Lead Capture Playbooks

Lead capture playbooks help franchisees collect contact information from potential customers directly through Meta's instant forms. This guide covers the complete setup process, from creating forms in Meta to deploying playbooks across your network.

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Overview

Lead capture playbooks use Meta's Instant Forms (also called Lead Forms) to collect user information without leaving Facebook or Instagram. When someone clicks your ad, they see a form pre-filled with their profile information, making it easy to submit.

Benefits:

• Higher conversion rates (no page load required)
• Pre-filled user information reduces friction
• Works on mobile where most users are
• Integrates with CRM systems

Use cases:

• Trial offers and appointments
• Newsletter signups
• Quote requests
• Event registrations
• Consultation bookings

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Prerequisites

Before creating a lead capture playbook:

• Meta Pixel configured for your workspaces
• Lead form template created in Meta Ads Manager
• Forms copied to each workspace's Facebook Page
• Ads Configuration set up with lead form connections

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Step 1: Create Lead Form Templates in Meta

Lead forms must be created in Meta Ads Manager first. You cannot create them in Flamel.

Creating Your First Form

1. Go to Meta Ads Manager for one workspace
2. Click All Tools → Instant Forms
3. Click Create Form
4. Choose form type:
   • More Volume — Simple, quick forms (recommended for most)
   • Higher Intent — Adds review step, filters less-serious leads

Form Configuration

Intro Section (Optional)

• Headline: What you're offering
• Image: Supporting visual
• Description: Why they should sign up

Questions Standard fields (pre-filled from Facebook):

• Full Name
• Email
• Phone Number
• City/State/Zip

Custom questions:

• Short answer
• Multiple choice
• Conditional questions

Privacy Policy

• Required: Link to your privacy policy
• Add a brief disclaimer about data usage

Thank You Screen

• Headline: Confirmation message
• Description: Next steps
• CTA Button: Optional action (Visit Website, Call Now)

Example: Two-Week Trial Form

Intro:
  Headline: "Get Your 2-Week Free Trial"
  Description: "No commitment. See why thousands trust us."

Questions:
  - Full Name (pre-filled)
  - Email (pre-filled)
  - Phone (pre-filled)
  - "Which location is nearest you?" (Multiple choice)

Privacy:
  Link: yoursite.com/privacy
  Text: "We'll contact you about your trial. You can unsubscribe anytime."

Thank You:
  Headline: "You're All Set!"
  Description: "We'll call you within 24 hours to schedule your trial."
  Button: "Call Us Now" → Phone number

Save as Template

After creating your form:

1. Click Settings on the form
2. Enable "Allow duplication"
3. Note the form ID for reference

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Step 2: Copy Forms to Other Workspaces

Each workspace's Facebook Page needs its own copy of the form. Flamel provides a built-in tool to automate this process.

Option A: Flamel's Form Copy Tool (Recommended)

Flamel includes a Copy Instant Form tool that automatically copies your template form to multiple workspaces at once, with automatic variable substitution for location-specific details.

Access the tool: Go to Paid → Forms → Copy Form or navigate directly to /paid/forms/copy

How it works:

1. Select Source Form — Choose the template form you created in Step 1
2. Configure — Set the base name for copied forms (workspace name is appended automatically)
3. Select Workspaces — Check which workspaces should receive the form (only workspaces with connected Facebook Pages are eligible)
4. Preview & Copy — Review the changes before executing

Automatic substitutions:

• Workspace name appended to form name
• Phone number from workspace settings
• Display URL from workspace settings
• Privacy policy URL (configurable)

Option B: Manual Duplication

If you prefer to copy forms manually:

1. Go to Meta Business Suite for workspace's Page
2. Navigate to Instant Forms
3. Find the original form
4. Click Duplicate
5. Update any location-specific details
6. Save

Repeat for each workspace.

Option C: Using Meta's Form Sharing

If you manage multiple Pages in the same Business Manager:

1. Create form on one Page
2. Use Business Manager's asset sharing to copy to other Pages
3. Customize per location as needed

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Step 3: Connect Forms in Flamel Ads Configuration

After forms exist on each Page, connect them in Flamel.

Setting Up Audience-Specific CTAs

1. Go to Organize → Ads Configuration
2. Select a workspace
3. Find or create an audience type (e.g., "2-Week Trial")
4. In the CTA section, locate Lead Gen Form ID
5. Enter the form ID from Meta
6. Save

Finding Your Form ID

In Meta Ads Manager:

1. Go to Instant Forms
2. Find your form
3. The ID is in the URL or visible in form details
4. Format: Long number like 123456789012345

Configuring Multiple Workspaces

For each workspace:

1. Switch to that workspace's configuration
2. Enter their specific form ID (their Page's copy)
3. Save

You can use "Import from ad set..." to copy configurations between workspaces, then just update the form ID.

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Step 4: Create the Playbook

Now create the lead capture playbook in Flamel.

Step 1: Playbook Setup

Basic Information

• Name: "2-Week Trial Lead Gen" or similar
• Description: "Collect trial signups via instant forms"

Launch Mode

• Opt-In recommended for lead capture (workspaces may want control)
• Deploy Immediately works if everything is pre-configured

Budget

• Lead campaigns typically need higher budgets
• Recommended: $20-50/day minimum for meaningful lead volume
• Enable workspace budget control if market sizes vary

Step 2: Campaign Configuration

Objective: Select Leads (OUTCOME_LEADS)

This is critical—only the Leads objective enables instant form optimization.

Special Ad Categories: Select if applicable (housing, employment, credit)

Budget Strategy: CBO recommended (Meta optimizes lead delivery)

Step 3: Ad Set Configuration

Optimization Goal:

• Leads — Optimize for form submissions
• Conversion Leads — If you track which leads convert (requires CRM integration)

Destination Type: The form is the destination (handled automatically)

Targeting:

• Use your "2-Week Trial" audience type (which has the form connected)
• Or configure targeting manually

Step 4: Ad Creative

Copy tips for lead gen:

• Clear value proposition in primary text
• Urgency or limited-time angle works well
• Social proof (customer count, ratings)
• Clear CTA that matches form

Example copy:

Primary Text:
"Join 10,000+ happy customers! Get your FREE 2-week trial—no credit card required. Limited spots available this month."

Headline:
"Claim Your Free Trial"

Description:
"2 weeks. Zero commitment. Start today."

CTA Button: Sign Up

Step 5: Review and Publish

Verify:

• Objective is set to Leads
• Each workspace has form ID in Ads Configuration
• Budget is appropriate for lead gen
• Creative has clear value proposition
• Privacy policy is linked in forms

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Managing Lead Capture Playbooks

Viewing Leads

Leads collected through forms appear in:

1. Meta Ads Manager → Leads Center
2. CRM integration (if configured)
3. Flamel's lead tracking (if enabled for your account)

Lead Download

To download leads manually:

1. Go to Meta Ads Manager
2. Navigate to Leads Center
3. Select date range and form
4. Export as CSV

CRM Integration

For automatic lead delivery:

1. Set up a CRM integration in Meta (Zapier, direct integrations)
2. Connect to your CRM system
3. Leads flow automatically when submitted

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Troubleshooting

No Leads Coming In

Check:

1. Is the ad reaching people? (Check impressions)
2. Is the form working? (Test it yourself)
3. Is form ID correctly connected in Ads Configuration?
4. Is budget high enough? (Meta may struggle with very low budgets)

Common fixes:

• Increase budget
• Broaden targeting
• Improve ad creative relevance
• Simplify form (fewer questions)

Leads Not Appearing in Meta

Check:

1. Date range in Leads Center
2. Correct Page selected
3. Correct form selected
4. Sync delay (can take a few hours)

Low-Quality Leads

Signs of low quality:

• Fake phone numbers/emails
• No response to follow-up
• Wrong contact information

Potential causes:

• Form is too easy (add a question to filter)
• Targeting too broad
• Creative attracts wrong audience

Fixes:

• Switch to "Higher Intent" form type
• Add qualifying question (e.g., "When are you looking to start?")
• Narrow targeting to more qualified audiences

High Cost Per Lead

Normal ranges (vary by industry):

• B2C services: $5-25/lead
• B2B services: $25-100/lead
• High-value services: $50-200/lead

If CPL is too high:

• Test different creative
• Adjust targeting (sometimes broader works better)
• Check form completion rate (partial submissions = form friction)
• Ensure ad and form messages match

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Example: Replicating an Existing Campaign

If you have a successful lead campaign in Meta that you want to turn into a playbook:

Step 1: Document Current Setup

From your existing campaign, note:

• Form template design
• Targeting settings
• Ad creative (copy and images)
• Budget and schedule
• Which workspaces/Pages have forms

Step 2: Create Audience Type

In Ads Configuration:

1. Create new audience type matching your campaign
2. Name it clearly (e.g., "2-Week Trial")
3. Configure targeting to match
4. Connect form IDs for each workspace

Step 3: Build Playbook

Create playbook using:

• Same objective (Leads)
• Same targeting (via audience type)
• Same creative (or improved)
• Forms connected through Ads Configuration

Step 4: Deploy

1. Publish playbook
2. Workspaces opt in
3. New campaigns created with same proven setup
4. Scale across network

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Next Steps

• Creating Playbooks — Complete creation guide
• Managing Playbooks — Monitor and optimize
• Ads Configuration — Set up audience types
• Playbooks FAQ — Common questions