Show the work you want to win
Use genuine completed projects and state the service area. Creative should establish relevance, not just generate attention. Test a project transformation against a problem-led explanation or a clear service offer.
Set expectations before the form
Explain what the enquiry leads to and any meaningful project requirements. A short form can reduce friction, but missing qualification may simply transfer the work to your sales team.
Judge creative beyond clicks
Compare qualified enquiry cost, contact rate and appointment outcomes. Keep enough consistency to learn from tests, and avoid increasing spend on a creative purely because it generates cheap submissions.
Put it into practice
Review one recent group of enquiries with your sales team. Agree the quality criteria, identify the largest recurring mismatch and decide what to change before buying more traffic.