Cost per lead is the wrong metric
Digi6 min read
Every ad platform will happily reduce your cost per lead. The question is whether the leads are worth having.
What the algorithm learns
Bidding algorithms optimise toward the event you send them. If that event is a form submission, they will find the cheapest people to submit forms — students, competitors, and buyers with no budget.
Send back the outcome
Import qualification status from your CRM as an offline conversion. Within a few weeks the platform starts finding people who look like your qualified pipeline rather than people who look like form fillers.
Expect volume to fall
It should. On one B2B account, raw lead volume dropped by a third while qualified pipeline grew 2.4x. The finance conversation changed completely.
- paid media
- analytics