Planning to run Facebook Lead Ads to generate leads for your business? Great choice!! But have you already figured out Facebook lead gen specs, so you know exactly what to put while setting up the ad? If not, we’re here to help. 

Facebook Lead Ads can be a great way to generate leads for your business from Facebook. And knowing the specifications in advance helps you craft perfect ads that follow the platform guidelines. You can also avoid delays in publishing your ad since you may have to pause the process in the last hour for not having the right material. 

In this article, we’ll discuss Facebook lead gen specs so you can plan your ad in the right way

Facebook lead gen ad specs  

Facebook Lead Forms offer various features and specifications, including different types of questions and creatives. Here’s an overview:

Creative Options for Ads

An ad creative consists of a graphic or a video along with a message and call to action. It’s usually the first element of your Lead Ad your target customers will see in their feed.

Ad creatives entice users to click on the ad and take them to your Lead Form. Depending on the placement, you can use different creative formats for your Lead Ads. Here are some examples: 

  • Feeds: Square (1:1) images and vertical (4:5) videos.
  • Stories: Fullscreen vertical (9:16) images or videos.
  • In-stream Ads for Videos and Reels: Fullscreen horizontal (16:9) for videos up to 10 seconds, vertical (9:16) for reels, and a square (1:1) image format.
  • Native, Banner, Interstitial, and Rewarded Videos: Fullscreen vertical (9:16) images or videos. In-stream videos: fullscreen horizontal (16:9) images or videos.

Here’s some design recommendations by Facebook for ad creatives: 

Facebook Lead Ad Image Specifications:

The recommended file type is either JPG or PNG and the image Size is a square 1,080 x 1,080 pixels with 1:1 aspect ratio. This ensures your image doesn’t look pixelated. Similarly, primary text recommendation is 125 characters; 40 characters for headline and 30 characters for description

Facebook Lead Ad Video Specifications:

The recommended file type for videos is MP4 or MOV and the recommended length is 15 seconds with an aspect ratio of 4:5. The recommended video format is H.264 video compression, high profile, square pixels, fixed frame rate. Similarly, the primary text recommendation for videos is 125 characters with 40 characters for headlines. 

Videos on Facebook may be as long as 240 minutes. The recommended video length is the best practice to encourage people to view the entire video, according to Facebook. More people prefer watching a shorter video than a longer one.

Types of Forms 

Once you finalise the ad creative, the next step is to build your form. The first step in building your form for Lead Ads includes choosing what type of form you want to include in your campaign. Facebook Allows you to choose between three types of forms, including “More volume,” “Higher intent,” and “Rich Creative” as your form type.

The More Volume option allows you to create simple forms that users can easily fill out and submit. This can be a good choice if you’re looking to generate more leads and your target audience is not complex. 

You can add an additional review step in the Higher Intent option so your users can ensure they have filled out the form accurately. If you’re looking to generate more qualified leads, this can be a good option. 

With the Rich Creative option, you can provide detailed information about your product and services on your lead forms, including images, product details, reviews, and much more. This can be a great choice for highly targeted quality leads.

Types of questions

There are two main categories of questions in Facebook Lead Forms:

Pre-filled Questions are auto-populated based on the user’s Facebook account and include categories like contact fields, user information, demographic questions, work information, etc. Pre-filled questions allow users to smoothly complete the form without having to type the basic information. However, some of the user information, such as phone numbers, addresses, and email addresses can be outdated as many users don’t always update their information on Facebook. It’s best to allow editing options in the fields.

Custom Questions allow you to create your own questions based on what information you need from your leads. You can create different types of custom questions for a Lead Form including multiple choice, short answer, conditional, and more.

Form Building

Once you select your form type and set your questions, the next step includes writing an intro, using custom questions or form fields, including a privacy policy link, and creating a thank-you note. Providing a privacy policy URL is a legal requirement, meaning you can’t run ads without providing a privacy policy. Therefore, make sure you already have it in place. Don’t worry if you’re yet to create one! You can easily create your own fully-hosted privacy policy for free with a privacy policy generator tool.

Facebook’s Ad content guidelines 

Facebook has specific guidelines and policies regarding ad content, including prohibited content and restricted industries. It’s crucial to ensure your ad content complies with these guidelines. Here are some key aspects:

General principles: Generally, Facebook requires Ad content to follow local laws, prohibit unsafe and discriminatory practices as well as fraud or scams. Ads shouldn’t include excessive violence, non-family friendly content, or overly sexualized images. For ad transparency, Facebook requires advertiser identification, ad information, expenditure, and audience details​​.

Prohibited content: Harmful items like weapons, tobacco products, e-cigarettes, and unsafe substances (recreational drugs, certain supplements) are not allowed. Also, misleading or deceptive content, such as shady business practices, immoral activities, and deceptive financial services are not allowed.

Offensive content: Ads must not contain hate speech, discriminatory content, incorrect information, or suggestions that certain groups are inferior or a threat. 

Content of concern: Ads should not include adult content, profanity, misleading landing pages, disruptive content, or imply personal attributes. Health-related exploitation, sale of body parts, and before-and-after photos are also prohibited​​. 

How to receive your Facebook Leads on your mobile device

Generating leads is only the first step of your sales process. Converting as many of them as you can is the next important task and one of your primary purposes of running Facebook Lead Ads. As such, reaching out to your leads as fast as possible plays a vital role in converting them. 

Unfortunately, relying only on Facebook might not be enough to approach leads fast since it doesn’t alert you of new leads. Worse, you’ll need to go through a series of tedious manual steps just to download new leads, along with visiting the platform multiple times just to check for new leads.

Wouldn’t it be great if you could receive new Facebook Leads on your smartphone in real time so you can contact them right away via text or messaging apps like WhatsApp? It’s actually possible with Privyr. Privyr is a mobile-first CRM that does not just automatically imports your leads on your smartphone, but also allows you to contact them via messaging apps with auto-personalised messages within a few taps. The best part is that receiving Facebook leads on Privyr is free. 

To receive Facebook leads on your mobile, 

  1. visit and create your account. 
  2. Then, download the app on your smartphone and sign in. Privyr will prompt you to connect to your Facebook Lead Ads.
  3. Tap connect account and then continue. You’ll see a list of Facebook pages you manage. 
  4. Check the ones you want to receive leads from or select all relevant pages, and tap Next.  
  5. Make sure all the permissions are checked and then tap Done
  6. And there you go, Privyr is connected to your Facebook Lead Ads.

You’ll now start receiving leads on your mobile in real time.      

Final words

Planning your ad in advance correctly can help you publish your ads smoothly. And perfect planning requires an understanding of Facebook lead gen specs in advance so you know the best practices, as well as the activities that are allowed. 

Hope this guide helped you understand Facebook lead gen specs.

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A writer from the heart and marketer from the mind, Michael writes to help businesses implement effective sales and marketing strategies.