Clicks tell you whether an ad earned attention. They do not tell you whether the offer resonated, the follow-up worked or the customer was a good fit.
Start with a small set of connected measures: the source of each enquiry, the share that becomes qualified, the time to first response and the share that becomes revenue. Review them together.
This view makes the next decision clearer. Sometimes the campaign needs better creative. Sometimes the page needs a better promise. Often the biggest improvement is in the sales process after someone raises a hand.