Every advertising platform optimises toward whatever you tell it to value. Tell it a form submission is the goal and it will become extremely good at finding people who submit forms — including the ones your sales team will never be able to help.
The fix is not clever bidding. It is defining a conversion that correlates with revenue: a qualified enquiry, a booked call that was held, an order above a margin threshold.
This requires a feedback loop. Outcomes recorded in the CRM have to travel back to the channels, either through offline conversion imports or through a value signal at the point of conversion. It is unglamorous work and it changes results more than most creative tests.