A Leads campaign optimizes for people likely to share their details. You choose where leads are captured: an Instant Form inside Facebook or Instagram, a form on your website (tracked with the Pixel and Conversions API), a messaging conversation, or a call. Advantage+ automation can be applied to Leads campaigns to streamline targeting, placements, and budget.
Lead quality is the central challenge. Instant Forms are convenient but can generate low-intent submissions; website leads are often higher quality but cost more. Meta's conversion leads optimization helps by learning from CRM data about which leads actually became customers, so delivery shifts toward people who convert — not just people who fill out forms.
Example
A solar installer runs a Leads campaign with a Higher intent Instant Form and sends CRM outcomes back to Meta, so the system learns which leads book consultations.
How Sloss Digital uses it
Leads campaigns are our workhorse on Meta for service businesses — always paired with qualifying questions, fast follow-up, and CRM feedback so the algorithm learns lead quality.