Paid ads. Reviewed October 29, 2026
Meta lead form
Also called: Facebook lead ads, Instant forms
A Meta lead form is an ad on Facebook or Instagram that opens a form inside the app, pre-filled with the person's name and phone, so the lead arrives without a website visit.
In practice
The leads are cheap and the contact rate is low, because the person tapped twice without leaving their feed. Add a qualifying question and call within two minutes or most of them go cold.
They work for seasonal offers with a visible price: a spring tune-up, a gutter cleaning, a holiday lights install.
Related terms
- Cost per leadCost per lead is total marketing spend on a channel divided by the number of calls, forms or chats it produced, and it is the number to judge a campaign on rather than cost per click.
- Speed to leadSpeed to lead is the time between a lead arriving and the business responding, and the first contractor to respond wins a large share of the jobs.
- RetargetingRetargeting shows ads to people who already visited a website, called, or submitted a form, which is cheap because the audience is small and already interested.
Go deeper
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