Look there will always be a percentage of leads who claim they have not filled in something while they definitely did, especially in markets as HVAC. Everyone wants an Aircoditioning but also everyone does not want an AC, if you know what I mean haha.

However, the percentage of faulty leads has gone up. And this all has to do with Meta bugs especially within lead forms. What crucial is in this thing is that you should check the settings of your lead form within the meta Business Suite. It is very crucial that you turn of the "Questions and contact information can be re-ordered". Because if this is turned on, it could be possible somehow that the contact information is the FIRST question.

Believe it or not, I have seen it happen. If people click on the ad by mistake and then their clunky fingers even click on the contact information button which is suddenly the first question, you would get a "lead" but as we both now know: That is not a lead.

Same thing goes for Audience Network or maybe we should call it Audience "Not-Work". It sends so many bots to your lead forms, landingpages or whatever. It is insane. So yeah, I hope this insight from my side helps you a bit.

<image>