Lead Ads with Forms
Prompt people to share contact details and context using online forms that load fast, reduce friction, and improve qualification.
What are lead ads with forms?
Online forms make it easy for potential customers to express interest in hearing from your business. Choose the right form type based on your goal, privacy needs, and the amount of information you must collect.
Types of lead ads with forms
Instant form
Mobile‑first form that opens directly from the ad, loads fast, and auto‑populates fields based on info the person previously shared.
Website form
Send people to your site to review details and complete a form there — ideal for collecting complex or policy‑restricted questions.
Instant form add‑on
Add a lightweight instant form overlay to your website destination to capture intent without code changes.
When to use each form type
Instant form — great for
- Fast submission with auto‑fill and fewer taps.
- Optimizing for volume or quality with performance goals.
- Custom features: conditional logic, incentives, nurture flows.
Website form — great for
- Quotes, bookings, or applications hosted on your website.
- Letting people review product or service details first.
- Collecting policy‑restricted questions (e.g., SSN, credit score).
Build an effective instant form
Keep it short
Ask ≤ 3 questions, use a single full‑name field, and prefer email or phone (instead of both) to reduce friction.
Use auto‑fill wisely
Auto‑populate where possible to speed submission. Use custom questions to improve qualification.
Choose a form type
Select more volume, higher intent (adds a review step), or rich creative with brand colors and highlights.
- Launch instant and website forms in parallel.
- Enable conditional logic to qualify and route.
- Add gated content or next‑step guidance after submit.
- Test more‑volume vs higher‑intent variants.
- Iterate on custom questions for quality lift.
- Expand placements once CPL stabilizes.
Conversions API and first‑party data
Conversions API for CRM
Share lower‑funnel outcomes (e.g., qualified, booked, enrolled) from your CRM to help optimization focus on quality.
Conversions API for web
Send server‑side web events (e.g., quote start/submit) alongside client‑side signals to maximize coverage of key actions.
Ads Manager setup — at a glance
Objective
Leads
Conversion location
Instant form or Website (with optional instant form add‑on or call add‑on)
Performance goal
Leads or Conversion leads (with Conversions API for CRM)
Audience
Use broad/Advantage+ audience to reach people most likely to respond.
Placements
Use Advantage+ placements to automatically find cost‑efficient delivery.
Budget
Consider Advantage campaign budget to allocate across ad sets for best results.
Learning agenda (examples)
Test mixed strategy
- BAU: Instant form → Test: Instant form + Destination optimization (Instant forms + Messaging)
- BAU: Website form → Test: Website + Instant form campaign
- BAU: Website form → Test: Website + Instant form add‑on or Call add‑on
Test features & data
- Form type variants (more volume vs higher intent vs rich creative)
- Enable Conversions API for CRM (Leads vs Conversion leads)
- Advantage+ ranges for audience, placements, and creative
Best practices & tips
- Ask three or fewer questions and prefer a single full‑name field.
- Ask for email or phone (not both) to reduce drop‑off.
- Use conditional logic and custom questions to qualify without adding friction.
- Gate helpful content after submit to nurture leads immediately.
- Share CRM and server‑side events to improve optimization for quality.
