Successfully running digital ad campaigns can be tricky and usually takes research, careful planning, and patience to do successfully! We are by no means experts in Facebook Lead Ads, but want to share some of our findings to get the wheels turning for the users of our Facebook Lead Ads integration.

In our research, this YouTube video was extremely helpful and in fact inspired much of our pointers below:

Why It Matters: Facebook offers many objectives, but your best bet for capturing leads is to select the “Leads” objective.
​Practical Tip: Avoid “Traffic” or other objectives. When you choose “Leads,” Facebook’s algorithm works to find people more likely to submit their information, helping you get better lead volume and quality from the get-go.

Why It Matters: If you’ve never run a Facebook Lead Ad before, start with a basic, focused setup. This helps you isolate what’s working (or not) without juggling too many variables at once.
​Practical Tip: Start with one or two ads and a single Instant Form. Wait to add more ad variations, targeting layers, or fancy design elements until you have established a performance baseline.

Why It Matters: More fields typically mean fewer completions. Keeping it simple leads to better initial volume and helps you learn if your core offer is compelling.
​Practical Tip: Stick to essential fields only: name, email, and phone number. You can gather more details later through your CRM follow-ups. Early on, simplicity maximizes conversions.

Why It Matters: Consistency increases trust and clarity. If your ad promises a specific value—like a free consultation, a discount, or a complimentary sample—your lead form should reinforce that exact same promise.
​Practical Tip: If your ad text says “Get a complimentary skincare assessment,” your lead form’s headline could read, “See if you qualify for your free skincare assessment.” Matching the messaging helps people feel confident about what they’re signing up for.

Why It Matters: Users scroll fast. If the first line of your ad—or the first visible part of your creative—doesn’t speak directly to their situation, they’ll skip past.
​Practical Tip: The transcript emphasizes “calling out” your desired audience. For example, “Calling all busy moms looking for simpler skincare!” or “Texas residents—see if you qualify for a no-cost solar assessment!” Tailoring your copy to a location, demographic, or interest helps attract the right people.

Why It Matters: Especially at first, overly narrow targeting can limit Facebook’s ability to find potential leads. Broader audiences let Facebook’s algorithm do more of the heavy lifting to find who converts.
​Practical Tip: Consider starting broad (e.g., by region and an age range) instead of layering too many interests. Over-targeting can lead to higher costs and lower volumes. Once you have data, you can refine your audience.

Why It Matters: While Facebook’s Advantage+ features can be useful, controlling your own ad set targeting and budget early on can give you clearer insights.
​Practical Tip: Turn off features like Advantage Campaign Budget (CBO) or Advantage+ audience targeting at first. Manage your ad sets and budgets manually to understand which offers and creative assets truly work best.

Why It Matters: Dynamic Creative automatically tests multiple images, headlines, and copy variations. The transcript suggests this can speed up learning and identify what resonates.
​Practical Tip: If you have time and resources, load a handful of images and copy variations into one ad set. Facebook will mix and match them. Over time, check which combinations yield the best leads—and lean into those for future campaigns.

Why It Matters: After someone submits your Instant Form, you can display a final message or link. Use it to set expectations or encourage a next step.
​Practical Tip: Reiterate what they signed up for—e.g., “Thanks! Keep an eye on your inbox for details about your free assessment.” This clarity reduces confusion and builds trust before your CRM follow-up even begins.