Conversion Leads — Run Campaigns

Once your CRM integration has passed validation and you have defined your sales funnel, you can launch campaigns that optimize toward high-quality leads instead of raw form submissions.

Campaign Objective

Create a new campaign in Meta Ads Manager and select Leads as the campaign objective. This objective is required for Conversion Leads — it tells Meta you are collecting leads through Instant Forms or Messenger.

Ad Set Configuration

At the ad set level, configure the following settings:

Lead Form

Use an Instant Form for higher-quality leads. Instant Forms keep users on Facebook or Instagram instead of redirecting to an external landing page, which typically improves completion rates and lead quality scores.

Page Selection

Choose the Facebook Page (or Instagram account) that will be associated with the leads. The Page must be connected to the CRM Pixel you set up for Conversion Leads.

Optimization for Conversion Leads

In the ad set optimization settings, select Conversion Leads as the optimization type. This option appears only after your CRM integration has completed validation and funnel setup.

With Conversion Leads selected, Meta optimizes delivery toward users most likely to reach the funnel stage you defined as your optimization target — not just users likely to fill out a form.

Ad Creative

At the ad level, link your creative to the Instant Form configured in the ad set. No additional Conversion Leads-specific settings are needed at the ad level — optimization is controlled at the ad set.

Settings Checklist

• Campaign: Objective set to Leads (Lead generation).
• Ad Set — Form: Instant Form selected for lead capture.
• Ad Set — Page: Correct Facebook Page associated with leads.
• Ad Set — Optimization:Conversion Leads selected (available after validation and funnel setup).
• Ad: Creative linked to the Instant Form from the ad set.

Monitoring Performance

After launch, monitor two layers of performance:

• Ads Manager — cost per lead, lead volume, and campaign delivery metrics.
• Events Manager — CRM event match rates and funnel progression to confirm leads are moving through your mapped stages.