# Lead ad form templates

> Five lead ad form templates for Meta instant forms: service enquiry, course counselling, B2B demo, property and event, with intro and thank-you text to copy.
- **Author**: Marxx
- **Published**: 2026-10-30
- **Category**: Planning
- **URL**: https://marxx.ai/library-templates/lead-ad-form-templates

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A good lead ad form asks for the least you need to call back well: a name, a phone number and one or two questions that show whether the lead is real. Below are five forms to copy, with the intro and the thank-you text.

## Know Meta's rules

Checked 2026-10-20 on Meta's Help Centre ([create a form](https://www.facebook.com/business/help/179258984144385), [prohibited questions](https://www.facebook.com/business/help/219356599612120), [best practices](https://www.facebook.com/business/help/435270316658768)):

- **Form types.** More volume is quick to fill in on a phone. Higher intent adds a review step so people can confirm their details. Custom lets you change colours and add images and context.
- **Limits.** You can add up to 15 custom questions, and you must add your privacy policy URL. The thank-you screen's headline and button text take up to 60 characters.
- **No editing.** After you publish a form, you cannot edit it. Duplicate it, change the copy and publish the copy.
- **Banned questions.** A form must not ask for financial information (such as income, credit score or bank account numbers), health information, government ID numbers or insurance details. A form that breaks the rules will not run.
- **Advice.** Meta says to keep the form simple and ask as few questions as possible. It adds that fewer multiple choice questions bring more submissions, and more of them bring more quality leads.

## Template 1: service enquiry

```
TYPE: More volume
INTRO: "Book a [service] in [city]. Tell us what you need
and we will call you within [time you can keep]."
QUESTIONS
1. Full name (prefill)
2. Phone number (prefill)
3. Which service? (multiple choice: [A] / [B] / [C])
4. When do you need it? (This week / Next week / Just asking)
PRIVACY: [your policy URL]
THANK YOU: "Thanks. [Brand] will call you." | Button: Visit website
```

## Template 2: course counselling

```
TYPE: Higher intent
INTRO: "Free counselling call. We explain the syllabus, fees and
batch timings. No pressure."
QUESTIONS
1. Full name (prefill)
2. Phone number (prefill)
3. Who is the course for? (Me / My child)
4. Which class or level? (multiple choice)
5. Best time to call? (Morning / Evening)
THANK YOU: "Thanks. We will call at your chosen time." | Button: See the syllabus
```

## Template 3: B2B demo

```
TYPE: Higher intent
INTRO: "See [Product] with your own data in a 20-minute demo."
QUESTIONS
1. Full name (prefill)
2. Work email (prefill)
3. Phone number (prefill)
4. Company name (short answer)
5. Team size? (1 to 10 / 11 to 50 / 51 to 200 / 200+)
6. Your role? (Founder / Finance / Operations / Other)
THANK YOU: "Thanks. Pick a time that suits you." | Button: Book a slot
```

## Template 4: property enquiry

```
TYPE: More volume
INTRO: "[Project], [area]. Get the price sheet and book a site visit."
QUESTIONS
1. Full name (prefill)
2. Phone number (prefill)
3. Home size? (1 BHK / 2 BHK / 3 BHK)
4. When do you plan to buy? (This month / In 3 months / Later)
DO NOT ASK: income, credit score, loan or debt status
THANK YOU: "Thanks. Our team will call to fix your visit." | Button: View project
```

## Template 5: event or webinar

```
TYPE: More volume
INTRO: "Free session on [topic], [date], [time]. Seats are limited to [N]."
QUESTIONS
1. Full name (prefill)
2. Email (prefill)
3. City (short answer)
4. What do you most want to learn? (multiple choice)
THANK YOU: "You are in. Add it to your calendar." | Button: Add to calendar
```

Only say "seats are limited" if they are.

## A worked example: cost per lead vs cost per good lead

Say you spend INR 30,000 on each of two forms.

| Form | Leads | Cost per lead | Good leads | Cost per good lead |
|---|---|---|---|---|
| A: three simple questions | 300 | INR 100 | 60 | INR 500 |
| B: same plus two multiple choice | 200 | INR 150 | 70 | about INR 429 |

Form B costs more per lead and less per good lead (INR 30,000 / 70). Your sales team decides what "good" means, for example reached by phone and wants a visit. Meta suggests testing form lengths and comparing completion, cost per lead and cost per conversion. Judge by the cost per result that matters to you.

## Tips

- Call back as fast as your team can. Meta warns that thousands of leads in a short time can overwhelm a sales team.
- Change one thing per test: the form type, or the number of questions.
- Keep the ad itself within Meta's recommended lengths for image lead ads: 125 characters of primary text, 40 for the headline and 30 for the description.
- Not sure a form is right? See [lead ads vs landing pages](/compare/lead-ads-vs-landing-page) and [Click-to-WhatsApp vs lead ads](/compare/click-to-whatsapp-vs-lead-ads).
- For openers, see the hooks for [real estate](/templates/hooks-for-real-estate-ads) and [edtech](/templates/hooks-for-edtech-ads), and the [B2B ad copy examples](/templates/b2b-ad-copy-examples).

Marxx captures Meta lead ads and routes them to your team. See [leads](/features/leads).

## FAQ

### Which form type should I pick?

Start with More volume, which is quick to complete on a phone. Move to Higher intent if the leads are not serious, because it adds a step where people confirm their details.

### Can I edit a form after it is live?

No. Meta says a published form cannot be edited. Duplicate it, change the copy and publish the copy.

### How many questions should a lead form have?

Meta allows up to 15 custom questions and advises as few as you can. Three to five is a good start.

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