I like Justin's answer.

I'll add:

Capture leads on your own lander and warm them up with your own sequence BEFORE sending them to the offer, unless it's a pay per call offer.

Then you can control the process, and see where leads drop off (that's the spot to fix next.)

You paid for the lead...make sure you capture it, and can continue to market to them with more than just pixel following.

You can take those who qualify Out and put them in a different funnel, maybe a related product or service. And those who are interested but can't buy now, you can follow up with to reactivate in a week or a month or whatever the cycle is.