A step-by-step guide for setting up, testing, and launching Lead Form campaigns in Meta. 📋
🆕 Step 0 — Pre-Flight Check: Verify Meta CRM Lead Access
Before anything else, contact your MB Team Lead to verify LeadConnector is properly assigned on the client’s account. Since we only have partner access, this check requires being inside the client’s Business Manager — something only the MB Team Lead can access.
They will need to navigate to Business Portfolio → Settings → Integrations → Leads Access, select the Facebook Page, open the CRMs tab, and confirm that LeadConnector is listed with leads access.
If LeadConnector is missing, the MB Team Lead will handle the Assign CRM connection before the build starts. Don’t wait until testing to find this out — it will cause delays and unnecessary back-and-forth. 👀
⚠️ If this isn’t resolved upfront and you reach testing, the Facebook Lead Ads Testing Tool will show “App does not have leads permission” or “CRM access has been revoked from Lead Access Manager.”
Step 1 — Internal Request & Strategic Use
The CSM creates a campaign request in ClickUp and tags the Media Buyer (MB) and IT Department. Lead Form campaigns are especially useful when conversion campaigns are underperforming or when lead volume needs to be increased quickly. 📈
Step 2 — IT Asset Setup
The Media Buyer requests the Informative Opt-In Link from IT and obtains the Privacy Policy URL from the opt-in/voucher page. Both links are required for compliance and form setup. 🔗
Step 3 — Build the Campaign in Meta
Create a Lead Generation campaign using Instant Forms. Confirm the correct Facebook Page is selected and that lead permissions are available before moving forward.
Step 4 — Create the Lead Form
Use the naming convention PE Agcy_CampaignName_Date and configure the form with the following settings:
- Select Higher Intent
- Disable Flexible Form Delivery
- Add qualifying questions
- Include the Privacy Policy and Informative Opt-In links
- Enable the review screen
- Configure the Thank You screen with a website CTA ✅
Step 4.1 — GHL Mapping Request
After publishing the form, notify IT through ClickUp with the following:
- Form name
- Ad account
- Facebook page
- Confirmation that permissions are available
Step 4.2 — Field Mapping Validation
On the GHL side, verify that First Name, Last Name, Email, and Phone Number are all mapped correctly. Every qualifying question on your form must be mapped to an existing GHL Custom Field.
Why does this matter? A lead can sync successfully ✅ and show up in Contacts, but if a question isn’t mapped, that answer is just gone — it won’t be stored anywhere in the CRM. Make sure all custom fields exist in GHL before going live.
Step 4.3 — Conversion API Workflow
Duplicate the conversion workflow template and rename it “02. Conversion API Lead Form”, then configure it as follows:
- Set the trigger to Facebook Lead Form Submitted
- Select the correct page and form
- Configure the FB Conversion API action
- Publish the workflow 🚀
Step 5 — Lead Sync Testing Checklist
Use the Facebook Lead Ads Testing Tool. Create a test lead and click Track Status — expected result: Success. Then verify:
- ✅ Lead appears in GHL Contacts
- ✅ Lead appears in GHL Conversations
- ✅ Lead appears in Opportunities (if applicable)
- ✅ All custom question responses are present
Step 6 — Submit for QA
Submit the campaign in ClickUp and notify the required stakeholders according to the QA process.
Step 7 — Launch 🎉
Once approvals are complete and lead testing has passed, launch the campaign.
🔧 Troubleshooting: Leads in Facebook but Not in GHL
Symptom: Leads appear in Meta Lead Center but never reach GHL.
Run through this in order:
- Verify LeadConnector exists under Leads Access → CRMs
- Verify the Facebook connection in GHL is active
- Verify field mapping is complete
- Run a new test lead
- Confirm the lead appears in GHL
Nine times out of ten it’s either the CRM Lead Access or the Facebook connection. 🎯