Facebook and Instagram lead forms
Save people from Meta ad forms automatically, map questions to the right fields, and let the assistant call consented leads within seconds.
5 min read
Lead ads on Facebook and Instagram (Instant Forms) let people fill in a form without leaving the app. Once connected, those forms land in the panel as contacts within seconds and an opportunity opens. With an outbound campaign on, the assistant calls leads who have given consent right after they submit — while they've only just closed the ad.
In property, speed is everything: a lead called the next day has often already spoken to three other agencies. See Speed to lead.
Before you start
- Facebook & Instagram must be connected, with every permission — including lead access — left on: Connecting Facebook and Instagram.
- Custom fields for your form's own questions must exist. During setup our team creates the "Property enquiry" and "Consent" field groups. See Custom fields.
- The form must include an explicit contact consent question and a link to your KVKK privacy notice. The assistant needs this consent to call.
What comes across?
| Form question | Where it goes in the panel |
|---|---|
| Full name, phone, email | Standard contact fields |
| "To live in or invest?", "How many bedrooms?", "Budget?" | Custom fields in the "Property enquiry" group (Enquiry type, Bedrooms, Budget) |
| "I agree to be contacted by phone and WhatsApp" | The contact consent field in the "Consent" group |
| Form name, campaign | The contact's source |
Unmapped questions aren't lost, but the assistant and reports can't use them. Map every question to a field.
Mapping form fields
Our team does this during setup. To check it, or update it with your consultant when you launch a new form:
- In Settings → Integrations, open the Facebook & Instagram card and go to the Facebook Form Fields Mapping tab.
- Pick the form to map.
- Choose a field for each question from the drop-down. Standard questions usually map automatically; link your own questions to the matching custom field.
- Click Save.
Heads up
If you add a question to a live form (in Meta this usually creates a new copy of the form), redo the mapping and tell your consultant. If the consent question in particular isn't mapped, the assistant won't call that lead.
What happens when a lead arrives?
- The contact is created in Contacts and an opportunity opens at the right stage, such as Buyers · New enquiry, according to your setup. If someone with the same phone number already exists, no new record is created; the existing contact is updated.
- Consent check: if the contact consent field is "yes" and it's within your calling hours, the contact joins the call list. Without consent, the assistant doesn't call; an agent task is created instead.
- The assistant calls: it introduces itself as the agency's assistant, mentions the form, asks whether it's a good time, qualifies the lead and books an appointment where it fits. If there's no answer, a WhatsApp template goes out according to your rules and the call is retried later.
Elif: Hello, is this Ayşe? This is Elif, Atlas Emlak's assistant.
Ayşe Çelik: Yes, speaking.
Elif: You've just filled in a form about the Ataşehir development, so I'm calling about that. Is now a good time?
Ayşe Çelik: Yes, I was looking at the 2-beds.
Details: Outbound campaigns and İYS and KVKK.
Important
In Turkey, commercial calls need the person's call consent on İYS (the Commercial Electronic Message Management System) and a KVKK privacy notice. A tick box on a form is not an İYS record on its own; we agree with you during setup how consent is recorded on İYS. Don't let the assistant call leads you're unsure about.
Leads Access: giving the CRM access to leads
Meta controls which apps can access your Page's leads with the Leads Access setting. If access isn't granted there, forms won't arrive even though the connection looks fine.
- Open your Meta Business settings (business.facebook.com → Settings).
- Go to Integrations → Leads access and select your agency Page.
- On the CRMs tab, make sure the connected CRM app has access. It may appear under the name of the platform's underlying app rather than Squaremeters; ask your consultant before removing anything.
Testing the connection
You can send a test lead with Meta's testing tool without spending on ads.
- Open the Lead Ads Testing Tool:
developers.facebook.com/tools/lead-ads-testing(with an account that has full control of the Page). - Choose your agency Page as Page and the form to test as Form.
- Click Create lead. If a test lead already exists for that form, delete it first with Delete lead.
- In the delivery list, check the CRM app's status is Success.
- Open Contacts in the panel; the test contact appears within seconds.
Delete the test contact afterwards. Plan the test with your consultant so the assistant doesn't call the test number.
Common issues
The testing tool shows an error instead of "Success". The CRM lacks access in Leads Access, or the connecting user's Page role is missing.
A lead arrived but the assistant didn't call. The consent field may be empty or "no", it may be outside calling hours, or the contact may be tagged do-not-call. Check the call history in Call logs and summaries.
Older leads didn't come in. The connection brings in submissions made after it was set up. You can download older leads from Meta and import them; without consent, don't have the assistant call them.
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