How to Create Lead Generation Ads on Instagram

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Creating Lead Generation Ads on Instagram involves using the Facebook Business Manager. Lead Generation Ads are designed to collect information from people interested in your business, such as their name and email address. Keep in mind that the process may have evolved, so it’s essential to check the most recent guidelines on the official Facebook and Instagram help centres for the latest information. Here’s a general guide on how to create Lead Generation Ads on Instagram:


  • Facebook Business Page:
    • Ensure that you have a Facebook Business Page. If you don’t have one, create it on Facebook.
  • Instagram Business Account:
    • Convert your Instagram account to a Business Account if you haven’t already.

Steps to Create Lead Generation Ads on Instagram:

  • Access Facebook Business Manager:
    • Go to and log in to your Facebook Business Manager account.
  • Navigate to Ad Manager:
    • Click on the ‘Ad Manager’ option in the left-hand menu.
  • Create a New Campaign:
    • Click on the ‘+ Create’ button to start a new campaign.
  • Choose Ad Objective:
    • Select the ‘Lead Generation’ objective. This objective is designed to help you collect leads directly on the platform.
  • Set Up Ad Set:
    • Define your audience, budget, and schedule in the ad set section. Connect your Instagram account and select ‘Manual Placement’ to include Instagram.
  • Configure Ad Creative:
    • In the ad creative section, design your lead form. Specify the information you want to collect, such as name and email address.
  • Review and Confirm:
    • Review your ad details, targeting, and budget. Once satisfied, click ‘Confirm’ to launch your Lead Generation Ads campaign.
  • Create Lead Form:
    • After choosing the Lead Generation objective, you’ll need to create a lead form. Customize the form by adding the fields you want to collect from users. Common fields include name, email address, and phone number.
  • Customize Thank You Screen:
    • Set up a custom thank-you screen that users will see after submitting the form. This can include a message or a link to additional information.
  • Review and Confirm Again:
    • Review your lead form, ensure everything is set up correctly, and click ‘Confirm’ to launch your Lead Generation Ads campaign.
  • Monitor and Download Leads:
    • Monitor the performance of your Lead Generation Ads through Ads Manager. You can download leads directly from Ads Manager or set up lead notifications.


  • Ensure that your Instagram account is connected to your Facebook Page and that your business complies with Instagram’s advertising policies.
  • The features and processes on Social media platforms can change, so it’s essential to stay updated with the latest information from Facebook and Instagram.

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