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.
“Second quote for hail damage repair. The first one came in high and I want to compare.”
“Got your name from a neighbour. Can someone come look at roof replacement this week? Evenings work best.”
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.