Conditional logic form
An instant form whose later questions depend on the earlier answers.
Ask whether they own the property. If they rent, the form can end there with a polite message instead of taking a lead nobody can sell to. If they own, ask what the system is doing and roughly how old it is, and branch again on the answer.
Why it matters for HVAC
The gap between an $89 tune-up enquiry and an $11,000 replacement is invisible in a flat form. Both arrive as one lead, land in the same inbox, and get the same callback from whoever is free. Branching makes the difference visible before anyone picks up the phone.
It also stops your team spending its mornings on renters, which is the single most common complaint contractors have about Meta leads and is almost entirely fixable in the form.
How it is measured
Completion rate per branch, and booking rate per branch. A branch with a high drop-off is either asking something intrusive or asking it too early. A branch with high completion and low booking is attracting the wrong person efficiently.
A worked example
A flat form produces 100 leads a month, of which 22 turn out to be renters. Adding an ownership question drops the count to 81 and removes 19 of those 22. Lead cost rises from $45 to $56, and the office stops making twenty-two calls a month that could never have gone anywhere.
These figures are invented to show the arithmetic. They describe no real business.
The question to ask
Ask whether your form branches at all, and what happens to a renter who fills it in. An agency that has never thought about it will say the question would hurt volume, which is true and is the point.
Where this is demonstrated
The Instant form campaigns pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.