Digital Rocket: 4.9/5 on Clutch · Comparison
What each ad platform documents about lead forms, qualifying questions, optimising for qualified leads and targeting. Every cell links to the platform's own documentation. Checked 31 October 2026.
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| Meta (Facebook, Instagram) | Google Ads | ||
|---|---|---|---|
| Lead form | Lead Ads (Instant Forms) Source ↗ | Lead form assets Source ↗ | Lead Gen Forms, pre-filled from LinkedIn profiles Source ↗ |
| Questions you can add | Custom questions, including multiple-choice answers Source ↗ | Custom questions; qualifying multiple-choice questions on Search only, always required Source 1 ↗ Source 2 ↗ | Up to 3 custom questions; 12 fields maximum Source ↗ |
| Optimising for qualified leads | Conversion Leads goal, fed from your CRM Source ↗ | Enhanced conversions for leads (offline import from your CRM) Source ↗ | Conversions API and imported offline conversions Source ↗ |
| What that needs | At least 200 leads a month, daily CRM uploads, a target stage reached within 28 days with a 1% to 40% conversion rate Source ↗ | Uploads within 63 days of the click for enhanced conversions for leads, 90 days for standard offline import Source ↗ | Not stated in the pages we checked |
| Conversion window documented | Reporting API defaults to 7-day click if no window is set Source ↗ | Click: 30 days by default, up to 90 on Search and Display; view: 1 day Source ↗ | You choose a lookback window; lengths not stated Source ↗ |
| Targeting by job title | Not stated in the pages we checked | Not stated in the pages we checked | Yes: job title, function, seniority, skills, years of experience Source ↗ |
| Location targeting | Not stated in the pages we checked | Regions, cities or postal codes, depending on the country; radius from 1 km Source ↗ | From profile location or IP address; location is the only required field Source ↗ |
| Minimum budget | Set per account; returned by the API Source ↗ | No minimum stated; daily spend can reach 2x the average daily budget Source ↗ | $10 a day; $100 lifetime for new campaigns Source ↗ |
| Policy on money claims | Not stated in the pages we checked | "Unreliable claims": no unrealistic promises of large financial return Source ↗ | Not stated in the pages we checked |
"Not stated in the pages we checked" means the documentation pages we could read on 31 October 2026 did not cover it; check the platform's help centre before relying on it. This page describes what the platforms document, not how they perform for any brand. Ad policies change; your franchise counsel should approve any statement about earnings or investment.
What all three have in common
All three document a way to learn from what happens after the form: Meta's Conversion Leads, Google's enhanced conversions for leads and LinkedIn's Conversions API. Without it, they optimise for form fills.
Each lets you add your own questions. Ask about liquid capital, timing and territory on the form, and grade every lead against your rules.
Meta's Conversion Leads asks for at least 200 leads a month. Smaller programmes need another way to send quality back, such as a qualified-lead event.
Franchise deals close long after the click. Track the source in your CRM to the signed agreement, not only in the ad platform.
Related
Questions franchisors ask
Meta documents a Conversion Leads goal for Instant Forms that learns from your CRM stages. Its developer documentation asks for at least 200 leads a month, daily uploads, and a target stage reached within 28 days.
Google documents custom questions on lead form assets, and qualifying multiple-choice questions on Search campaigns only. Qualifying questions are always required.
Yes. LinkedIn documents targeting by job title, function, seniority, skills and years of experience. Its minimum daily budget is $10.
The documentation does not say, and results depend on your offer, market and follow-up. Compare platforms on cost per signed agreement from your own CRM. We run Meta plus basic Google search for franchisors: see pricing.