Capture leads with Meta Ads native forms

Introduction

If your company invests in digital advertising but not getting enough quality leadsBut don't worry, it's not the only one. Many brands launch campaigns on Facebook Ads and Instagram Ads, generate clicks and visits, but fall by the wayside because users don't complete the process.

In the digital marketing agency Eiji Group we know how to attract potential customers with Meta Ads online forms: a tool designed to reduce friction and capture leads quickly and easily. In this article, you will discover how they work, what their advantages are and, above all, what optimisation tips you can apply to make your lead generation campaigns truly profitable.

What are native forms?

Instant forms are part of a type of advertising campaigns on Facebook and Instagram that allow users to leave their data without exiting the application. As they are preloaded with your profile information (name, email, phone number), completing them is very easy.

What is its main advantage?

Its major advantage is that reduce barriers to entry and increase conversion ratesThis is much simpler and more direct than directing the user to an external website.

Other benefits

Less friction, more leads: Most of the time, the form is auto-completed with the contact details that the user has set in their profile, which makes the process easier.
Speed and simplicityWithin a few seconds the contact is registered.
Advanced segmentation: you can target ads to custom audiences or similar.
Integration with CRM: Leads can be automatically connected to your CRM and segmented in your software according to predefined parameters with a AI automation .
Lower cost: by reducing churn, it tends to improve the cost per lead compared to other strategies.

Tips on how to optimise Meta Ads campaigns with instant forms

Define the campaign objective

When you work the advertising campaign management in Meta, it is important to know the conversion goal and work towards it. So Meta Ads technology will optimise ad delivery to reach users who are most likely to complete the form.

Strategic segmentation

Good segmentation is the difference between cheap but not very useful leads and really valuable contacts.

Customised audiences: people who visited your website, interacted with your social media or are already customers.
Similar audiences: create audiences similar to your best customers.
A/B testing: compares broader targeting with specific targeting to find out which converts better.

Use filter questions

It is important to add filtering questions to avoid unqualified leads (e.g. "How soon do you plan to contract the service?", "What service are you interested in?" or "What is the name of your company?").

This is very useful if you are looking for very specific leads, such as companies in a specific sector, or so that potential customers can choose one of the services you offer.

Personalised form

It is necessary to avoid generic forms and adapt them to your business. The longer the form is, the fewer but higher quality leads you will get. You have to adjust this point according to the strategy to follow.

It is necessary to use 2-3 basic fields (name, email, phone number) so that you can contact the potential customer later.

Finally, include a thank you message with a call to action: visit your website, schedule a call, download a resource.

Attention-grabbing advertisements

Normally, videos of around 15 seconds in length are the format that works best. However, if you want to give visibility to different products/services at the same time in a more direct way, perhaps the best option is to create an image carousel with the different products/services.

Respond quickly to leads

A lead is useless if it is not managed in time. So don't put off until tomorrow the lead you can contact today.

In order to maximise the response rate, it is very important to contact a lead within 24 hours from the time they leave their details. Calling a potential customer when they are still warm will make them listen to you more attentively and increase the chances of conversion.

Constantly measure and optimise

It is enough for us to create a campaign with a Meta Ads form. In the digital marketing agency Eiji Group we are always looking for measuring and optimising advertising campaigns to scale up and improve results. To do so, we carry out different actions and strategies:

We install the API Meta conversions to measure potential ‘leakage points’ in the conversion funnel and feed the algorithm in turn.
We define KPIs clear: cost per lead, form submission ratio, effective contact rate.
We make weekly adjustments to advertisements, forms, and segmentations of hearings.

Council: if you CPL (cost per lead) is low but the leads are not of high quality, review your form and the filtering questions, as you may need to filter a little more.

Conclusion

Capturing leads in Meta Ads with Instant Forms reduces friction and boosts contact volume; but the leap in quality comes when you align segmentation, creative content and forms, respond quickly and optimise with data.

By working on all these points, it is possible to attract high-quality potential customers, just as we did in Eiji Group capturing more than 100 potential customers for a motorhome company.

However, if your company sees any of these symptoms - low acquisition, unresponsive leads, few appointments, sales that don't come through - then you need to be aware of them. we can help you convert clicks into customers with a complete Meta Ads recruitment system.

Shall we talk? Schedule a meeting without obligation and we will show you how to implement it in your case.

Case Study: “Nut and Gourmet Supplier” - Increasing Customers with Meta Ads

Indicator	Formerly	After Meta Ads	Variation
Cost per lead (B2B)	€4.80	€1.90	🔻 -60%
B2B qualified leads	40/month	130/month	🔼 +225%
B2C online sales	€5,500/month	11,200/month	🔼 +103%
Return on advertising spend (ROAS)	2.3	4.5	🔼 +95%
Monthly outreach	45,000 people	160,000 people	🔼 +255%

📈 Conclusions

Meta Ads enabled a precise segmentation between the professional public and the end consumer.
The use of video and storytelling significantly increased confidence in the brand.
The remarketing campaigns were key to closing sales and reactivating abandoned carts.

Table of contents

Introduction