Leads are a system, not a lucky month

If you can't answer "where will my next ten customers come from?", you don't have a lead problem — you have a system problem.

A working system has three parts: a way to reach people who fit your ideal customer, a reason for them to raise their hand, and a reliable follow-up process once they do.

Miss any one of the three and the other two are wasted. Great ads with no follow-up burn money. Great follow-up with no traffic is silence.

Build the smallest possible version of all three first, then improve whichever one is leaking.