What is a lead form?
A native lead form collects the enquiry inside the ad platform itself, so the person never leaves Facebook or Google.
They convert dramatically better than sending traffic to a website — commonly 10–25% against 5–15% — because there's no page load, no navigation, and the fields arrive pre-filled from the platform's own account data.
They also remove a dependency that blocks most small businesses: you don't need conversion tracking installed on your site, or a landing page that exists at all. For a business whose website is a single page from 2019, this is the difference between running ads and not.
The trade-off is lead quality. Filling a pre-populated form takes two taps, so some people do it without much intent. Adding a qualifying question raises cost per lead and raises close rate — which is usually the right trade when sales time is the bottleneck.