Are phone leads better than form leads?

For most service businesses, yes — a caller is typically in-market right now, ready to talk, and often ready to book, while a form fill frequently starts a game of phone tag with someone who's still comparison shopping.

That intent gap has a bidding consequence: if you track forms as conversions but not calls, your ad platforms optimize toward the cheaper, weaker signal and quietly starve the campaigns producing your best customers.

Don't take it on faith — measure it: track both lead types to the sale in your CRM and compare close rates. Most service businesses that do discover the phone is worth more than their reporting ever showed.