We're running some paid ads but only on a small budget (about $10 per day). We have some ads with 7% and 8% CTR, which is great. But our conversion rate (defined as submitting a Contact Us web form) is less than 1%.

The landing page is solid, we have (what I think at least) is really strong messaging and copy. So I don't think that's the issue, although it's possible. I'm setting up a new variant of the product landing page so we can AB test it.

So I'm wondering, what's the industry average conversation rate for paid search traffic? And I don't mean where conversions are a white paper download or 60 seconds on the page, I mean a real lead conversion.