This happens. And it's completely normal.
Here's the thing: a keyword search does NOT equal buyer intent.
Someone searching "local roofing company" could be:
A homeowner needing a roof (ideal!)
Someone doing research for a future project
Checking reviews for a neighbour's recommendation
A competitor researching the market
A job seeker looking for roofing companies hiring
A journalist writing about local trades
This is the reality of ANY keyword-based lead generation. Whether it's Lead Hacker, Google Ads, or SEO. The search happened. What that search means varies.
The data is legitimate. These are real people who searched those keywords. But their intent? That's yours to qualify.
This is why volume matters. At scale, the math works. On small samples, expect noise.