Both options work. The choice depends on how your business handles requests.
When a lead form is better
People leave their name and phone number without leaving Instagram. Leads are often cheaper, and the data is collected in one place. A lead form fits if:
- someone on your team can call back quickly;
- details are easier to clarify by phone: renovation, moving, legal services;
- you need answers to a few questions before the conversation.
The downside: some leads are cold because the form fills in automatically. Add 1–2 questions to filter out random people, and call back within 15–30 minutes.
When DMs are better
People write to you themselves, so they are warmer. This works well for pricier services and for businesses that already live on Instagram:
- beauty, cafés, experts, shops;
- you can reply within an hour;
- customers want to ask questions before buying.
Set up a welcome message and quick replies so the conversation starts right away.
What to choose at the start
With a small budget, don't split it into two tests. Start with the option your team responds to faster, and after a week compare the cost per lead and how many leads turned into sales.