Check what the ad promises
A vague promotion can generate curiosity without buying intent. Compare the creative, form and landing page to the actual service and price. If important conditions appear only after someone submits, the campaign may attract the wrong expectations.
Ask useful questions
A short form can improve completion but provide little context. Add only the fields your team uses to qualify, such as service interest or location. Avoid collecting sensitive documents or excessive personal information during the first enquiry.
Inspect the response process
Record whether leads can be contacted, how long the first response takes and why they are unsuitable. A missed call or an unanswered WhatsApp can look like a campaign failure when the operational problem is follow-up.
Report cost per useful stage
Cost per form is one measure. Cost per qualified lead and cost per sale can be more informative when the data is reliable. Make sure the team applies stage definitions consistently before using them to scale spend.
