Meta is testing a new smart feature for lead generation campaigns
May 6, 2025
Meta brings important news for all advertisers looking for more than just quick leads: quality.
In recent weeks, a new and very interesting feature has appeared in lead generation campaigns — “Website and Instant Forms.”
This option provides a valuable mix between fast conversions and high-quality leads, allowing advertisers to collect leads both through the instant form within the platform and directly from their website, within the same ad set.
What’s new?
The new functionality offers you two simultaneous options in the same ad set:
Instant Form — fast, easy, with a high completion rate.
Website (Landing Page) — requires more effort from the user, but generates better-qualified leads.
Where does the “smart” part come in?
Meta not only gives you this flexibility but also automatically prioritizes website conversions, giving them:
A bid up to 30% higher than for leads from instant forms.
This detail says a lot about the direction Meta is heading:
Leads generated from websites are considered more valuable.
And it makes sense. A user who takes the time to visit your site, browse around, and fill out a detailed form is, most likely, more interested and closer to making a decision.
What does this mean for advertisers?
If you’re a business constantly investing in lead generation campaigns, this feature offers you:
Double control — two lead collection channels in the same ad set.
Smart optimization — Meta allocates the budget more efficiently between the two sources.
Increased lead quality — higher chances of attracting relevant, qualified leads.
Effective testing — no need to separate campaigns or ad sets to compare methods.
Who has access to this option?
The feature is still in the testing phase and not yet available to all advertisers. From what we’ve observed, it’s been active on live accounts for over a month but hasn’t been rolled out on a large scale.
Do you have this option available? Use it!
It’s an excellent time to test and see what works best for your audience: speed or depth.
Conclusion — Meta is getting smarter. Are you ready?
This change marks a clear step toward higher-quality leads and smarter campaigns. And if you want to make the most of these new functionalities, you’ll need a solid, well-crafted strategy.
At Velorlink, we’re always connected to the latest trends and functionalities on Meta’s platforms. If you’d like to find out how to apply the new “Website and Instant Forms” option for your business, let’s chat.
Want a lead generation strategy that truly delivers results? Contact us — and let’s work together.
