Should I use a Facebook lead form or send ad traffic to my website?

Both work. Sending people to your website is the default we recommend, but Facebook charges a small premium to take someone off Facebook. An instant form (Facebook lead form) lives inside the Facebook app, so nobody leaves Facebook: people just enter their name, email, phone and maybe a few other answers. That usually gives a lower cost per result, so it is worth testing.

The trade-off is sometimes lower quality leads. Facebook pre-fills the form from profile data that may be old, with outdated phone numbers and emails. Turn on the lead form's SMS verification option, which makes people confirm their number with a texted code, to improve lead quality.