## 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](https://www.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](https://www.facebook.com/business/help/829597887147190).
- A **privacy policy URL** for your business (Meta requires it on every form).

## Step by step

### Create an instant form

1. In the campaign wizard, pick the **Lead form** objective and, on the Creative step, click **New form**.
2. Give the form a **name**.
3. Pick the **questions**: full name, email and phone (prefilled by Meta) and, optionally, a **custom question**.
4. Enter the **privacy policy URL** (required) and the **website URL** (required — the thank-you screen button destination).
5. Optional: customize the **thank-you screen** (title and message).
6. 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](https://business.facebook.com) — 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](https://www.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.

## See also

- Create a campaign (Messaging conversations or Lead form)
- Ads conversion tracking
- Automatic follow-ups