Set up lead forms

Before you begin

• Your campaign goal must be set to Leads.
• For Meta: you must have accepted the Meta Lead Generation Terms of Service. If you haven't, you'll see a prompt when trying to add a lead form. See Accept Meta lead generation terms of service.
• For Google: you must have accepted the Google Search Lead Ads Terms of Service. See Accept Google Search lead ads terms of service.

Option 1: Create a new lead form

When building a campaign with the Leads goal, you'll reach the destination step where you choose how to collect leads. Select Lead form, then click Create new form.

1. Give the form a name (internal reference only — not shown to users).
2. Add your intro text — a brief headline and description shown before the form fields.
3. Select the fields to include. Pre-filled fields (name, email, phone) pull from the user's profile automatically, making it faster to submit. Common selections:
   • Full name
   • Email address
   • Phone number
   • Custom questions (optional — add up to 3)
4. Add a privacy policy URL — required by both Meta and Google.
5. Set a thank-you screen message and an optional CTA button (e.g., Visit website, Call now).
6. Save the form. It will be available to use in this campaign and can be reused in future campaigns.

Option 2: Connect an existing Meta lead form

If you've already created lead forms in Meta Ads Manager, Linkedin, Google or TikTok, you can connect them directly instead of recreating them.

1. In the destination step of your Leads campaign, select Lead form.
2. Choose Use existing form.
3. Select the form from the dropdown. Forms are pulled from your connected ad account.

Where leads go

Submitted lead form responses are collected and available to download or sync. Depending on your setup:

• Manual download: Access leads by clicking on charts hovering over the campaign. You'll find the Download Leads button within the Lead Count box.
• Automatic sync: All leads from Meta, TikTok and LinkedIn automatically sync into the Leads tab for ease of access.
• CRM sync: If you have a CRM integration connected (e.g., via webhook or a native integration), leads can be pushed automatically. Check with your CRM provider regarding the details.

Common issues

The lead form option isn't appearing

Confirm your campaign goal is set to Leads. Lead forms are only available for the Leads goal — they won't appear for Traffic, Sales, or Messages campaigns.

I haven't accepted Meta's lead generation terms

You'll see a prompt to accept terms during the campaign flow. Follow the link, accept the terms in Meta, then return and refresh. See Accept Meta lead generation terms of service for step-by-step instructions.

My existing forms aren't showing in the dropdown

Check that the proper Facebook page is connected and that the forms exist in Meta Ads Manager under your connected Facebook Page's Forms Library. If you recently created a form in Meta Ads Manager, wait a few minutes and refresh.