How much attention do you pay to your forms?

For those of us who live and die by form completions (lead gen, financial services, etc) we pay lip service to their importance. However, I get the impression that many of us put them low on the priority list, preferring to work on the "sexier" campaigns closer to the top of the funnel.

How much attention do you pay to your forms? Do you spend time trying to optimize them? Do you use any particular tools or just look at broad analytics (such as number of completions on GA)?

Is the juice worth the squeeze or should we be spending our time elsewhere?