Lead form (Facebook Instant Form)
A lead form (also called Instant Form) is the native Facebook form unit that opens inside the ad. For FE, the form typically asks for name, phone, email, and 1-2 qualifying questions like state and age range. Submission is the conversion event the campaign optimizes for.
Forms come in two intent levels: "more volume" (faster, lower-friction, lower-quality leads) and "higher intent" (adds a review step, better-quality leads, lower volume). For FE, "higher intent" usually wins on cost per placed policy even though CPL is higher.
Forms can be customized: add a custom thank-you screen with a phone number to call, a Calendly link, or an SMS opt-in checkbox.
Form leads can sync directly to GoHighLevel, Zapier, Salesforce, or any CRM via Meta's Lead Bridge or a webhook.