X launches global Lead Gen Ads, letting advertisers capture leads without leaving the platform

X announced the global launch of Lead Gen Ads in August 2026, a new ad format letting advertisers capture qualified leads directly within a user’s feed, without redirecting them off-platform to a separate landing page. The format is designed to reduce the drop-off that typically occurs when users are asked to leave a social app to complete a form elsewhere.

The launch came the same week Omnicom Media officially launched Hearts United, a newly combined media agency accounting for roughly $9.1 billion in 2025 billings, underscoring how active both the platform and agency sides of the advertising industry remained heading into the back half of 2026. Advertisers testing the new lead format were expected to compare its performance directly against similar in-feed lead tools already offered by competing platforms.