I'm outsourcing paid search right now (until I learn how to do it myself). The person I'm using says that she's getting almost 30% conversion on her paid ads, and says industry standard is around 2%? Sounds too good to be true? Pretty crappy CTR, but almost 30% of visitors either fill out a contact form or call.

From what I've researched, these numbers are like a unicorn? Lol. What should I ask or look for to confirm? Is this typically how measure conversion or is that industry standard based on sales, and not leads?