Native lead forms are cheaper per lead but lower quality. Landing pages are 20 to 40% more expensive per lead but usually 2 to 4x higher in conversion-to-client. For financial advice, landing pages win on both compliance and lifetime value.
Native lead forms Pros: lower CPL (20 to 40% cheaper), faster setup, mobile-friendly. Cons: lead quality is lower (auto-fill = less consideration), harder to capture consent cleanly, limited creative.
Landing pages Pros: higher quality, better compliance control, full analytics, message match. Cons: higher CPL, longer build, require hosting and tracking.
Recommended approach - High-ticket niches (wealth, pensions, equity release): landing pages only. - High-volume niches (protection, mortgage): test both, measure to revenue. - Retargeting: lead forms can work for warm audiences that already know the brand.
Measuring the right metric Never compare on CPL alone. Always compare on cost-per-qualified-lead or cost-per-client over 90 days.