How do I create a lead form ad on Facebook?
Create a campaign with the Leads objective in Ads Manager and choose Instant forms as the conversion location at the ad set level. At the ad level, click Create form, pick a form type, add your questions and privacy policy, write the ending screen, then publish. People fill in the form without leaving Facebook or Instagram.
A lead form ad asks people to leave their details in a form that opens inside Facebook or Instagram, so they don’t have to load your website. Meta calls these instant forms. You build the form while creating the ad, and Meta can prefill answers such as email and phone number from people’s profiles, which they can still edit before submitting.
What should you prepare first?
- Have your legal team review the questions you plan to ask, Meta’s lead ads terms and its Advertising Standards.
- Have a privacy policy URL ready; Meta says an existing one works, so you don’t need one made for lead ads.
- Decide what you’ll do with each lead, because you may only use the information for the purposes you state in the form.
How do you build the ad and form?
- Go to Ads Manager and create a campaign with the Leads objective.
- At the ad set level, select Instant forms as the conversion location.
- At the ad level, click Create form, or select an existing form.
- Choose a form type and click Next.
- Optionally add a background image and greeting in the intro section.
- Add questions with + Add question, choose the prefill information you want, and write a notice explaining how you’ll use it.
- Add your privacy policy URL and link text, plus any custom disclaimer such as a marketing opt-in.
- Write the ending: a headline, description, link and call-to-action text.
- Click Create form, finish the ad and publish it.
The form editor shows a green checkmark on each finished section and a red exclamation mark on incomplete ones.
Which form type should you choose?
| Form type | What Meta says it does |
|---|---|
| More volume (default) | A form that’s quick to fill out and submit on a mobile device |
| Higher intent | Adds a review step so people can confirm their information |
| Rich creative | Adds images, branding and an intro section with product details; delivers only in the Facebook app on mobile |
What can you add to the questions?
Meta lets you add up to 15 custom questions, choosing from multiple choice, short answer, conditional and appointment request types, and you can make them optional. You can let people pick several answers on a multiple-choice question, and turn on conditional logic to create what Meta calls a dynamic form. Under Destination, you can also require SMS verification, which needs phone number as a required field.
FAQ
Where do I find the leads people submit?
Meta says you can download your leads data directly from Ads Manager, from your Page, or from Lead Center in Meta Business Suite. You can also connect a CRM system to manage the leads your lead ads generate.
Can I send people to a form on my own website instead?
Yes. Choose Leads as the objective and Website as the conversion location, pick your dataset, then enter the URL of the page with your form under Destination. Meta says this lets the pixel and Conversions API share website events to help optimize delivery.
Is there a limit on how many forms I can save?
Yes. Meta says you can save up to 100 instant forms in Ads Manager. If you create a new form after reaching 100, only the most recent 100 forms are kept, so older ones drop off.
Sources
- Create a lead ad with instant form in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Create a lead ad with website form in Meta Ads Manager (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.