Meta Lead Ads Integration

What It Does

If you're running Facebook or Instagram lead ads, this integration means every lead that fills in your ad form gets created in A.X.E.L automatically. No spreadsheets, no manually checking Ads Manager, no leads slipping through the cracks while you're on a job.

Leads come through in real time — as soon as someone fills in your form, they're in your pipeline ready to follow up.

Connecting Facebook

Head to Settings → Integrations and find the Meta Lead Ads card under Lead Capture Integrations.

1. Click Connect Facebook
2. You'll be taken to Facebook to log in (if you're not already)
3. Facebook will ask which Pages you want to give A.X.E.L access to — select the page(s) you run lead ads on
4. Review the permissions and click Continue
5. You'll be redirected back to A.X.E.L with your pages connected

💡 Tip: If you manage multiple Facebook Pages, you can select just the ones relevant to your business. You can always reconnect later to add more.

How Leads Come Through

Once connected, here's what happens when someone fills in your Facebook lead ad form:

1. Facebook sends the lead data to A.X.E.L instantly via webhook
2. A.X.E.L maps the form fields to your lead fields (name, email, phone, etc.)
3. A new lead is created in your pipeline with status: New
4. The lead is tagged with a Meta Ads badge so you know where it came from

Any form fields that don't have a direct match (like custom questions) get added to the lead's notes so nothing is lost.

What Gets Captured

A.X.E.L automatically maps these standard Facebook form fields:

• Full name → Lead name
• Email → Email address
• Phone number → Phone
• Post code → Postcode
• Street address → Address

Custom questions from your lead form (like "What service do you need?" or "When do you need it?") are captured in the lead's notes automatically.

The Meta Ads Badge

Every lead that comes through Facebook or Instagram gets a blue Meta Ads badge on both the leads list and the lead detail page. This makes it easy to:

• See at a glance which leads came from your ads
• Filter your leads by source to measure ad performance
• Track your return on ad spend

Managing Your Connection

In Settings → Integrations, you can see:

• Which pages are connected and when they were linked
• Toggle individual pages on or off (useful if you want to pause lead capture from a specific page)
• Disconnect entirely if you no longer want Facebook leads flowing in

Setting Up Meta Lead Ads

Don't have a lead ad form yet? Here's the quick version:

1. Go to Meta Ads Manager (business.facebook.com)
2. Create a new campaign with the Leads objective
3. Set your targeting (location, demographics, interests)
4. Create an Instant Form — add the fields you want (name, email, phone, plus any custom questions about the job)
5. Add your privacy policy link and publish
6. Set your budget and let it run

Once people start filling in your form, leads will appear in A.X.E.L automatically.

Tips for Better Lead Ads

• Keep forms short — name, phone, and one question about what they need. The fewer fields, the more people complete it
• Use pre-filled fields — Facebook can auto-fill name, email, and phone from the user's profile, making it one-tap to submit
• Add a custom question — something like "What service do you need?" helps you prioritise follow-ups
• Follow up fast — leads from Facebook go cold quickly. The best tradesmen call back within an hour
• Target locally — set your ad radius to your actual service area so you're not paying for leads you can't service

💡 Pro tip: Facebook lead ads are often cheaper per lead than Google Ads for tradesmen, especially for services people don't urgently search for (like landscaping, fencing, home improvements). People scroll, see your ad, and enquire on impulse.

Troubleshooting

I connected but it shows 0 pages

Make sure you selected at least one page during the Facebook login flow. Disconnect and reconnect, and this time select the pages you want.

Leads aren't appearing

Check that the page toggle is switched on in Settings → Integrations. Also make sure your lead ad form is published and the campaign is active.

The lead name shows as blank

Your Facebook form might not include a name field. Add "Full Name" to your instant form fields.

Can I connect multiple pages?

Yes — during the Facebook login, select "Opt in to all current and future Pages" or tick each page you want. Each connected page can receive leads independently.

What happens if I disconnect?

New leads will stop flowing in. Existing leads already in your pipeline aren't affected.