The cheap-lead trap

Platforms optimise toward the event you provide. If every submitted form looks equal, the algorithm will find more people likely to submit—not necessarily buy.

Build a commercial funnel

Use a small set of stages that sales and marketing both understand.

  • Lead: valid contact entered the system
  • Qualified lead: matches ICP and intent threshold
  • Opportunity: active commercial conversation
  • Revenue: closed-won value

Return the right signal

Where possible, import qualified and offline outcomes using GCLID, enhanced conversions, CAPI or CRM integrations. Start with reliable data before chasing volume.

Change the weekly report

Put spend, qualified rate, opportunity rate and pipeline value in the first view. CTR and CPM explain movement; they should not define success.