To better understand how Facebook Lead Ads can help your business, let’s look at three success stories of companies across different industries.

Mercedes-Benz Vans Turkey

The first success story is a global automotive brand, Mercedes-Benz Vans Turkey, that requires no introduction. The company has achieved remarkable results with Facebook Lead Ads in the automotive industry.

Mercedes-Benz Vans Turkey was facing prolonged response rates to the leads due to manual import. In order to decrease lead response rates and achieve a higher sales ratio, they started using LeadsBridge to integrate their Facebook Ads with their CRM and automate the import.

Facebook lead ads

By reaching its customers faster, the company saw an increase of 48% in generated leads and, more importantly, an 18% growth in sales.

“In the digital environment, our first aim is to create the best user experiences for our digital sources,” says Nergis Sevin, the Digital Marketing Lead at Mercedes-Benz Trk. “LeadsBridge accelerated our customer experience journey by providing us with the fastest way at the first point of contact with our customers. So, we could get a more qualified lead and sales amounts.”

ASI Audiology & Hearing Instruments

ASI Audiology & Hearing Instruments is a company founded by Dr. Kent Webb to improve the lives of people who have suffered hearing loss. For their Facebook Lead Ads campaign, their goal was to find 23 people offering them a free visit to the clinic during the weekend.

Facebook lead ads

Thanks to LeadsBridge and Facebook Lead Ads, ASI Audiology and Hearing Instruments managed to schedule more than 20 appointments, lowering the cost per lead to $ 9.32 against the $200 they paid before the advertising campaign

“We are most excited about the cost per lead this campaign generated,” says Dr. Michael Webb, Au.D. “With the average price being extremely lower than other forms of advertising, it is a no-brainer to stick marketing dollars into a source like Facebook Ads.”


Almundo is an omnichannel travel company with more than 70 branch offices worldwide.

Almundo’s main goal for the second quarter of the year was to drive sales by increasing their active subscriber lists by at least 20% and at a challenging target CPL, while managing the campaigns in-house. They used Facebook Lead Ads and LeadsBridge integrations to sync their new leads, creating a contest to win a trip to Disneyland.

Facebook leads ads

The results of the campaign have been a +6% increase in ROI, + 20% active subscribers, and growth of +1.2% in Conversion Rate

Eduardo Pocai Almeida, the Head of Growth & Performance at Almundo, said: “We will keep using Facebook Lead Ads and LeadsBridge connected with our marketing tools. The possibility to create exciting, on-brand experiences to expand our audiences in a scalable fashion and meet our performance KPIs.”

If you are eager to read more stories of companies that had successful campaigns with Facebook Lead Ads, click here.

Facebook Lead Ads strategies & best practices

Here are a few Facebook Lead Ads best practices to help you improve and optimize your lead generation forms for better results.

Create lookalikes from real customers and not prospects

One of Facebook’s targeting options is Facebook Lookalike Audiences, which is valuable to target an audience with interests and demographics similar to your current customers. The best approach when using Lookalike Audiences is to avoid creating a Lookalike Audience from prospects. This way, you will have a more extensive list of less qualified leads and, consequently, a lower targeting accuracy. 

But when you create a Lookalike Audience from those who have already converted to customers, you are building a true profile of your ideal customer.

Create an attractive copy for your ad

The ad copy determines whether your audience clicks the CTA on your ad or not, and therefore, also the success or the failure of your ad. Don’t use the same text you have on an old ad campaign for a new lead campaign. Craft and test new copies each time you want to create a new ad. Write a copy that will inspire, excite, entertain, and persuade your audience to take action.

Use custom questions

When creating your lead ad form, you can choose between two different kinds of questions: Prefill and Custom questions.

Prefill questions include standard info such as Name, Email, and Phone number, that Facebook will automatically fill out after gathering it from the user’s account.

On the other hand, Custom questions include four options: 

  1. Short answer
  2. Multiple choice
  3. Conditional
  4. Appointment scheduling

You can choose whichever option best fits your business, you are free to craft the questions as you wish – which allows you to better qualify your leads – , and users get to engage with your ad a little more.

Use fewer fields in your forms

Use relevant but limited fields in your Facebook Lead Ads form. When you increase the field, users will probably not complete it. The fewer, the better. However, ensure it contains the real information you need for your business. So, how many fields or questions should you add to your lead ad forms? Adespresso carried out a survey on lead ads performances vs. questions and came up with the table below.

facebook lead ads

According to the data presented above, your questions or fields should not be more than three. Of course, it can be less, but not more.

Don’t target the same audience with different lead ads campaigns

Creating different Leads Ads targeted at the same audience will decrease the campaign’s performance_ even if you’re trying to test different ad ideas on your audience. Facebook has several users, and with targeting, you can niche down to the audience that will most likely convert.

Know the right time to display your lead ads

With Facebook Lead Ads, you can schedule your ads precisely when you know your audience is active. If you see an increase in your users’ participation in your ads, you can increase your bids. But if they are not interacting with it, then scale back on the ad.

Create a transparent offer

Let your audiences know what they will get by signing up for your offer. Also, inform them about what you will do with their emails in the future. You can disclose this in the privacy policy section.

Facebook Lead Ads and GDPR

With the changing landscape of privacy regulations such as GDPR and CCPA, marketers need to know exactly how to keep advertising safe on Facebook.

However, complying with the GDPR best practices doesn’t mean limiting your marketing efforts. In fact, it could be a helping factor since it helps you connect only with genuinely interested leads. 

When it comes to Facebook Lead Ads, to successfully comply with the GDPR, advertisers only need to get users’ permission to use their information and be transparent about how they will use it.

In the case of Facebook Lead Ads, as a company, you must link to your privacy policy in the ad to collect consent prior to using the data. You can also create a specific field in your instant form, either mandatory or optional, to ask for the user’s consent (read more about it here).

Moreover, your Facebook Lead Ads must not violate Facebook’s Community Standards. For example, your ads cannot be used for targeting minors, or promoting inappropriate, discriminatory, and adult content.

You can use Facebook Lead Ads to collect different information from potential leads anywhere in your sales funnel. It is also suitable for different industries, such as retail or e-commerce businesses, to offer deals, coupons, and offers. 

The effectiveness of Facebook Lead Ads has made it one of the most powerful tools for building high-converting lead generation campaigns. Discover more about Facebook Lead Ads for real estate here.

Facebook Conversions API

Facebook Conversions API, previously known as Facebook Server-Side API, was created to help businesses maintain data privacy and deliver personalized advertising experiences to customers and audiences.

Facebook Conversions API works with a Facebook pixel to capture the relevant data when a visitor lands on a website integrated. The Pixel records the customer’s data in cookies (first-party). The server saves the information the same way it saves the IP addresses, user agents, Google Analytics client_id, and other insights. When the customer triggers an event, the server sends a request with the customer’s data and the event to the Facebook server.

With this feature, you can track events like Leads, Affiliate payments, Locations, Phone calls, Form submissions, Purchases, Email subscriptions, and Subscription changes.

It also offers a unique set of benefits that browser Pixel simply does not, including a better overview of omnichannel customer journeys. This is done by overcoming things that were challenging for event tracking, such as bad network connections, long loading times for pages, and Ad Blockers.

To leverage the Facebook Conversions API feature, you need to automatically integrate it with your favorite CRM. Through LeadsBridge, you can streamline the entire process. Connecting Conversions API to your CRM allows you to transfer data while ensuring that results are being recorded accurately and properly.

Here are a few examples of the integrations for Facebook Conversions API provided by LeadsBridge:

Can’t see your favorite integration? Explore the complete list of integrations for Facebook Conversions API.

Final thoughts

The best way to understand Facebook advertising is to get started and try different methods. Use this step by step to guide to setup and design high-performing campaigns. 

Facebook Lead Ads are a robust tool to generate valuable leads for your business. And to get the best out of your campaign, automate the data management processes between your marketing tools and Facebook through LeadsBridge integration.

Discover all the possible Facebook Lead Ads integrations here. 

Mark Cirillo

Try LeadsBridge now!