Start with a shared definition
Agree what qualifies an enquiry: service, area, customer intent and any practical limits. Separate spam, duplicate contacts and requests for services you do not offer. Keep raw enquiry volume visible, but avoid treating every contact as the same sales opportunity.
Carry the source into the pipeline
Record the landing page and campaign information with the enquiry where available. Use useful stages such as new, contacted, estimate sent, booked and completed. Give each enquiry an owner and a next action. Attribution can have gaps across devices and channels, so retain unknown sources instead of inventing certainty.
Review the handoff
A campaign may attract suitable prospects while calls go unanswered or estimates wait for a reply. Review response time and follow-up completion alongside advertising performance. Automation can notify the right person and remind them about outstanding work, but a responsible person still needs to own the conversation.
Compare outcomes that matter
Look at spend, qualified enquiries, estimates and booked jobs together. Add revenue and contribution margin when reliable records are available. Platform-reported conversions and revenue are useful inputs, rather than complete proof of profit. Budget decisions should reflect both sales evidence and the capacity to deliver more work.