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- SEA
- Social Ads
- Tracking & Data
The starting point
Scale was the objective, and scale is where lead quality usually comes under pressure. Volume had to grow across four platforms at once, in auctions the whole comparison market bids in, without the cost per accepted lead drifting or the buyers’ quality bar slipping.
The buyers pay for consumers who pick up the phone and sign, not for forms. Every lead that fails downstream is a cost with no revenue against it, and at industrial volume that adds up quickly.
What we did
Four platforms, one system, and a measurement layer solid enough to let budget move between them every week.
- 01
Lead scoring at the source
Every lead scored and weighted the moment it arrived, so spend optimised toward accepted leads rather than raw form volume. The platforms were told what a good lead looked like, and they are remarkably good at finding more of it once told.
- 02
CRM integration end to end
Platforms and CRM wired together so downstream outcomes fed back into bidding within the same cycle rather than a month later. The buyer’s verdict became the bid signal.
- 03
One measurement layer
A single measurement layer across Google, Microsoft, Meta and Reddit, making performance comparable channel by channel and removing the duplication that lets two platforms claim the same lead.
- 04
Four platforms, one system
Acquisition diversified beyond search, with budget shifting each week to wherever qualified volume was cheapest. The account ran on cost per accepted lead, and each channel earned its share on that number.
The impact
The cost per converted lead fell 39%, in auctions where the whole comparison market bids.
And the number of qualified leads tripled year on year, on the buyers’ definition of qualified. Scale that improves quality rather than eroding it is unusual in lead generation; most of the work is in the measurement, and that is where the work went.
