The guide
Neither brings better enquiries for every home. A Meta lead form is quicker for a family to complete and keeps them inside Facebook or Instagram, while a landing page takes a little longer to reach but lets them read and see more of the home before they get in touch. Because choosing a care home is a large decision that families usually weigh with others, a landing page that answers their questions tends to suit it well, and a form suits a lighter first step such as asking for a call back. The way to know is to test both and look at what happens after the enquiry.
Updated October 2026
What to know, in brief:
Where the tap happens
A family who taps your ad is usually holding a phone, often in the middle of something else. Ofcom's Online Nation 2025 report found the Facebook app is used by most UK adults with a smartphone, and that smartphones take up most online time. Arranging care is hard for them, so the next screen needs to be easy to read.
Sources: Ofcom Online Nation 2025, as reported by ISPreview and Care England and Log my Care, 29 April 2026.
Side by side
Both work. Each has a ceiling.
| Question | Lead form (inside Facebook or Instagram) | Landing page (on your own site) |
|---|---|---|
| What the family does | Taps the ad, sees a short form often prefilled from their profile, and submits | Taps the ad, reads and watches on a page about the home, then chooses to get in touch |
| Effort for the family | Very low, which can bring more submissions | A little higher, which means those who get in touch have looked at the home first |
| How much of the home it can show | Whatever the ad and a short form hold | A manager film, a family's story, photographs and answers to tour questions |
| What you learn about the enquirer | The form fields and any custom questions you add | Their route through the page, plus whatever they tell you when they get in touch |
| Where it reaches its limit | Easy to submit without much thought, so quality depends on questions and follow-up | Needs to load quickly and read clearly on a phone, and takes time to build |
| Suits best | A lighter first step, such as a call back, or an ad that already explains the home | A larger decision that several people want to look at together |
Better enquiries
There is no published UK figure that settles it for care homes. Three things in your own home decide it.
If the ad already shows the manager and answers the main tour questions, a short form can be enough. If the ad only opens the conversation, a page gives the family somewhere to carry on. Mediahawk's spring 2026 trends report, covered by Care England, found calls and website visits both up 9% while the visitor-to-call ratio fell 7.5%, which suggests families read more before they ring.
A form can bring submissions at any hour. The enquiry only becomes a conversation when someone from your team replies, so the route that suits you is the one your team can answer well. Our guide to enquiry-to-move-in rates looks at what happens next.
Meta's form types trade speed against care: the default is quick to fill in, while a higher intent version adds a review step, and Jon Loomer's guide to instant forms notes that custom questions can help manage lead quality. A page lets families show interest in other ways, such as watching a film to the end.
Where we fit
Heritage makes family-story films, manager films and daily-life footage in one shoot day at the home, and the content runs in Meta campaigns aimed at families in the surrounding area. We build an enquiry page alongside the ads, so what a family has seen carries through to the page they reach and there is a clear way to contact your team. The home controls its own ad budget, and the specifics of how we work are walked through on a call.
For the wider picture, see our guides on whether Facebook and Meta ads work for care homes and how we bring families in.
Testing
Four steps, in this order.
Keep the film, wording and area the same, and change only where the tap leads.
Note whether they came from the form or the page, and record how they first heard of the home.
For each route, note whether the family was suitable, whether they visited and whether they moved in.
Move more of the budget to the route that brings visits, once each has had a fair number of enquiries.
Practical questions
Both run on the same ad budget. The difference is the work around the ad: a form is set up inside Meta, while a page has to be written, built and kept up to date. Ask any partner how they price that work, and whether the fee depends on a resident moving in.
Long enough for each route to gather a fair number of enquiries, and then long enough to see which of them reach a visit. A move-in decision can take weeks, so judge by visits first and move-ins as they arrive.
A home with a team that can reply quickly, an ad that already explains the home, and a wish to keep the first step light. Homes that want a family to see the manager and the daily life before they enquire usually gain more from a page.
Common questions
Neither is better for every home. A lead form is quick to complete and keeps the family inside Facebook or Instagram, so it can bring more submissions. A landing page takes a little longer to reach but gives the family more of the home to read and see first, which suits a large decision. The right choice depends on what your ad already explains and how quickly your team can respond.
They can, because they are quick and often prefilled from the person's profile, so a submission asks little of the family. Meta offers a higher intent form type with a review step, and custom questions can help. Quality also depends on how fast and how warmly your team follows up, so judge any form by visits and move-ins, not only by the number of submissions.
Not always, but it helps. A landing page gives you room to show the home, the manager and a family's story, and to answer the questions families ask on a tour. Our approach builds an enquiry page alongside the ads, so what the family has seen in the ad carries through to the page they land on.
Run both for the same period with the same ad, then compare what happened after the enquiry rather than the count of submissions. Ask each family how they first heard of the home, note whether they were suitable, and track visits and move-ins for each route. Give each route enough time to gather a fair number of enquiries before you decide.
