Whether you’re an experienced business owner or a newbie, you probably face one of the biggest challenges in any business: generating new leads and converting them into customers. In this blog post, I’ll share one of the most effective ways to get new leads for your business. From a technical standpoint and in terms of ease of execution, using Facebook/Meta Ads lead generation forms is a game-changer. These forms are easy to create, highly effective at capturing leads, and offer endless integrations and automations. Let’s explore how you can use them for your business.

Why Use Facebook/Meta Leadgen Forms?

• Seamless User Experience

One of the most significant benefits of Facebook Ads Leadgen forms is their ability to retain users within the Facebook or Instagram ecosystem. This integration eliminates the need for a separate landing page or external assets to capture leads, saving substantial time, effort, and financial resources. Moreover, it streamlines the lead generation process by shortening the lead generation funnel and minimizes potential technical complications associated with external assets, thereby enhancing the overall user experience.

• Enhanced Connectivity

Facebook Ads Leadgen forms are designed for seamless integration with a broad array of automation tools. Whether you’re connecting the form directly to your CRM or an email marketing platform, the process is streamlined by using a webhook that triggers upon form submission. This feature not only facilitates the transformation and enrichment of data but also allows for precise segmentation, giving you the flexibility to manage your leads with greater efficiency.

• Efficient Audience Targeting

Creating audience lists with Leadgen forms is simpler and more efficient because all activities are contained within Facebook’s ecosystem. This integration allows you to segment users effectively and target them with tailored remarketing campaigns. By offering compelling deals and incentives, you can strategically encourage these prospects to convert into loyal customers.

• Customizable Forms

The forms are highly customizable, offering a wide range of fields, including custom fields that you can tailor to your specific needs. This flexibility ensures that you can create forms that rival the effectiveness of traditional landing pages, while also benefiting from the integrated and familiar Facebook environment.

• High Conversion Rates

Thanks to reduced friction and Facebook’s auto-fill features, which pre-populate user details, Facebook Ads Leadgen forms can achieve higher conversion rates. Users are more inclined to complete a form that is quick and easy to fill out, especially on a trusted platform like Facebook. This streamlined process significantly enhances the likelihood of form completion.

How to Use Facebook/Meta Leadgen Forms – A Step-by-Step Guide

1. Create a Campaign

Once you’re logged in, go to the Ads Manager and create a new campaign, choosing “Leads” as the campaign objective:

2. Edit the Ad Set

Next, go to the ad set level and edit the new ad set that was just created:

Within the ad set’s settings, make sure you choose “Instant forms” as the conversion location (you can also choose “Instant forms and Messenger,” but we’ll focus on instant forms):

Define the targeted audience, placements, and other settings of the ad set. Next, go to the ad level and edit the new ad:

3. Create the Instant Form

At the ad level, add the creative (media and text) for your ad. Then, scroll down to the “Destination” section. If you’ve created leadgen forms before, you’ll see them in a list. To create a new one, click on “Create Form”:

First, name the form. Make it recognizable, as you’ll need it inc case you’re using an API process to capture leads and send them to your CRM or any other tool.

Choose the form type: optimize by volume of leads, quality of leads (Higher Intent), or rich creative (focus on content). For beginners, I recommend using volume optimization and then consider higher intent once leads start coming in regularly.

Next, add content to the form. Start with a cover image, followed by a headline and descriptive text, similar to a traditional landing page. Be precise with your messaging and describe what the lead should expect (e.g., newsletter signup, gift, sales call).

Move to the questions section, where you build the form itself. Add custom questions and fields, like free text, multiple choice, or appointment scheduling. This helps filter leads or adjust communication to your schedule.

In the “Prefill questions” part, ask for necessary details like name and email. Facebook/Meta offers other options like date of birth, gender, etc. Only ask for what you need, as too many fields can lead to abandonment.

Add a reference for your privacy policy (a URL). Then, create the “Message for leads” (thank you page) with a headline, text, and a call-to-action button directing to your website or another URL.

Before finishing, check the settings tab for additional functionalities:

• Language: Change the form’s language without translating the form yourself (not applied on the custom content). Create forms for each language to offer products or services worldwide.
• Sharing: Select “Restricted” to limit form filling to ad-exposed users. Choose “Open” for broader lead generation.
• Field Names: Customize field names for integration and mapping in API processes.

Tracking Parameters: Add custom parameters for distinguishing between different forms in the API process.

Finally, click the blue button to create the form and finish the campaign creation. Next, we’ll integrate it with Make for syncing with CRM, email marketing, or other tools.

Conclusion

Facebook/Meta Ads Leadgen forms provide a potent and efficient method for capturing leads, conserving time and resources while ensuring a seamless user experience. By utilizing these forms, you can significantly enhance your lead generation activities and boost your overall marketing effectiveness. If you have a Facebook page and an Instagram profile, it’s essential to leverage these platforms as vital sources for generating new leads.

If you have any questions or need further assistance in optimizing your lead generation strategy, feel free to contact me. I’m here to help you maximize your marketing efforts and achieve better results.