Here's something I see again and again: a business gets decent leads from their ads, then complains the ads "don't work." But the real problem? Those leads sit unanswered in an inbox for 6 hours, or a full day. Leads don't die in the ad โ they die in the follow-up. A lead contacted within 5 minutes is worth many times more than one chased the next day. Before you tweak targeting or kill a winning ad, check your response time first. Speed to lead beats another creative test every single time.