Usually one of three: instant-forms with no qualification, broad targeting with cheap audiences, or weak ad copy that attracts deal-seekers rather than intent.
Diagnostic
1. If using instant forms: add 2-3 qualifier questions (pot size, timeline) 2. If targeting is broad: exclude sub-35 and low-value postcodes for HNW offers 3. If copy is generic: replace "free advice" with specific outcome headlines
Rebuild
Run a 2-week split where one ad set uses enriched forms and a landing page, the other uses native instant forms. Landing pages almost always win on downstream conversion.