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Facebook Lead Ads is an excellent way to generate leads for your business as it has the potential to reach millions of people who scroll through Facebook on their devices every day. Plus, it ensures you don’t need to manage a separate website to generate leads online. That being said, collecting leads through Facebook Lead Ads might not be as easy as it looks since the average click-through rate of Facebook Ads is less than 1%. But that doesn’t mean you can’t run effective lead ads on Facebook. All you need is careful consideration and implementation of ad elements that make it effective.  

If you’re just getting started with running Lead Ads on Facebook, you may be overwhelmed with the pressure of having to create and run practical lead ads that perform well. Lucky for you, knowing the technical aspects of Facebook Lead Ads can help you create more engaging ads. 

While there are experts that dedicate their careers to marketing, in reality, you don’t have to be a full-time marketer or designer to know the ins and outs of successful ads. It’s more about understanding who your customers are and how your products/services help them. 

In this article, we highlight the essential elements of effective Facebook Lead Ads with Facebook lead ad examples, the best creative practices, and questions to include in your Lead Forms – all organised for different industries.  

Table of Contents:
How to run Facebook Lead Ads
The two elements of a Facebook Lead Ad (Creative vs. Lead Form)
How to create effective Ad Creative for Facebook Lead Ads
A guide to putting the right questions on your Facebook Lead Ad Form
Facebook Lead Ad Examples and Questions across 10 industries


How to run Facebook Lead Ads  

Running a lead ad on Facebook is simple – you just need a Facebook account, an image or video, and some text. However, creating effective Facebook Lead Ads that attract and convert your target audience requires a good understanding of your leads and some technical elements. Therefore, it’s best if you plan well for your ad in advance before deciding to invest money in it. 

You can create and publish Facebook Lead Ads with a few simple steps by logging into your Facebook account and navigating to the Ads Manager. Please follow this Meta guide if you want to have a quick look at how to run Facebook Lead Ads. 

The two elements of a Facebook Lead Ad (Creative vs. Lead Form)

Facebook Lead Ads have two important parts: Ad creative and lead form.

Ad creative is the external segment of your lead ad that shows up on your potential customer’s feed. It consists of a design and message that urges people to take action (or click the CTA button). Effective and relevant ad creative improves your Click-Through-Rate. 

Once visitors click the lead ad, it opens up a form where they can fill up their details such as name, email, and phone number and submit (their interest). Lead forms help you collect important information about your clients, which can help you approach your clients with a personalised touch later.

How to create effective Ad Creative for Facebook Lead Ads

Effective ad creative for FB lead ads
Photo by Hal Gatewood on Unsplash

Ad creative plays a great role in enticing visitors to take action. It’s the first component of your ad people see. Therefore, making it attractive is essential to get people to stop scrolling and pay attention to your ad, ideally even getting them to click. If targeted and designed properly, an effective ad creative gets way more clicks than a generic one. Ad creative has two important elements: visual and messaging. A good combination of admirable visuals (image or video) and messaging helps create an effective ad creative. 

What’s an effective Visual Creative?

A visual creative can be either an image or a video. Its primary objective is to get people to stop scrolling and pay attention to your ad. It covers the biggest area of the ad. Perfect assembly of the visual elements play a good role in attracting people. It’s only after they get attracted by the visuals, people consider reading the ad messaging and clicking through the CTA. 

While designers use various creative methods to design attention-grabbing ads, the rule of thumb is to make the graphics relevant to the target audience. You may also showcase your product or service with relevant themes. Additionally, researching ads on Facebook Ads Library can be a good start to knowing impactful ads and getting inspiration from the best Facebook lead ad examples. 

What makes an ad Message powerful?

Once the users notice your ad, the next thing they’ll do is read the first line or two of your ad message. The ad message should elaborate further on the value proposition or the problem you’re solving. 

The message plays a great role in receiving clicks and ultimately urging people to fill up the form and many elements determine its effectiveness. You should research, analyse, and consider things you should keep in mind while planning to put a message correctly. For instance, people love to know about the benefits or what they get by submitting their information. It’s up to you how to write it appropriately, regardless of what you’re offering – be it a 50% discount, a free ebook, or anything that offers value. An effective ad message is:   

  • relevant to the audience 
  • catchy 
  • gives more information and context than what is in the visual creative 
  • motivates users to click through on the ad to get even more information

A guide to putting the right questions on your Facebook Lead Ad Form

How to put right questions on your FB lead forms
Photo by Kelly Sikkema on Unsplash

While the best practices for ad creative can be similar to other types of ads, the unique part about Facebook Lead Ads is that it immediately opens a Lead Form with a click, instead of a website. Therefore, the questions you ask are one of the most important parts of a Lead Form and should be optimised specifically for each industry/business. Here are some considerations for Facebook Lead Form questions:  

What is the ideal number of Questions for the Facebook Lead Ad form

As you’re aware that the primary purpose of a Facebook Lead Ad is to collect lead information, your form should make it easy for your leads to complete the submission. But at the same time, you want to make sure you have quality leads by knowing a few specific details about them. That being said, longer forms and a higher number of questions can be roadblocks for submissions, resulting in people losing interest in your offer and abandoning the process.     

Remember, the fewer the questions and the easier to answer, the higher the chance of your leads completing the form. On the other hand, having more questions can improve lead quality as genuinely interested leads may not mind providing a few more lines of detail. However, it’s probably not a good idea to have more than 5 or 6 questions, or else you’ll start sacrificing leads. 

3 to 5 questions is probably the sweet spot for lead forms as people are eager to get the benefits fast. Anything more than that may result in a drop-off of submissions. You can always start out with fewer questions on your form and expand the number later as you test your ad and find people reacting positively to the number of questions.  

Here are some tips for maintaining a perfect number of questions on your lead forms: 

  • Don’t forget to enable prefill questions on your instant forms. It makes it easier for your leads to submit by auto-populating most of the questions. 
  • Remove questions that you don’t require. For instance, if you only need the WhatsApp phone number of your leads and not the email, remove the email field. There’s a psychological advantage to having fewer fields.

What types of Questions are ideal for Facebook Lead Forms?

Asking the right set of questions is important for not just you but also for your leads. Proper questions ensure you have the right information. They make it easy for you to prepare for the next step where you’ll approach them for the first time. On the other hand, the right questions connect your leads and make them feel more confident that their specific problems will be solved. Similarly, irrelevant questions turn off your leads and make them leave the process. 

Be careful about the types of questions you ask. Here are some tips about putting the right set of questions on your lead ad forms: 

  • Before putting up a question, always analyse if you actually need that information. Start with only the most relevant questions. You can always edit your form later on once you figure out if people are responding positively to the existing questions. 
  • It’s best to avoid sensitive questions. For instance, if you’re running a lead ad for your real estate business, people will love to write about the property features they need, such as the number of bedrooms, location, etc. However, a question about their income and budget may be a bit sensitive. Similarly, people may find it uncomfortable to provide their house address, id number, or bank details. Moreover, medical status and age etc. can also be sensitive for some demographics. 
  • Avoid asking for information people have to think about before answering. For example, while putting up questions in the lead form for your jeweller business, asking about carats and bends may turn off your leads because they might need to think about it. 
  • Too specific questions can be hard to answer. Consider avoiding them. 
  • The purpose of lead forms is to collect information fast. Therefore, consider avoiding questions that require a lot of typing. Let’s say you’re running a recruitment lead ad. You may think it’s a good idea to put a personal statement field for your leads, but in reality, most people will not complete your form if they have to type a single sentence, let alone a whole paragraph.  

Types of Answers

One of the greatest things about Facebook lead forms is that they allow you to create multiple types of answers for users. They could be dropdowns, multiple choice, short answers, etc. That being said, you should go for the ones that make it easy for your lead to proceed instead of experimenting. It will prevent them from dropping off or giving up. Here are some hints:  

  • Allowing pre-populated answers ensures your leads don’t have to go through a lot of questions. However, also keep in mind that some people might not have updated their details for a while. Therefore, make sure the pre-populated answers can be edited. 
  • While putting optional answers, you may put ‘I don’t know’ as an option for confusing questions.
  • Users prefer dropdown options over typing answers. For instance, people prefer dropdown answers with morning, afternoon or evening options instead of typing time. Additionally, fewer options avoid confusion if you’re going for optional choices. 

Questions to Avoid on lead forms 

While creating Facebook Lead Ads, you need to first make sure that you’re following Facebook’s advertising standards. Depending on your target audience, there could be a lot of questions that may turn them off. Some great Facebook Lead Form examples suggest that it’s best if you don’t include sensitive or controversial questions at all on your lead ad forms. Here’s a list of things you’ll want to avoid on your lead forms: 

  • Too personal questions 
  • Questions that ask about religion, political affiliation and sexual preference 
  • Fields that require passwords and login credentials to any service
  • National ID numbers
  • Address and family details 
  • Financial history and bank details
  • Race or ethnicity

Facebook Lead Ad Examples and Questions across 10 industries 

Different industries attract different potential customers based on what they offer. Therefore, you’ll need to craft your own set of questions relevant to your business to ensure more people fill out and submit the lead forms. Here’s a list of inspirational questions regarding Facebook lead generation ad examples you’ll want to put on your lead forms depending on your industry.   

Coaches and trainers lead form inspiration 

The potential customers of coaches and trainers are people willing to achieve something in a certain period of time. They could be individuals of any age (depending on the course), but their expectation is high when it comes to results. Here’s an example of questions that suit coaches and trainers best. 

Question: What is your current skill level? 
Answers (multiple choice):
– Zero (haven’t started yet)
– Beginner
– Intermediate
– Expert

Question: Do you prefer weekdays or weekends?
Answers (multiple choice):
– Weekdays
– Weekends

Question: Do you prefer mornings, afternoons, or evenings?
Answers (multiple choice):
– Morning
– Afternoon
– Evening

Question: What is your preferred location?
Answers: (multiple choice of the locations you offer)

Real estate lead form inspiration

Real estate leads are people with stable incomes and some savings looking to make the right use of their capital, be it in the form of an investment or for their own stay. They are mostly specific about what they want, but at the same time, open to suggestions. Here are your lead ads Facebook examples for lead form questions that suit real estate. 

Question: Is this your first property purchase?
Answers (multiple choice): 
– Yes, this will be my first/only property
– No, I already own another property

Question: Are you buying for your own stay or investment purposes?
Answers (multiple choice):
– Buying for own stay
– Buying for investment 

Question: How many bedrooms are you looking for?
Answers (multiple choice):
– 1 bedroom
– 2 bedroom
– 3 bedroom
– 4 bedrooms or more

Question: When would you like to view the flat?
Answers (multiple choice):
– Weekdays preferred
– Weekends preferred
– Anytime
– Maybe later, please send more details first

Insurance agent lead form inspiration 

Insurance leads need to be persuaded on a personal level. If you’re an insurance agent running lead ads, make sure you have a great proposal in your ad creative and message. Plus, including some specific questions (such as age range) are important for you since you’ll be able to provide them with a tailored and personalised offer in your first contact, thereby increasing your chances of conversion. That being said, your questions should be non-confusing and simple, so people can easily submit the form. Here’s an example of lead form questions for insurance agents: 

Question: What is your primary consideration for buying insurance?
Answers (multiple choice):
– Protect against health and medical emergencies
– Protect and grow your financial wealth
– Planning for retirement
– Something else

Question: What is your age group?
Answers (multiple choice):
– 18-25 years old
– 26-40 years old
– 41-60 years old
– Over 60 years old

Question: Do you already have other types of insurance?
Answers (multiple choice):
– Yes, I have one or more types of insurance already
– No, I’m just getting started

Question: How would you like to be contacted?
Answers (multiple choice):
– Phone Call
– WhatsApp
– SMS/iMessage
– Email

Wedding planner lead form inspiration

Putting direct questions may make sense on your wedding planner lead form as people have specific requirements for their wedding ceremony. Here are possible questions you may want to consider.        

Question: When is your wedding?
Answers (multiple choice):
– Within 3 months from now
– Between 3 – 6 months from now
– Between 6 – 12 months from now 
– More than 12 months from now
– We haven’t confirmed the date yet

Question: Do you have a confirmed venue for your wedding already?
Answers (multiple choice):
– No, we haven’t started looking yet
– No, but we’ve shortlisted a few options
– Yes, we’ve already booked a venue

Question: Do you have a maximum budget in mind for your wedding (including venue, catering, decorations, photography/videography, etc)?
Answers (Dropdown):
– No, we haven’t decided yet
– Yes, less than $25,000 
– Yes, between $25,000-50,000
– Yes, between $50,000-$75,000
– Yes, above $75,000

Question: Do you have any special requirements, themes, or anything else?
Answer: (short text field)

Marketing agency lead form inspiration

If you’re running Facebook Lead Ads for your marketing agency, your potential customers are probably small businesses that need your help in growing their business. Here are a few possible questions you may want to include in your lead form as a marketing agency:   

Question: Is this your first time doing digital marketing?
Answers (multiple choice):
– Yes, I haven’t started with digital marketing yet
– No, I’ve previously used a marketing agency/freelancer
– No, I’ve previously run ads myself

Question: What is your primary objective? 
Answers (multiple choice):
– Increase brand recognition and awareness
– Drive more traffic to your website/eCommerce store
– Generate more leads (e.g. contact details of interested parties)
– I’m not sure yet

Question: Please describe your business in one sentence
Answer: (short text field)

You may also include questions about the lead’s yearly revenue, current marketing spending, and marketing budget. However, keep in mind that some of these questions may turn off some leads. You can always ask more personal questions when you contact them later. 

Home improvement lead form inspiration

Home improvement leads are looking for quick solutions to their home problems. Therefore, they want to proceed fast. Here are possible questions you want to consider for home improvement: 

Question: What type of roofing work are you looking for?
Answers (multiple choice):
– Install roof on a new house
– Replace sections of the existing roof
– Replace the entire roof
– I’m not sure yet

Question: When are you looking to start work on this project?
Answers (multiple choice):
– As soon as possible!
– Within 1 week
– Between 2-4 weeks from now
– After 4+ weeks from now

Question: How would you like to be contacted?
Answers (multiple choice):
– Phone Call
– WhatsApp
– SMS/iMessage
– Email

Online education lead form inspiration 

If you’re an online education provider running a Facebook Lead Ad, your leads are probably interested in achieving something with your course. They have expectations you would want to address. Here are some inspiration questions for an online education lead form: 

Question: What are you looking to achieve by attending this course?
Answers (multiple choice):
– Gain a new skill for personal fulfilment
– Upgrade skills to help with current career growth
– Learn a new skill to switch careers or start a new business

Question: Is this your first online course?
Answers (multiple choice):
– Yes, this is my first online course
– No, I’ve attended other online courses before

Question: Do you prefer to attend on weekdays or weekends?
Answers (multiple choice):
– Weekdays
– Weekends

Question: Do you prefer to attend classes during the morning, afternoon, or evening?
Answers (multiple choice):
– Morning
– Afternoon
– Evening

Travel and tours lead form inspiration

It may seem like people who travel quite often spend a lot. But the reality is that even the most frequent travellers love interesting new packages, as well as discounts. Your job as the travel and tours agent is to provide your leads with the best travelling experience on great offers. However, not all people travel the same. Some prefer luxury treats while others are looking for adventure. Here are some inspiration questions for a travel and tours lead form: 

Question: What are you looking for in your next trip?
Answers (multiple choice):
– A luxury treat
– A new adventure
– A local and cultural experience
– A mix of two or more of the above
– I’m not sure yet

Question: Are you travelling on your own or with family?
Answers (multiple choice):
– I’m travelling by myself
– I’m travelling with a partner
– We’re travelling as a family with kids

Question: How would fast-paced would you like your travel itinerary to be?
Answers (multiple choice):
– Fast-paced, exploring multiple places per day
– Medium-paced, exploring one place per day
– Slow-paced, spending multiple days per location

Beauty services lead form inspiration

Beauty services leads know they need to be honest in order to get the best results. That’s why it’s one of the industries where you can ask more personal questions such as age and budget. Here’s a list of questions you may want to consider including in your Beauty Services lead form: 

Question: What is your age group?
Answers (multiple choice):
– 18-24 years old
– 25-34 years old
– 35-44 years old
– 45-54 years old
– 55+ years old

Question: What type of services are you looking for?
Answers (multiple select):
– Fix issues with my skin
– Maintain my skin health
– I’m not sure

Question: Do you currently use any other skincare products or treatments? 
Answers (multiple select):
– Yes, I have a daily skincare regime at home
– Yes, I occasionally use skincare products to cleanse my skin
– No, I don’t use skincare products on a regular basis

Question: How much do you spend (or are willing to spend) each month on maintaining your skin?
Answers (multiple choice):
– Less than $50 per month
– Between $50-100 per month
– Between $100-250 per month
– Between $250-500 per month
– Above $500 per month       

Investment consulting lead form inspiration

If you’re an investment consultant, your potential customers are people looking for investment advice and/or planning. They may not want to waste time filling up forms and neither do they feel comfortable about giving their personal details. In this case, you’ll need to create a great message highlighting the benefits for your leads and make the lead form short and precise. Here are some questions you may want to consider including in your lead form:

Question: What are your financial goals?
Answers (multiple choice):
– Accumulate wealth 
– Preserve and protect wealth
– Plan for retirement

Question: What is your risk tolerance?
Answers (multiple choice):
– High risk
– Moderate risk
– Low risk

Question: Are you already investing?
Answers (multiple choice):
– Yes, I invest on a regular basis (monthly or more)
– Yes, on occasion (a few times a year)
– No, not yet
– I’m not sure

Question: Are you willing to change your spending and saving patterns to secure your future financial goals?
Answers (multiple choice):
– Yes
– No 
– It depends

You may ask personal questions, such as wealth and investment budget on the form, but they may sometimes seem too transactional and turn away users.


There’s no one-size-fits-all solution when it comes to creating and publishing a great Facebook Lead Ad. Technically, you need a great ad creative and relevant sets of questions on the lead form to help make a Facebook Lead Ad collect more leads. However, to be able to create messages that earn attention and questions that resonate with the right audience, you should have an excellent grasp of your target audience. The good news is that you can come up with the perfect Facebook lead ads with a few careful considerations.  

Privyr is a mobile-first CRM designed to help you convert more leads into customers from any device you want, including your smartphone and laptop. It automatically imports leads from Facebook Lead Ads in real time and helps you connect with them through your messaging apps instantly. It’s also a great tool to manage your sales and customer data. If you want to know more, try Privyr for free today.

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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.