Getting Leads with Facebook Forms (aka Meta Instant Forms)

Want Leads Quickly? Enter Facebook Forms

Called Instant forms these have been around for a while. I've discovered them by chance working with a local Cleveland retirement home a few years back in 2021. The client asked about them and so we set them up with a few of those ads.

A few years later, at the end of April 2024, I've returned to using Facebook Forms with a new client, also a local business. And that's the one thing that's working for them, so I have been testing and scaling these meta forms for a while. And I should admit, they get you people on the phone.

The best thing about Fb forms is that you don't need a landing page or a funnel. Those can take time to set up the form and thank you pages, with analytics and conversion tracking. Facebook forms remove a lot of that tech need away, which is something to take into consideration when evaluating the Cost per Lead on Meta forms leads (a note to myself, too!)

Of course, you will still need your landing pages and analytics set up eventually. In the meantime, you can get your offers out to the market and start talking to clients quickly!

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How to Launch a Facebook Instant Form

All you need is some copy, a headline, an image or a video, some basic targeting and you can get an ad rolling on facebook (Meta). Your leads will be automatically saved inside Facebook and you can download the report in Excel or CSV formats from the Business Manager or Business Meta Suite interfaces. 

What's more important though, you can connect your Instant forms to a whole bunch of CRMs for future emails and SMS nurturing (I should give it to Fb they've accumulated hundreds of CRM integrations!).

As we need to remind customers about us, I would highly recommend getting some mail provider (Mailchimp will do) and connecting your forms to it from the Meta Business Suite > Instant forms > CRM Integration.

Pro Tip: Make sure you delete Birthday and Address MEERGE fields from your Mailchimp list Settings to connect to Fb.

For step-by-step instructions please watch a video below.

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How Much to Budget for Instant Forms?

$100/day. Expect $10+ cost per leads with a phone number. So make sure you have proper follow up setup (CRM + Email integration, a Call script ready and SMS).

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Benefits of Facebook Instant Forms:

• Ease of Setup: Setting up Instant Forms is straightforward, requiring no technical skills. You can have your form live in no time, ready to collect leads.
• No Landing Page Needed: Forget the hassle of designing and optimizing a landing page. Facebook Instant Forms allow you to start collecting leads directly from Facebook, saving you time and resources.
• Immediate Lead Generation: With everything integrated within Facebook, you can start generating leads as soon as your ad is live. This immediacy is crucial for capitalizing on user interest right when it peaks.
• Simple Analytics: All numbers are very transparent, from lead to customer. No conversion tracking required.
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Pros of Using Instant Forms:

• Simple Configuration: The setup process is not only easy but also quick, allowing you to launch campaigns without delay.
• CRM Integration: Instant Forms can be connected to numerous CRMs, like Mailchimp. This makes it easier to follow up with automated emails and nurture your leads effectively.
• User-Friendly: Designed with user experience in mind, these forms make it easy for potential customers to submit their information, increasing your conversion rates.
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Cons of Using Instant Forms

• Cost Factor: While highly effective, these forms might come at a higher cost compared to traditional PDF opt-in ads. For example, leads might cost around $25 each, but the quality and readiness of these leads often justify the investment.
• Follow-Up Required: To make the most out of these leads, be prepared to engage them actively. Quick follow-up calls are recommended to convert interest into tangible business results.

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How To Set Up Facebook Forms

Video coming up soon! If you'd like to learn more about Facebok forms and setting them up please reach out to me via one of the ways at the bottom of the page!

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How To Set Up Adsets for Instant Forms

Video coming up soon!

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Which KPIs to Track for Fb Forms?

For Fb form we care about Unique Link Clicks
“All Clicks” are clicks everywhere - to open the ad, to the fb page etc.
“Link clicks” are clicks to the form
And we’re interested in “Unique Link Clicks”

Spent: $1,900
Unique link clicks: (total from all adsets): 365
Cost per unique link click (to open a form): $5.17
Unique CTR (link click-through rate): 0.98%

From the CRM:
Leads: 56
Scheduled: 10

Conversion: 56 leads / 365 clicks = 15%

CPL: $33.9
Cost per Schedule: $190

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Are Instant Forms worth it?

Instant forms work especially well when you want to get your prospects on the phone quickly. I would not recommend using them just to get name and email, a PDF Lead magnet will work better (bringing you cheaper leads). But if you need to get your offer out to the market fast and don't have landing pages set up, then Facebook (Instant) Forms are your best bet.