Campaigns do what they're told
When an ad account is set up to maximise enquiries, it will maximise enquiries — including the cheap, unqualified ones. The platform isn't failing. The brief is.
Look one step either side
Before blaming a channel, check what's upstream and downstream: what the offer promises, what the landing page says, how fast sales respond, and what happens to the leads that don't buy this month.
Fix the definition first
Agree what a good lead is worth and instruct the channel accordingly. Half the 'Google Ads isn't working' conversations we have end here.