Facebook Lead Form: How to Generate and Qualify Leads on Facebook and Instagram

By Cepy 8/18/2023 Post a Comment

Hi Online Friends,

If you're looking for a way to generate and qualify leads on Facebook and Instagram, you might want to consider using Facebook lead form ads. These are ads that allow you to collect information from people who are interested in your product or service without requiring them to leave the platform.

In this article, I'll share with you everything you need to know about Facebook lead form ads, including what they are, how they work, how to create them, and how to optimize them for better results. I have experience with using Facebook lead form ads for my own business and for my clients, and I can tell you that they are one of the most effective ways to grow your email list, generate leads, and increase conversions.

What are Facebook lead form ads?

Facebook lead form ads are a type of ad that you can create in Meta Ads Manager or from your Facebook Page. They are designed to help you generate and qualify leads by asking people to fill out a form with their contact information and other relevant details.

When someone clicks on your lead ad, they will see an instant form that pops up on their screen. The form is pre-populated with their Facebook contact information, such as name, email address, and phone number, making it easy and fast for them to submit their information. You can also customize the form with your own questions, privacy policy, and thank you message.

Why use Facebook lead form ads?

Facebook lead form ads have many benefits for both advertisers and users. Here are some of the reasons why you should use them for your lead generation campaigns:

They make the lead generation process easy. People can simply tap your ad and fill out the form without leaving Facebook or Instagram. This reduces the friction and drop-offs that often occur when people have to navigate to a landing page or a website.
They help you reach the right people. You can use Facebook's audience selection and optimization products to target your ideal customers based on their demographics, interests, behaviors, and more. You can also use dynamic ads for lead generation to show personalized ads based on what people have previously expressed interest in.
They help you get higher-quality leads. You can customize your form with your own questions to ask for the most important information first. You can also use conditional logic to create dynamic forms that vary based on the lead's answer to your multiple choice questions. This way, you can get more relevant and qualified leads for your business.
They help you integrate with your CRM. You can sync your newly generated leads directly with your CRM system, such as Mailchimp, HubSpot, or Salesforce. This way, you can automate your follow-up process and nurture your leads until they are ready to buy.
They help you provide value to your leads. You can use gated content to offer something valuable to your leads in exchange for their information, such as a PDF, an image, or a video. You can also use a click-to-call option or an appointment scheduling feature to allow your leads to contact you or book a meeting with you right away.

How do Facebook lead form ads work?

Facebook lead form ads work in four simple steps:

You create a lead ad in Meta Ads Manager or from your Facebook Page. You choose your campaign objective (Lead generation), your ad format (Image, video, carousel, or collection), your creative and copy, and your call-to-action button (such as Sign Up, Apply Now, or Get Quote).
You create an instant form for your lead ad. You choose a form type (More volume or Higher intent), a form name, an introduction (optional), questions (at least one), a privacy policy (required), and a thank-you screen.
You publish your lead ad and it appears on Facebook or Instagram (or both) based on your targeting criteria. People who see your ad can click on it and fill out the instant form with their information.
You download or sync your leads data from Ads Manager or from your Page. You can access your leads data anytime within 90 days of generating them. You can also use Leads Access Manager to assign permissions for accessing leads data to other people in your business.

How to create a Facebook lead form ad

Creating a Facebook lead form ad is easy and straightforward. Here are the steps you need to follow:

Step 1: Go to Meta Ads Manager and create a new campaign

Go to Meta Ads Manager and click on the green Create button. Choose Lead generation as your campaign objective and name your campaign. You can also choose to create a split test or optimize your budget across ad sets.

Step 2: Set up your ad set

Name your ad set and choose your Page. You can also choose to run your lead ad on Instagram by selecting the Instagram Account option. Next, define your audience, placements, budget, and schedule. You can also choose to optimize your ad delivery for leads or link clicks.

Step 3: Set up your ad

Name your ad and choose your ad format. You can use an image, a video, a carousel, or a collection for your lead ad. Upload your creative and write your headline, primary text, and description. Choose a call-to-action button that matches your offer, such as Sign Up, Apply Now, or Get Quote.

Step 4: Set up your instant form

Click on the New Form button to create a new instant form for your lead ad. Choose a form type: More volume or Higher intent. More volume is recommended for getting more leads, while Higher intent is recommended for getting more qualified leads. Name your form and click Next.

Add an introduction (optional) to tell people what they'll receive after submitting the form. You can use an image or a video for your introduction. Write a headline and a paragraph that explain the value of your offer. Click Next.

Add questions to your form. You can use the default questions provided by Facebook, such as Full name, Email, Phone number, etc., or you can create custom questions to ask for specific information. You can add up to 15 questions to your form, but it's recommended to keep it short and simple. Click Next.

Add a link to your privacy policy. This is required by Facebook and by law to inform people how you will use their information. You can use an existing privacy policy URL from your website or create a new one. You can also add a disclaimer (optional) to provide additional information or terms and conditions. Click Next.

Add a thank-you screen to thank people for submitting their information and tell them what to do next. You can use an image or a video for your thank-you screen. Write a headline and a paragraph that confirm the submission and provide a clear next step. You can also add a call-to-action button that allows people to visit your website, call your business, or book an appointment with you.

Step 5: Review and publish your lead ad

Review your lead ad and make sure everything looks good. You can preview how your ad and form will look on different devices and platforms. You can also test your form by sending it to yourself or someone else in your business. When you're ready, click Publish to launch your lead ad.

How to optimize your Facebook lead form ads

Creating a Facebook lead form ad is not enough to ensure its success. You also need to optimize it for better performance and results. Here are some tips and best practices to help you optimize your Facebook lead form ads:

Tip 1: Use eye-catching visuals and clear copy

Your ad creative and copy are the first things that people will see when they encounter your lead ad. Therefore, you need to make sure they are eye-catching, relevant, and clear. Use high-quality images or videos that showcase your product or service and capture attention. Use headlines and texts that communicate the value of your offer and entice people to click on your call-to-action button.

Tip 2: Segment and target your audience

Your lead ad will only be effective if it reaches the right people who are interested in what you have to offer. Therefore, you need to segment and target your audience based on their demographics, interests, behaviors, and more. You can use Facebook's audience network and optimization products to find the best audience for your lead ad. You can also use dynamic ads for lead generation to show personalized ads based on what people have previously expressed interest in.

Tip 3: Test different variations of your lead ad

You don't have to settle for one version of your lead ad. You can test different variations of your ad creative, copy, format, call-to-action button, form type, questions, privacy policy, thank-you screen, etc., to see whichone performs better and generates more leads. You can use Facebook's split testing feature to create and compare different versions of your lead ad and measure their results. You can also use Facebook's learning phase to optimize your ad delivery and budget based on the data collected from your tests.

Tip 4: Follow up with your leads quickly and effectively

Generating leads is only half the battle. You also need to follow up with your leads quickly and effectively to nurture them and convert them into customers. You can use Facebook's CRM integration feature to sync your leads data with your CRM system, such as Mailchimp, HubSpot, or Salesforce. This way, you can automate your follow-up process and send relevant emails, messages, or calls to your leads based on their information and actions. You can also use Facebook's click-to-call option or appointment scheduling feature to allow your leads to contact you or book a meeting with you right away.

Facebook lead form examples

To give you some inspiration and ideas for creating your own Facebook lead form ads, here are some examples of successful lead ads from different industries and niches:

Industry	Niche	Ad Creative	Ad Copy	Call-to-Action	Form Type	Questions	Thank-You Screen
Education	Online course	A video showing the benefits of the course and testimonials from students.	"Want to learn how to create stunning videos for social media? Join our free online course and discover the secrets of video editing in just 10 days."	Sign Up	More volume	Email, Full name, Custom question: "What is your level of video editing experience?"	"Thank you for signing up! Check your email for the link to access the course."
Real estate	Home buying	An image showing a beautiful house for sale.	"Looking for your dream home? Fill out this form and get a free list of homes that match your criteria."	Get Quote	Higher intent	Email, Phone number, Custom questions: "What is your budget?", "How many bedrooms do you need?", "When do you plan to buy?"	"Thank you for submitting your information. We will contact you soon with a list of homes that suit your needs."
Fitness	Gym membership	A carousel showing different images of the gym facilities and equipment.	"Ready to get fit and healthy? Join our gym today and get a 50% discount on your first month. Fill out this form and claim your offer now."	Apply Now	More volume	Email, Full name, Phone number, Custom question: "What are your fitness goals?"	"Congratulations! You have claimed your offer. We will call you soon to confirm your membership."
E-commerce	Fashion accessories	A collection showing different products from the online store.	"Shop our latest collection of fashion accessories and get 10% off your first order. Fill out this form and get your coupon code now."	Get Offer	More volume	Email, Full name, Custom question: "What type of accessories are you interested in?"	"Thank you for filling out the form. Here is your coupon code: FASHION10. Use it at checkout to get 10% off your first order."

FAQs about Facebook lead form ads

How much do Facebook lead form ads cost?

The cost of Facebook lead form ads depends on various factors, such as your targeting criteria, ad quality, bid strategy, budget, and competition. You can choose to pay per impression (CPM) or per link click (CPC) for your lead ads. According to WordStream's data from 2020, the average CPM for Facebook lead ads was $11.20, while the average CPC was $1.72.

How do I download leads from Facebook?

You can download leads from Facebook in two ways: from Ads Manager or from your Page. To download leads from Ads Manager, go to your lead ad campaign and click on the Leads (Form) column. Then, click on the Download button and choose to download all leads or only new leads since the last download. You can also choose to download your leads in a CSV or XLS file format.

To download leads from your Page, go to your Page and click on the Publishing Tools button. Then, click on the Forms Library button under the Lead Ads tab. In the Leads column, click on the Download button and choose to download all leads or only new leads since the last download. You can also choose to download your leads in a CSV or XLS file format.

How do I sync leads from Facebook to my CRM?

You can sync leads from Facebook to your CRM system by using Facebook's CRM integration feature. To use this feature, you need to have a CRM system that is compatible with Facebook, such as Mailchimp, HubSpot, or Salesforce. You also need to have an account with the CRM system and connect it to your Facebook account.

To sync leads from Facebook to your CRM, go to your lead ad campaign and click on the Leads (Form) column. Then, click on the Settings button and choose Connect Your CRM. Select your CRM system from the list and follow the instructions to connect it to your Facebook account. Once connected, you can choose which form fields you want to sync with your CRM fields. You can also choose how often you want to sync your leads data.

How do I create a privacy policy for my Facebook lead form?

A privacy policy is a document that informs people how you will use their information when they submit it through your Facebook lead form. A privacy policy is required by Facebook and by law to run lead ads on Facebook or Instagram.

To create a privacy policy for your Facebook lead form, you can use an existing privacy policy URL from your website or create a new one. You can use online tools, such as Free Privacy Policy or Privacy Policies, to generate a privacy policy for your business or service. You can also consult a lawyer or a legal expert to help you create a privacy policy that complies with the laws and regulations of your country or region.

How do I optimize my Facebook lead form for mobile devices?

Since most people use Facebook and Instagram on their mobile devices, it's important to optimize your Facebook lead form for mobile devices. Here are some tips to help you optimize your Facebook lead form for mobile devices:

Use short and simple questions that are easy to answer on a small screen.
Use multiple choice questions instead of open-ended questions that require typing.
Use conditional logic to create dynamic forms that vary based on the lead's answer.
Use gated content to offer something valuable that can be viewed on a mobile device, such as a PDF, an image, or a video.
Use a click-to-call option or an appointment scheduling feature to allow your leads to contact you or book a meeting with you right away.

Conclusion

Facebook lead form ads are a powerful way to generate and qualify leads on Facebook and Instagram. They allow you to collect information from people who are interested in your product or service without requiring them to leave the platform. They also allow you to customize your form with your own questions, privacy policy, and thank-you screen.

To create a successful Facebook lead form ad, you need to follow these steps:

Create a new campaign in Meta Ads Manager and choose Lead generation as your objective.
Set up your ad set and choose your Page, audience, placements, budget, and schedule.
Set up your ad and choose your ad format, creative, copy, and call-to-action button.
Set up your instant form and choose your form type, name, introduction, questions, privacy policy, and thank-you screen.
Review and publish your lead ad and start generating leads.

To optimize your Facebook lead form ad, you need to follow these tips:

Use eye-catching visuals and clear copy that communicate the value of your offer.
Segment and target your audience based on their demographics, interests, behaviors, and more.
Test different variations of your lead ad and measure their results using split testing and learning phase.
Follow up with your leads quickly and effectively using CRM integration, click-to-call option, or appointment scheduling feature.

If you want to learnmore about Facebook lead form ads and how to use them for your business, check out these other articles:

Thank you for reading this article. I hope you found it useful and informative. If you have any questions or feedback, please leave a comment below. I'd love to hear from you.

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