Meta has launched a new optimization option for Lead Ads campaigns that allows advertisers to generate leads through both website forms and instant forms simultaneously.
New "Website and Instant Forms" Conversion Location
The new feature introduces "Website and instant forms" as a conversion location option for Leads campaigns. This intelligent optimization allows Meta's algorithms to direct users to whichever conversion path they're most likely to complete.
How the Dual-Path Optimization Works
At the ad level, advertisers can now:
- Set a website URL (directing to their own lead form)
- Create or select a Meta instant form
Meta's system will then analyze each potential lead and make real-time decisions:
- When a user is predicted to convert on a website, the ad will link to the advertiser's website form
- When a user is more likely to complete an instant form, the ad will present Meta's instant form instead
Dynamic Bid Adjustments
An interesting aspect of this new feature is Meta's automatic bid adjustment for website conversions. These adjustments are:
- Specific to each individual ad account
- Visible in the "Conversion value rules" section
- Not manually modifiable by advertisers
This intelligent optimization aims to maximize lead generation by leveraging Meta's prediction capabilities to match users with the conversion path most likely to result in a completed lead form, whether on-platform or on the advertiser's website.
The feature is gradually rolling out across ad accounts, giving marketers a new tool to improve lead generation performance through adaptive optimization.
