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Most ad spend is not wasted at the ad. It is wasted after the click: a lead fills in a form, nobody replies for six hours, and by then they have called somebody else. Speed of first response predicts whether a lead converts more reliably than almost anything else in the campaign.
A funnel worth running treats the ad, the landing page, and the follow-up as one system. The ad sets an expectation, the page keeps it, and something responds immediately whether or not you are free.
The promise in the ad is the headline on the page. Mismatch is where budget dies.
An automatic, useful reply within seconds, not an autoresponder that says 'we received your message'.
Not every lead deserves the same effort. The ones ready to buy should surface first.
Cost per booked job, not cost per click.