X has launched Lead Gen Ads, a new advertising format that allows businesses to collect customer leads directly on the platform without sending users to external websites or landing pages.
The new format is designed to help advertisers capture users at moments when they are already engaging with conversations, trends and topics on X. When a user interacts with a Lead Gen Ad, a native form opens with a single tap, allowing them to submit their details without leaving the platform.
After a user submits their first form, subsequent forms can be pre-populated, reducing the need to repeatedly enter information and potentially lowering drop-off during the lead generation process.
Tap. Lead. Done.
Introducing Lead Gen Ads — instant, frictionless leads right where conversations happen. Reach out to your X Sales Rep for exclusive access today. pic.twitter.com/yxiWwNzAGn
— Business (@XBusiness) August 25, 2026
X says the format can be used for several lead generation goals, including booking demos and appointments, building email lists and waitlists, collecting quote requests, driving sweepstake entries and registering users for webinars, events and classes.
Lead Gen Ads are part of the expanding Ads Manager platform, which X has been developing with tools covering brand awareness, consideration and conversion campaigns. The new format adds a dedicated lead generation option to the platform’s advertising offering.
The format supports image, video and carousel ads as well as Timeline Takeover placements. Advertisers can also use existing Ads Manager targeting and optimisation tools, while a new Leads objective is available for campaigns focused on generating customer information.
Leads collected through the ads are available in a new Leads Center within Ads Manager, where advertisers can export the data or send it to their customer relationship management systems. X has also included consent and privacy controls as part of the product.
Lead Gen Ads are now available globally to advertisers, with access currently being offered through X sales representatives.
Monique Pintarelli, Head of Global Advertising, SpaceXAI, said: “Around the world, people come to X to talk about brands, products and events as they’re happening. Lead Gen Ads simply make it easier for them to take the next step without breaking that momentum when an ad has caught their attention.”
She further added, “We’re excited to launch this smart solution to give advertisers a cleaner and much faster way to turn engagement into actual leads, while the conversation is still happening.”
FAQs
- What are X Lead Gen Ads?
X Lead Gen Ads let businesses collect customer information directly on X through native forms without sending users to another website.
- How do X Lead Gen Ads work?
Users can open and submit a lead form with one tap. Future forms can also be prefilled to make the process faster.
- Who can use X Lead Gen Ads?
Lead Gen Ads are available globally to advertisers on X.
- What can businesses use X Lead Gen Ads for?
Businesses can use them to collect leads for demos, appointments, email lists, quote requests, webinars, events, and more.
- Do X Lead Gen Ads take users away from X?
No. The lead form works directly within the X platform, allowing users to submit their details without leaving the app.
