Meta Business Help Centre

About lead ads

Lead ads allow you to find people who may be interested in your products or services and collect information from them. Using an instant form, you can collect contact information such as name, email address, phone number and more. You can also optimise different types of instant forms and include custom questions to help you understand your potential customers and reach your business goals.

You can use lead ads to:

  • Identify potential customers for your business.
  • Collect subscriber information for your company newsletter.
  • Encourage downloads of gated content such as white papers and brochures.
  • Understand the interests and behaviours of potential clients.
  • Get people to enrol in your programmes.

You can create lead ads in Meta Ads Manager or from your Meta Business Suite. Lead ads appear in Facebook Feed and Stories, Instagram feed and Stories, in-stream videos, Marketplace and more.

When people click on your ad, they'll be prompted to fill in your form. After people have submitted your form, you can download your leads data directly from Ads Manager or Leads Centre in Meta Business Suite, or connect to a CRM system such as Mailchimp or Salesforce.

Note: Lead ads must abide by our Advertising Standards, including our Discriminatory Practices advertising policy. To help prevent potential discriminatory practices, if you use lead ads for housing, employment or credit opportunities based in the US or targeted to the US or Canada, you may not collect certain information. This includes personal information such as age, gender, marital/relationship status and location information, such as street address, town, city and postcode.

In some cases, advertisers may use custom fields to ask about their customer's location preferences for their service, but may not mimic prohibited prefill questions or ask the prohibited information shared above.

Learn more

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More in this section: OBJECTIVES

About lead adsAbout instant formsAbout lead ads terms and securityAbout privacy policiesAbout reasonably prominent noticesAbout lead generation in MessengerAbout Advantage+ catalogue ads for lead generationBest practices to create lead adsBest practices to respond to leads
Create from Ads ManagerCreate from your PageCreate using the Promote buttonCreate for InstagramCreate a Advantage+ catalogue ad for lead generationCreate for MessengerAbout performance goal for lead adsAbout instant form typesChange the language of your formAsk the right questions on your formAdd custom questions to your formAdd conditional answers to your formAdd a store locator to your formAdd an appointment request to your formAdd an introduction section to your formAdd a custom disclaimer to your formAdd a completion section to your form
About CRM system integrationsBenefits of integrating your CRM systemAvailable CRM system integrationsConnect your CRM systemConnect your CRM system via ZapierRemove your CRM systemSet up your CRM for conversion leadsAbout tracking parametersSet up tracking parametersChange the field names on your formEdit your instant formArchive your instant form
Information included in your leads dataDownload leads data from Ads ManagerDownload leads data from your PageAbout leads access managerAssign permissions for leads access managerRestore default permissions for leads access managerAbout expired leadsAbout organic leads
Design specifications for lead adsRecommendations and requirementsAvailability of features across devicesPrefill questions available in your formQuestions prohibited on your formExamples of reasonably prominent notices

OBJECTIVES |

Lead Generation

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