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.
“Can you do a heat pump quote in Lethbridge?”
“Got your name from a neighbour. Can someone come look at a furnace 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.