How to Run a Facebook Lead Ad

Tired of shouting into the social media void and getting no replies? Facebook Lead Ads can turn that one-way conversation into a pipeline of potential customers by making it incredibly easy for people to give you their contact information. This guide will walk you through setting up your first Facebook Lead Ad, step by step, from creating the campaign to managing the new leads that come pouring in.

What Exactly Are Facebook Lead Ads?

Unlike regular ads that send users to a clunky landing page on your website, Facebook Lead Ads keep everything inside the app. When someone clicks your ad, a pre-populated "Instant Form" pops up with their Facebook profile information already filled in - like their name and email address. All they have to do is tap "Submit."

This simple difference is what makes them so effective. By removing the friction of loading a new webpage and typing out personal details, you dramatically increase the chances of someone completing the form.

Here’s why they work so well:

• Seamless User Experience: Everything happens within the Facebook or Instagram app. No slow-loading websites, no extra steps.
• Higher Conversion Rates: The less work you make people do, the more likely they are to do it. Pre-filled forms are the path of least resistance.
• Mobile-First Design: Lead Ads are built for mobile, where most social media browsing happens.

Before You Start: Getting Your Ducks in a Row

Before you jump into Facebook Ads Manager, you need a few things in place. Taking care of these now will save you a headache later.

• A Facebook Business Page: You can't run ads without one. This is non-negotiable.
• A Clear Offer (Your Lead Magnet): Why should someone give you their information? You need a compelling reason. This could be a free guide, an exclusive discount code, a webinar registration, a free consultation, or a newsletter subscription. Your offer must be valuable enough to be worth an email address.
• A Privacy Policy: Because you’re collecting personal data, Meta requires you to link to a privacy policy on your website. Make sure you have one and that the link is handy.
• An Idea for Your Creative: Will you use an image or a video? What will the main message be? Having a draft of your ad copy and your visual assets ready will make the setup process much smoother.

Step-by-Step: How to Run a Facebook Lead Ad

Once you have your prerequisites sorted, it’s time to build the campaign. Follow these steps carefully.

Step 1: Set Up Your Campaign in Ads Manager

First, navigate to the Meta Ads Manager. This is your command center for all things advertising.

1. Click the green + Create button in the top left corner.
2. A window will pop up asking you to choose a campaign objective. Select Leads. This tells Meta your goal is to collect information from potential customers.
3. Click Continue. You’ll be taken to the campaign setup screen. Give your campaign a descriptive name, like "Free Ebook Lead Campaign - May 2024." Don’t worry about the other settings on this page for now (like A/B Test or Advantage Campaign Budget), you can leave them off for your first campaign. Click Next.

Step 2: Configure Your Ad Set

The ad set level is where you define who you want to see your ads, where they’ll see them, and how much you want to spend.

Conversion &, Budget

• Conversion location: At the top, ensure Instant Forms is selected. This enables the pop-up lead form we want.
• Budget &, schedule: Here, you decide how much to spend and for how long. You can choose a Daily Budget (e.g., $10 per day) or a Lifetime Budget (e.g., $300 to spend over the next 30 days). For beginners, a daily budget is often simpler to manage. Set a start date, and optionally, an end date.

Audience

This is where you target your ideal customer. Facebook's targeting capabilities are powerful, but don’t get overwhelmed. Start simple.

• Location, Age, Gender: Define the basic demographics of your audience. Be realistic. Are your customers really all over the country, or are they concentrated in specific cities?
• Detailed Targeting: This is where the magic happens. You can target people based on their interests, behaviors, and more. For example, if you're a real estate agent, you might target people interested in Zillow or newlyweds. If you’re selling home decor, you might target users interested in "Interior Design" and "West Elm." Think about what your ideal customer likes, does, and follows online.

Placements

Placements refer to where your ads will appear across Meta’s network (Facebook Feed, Instagram Stories, etc.).

• Advantage+ Placements (Recommended): This setting allows Meta's algorithm to automatically show your ad where it’s most likely to perform well. For your first lead ad, this is the best option. Let the system do the heavy lifting.
• Manual Placements: This gives you control to pick and choose exactly where your ads appear. You can revisit this once you have some data on what’s working best.

When you're happy with your ad set, click Next.

Step 3: Design Your Ad Creative

Now for the fun part: creating the ad that people will actually see. This includes your image or video, your text, and your lead form.

• Ad Name: Give your specific ad a name (e.g., "Ad 1 - Realtor Image"). This helps you keep track if you decide to test different versions later.
• Identity: Select the Facebook Page and, if applicable, the Instagram Account you want the ad to run from.
• Ad Format: Choose between a Single image or video or a Carousel (multiple scrolling images or videos). Videos tend to perform best, but a striking single image can work just as well.
• Ad Creative: Upload your media (your image or video). Write your ad copy:
  • Primary Text: This is the main text that appears above your image/video. It should hook the reader, explain the value of your offer, and tell them what to do.
  • Headline: The bold text that appears below your creative. Make it short, punchy, and benefit-driven (e.g., "Download Your Free Homebuyer's Guide").
  • Description: The smaller text below the headline. It's not always shown, so keep it purely supplementary.
• Call to Action: This is the button people click. Choose one that matches your offer, like Download, Sign Up, Learn More, or Get Offer.

Step 4: Build Your Instant Form

This is the final piece of the puzzle. Scroll down to the Destination section and click Create Form. A form builder will pop up.

1. Form Name: Give your form a clear name so you can find it later (e.g., "Ebook Download Form").
2. Form Type: You have two options:
   • More Volume: Makes the form quick and easy to complete on mobile. Best for most goals.
   • Higher Intent: Adds a review step where people can confirm their info. This can lead to fewer, but more qualified, leads. Start with More Volume.
3. Intro: This section is optional but recommended. Add a headline and a few bullet points to briefly restate your offer and what users will get.
4. Questions: This is where you choose what information to collect. Facebook automatically adds Email and Full Name. These will be pre-filled for the user. Pro Tip: Only ask for what you absolutely need. Every additional field you add will lower your conversion rate.
5. Privacy: Paste the link to your website’s Privacy Policy here. You must include a link. In the "Link Text" field, just write "Privacy Policy."
6. Completion: This is the "thank you" screen. Customize the headline and description (e.g., "Thanks! Check your email for the guide."). You can also add a CTA button here to send people to your site or provide a direct download link.

Once your form is complete, click Create Form. You'll return to the ad creation page. Finally, hit the green Publish button at the bottom right. Your ad will go into review and should be live within a few hours.

What To Do With Your Leads?

Congrats, your ad is live and collecting leads! But where do they go?

By default, they're stored inside Meta, and you have to download them manually as a CSV file. You can find them in your Meta Business Suite under "All Tools" → "Leads Center," or in the Publishing Tools section of your Facebook Page. However, downloading leads manually is slow and inefficient. The speed of your follow-up is everything.

The best practice is to automatically sync your leads to a CRM or email marketing platform (like Mailchimp, HubSpot, ActiveCampaign, etc.). You can do this by:

• Direct Integration: Many CRMs have a built-in integration with Facebook Lead Ads. Check your software’s settings.
• Using a Third-Party Tool: A service like Zapier can connect your Facebook Lead Forms to virtually any software, triggering an automatic email or adding the contact to your CRM the moment they submit the form.

Automating your lead delivery is not just a convenience - it's essential for converting those leads into customers while they're still warm.

Final Thoughts

Running a Facebook Lead Ad is one of the most direct ways to grow your customer base using social media. By following these steps, you can create a streamlined system that turns casual browsers into valuable contacts for your business. Remember to focus on providing real value with your offer and to follow up quickly with everyone who signs up.

While dedicated ads are powerful for lead generation, they work best when supported by a consistent and engaging organic presence on social media. After all, if someone clicks through to your page from your ad, you want them to see an active, professional-looking brand waiting for them. At Postbase, we built our tools to make that part easier. Our visual calendar helps you plan all your content across platforms, while our unified inbox ensures you never miss a comment or question, so you can build the strong brand foundation that makes your ads perform even better. Check out Postbase when you're ready to organize the chaos.