About the leads objective

The leads objective allows businesses to create campaigns to find potential customers for their products or services. Businesses can use these campaigns to gather information from new leads and help them move through the buying process.

There are several types of campaigns that you can run with the leads objective, depending on your business goals. You can have people respond to your questions on a form, call your business or connect with you on Messenger.

When you create a campaign with the leads objective, you can:

• Use a form to gather information from your leads: When people tap on your ad, ask them to fill in a form with responses to your questions. Download your leads data directly from Facebook or integrate your CRM, then follow up with your qualified leads. Learn more about lead ads.
• Encourage leads to call your business: When people tap on your ad, have them give you a phone call. To make sure that someone is available to take the call, schedule your ad to run during business hours. Learn more about call ads.
• Connect with leads in Messenger: When people tap on your ad, take them to an automated question and answer flow in Messenger.

Note that the leads objective is the only advertising objective on Facebook that allows you to add forms to your ads. These forms are called instant forms, and you can use them to request names, email addresses and other relevant information from people who tap on your ad.

We recommend you choose the leads objective if you have created campaigns with one of these previous objectives in Ads Manager: lead generation, messages or conversions.

• Create a lead ad from Ads Manager
• Create a call ad from Ads Manager
• Create a leads campaign for Messenger in Ads Manager
• Benefits of integrating your CRM system with Facebook