We build the tools performance marketers wish existed.
Leadform is a conversion-form operating system for performance lead generation, built for teams that obsess over submit rates, not vanity metrics.
Built around one number.
Everything we ship serves a single metric: the qualified submit rate, the number that funds real pipeline.
Mission
Make every paid click worth more, by turning ad traffic into qualified, owned pipeline.
Who we serve
Performance lead-gen teams: agencies, multi-brand operators and growth squads.
How we measure it
Qualified submit rate, the number that funds spend, not vanity metrics.
Forms were the bottleneck nobody owned.
We spent years running paid acquisition and kept hitting the same wall: the ad platforms were sophisticated, the landing pages were polished, but the form, the step that actually decided whether a click became a lead, was an afterthought stitched together from tools that were never built for it.
So we built Leadform. A platform where the funnel, the domain, the analytics, the testing and the routing all live in one place, designed from the ground up around a single number: the qualified submit rate. Today teams run 180k+ submissions across 11 verticals on it, from solar and heat pumps to income protection and B2B inbound.
Six convictions.
The principles behind every decision we make.
Conversion is the only metric
Every feature earns its place by one question: does it move the submit rate?
Show, don't guess
Diagnostic-grade analytics that reveal why, not dashboards that only show what.
Built for portfolios
We assume scale from day one. Multi-brand isn't an afterthought, it's the foundation.
Speed compounds
The faster your test loop, the bigger your edge. Time-to-test is a competitive advantage.
Own your brand
Custom domains are the default, never a premium add-on. Your traffic, your brand.
Earn the renewal
No lock-in, no dark patterns. We keep you by being worth keeping.
What we're working on.
Our roadmap is public and we ship weekly, with updates every Friday.
The people behind Leadform.
Operators, not bystanders. We've run the campaigns we build for.
Daniel Mercer
CEO
Ex-performance agency. Scaled £4M/yr of ad spend before building the tool he wished existed.
Aisha Rahman
CTO
Built funnel infrastructure for programmatic platforms at scale.
Leo Vasquez
Head of Product
Obsessed with shortening the test loop from idea to live experiment.
Hannah Pryce
Design
Designs the conversation, not just the form. Conversion-first to the pixel.
Sam Okonkwo
Growth
Lives in the verticals, researching what actually moves submit rates.
Mei Tanaka
Customer Engineering
Migrates whole portfolios onto Leadform without dropping a lead.
LeadFormBuild the funnel you always wished you had.
Launch high-converting forms across every brand and domain, and finally see where you lose people.
