Lead Ads: instant forms and lead capture

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Conversa Labs

Last updated on Jul 16, 2026

Overview

Lead Ads are Facebook/Instagram ads with an instant form: people fill it without leaving the app, with name, email and phone prefilled by Meta. In Conversa Labs, every submission becomes a contact + lead automatically — deduplicated, attributed to the campaign and ready for follow-ups, CRM and conversions.

Prerequisites

A connected Ad Account with a Facebook Page bound.
Lead Ads terms accepted: a Page admin accepts them once at facebook.com/ads/leadgen/tos. Without it Meta refuses the campaign (the error shows this link in the wizard). Learn more at About Lead Ads Terms.
A privacy policy URL for your business (Meta requires it on every form).

Step by step

Create an instant form

In the campaign wizard, pick the Lead form objective and, on the Creative step, click New form.
Give the form a name.
Pick the questions: full name, email and phone (prefilled by Meta) and, optionally, a custom question.
Enter the privacy policy URL (required) and the website URL (required — the thank-you screen button destination).
Optional: customize the thank-you screen (title and message).
Click Create form — it is created directly on your Meta Page and gets selected right away.

Receive the leads

Nothing to configure: submissions arrive via webhook (when the Page has a Facebook inbox) and via an automatic sweep every 15 minutes (for any install), always deduplicated. Each lead:

becomes (or enriches) a contact with name, email and phone;
shows on the Ads Manager Leads tab, with its source form and campaign;
fires the Ad lead captured automation event and the Lead conversion back to Meta (when conversion tracking is on).

Settings & options

Reusing forms — the picker lists every active form on the Page (including ones created in Meta's own Ads Manager); use Refresh to re-sync.
Leads per campaign — the campaign detail's Leads from this campaign section shows the attributed submissions.

Use cases

Quote capture with a custom question ("What is your monthly budget?") feeding the CRM.
A launch waiting list flowing straight into a follow-up sequence.

Tips, limits & best practices

Lead data is personal data: use it per your privacy policy and applicable law (Meta forbids reselling lead data).
Forms created here also show in Meta's Ads Manager — it is the same object.
Lead-form campaigns do NOT depend on the Page↔WhatsApp link (that is only required for the WhatsApp destination in messaging-conversations campaigns).

Troubleshooting

"You can't run lead ads until your Page accepts the Terms…" — Meta's own message: accept at facebook.com/ads/leadgen/tos with a Page admin and create the campaign again.
"Missing fields: FollowUpActionURL" — fill the website URL on the form (required).
Leads not showing — check the campaign is active on Meta and wait for the next sweep (up to 15 minutes). The lead shows with its linked contact on the Leads tab.