Lead Forms
Collect leads directly on Facebook and Instagram.
Lead forms are one of Meta's most powerful advertising features for businesses that rely on inquiries and appointments. Instead of sending people to your website and hoping they fill out a contact form, Meta's instant lead forms capture information right within Facebook or Instagram. The form opens when someone clicks your ad, pre-filled with their profile information, making submission almost frictionless.
Why Lead Forms Work
The magic of lead forms lies in reducing friction. When someone clicks a traditional ad, they leave Facebook, wait for your landing page to load, and then face an empty form asking for information they've probably provided dozens of times before. Each step loses people.
With lead forms, the experience is seamless. The form appears instantly, already populated with the person's name, email, and phone number from their Facebook profile. They review, maybe answer one or two custom questions, and submit. The entire process takes seconds, and they never leave the app they were scrolling.
This speed and convenience translates to higher conversion rates, especially for service businesses, real estate, healthcare, and other industries where a lead is the first step in the sales process.
Creating Lead Forms
Navigate to the Lead Forms section through Organize > Ads Configuration in the Paid Social Ads module. Here you can sync forms you've already created in Meta, create new ones, and manage all your form assets.
When building a new form, think carefully about what information you actually need versus what would be nice to have. Every question you add reduces completion rates. The ideal form asks only what's necessary to follow up effectively.
Standard questions are pre-filled from the user's Facebook profile, making them nearly zero-friction to answer. These include name, email, phone number, and location information like city, state, and zip code. Use these whenever possible instead of custom questions that require typing.
Custom questions let you gather information specific to your business. What service are they interested in? When are they looking to start? What's their budget range? These help qualify leads but require the user to stop and think, so use them sparingly.
Form Design Best Practices
Keep forms short — ideally three to five fields maximum. If you find yourself adding more questions, ask whether you really need that information upfront or if your sales team could gather it during follow-up.
Order questions thoughtfully. Put easy, pre-filled questions first to build momentum. Save any custom questions that require thought for the end, after the user has already committed to the process.
Write clear question labels. "Phone" is better than "What number can we reach you at?" Brevity respects the user's time and keeps the form feeling quick.
Configure the thank you screen to set expectations. Tell people what happens next and when they'll hear from you. "Thanks! One of our team members will call you within 24 hours" builds confidence that their submission went somewhere real.
Following Up on Leads
Capturing leads is only valuable if you follow up. Lead form submissions can be viewed in Flamel through the Lead Forms section — click on any form to see its leads tab and export data as needed.
Speed matters enormously with lead form leads. These people expressed interest while actively scrolling social media — their attention is fleeting. Studies consistently show that leads contacted within minutes convert at dramatically higher rates than those contacted hours or days later.
Set up your workflow to handle leads quickly. Whether that means notifications to your sales team, integration with your CRM, or automated email responses, don't let leads sit untouched.
Hub Features for Lead Forms
Hub users can create forms at the Hub level and then copy them to workspace accounts. This ensures consistent data collection across your franchise network while letting each workspace's form submit to their own lead management system.
To copy a form to workspaces, select it from your forms list and click Copy to Workspaces. Choose which workspaces should receive the form and complete the copy. Each workspace then has their own version they can use in campaigns.