Check the enquiry route yourself.
Open the ad destination on a phone. Confirm that the page loads, the offer is clear and the form works. Submit a labelled test, then check the confirmation and inbox. Also test the telephone and messaging links. A working button and a delivered enquiry are separate checks.
Compare real business enquiries with the recorded conversion actions. Missing tracking and weak response can look similar in a dashboard. Establish whether the data describes the actual experience before changing the campaign.
Look at who is arriving.
Review the audience, geographic settings and destination. For search campaigns, examine the search terms Google makes available. Some queries are excluded from the report for privacy or activity thresholds. The visible terms can still help identify demand that fits the offer and searches that need exclusion.
A broad service phrase can attract people researching jobs, courses or unrelated products. Read the queries as customer questions. Ask whether the page answers the same question that brought the visitor there.
Read the ad beside the page.
Put the promise, price context and next step next to one another. The destination should carry the offer through and explain important conditions. Google includes landing page experience and ad relevance in its Quality Score diagnostics.
Remove ambiguity around availability, location and the information needed to enquire. Use genuine evidence and make the contact route easy to find. An unfamiliar business has to give the visitor enough information to take that step.
Review one change at a time.
Record the date and purpose of each change. Compare a sensible period and take account of budget, seasonality and follow-up. A short fluctuation rarely tells the whole story.
Keep a simple lead record: source when known, suitability, response and outcome. That record helps separate a campaign issue from a response-handling issue. Use it with the website and advertising reports when deciding what to improve.