A Leadgen campaign runs a Facebook or Instagram ad that opens a lead form instead of sending people to a website. The form has to exist before you build the campaign. That is the step most people miss, and it is why the campaign wizard sometimes asks you to pick a form and shows nothing to pick.
Before you begin
A Facebook page admin must accept Facebook's Terms of Service for Leads for each page you advertise from: business.facebook.com/ads/leadgen/tos
Leadgen campaigns need time and money to work. Budget at least $500. Under that, use the Website Visit objective instead.
Image and carousel creatives outperform video for Leadgen.
Step 1: Create the lead gen form
Go to Leads > Lead gen forms, click Create Form, then Open Form Builder.
The builder has five steps. The ones that matter most:
Basic Information. Give the form a name, pick a Lead owner so new leads have someone to land with, and set the Lead type. Use Listing for a property campaign, Appraisal for appraisal leads, General for everything else.
Facebook Setup. Choose the Facebook page the ad will run from. The form is tied to that page, so a form built for one page will not show up when you build a campaign on another. Add your Privacy policy URL (Facebook requires it) and the Follow up action URL, which is where people go after they submit.
Data Collection, Form Context and Thank You Page. Choose what to collect, write the opening message people see before the form, and set the thank-you text. Name, email and phone are always collected. Leave Optimise for lead quality on.
Click Create leadgen form. You can Preview first.
Step 2: Create the campaign
Go to Campaigns, click Create Campaign and choose the Advanced setup. At the Objective step pick Leads.
At the Ads - Meta step, select the Facebook page, then the lead gen form. With Use same page & leadgen form for all ads switched on, you pick them once and every ad in the campaign uses them.
Pick your creative, set the audience and budget, review, and publish.
Using a campaign template instead
If you run the same Leadgen setup often, build it once under Campaigns > Templates > Create Campaign Template. The template wizard has a Leadgen - Meta step where you set the form defaults.
Templates supplied by your Head Office show as Listing (Legacy). You can use them but not edit them here. To run one, click the arrow next to Create Campaign and choose Create from Legacy Template or Create Legacy Campaign.
If the only templates in your workspace are Head Office ones and you need something different, create your own template or ask your Head Office team for a new one.
Changing where people go after they submit
The follow-up URL lives on the form, not the campaign. If every property campaign needs its own destination, clone the form (the copy icon on the Lead gen forms list), rename it, and change the Follow up action URL. Then pick the right form when you build each campaign.
Troubleshooting
The campaign wizard says "No Leadgen Forms available for this page". Either no form exists yet, or the form you made is tied to a different Facebook page. Go back to Step 1 and check the page on the form matches the page you chose in the campaign.
The creative shows "Leadgen form required". Click Select Form on the creative and choose your form. If the list is empty, see above.
Leads are going to an agent's inbox instead of the listing. Check the form's Lead type is Listing and the Lead owner is the listing agent.
You can only see Head Office templates. Those are legacy templates. Use the arrow next to Create Campaign to run one, or create your own template.
Still stuck? Email [email protected] with the campaign name and we will take a look.