"Leads are coming in, but there are no sales" is one of the most common complaints. The first step is to look for the problem in the right place: it's usually in one of three spots — lead quality, the sales process, or the disconnect between marketing and sales.
Cause 1: low lead quality
Often there are many leads, but they're the "wrong" people: no budget, not decision-makers, or just curious. Such leads make the stats look nice but don't convert. The fix is to stop chasing cheap leads and use a filter form to pass only sales-ready people through.
Sometimes CPL should be raised deliberately: a 10-question filter form makes leads more expensive but sharply increases the share that are sales-ready.
Cause 2: marketing and sales are disconnected
Ads bring leads, but the system to handle them isn't ready: leads get a late follow-up, there's no CRM, the salesperson has no script. As a result, even quality leads go cold. The fix is a daily feedback loop between marketing and sales: which leads were quality, which weren't — and adjusting the ads accordingly.