The average form lead CPL was around $100 when an inbound phone call was around $4. But before we started popping champagne corks, it turned out that there were a lot of incoming poor-quality calls.

Using lead generation forms in your paid social advertising is a great way to capture potential new customers who are interested in learning more about your business, your products or your services.

This is the simplest lead generation avenue as it does not require anything more than a simple phone number to direct incoming calls. Note that Meta cannot optimize toward call quality.

5. A Form for Every Page The biggest fights I’ve had with designers over the years have been over my insistence that every page on a lead generation site has some sort of lead form.