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.
“A crown for me and my 2 kids. We just moved to Royal Oak.”
“Looking for a new dentist, my insurance is through work. Do you direct bill?”
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.