Somebody whose campaigns are failing searches at eleven at night. Those phrases — spend rising, conversions falling, account suspended — belong to advertisers with live budgets and immediate pain, and they convert faster than any other visitor.
Pricing structure is searched explicitly. A percentage of spend, a flat monthly fee or a performance arrangement each attracts a different buyer, so explaining the models beats hiding behind a request for a call.
Platform plus sector qualifies. Shopping campaigns for retail, lead generation for trades, search for professional services: those pairings bring enquiries where the agency already knows the auction and the economics.
Comparison pages can be argued honestly. Somebody weighing paid against organic deserves a real answer including when advertising is the wrong choice, and an agency that occasionally says do not spend earns the accounts where spending makes sense.