Audience & Lead Form Management for Facebook Ads

Purpose

Properly create, review, test, and maintain Facebook Ads audiences and lead forms before a campaign goes live. Prevents incorrect targeting, broken lead forms, missing lead delivery, poor lead quality, and wasted ad spend.

Scope

Facebook/Meta lead generation campaigns using Meta Ads Manager, Facebook Ads Manager, Meta Business Suite, Facebook Lead Forms, Instagram placements, custom/lookalike/saved audiences.

Roles

  • Facebook Ads Specialist — owns audience and lead form setup

  • - PM / SPM — approves strategy, audience direction, offer, budget, client-facing decisions

  • - EA — collects assets, confirms basic info, tracks missing items, updates task status (does not decide strategy, targeting, budget, or optimization)

  • - Client — provides audience details, offer, service area, images, website links, business info

Before starting — confirm required information

Client: business name; Facebook Page / Meta Business Manager / ad account access; website URL; privacy policy URL; service area; main lead follow-up contact; CRM/email/lead delivery destination.

Campaign: goal; offer; product/service; target location; budget; start/end dates; landing page or lead form preference; PM/SPM approval.

Audience: ideal customer; age/gender if relevant and allowed; city/county/state/zip/radius; approved interests/behaviors; exclusions; existing customer or retargeting lists if available.

Stop and escalate if access, goal, offer, budget, privacy policy, audience, or lead delivery is missing/unclear.

Open the correct Meta account

Meta Business Suite → Ads Manager. Confirm correct business, ad account, Facebook Page, and campaign/ad set.

Confirm campaign objective

Objective must match approved strategy (Leads, Traffic, Engagement, Sales, Awareness). Escalate if mismatched or unclear.

Audience setup

  1. Location — approved service area only; city/state/county/zip/radius/custom geo. Check size is neither too small nor too broad.

  2. 2. Demographics — approved age; gender only if approved and allowed; language if needed. Review Special Ad Category when housing/employment/credit/healthcare or other regulated categories may apply.

  3. 3. Detailed targeting — only approved interests/behaviors; document in campaign tracker.

  4. 4. Custom audiences — only when approved (website visitors, Page/IG engagers, customer list, video viewers, prior lead opens/submissions). Confirm active and sized enough.

  5. 5. Lookalike audiences

  6. ## Lead form setup

  1. Instant Forms / Lead Forms under the correct Page. Prefer duplicate of an approved form when appropriate.

  2. Naming: Client Name - Campaign Name - Offer - Date

  3. Form type: More Volume / Higher Intent / Custom. Default Higher Intent when quality matters.

  4. Intro: business name, short offer, reason for form, what happens after submission.

  5. Questions: only what is needed (name, email, phone, preferred service, start date, contact time, location, notes). Childcare may include child’s age, care schedule, preferred location. Escalate sensitive or excessive questions.

  6. Privacy policy: valid public URL for the correct client — open and verify.

  7. Thank-you screen: confirmation, follow-up expectation, optional button (website/call/learn more/book).

  8. Review all settings for typos, wrong client, outdated offer before save/publish.

Lead delivery

Confirm method (Lead Center, email, CRM, Zapier, Sheet, manual download), follow-up owner, and where leads appear. Document in tracker.

Test before launch (mandatory)

Use Meta Lead Ads Testing Tool: correct Page + form → submit test lead → confirm in Meta → confirm delivery destination → custom questions correct → delete/label as test → notify PM/SPM → document result.

Stop if test lead does not appear, does not deliver, questions/fields fail, or delivery cannot be confirmed.

Final reviews and completion

  • Audience checklist: location, age, gender, language, custom/lookalike/exclusions, size, Special Ad Category, no unapproved targeting.

  • - Lead form checklist: client/offer/campaign/form names, questions, privacy, thank-you, delivery, test done, PM/SPM notified.

  • - Update campaign tracker (audience, locations, form name, delivery, test date/person/result, blockers, approval).

  • - Send completion update to PM/SPM; mark task complete only when all items done.

Source: SweetProcess DOCX export (Drive pack). Migrated to Eniston category Allied. Do not treat as dual source of truth with SweetProcess.

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