Quite an ordinary situation. The business spends large (sometimes huge) budgets on SEO and context, but there are very few requests from clients. Traffic is not converted into sales, and only CRO (conversion rate optimization) - conversion optimization - can save the situation. And the brand.
Key details that are important to clarify:
if the contract with your agency / marketer does not indicate that it is he / he who is responsible for the number of applications and / or the success of your business, then it is you who bear the risks in the field of conversions and CRO is your task. This item is either there or not. Therefore, either initially in the contract, request the presence of such a clause and be prepared for the costs (you shift your risks to others and you will have to pay for this) or immediately accept the fact that you will be given traffic, but your team must convert it into bids / sales;
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A successful brand is a combination of rationality, reality, pragmatism, on the one hand, and irrationality, feelings, emotions on the other. It is the second part that is the very point of differentiation that many businesses lack.
Your brand and brand differentiation is one of the key factors that can have a significant impact on increasing conversions.