Measure what matters
Was it the right enquiry?
I would review the services and locations attracting interest, the pages people reach, and what happens when they contact you. Search impressions, clicks, form submissions and booked jobs are different measures.
A simple enquiry record can note the requested service, area, suitability, whether a quote was sent and the eventual outcome. That feedback helps explain whether a page needs clearer targeting or a better next step.
For AI visibility, available referral visits and observed citations can add context. A citation does not necessarily produce a visit, and a visit does not establish that a job was booked. I report those observations separately.