Reviewing the draft takes five minutes; the leads then arrive in Meta's Leads Center and wherever you connect them.
Before you start#
- A Meta ad account connected to Madder and a Facebook Page you administer — Instant Forms belong to the Page, not the ad account.
- Someone who will act on leads daily. Meta keeps them downloadable for 90 days only.
1. What Madder creates#
When your goal is leads and you have no website conversion set up, Madder drafts a lead campaign on an Instant Form: the form's fields (usually name, email, phone), a short intro, the privacy-policy link Meta requires, and a thank-you screen with your next step. The draft waits until you press Approve →; the campaign is then created paused, and the Get it ready checklist shows Lead form ready — uses a native lead form, no website pixel needed. The pixel item stays optional; see What the pixel and dataset are.
2. Choose the form's quality setting#
Meta offers form types; Madder defaults to the one that fits your goal, and you can change it in the draft:
- More volume — quick to submit on a phone; most leads, some low quality.
- Higher intent — adds a review step before submitting; fewer, better leads. Pick this if sales calls each lead.
- Rich creative — a longer form with product images and text; for offers that need explaining.
Pre-filled fields (Meta fills name and email from the profile) raise volume; adding one question the person must type raises quality.
3. Know where leads land#
As of September 2026, every lead is stored by Meta and reachable three ways:
- Leads Center — Meta Business Suite → All tools → Leads Center. Filter, label, and download as CSV.
- Download from Ads Manager — open the campaign's ad, click the form name, Download. Ninety days back, no more.
- CRM or Zapier — Business Suite → All tools → Instant Forms → CRM setup, pick your CRM from Meta's list, or route through Zapier to a spreadsheet or mailbox.
Madder shows the count and cost per lead on the campaign; the leads' names and emails stay on Meta and in your CRM. Madder does not import lead contact details in this phase.
4. Grant leads access#
If a teammate or your CRM cannot see leads, someone with full control of the portfolio must allow it: Business settings → Integrations → Leads access, then add the person or the CRM. This is a Page-level permission separate from the ad account, which is why an agency can run your ads and still not see your leads.
If it doesn't work#
- Leads show in Madder but the CRM is empty — leads access was not granted for the CRM, or the integration points at a different Page; re-run CRM setup and send a test lead.
- "Download" returns nothing older than three months — Meta's 90-day limit; export weekly or connect a CRM.
- Lots of leads, nobody answers the phone — switch to Higher intent and add one typed question; cost per lead rises, quality with it.
- Ad rejected for the form — the privacy-policy link is missing or dead; fix it on the form and re-request review (Ad policies and rejections).
- Form cannot be edited — Meta locks a form once it has leads; duplicate it, edit the copy, and Madder swaps it into the ad.