Won't a longer form reduce conversions?

It reduces submissions and usually increases booked jobs. We measure the second one.

What about spam form fills?

Bot protection plus honeypot fields handle most of it. What's left is usually a targeting issue, not a spam issue.

Paid Media · Troubleshooting

Volume is easy to buy. Quality has to be engineered.

Bad lead quality is a targeting problem, a messaging problem, and a measurement problem stacked on top of each other.

Fix them in that order and volume drops for a few weeks while booked work goes up. That trade is almost always worth it.

Cut the wrong intent
Aggressive negatives for jobs, DIY, free, cheap, wholesale, and the adjacent services you don't sell.
Qualify in the ad
Price signals, minimums, and service area stated up front so unqualified people self-select out before they cost you a click.
Qualify on the page
A form that asks the one or two questions your team uses to decide if a lead is worth a call back.
Feed quality back to Google
Mark junk leads as such in your CRM and push that signal back so bidding learns the difference.

Won't a longer form reduce conversions?: It reduces submissions and usually increases booked jobs. We measure the second one.
What about spam form fills?: Bot protection plus honeypot fields handle most of it. What's left is usually a targeting issue, not a spam issue.