Your campaign isn't broken. Your form is asking for a phone number. I see this pattern all the time: A campaign isn't generating leads, so people start searching. In the targeting, in the ads, in the budget. For weeks. But the real problem lies elsewhere.
The blocker is rarely in the campaign
A form with seven fields, and in the middle, the mandatory phone number field. Each field is an obstacle, and each obstacle costs you some of the visitors who actually wanted to make an inquiry. The campaign beforehand can be perfect, but if the form is cumbersome, you still won't get any leads.
With experience, you can find such a blockage in minutes. Without it, you spend weeks searching in the wrong place and adjusting things that aren't even the problem.
Why the phone number is the biggest hurdle
The inconvenient truth: Nobody likes answering the phone anymore, and the younger the target group, the stronger the effect. Anyone asked to enter their number into a form expects unwanted calls. So they abandon the process. Not because the offer is bad, but because, from their perspective, the risk outweighs the benefit.
Small hurdles kill big budgets.
Volume first, qualification later
The correct order: First, make the form as simple as possible and build up volume. Then, once you're receiving enough inquiries, think about qualification. You can always segment, filter, and make the questions more specific later. The reverse doesn't work; you can't qualify an empty form. If you want to qualify, it's better to do so through the page content rather than adding mandatory fields.
Frequently Asked Questions
Which fields does a B2B form really need?
For initial contact, usually only your name, business email address, and optionally a short message are required. Everything else can be clarified in the first conversation.
When is a phone number field actually useful?
If your sales process necessarily starts with a phone call and you deliberately want fewer inquiries, but those from people ready to call, then it's a conscious decision with a known price tag, not an oversight.
Will I lose my qualification by submitting a short form?
No, you're only postponing it. You can qualify via the page content, a follow-up form, or the initial consultation. A short form ensures that there's something to qualify in the first place.
How can I tell that the form is the blocker?
Many visitors to the site, good dwell time, but hardly any form submissions. If there's also a mandatory field like a phone number, it's the first candidate for testing.
I have described in a separate article why entire campaigns fail due to the underlying issues: Why good campaigns die because of bad landing pages. Or directly in Analysis discussion look at your form.