Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“Need a quote for hail damage repair. House in Chestermere, hoping to get it done in the next few weeks.”
“Insurance adjuster already approved the claim, just need a contractor for roof replacement.”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.