Create a campaign for lead generation in Instagram Direct or Messenger in Ads Manager

Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.

When you set up a campaign in Ads Manager using the Engagement or Leads objective, you can generate leads in Instagram Direct or Messenger through an automated chat template. You can ask specific questions to people who are interested in your business directly in your preferred messaging platform, gather customer preferences and ask custom questions to prioritise the most qualified leads.

Create a campaign for lead generation in Instagram Direct

If you want to generate leads and speak to your customers in Instagram Direct, create a campaign with the Leads objective.

1. Go to Ads Manager and click + Create.
2. Under Choose a campaign objective, choose the Leads objective and click Continue.
3. Create a campaign name, then click Next.
4. Under Conversion location, select Instagram.
5. Edit your budget, schedule, audience and placements, then click Next.
6. Create your ad creative and scroll down.
7. Under Message template, select Create.
8. Create your questions in your chat template.
9. Click Publish.

Create a campaign for lead generation in Messenger

If you want to generate leads and speak to your customers in Messenger, you can create a campaign with the Engagement or Leads objective.

Generate leads in Messenger with the Engagement objective:

1. Go to Ads Manager and click + Create.
2. Under Choose a campaign objective, choose the Engagement objective and click Continue.
3. Create a campaign name, then click Next.
4. Under Conversion location, select Messaging apps.
5. Under the Messaging apps section, select Messenger.
6. Edit your budget, schedule, audience and placements, then click Next.
7. Create your ad creative and scroll down.
8. Under Message template, select Automated chat.
9. Click + Create and Create your questions in your chat template.

Note: By clicking on the Advanced tab at the top of the Create chat window, you can name and save your chat template, edit your Pause questions or Reminder option, or route your messages to your chat management provider (such as Page inbox or a third-party app.)

Generate leads in Messenger with the Leads objective:

1. Go to Ads Manager and click + Create.
2. Under Choose a campaign objective, choose the Leads objective and click Continue.
3. Create a campaign name, then click Next.
4. Under Conversion location, select Messenger.
   
   Note: You can also create one campaign that will show to viewers as either instant form or Messenger, depending on where the viewer is likely to convert.
5. Edit your budget, schedule, audience and placements, then click Next.
6. Create your ad creative and scroll down.
7. Under Message template, select Create or convert one of your existing instant forms to Messenger.
8. Create your questions in your chat template.
9. Click Publish.