How to Use Facebook Lead Form Ads to Get Booked Calls
Most people are familiar with the vanilla techniques of getting bookings via lead‑generation ads on Meta.
They look like this:
Campaigns are optimized for on‑page conversions.
The landing page offers a lead magnet, webinar invite or even just a plain video sales letter (VSL).
After opting in, the user is directed to the thank‑you page with a calendar (+ a pitch to book).
You can get good‑quality leads, but there are some problems with this:
Takes a long time to set up.
So many moving parts makes it more complicated to improve.
Hard to get conversion momentum without bigger budgets.
Instead, use a Facebook lead form and direct people to book upon completion:
Because conversions are ON Facebook itself, it is:
Cheaper to get momentum.
Faster to get momentum.
Simpler to set up.
And you can expect around 10 % of leads to self‑book.
But, quality can vary.
How to set up an Instant form for bookings
Set up a campaign and on the Ad Set level choose Instant Forms as the Conversion location.
At the Ad level, click Create a new form.
Add whatever questions you want to the form – typically name, email and phone number.
On the Message for leads settings page, change the Headline to something like “Step 2 of 2: Book your call” so people know they still need to book.
Paste your booking‑page or calendar link in the Link section and rename the Call to action to “Book your call.”
Save your form.
How to improve booked‑lead quality
Better yet, you can still optimise the ads for better quality, because anyone who completes the Facebook form automatically lands in the Leads Center.
In the Leads Center:
Click each lead who completed the form.
Use the Stage dropdown to mark genuine bookings as Qualified and bad bookings as Not qualified (or Lost).
This tells Facebook which leads to optimise for, steadily improving quality over time.