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With the limited context. Your CTR reflects something off with the ad copy & keyword targeting. A good enough CTR generally falls above 8% mark.
For that, you need to have keyword focus, social proof, numbers & some USPs to make it interesting.
The generic keyword targeting or not having tight enough ad groups might have shown your ads to the wrong audience
Did you perform market analysis & competitor research to come up with a specific offer in a commoditized market?
Also, p max is not ideal for lead gen. Stick to search campaigns only to get quality leads with that budget
As for the landing page, try getting the conversion rate above 20% to make your campaigns profitable. You have to nail the offer for each service, have solid social proof like reviews, testimonials, brush up your portfolio there & focus the design on being professional
You also didn’t expand on the lead quality, were most leads junk or they were asking for cheap services?
