Optimising dynamic creative ads + drop in lead quality December?

How do you actually go about optimising dynamic creative ads?

Do you just go into the ad manager and see which ads/ad sets got the best CPL or link it to the leads that converted based on client feedback? (I don't have anything linked to track the conversions, usually just rely on client feedback at this point).

Also is it normal to see a drop in lead response/quality during this time of year? Seems like a lot of people are on holidays, or travelling etc. so not answering.

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