X Opens Lead Gen Ads to All Advertisers Worldwide
X has opened Lead Gen Ads to all advertisers worldwide: built-in forms collect leads without visiting a website and transfer them to CRM. The format has been around on Twitter since 2013.
Social network X has opened the Lead Gen Ads format to all advertisers worldwide, including small and medium-sized businesses and clients who manage campaigns on their own through X Ads Manager. The company announced this in its blog. The format collects contact details of potential customers without the user having to visit an external website.
How the New Format Works
Lead Gen Ads are ads with a built-in lead collection form. The user clicks on the ad, enters their details, and submits them without leaving the social network. On subsequent interactions, the fields can be filled in automatically, X writes. This reduces the number of user actions and simplifies the path from attention to lead.
“Advertisers have long asked to simplify lead collection where communication with the audience already takes place. Lead Gen Ads solves this task. Making the tool available to everyone will allow a greater number of companies, including small businesses, to turn user attention into concrete results at every stage of the sales funnel,” said Monique Pintarelli, head of global advertising at X.
What Is Available to Advertisers
The format supports four types of creatives: images, videos, carousels, and Timeline Takeover — a pinned placement at the top of the user's feed. A separate Leads campaign type has appeared in X Ads Manager, along with a Leads Center for working with submissions. From there, contacts can be exported or transferred directly to CRM systems.
X names several use cases:
- signing up for a product demo or consultation;
- collecting quote requests;
- building waitlists;
- registration for events and webinars.
The update also affected language settings: form fields are now displayed in the user's language or according to their browser settings. For practitioners, this means easily launching a single campaign across multiple markets without duplicating creatives.
Why This Is a Return, Not a Debut
Built-in forms are not a new idea for the platform. As PPC Land reports, Twitter introduced Lead Generation Cards back in May 2013: users could send a company their name, account handle, and email with a single tap. By August of the same year, the tool became available to all advertisers. Companies downloaded leads as CSV files, imported them into CRM, and tracked spending, the number of contacts, and cost per lead.
The project was then shut down. Creation of new campaigns stopped in February 2017, and viewing of existing forms ended in March of the same year. X is bringing back a format that operated in Twitter's advertising system nearly ten years ago. It was first introduced in the updated social network on August 25, 2026, when the company also announced the launch of built-in forms in the ad account.
What This Changes for Practicing Marketers
The main consequence is a lower barrier to entry. Previously, the format was available to a limited circle of large clients; now self-service advertisers of any size can use it. Autofill of fields and CRM integration reduce lead losses during the transition between the platform and the website. For multi-market campaigns, language adaptation of forms removes a separate block of work. Practitioners should also keep in mind the format's history: in 2013–2017, it did not survive in the product, so long-term funnels built on it should be approached with caution.
Original: x.com
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