Lead Form vs. Landing Page

Lead Form vs. Landing Page: Which Lead Generation Method is Best with GoHighLevel and Facebook?

When running ads for clients or even for yourself, two questions always come up: How much am I paying for leads? and Are they high enough quality?

As a general rule, generating higher-quality leads often requires spending more money (though this isn’t always the case). One way to increase lead quality when using Facebook Ads is by directing prospects to a landing page rather than having them fill out a Lead Form directly on Facebook.

In this post, we’ll break down the main differences between landing pages and lead forms. By the end, you’ll have the information you need to decide which method is best for your business.

What is a Facebook Lead Form?

Facebook Lead Forms are built directly into the Facebook platform. When a user clicks on your ad, they’re presented with a simple form—usually with your ad image as the background—to complete. After submission, you can include a call-to-action on the completion page, but the main goal of lead forms is to keep users on Facebook.

The biggest advantage of Lead Forms is that they are easy for users to complete and can generate cheaper leads. However, the downside is that Lead Forms are, well, easy and cheap! This often leads to lower-quality leads, but we’ve seen great success with them, especially for clients running low-budget campaigns.

Lead Form Pros:

• High submission rates: Lead Forms autofill user information from Facebook profiles, leading to higher conversion rates.

• Cost-effective: Lead Forms typically generate significantly cheaper leads. We've seen costs reduced by 25%–50% compared to landing page leads.

• Easy GoHighLevel integration: Creating a lead form in Facebook and mapping it into your GoHighLevel (GHL) account is simple. Once set up, everything is automated. Just map any new lead forms, and you’re good to go.

Lead Form Cons:

• Moderately low contact rates: Facebook's autofill feature can be a double-edged sword. When was the last time you updated your Facebook email or phone number? Exactly.

• Limited customization: Customizing forms and creating conditional questions are much easier on a landing page compared to Facebook Lead Forms.

• Question restrictions: Facebook limits the types of questions you can ask on lead forms. You can find their restrictions here.

• Lower intent: One common complaint is that people often forget they submitted a Lead Form because it’s so quick and easy to complete.

What is a Landing Page?

A landing page refers to a custom-built web page designed to convert leads and capture their information. The biggest benefit of a landing page is customization—you can convey your message with as much detail as you like through text, images, or videos.

With GoHighLevel, you can build anything from a simple landing page to an intricate funnel to guide traffic toward your end goal.

Landing Page Pros:

• Higher intent leads: We’ve consistently seen higher-intent leads with landing pages because all the information must be manually entered, unlike auto-filled Facebook Lead Forms.

• Ability to disqualify leads: GoHighLevel allows you to disqualify leads based on answers in their submission or direct them to other funnels/websites if they aren’t a good fit for your offer.

• Customizable pages: Unlike lead forms, landing pages let you customize the entire user experience, including text, images, videos, and more.

• Ask restricted questions: On landing pages, you can ask more detailed questions (e.g., income, health history), which may be restricted on Facebook Lead Forms.

Landing Page Cons:

• Higher cost: On average, we’ve seen costs increase by 20%–50% when switching from lead forms to landing pages.

• More variables to test: Landing pages introduce more variables—such as the website itself, survey forms, URLs—that require testing and optimization, which can affect cost and lead quality.

Conclusion

We typically recommend starting with a Lead Form ad for clients, and if the campaign performs well, transitioning to a landing page using the same ad. For clients with smaller advertising budgets (less than $50/day), we usually stick with Lead Forms until they can scale to $75–$100/day.

Ultimately, the choice between Lead Forms and Landing Pages depends on your goals and what works best for your business. The key is to test both methods, optimize continuously, and make data-driven decisions.

So get out there, launch some ads and landing pages, and start testing for the best results!

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