Agree the acceptance criteria
Start with project type, postcode, timeline and ownership or decision-making authority. Budget questions should suit the service and avoid implying a quotation can be produced from a form alone.
Balance friction and usefulness
Use clear language and explain what happens next. Ask essential questions first; leave technical details for a conversation when they would be difficult for a homeowner to answer reliably.
Close the feedback loop
Record accepted, unsuitable, unreachable, quoted and won outcomes with consistent reasons. Review recurring mismatches and change the ads or form accordingly. Qualification is a process, not just a longer form.
Put it into practice
Review one recent group of enquiries with your sales team. Agree the quality criteria, identify the largest recurring mismatch and decide what to change before buying more traffic.