TikTok lead generation ads: how to set up Instant Forms

When someone taps the call-to-action button on a lead ad, it opens an Instant Form inside TikTok where they can read about your business and leave their details. A lead ad can also send people to your own website form, to TikTok Direct Messages or to other messaging apps.

• Instant Forms load faster than a typical landing page and can pre-fill fields, which TikTok says lifts conversion rates.
• Your own website form suits you better if you want site traffic, already qualify leads on your site, or need questions an Instant Form can't ask.

Source: TikTok Business Help Center: About the Lead Generation objective, checked 15 October 2026

TikTok's steps for a campaign that uses an Instant Form:

1. Log in to TikTok Ads Manager.
2. Click the Campaigns tab, then Create.
3. Select Lead generation as the advertising objective.
4. Create an ad group and select Instant Form as the optimisation location.
5. Finish the ad group settings, then at ad level, in the Destination section, create a new Instant Form or attach an existing one.

• TikTok suggests 3 to 5 ad groups, each with different targeting and creative, to find your best audience.
• It also suggests a daily budget per ad group of at least 10 times your expected cost per action, and broad audiences to start.

Sources: TikTok Business Help Center: How to create a lead generation campaign with an Instant Form, checked 15 October 2026; TikTok Business Help Center: About the Lead Generation objective, checked 15 October 2026

Have your privacy policy URL ready, and review your questions against TikTok's Lead Ads Terms and Advertising Policies first.

1. Open the form editor: in Ads Manager go to Tools, choose Instant Page, click Create and select the Instant Form tab. Or click + Create in the ad's Destination section.
2. Choose a template, such as Simple sign-up form, Rich content form or Lead qualification form, or start from a blank form, then click Confirm.
3. Set the colour scheme and language.
4. On the Content tab, add your questions and the privacy section (both required), plus an optional banner and introduction.
5. On the Final Page tab, add a thank-you headline and description, and an optional button to your website.
6. On the Settings tab, choose More Volume (the default) or Higher Intent, which adds a review screen and CAPTCHA.
7. Click Save to keep a draft, or Complete to publish.

• You can't edit a form after clicking Complete. Copy it from the Instant Page list and save the copy as a new form instead.
• There's no option to delete an Instant Form.
• Tracking parameters on the Settings tab show which campaign each lead came from in your downloads.

Source: TikTok Business Help Center: How to create an Instant Form, checked 15 October 2026

TikTok Ads Manager only stores lead data for 90 days, so download leads regularly or connect a CRM. Only Admin members can see leads.

1. Open Leads Center.
2. Filter leads, for example by status (Raw, Contacted, Qualified, Converted, Unqualified) or source (Organic, Ad).
3. Select the leads and click Download.
4. Choose XLSX or CSV.
5. Click Download.

• TikTok leads can sync to your CRM using Zapier, LeadsBridge or custom APIs.
• In Leads Center you can also label leads, add notes and assign them to teammates.

Sources: TikTok Business Help Center: How to manage and download your leads in Leads Center, checked 15 October 2026; TikTok Business Help Center: About the Lead Generation objective, checked 15 October 2026

Yes. Promote, TikTok's in-app boosting tool, has a Get Leads goal with four options: More TikTok messages, More phone calls, More leads (using a lead form), and Other messaging apps.

• You need a Business Account to use the lead goals.
• These campaigns only reach people aged 18 or over.
• Videos with TikTok Shop product links can't use this goal.
• The video must be posted in the same region the account is registered in.
• Verified Business Accounts can also collect leads organically, from video and LIVE anchors.

Sources: TikTok Business Help Center: How to set up Promote for lead generation, checked 15 October 2026; TikTok Business Help Center: About Verified Business Account lead generation, checked 15 October 2026

Lead ads go through the same review as other TikTok ads. Reasons TikTok gives that apply to lead ads:

• The form asks for sensitive information: TikTok's policies don't allow lead ads to request financial or medical information. Update the form, or appeal through Business Support if you think it's a mistake.
• The landing page asks for personal details without a privacy policy.
• The landing page doesn't work, or its language doesn't match the countries you target.

Source: TikTok Business Help Center: Ad Review FAQs, checked 15 October 2026

Zolyp, which publishes this guide, is an AI social media manager: it plans, writes, designs and schedules posts for Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads, and you approve the week before anything goes out. It doesn't run lead ads or collect form entries. Its composer has a Get leads goal for organic posts, so the posts between campaigns still give people a reason to get in touch.