Agree on the definition of a quality lead
Choose the qualification criteria: desired region, relevant service, valid contact and clear intent. Don't confuse "didn't respond the first time" with "untargeted". Record the reasons for refusals in a short, shared list so that the findings of different managers can be compared.
Continue with: Website leads in SalesDrive: field mapping and acceptance.
Match the promise with the expectation
View the ad, the form, and the first conversation. Are terms, geography and base price clearly stated? Doesn't the ad look like a free offer when the service is paid? An additional qualifying question can help, but its usefulness is tested by the outcome, not just the drop in applications.
Continue with: Missed calls: queues and callback ownership.
Analyze the full funnel
Compare ads by successful contact, qualification and agreed business results. Consider time to first answer, missed calls, and sample size. If you change the ad and the sales script at the same time, record both changes separately - otherwise it is difficult to understand the reason for the result.
Continue with: Meta ad creative tests: hypotheses and decisions.
Should we shut down the campaign because of a few weak leads?
First, check the amount of data, the correctness of the accounting and the recurring reason. A few enquiries may not be enough for a solid conclusion.