Yep, this is something a lot of marketers are curious about—Meta’s hybrid lead ad format that lets users either fill out an instant form or go to your website to submit the lead.
From what I’ve seen (and what’s being discussed in forums like Reddit and Publicity Port), results can really vary depending on your setup. Here’s the deal:
If you use instant forms only, you’ll usually get more leads because it’s so quick—users don’t have to leave Facebook or Instagram.
But that also means you might get lower-quality leads—people clicking without much intent, or even bots.
When you add the website option, you introduce a bit more friction, which could reduce volume, but it often improves lead quality since users have to take an extra step.
Some folks mentioned they're seeing spammy or bot leads with instant forms, especially if they're running on Audience Network placements (which tends to attract a lot of junk traffic). A common fix is to turn off Audience Network to improve lead quality.
Bottom line? There’s no one-size-fits-all answer. If lead quality is a problem, it’s definitely worth testing the website + instant form combo or even just website-only. But if you’re going for volume, instant forms still win on ease and speed.
If you’re running tests, keep an eye on both cost per lead and how many of those leads actually convert down the line.