The account was tracking WhatsApp

The account was tracking WhatsApp link clicks as conversions, hiding poor lead quality behind a fake £1.45 cost per lead. I paused Performance Max, rebuilt Search into one streamlined campaign, and replaced the fake tracking with enhanced conversions on real form submissions and Calendly bookings. On a £16.66 daily budget, 4 of the last 5 leads have been qualified — verified directly with the client — with cost per lead (£96.78) now being actively brought down.