Most ad platforms optimise for whatever you tell them to count. If you count every form submission, they will find people who fill in forms — not necessarily people who buy.
Agree on the definition first
Sit with the team who answers enquiries. Decide what makes an enquiry worth a call: right location, right programme or service, a realistic timeline, a reachable phone number.
Ask one or two qualifying questions
A short question about course interest, preferred date or budget filters out casual clicks without scaring away serious people.
Feed the answer back
Once your team marks enquiries as qualified, that information can guide budget decisions and, where systems allow, the platforms themselves.