Is a 5% conversion rate good? Depends on lead quality and value.

Some leads are just better than others, its true! One of the most common complaints I hear from current Google Ads advertisers when doing initial calls, “we get loads of leads, but quality is all over the place” The good news, it can be fixed! Let me give you a current example of how we manage this for one of our clients. We were getting a steady flow of leads. They were a real mixed bag of good, bad and down right useless…and the “lucky few” that closed quickly and become revenue😏. The client has a short sales cycle and a CRM that is used accurately. By taking time to look at the stages of their sales process and the value of the sales on average, we were able to create some dummy values for each stage and only valid leads are given any value at all. By connecting their CRM directly to Google Ads, we only send back data on valid leads—nothing else. Each valid lead carries a revenue figure assigned based on how far it got in sales process….or if closed to sale a real revenue. This lets us optimise campaigns not just for volume, but for quality. Using tROAS, we find the balance between quantity of leads and likelihood of closing. Its not a perfect science and definitely not a “set and forget” but the uplift in conversion rates and profit for the client are worth the extra complexity in set up. If you have a quality/quantity problem you can’t get to the bottom of, maybe time for a fresh set of eyes to look at your account? Our paid audit service can help discover these issues, offer solutions and help you get more from your ad spend. #UTDS #googleads #leadgeneration

💰 Low-cost leads can cost you more. It sounds weird, but it's true: a cheap lead that doesn't turn into a customer isn't really cheap at all. It's easy to focus on the RM8 lead and miss the bigger picture. 📊 Let's put it in perspective. You're getting RM8 leads, but only 3% of those actually convert. That means each customer is really costing you RM267. Meanwhile, someone else pays RM20 per lead, but if their conversion rate is 6%, their true cost per customer is RM333. Wait.... sometimes cheaper leads can be better.. 🤔 And here's the catch: sometimes those cheap leads are better. Sometimes they aren't. But it's impossible to know unless you follow the full journey from lead to sale — not just the first number you see on a dashboard. ⚠️ Tracking just cost per lead gives you an incomplete picture. One client we worked with was convinced their Facebook ads were "cheaper" than Google, but when we measured actual conversion rates, Google brought in real customers — 5x faster. Suddenly, "cheaper" didn't look so cheap. 🎯 Every metric should eventually point to something real: revenue, a stronger pipeline, or at least a smarter strategy. If not, it's just noise in the background. 💡 If you ever catch yourself chasing lower numbers, take a step back and make sure you're not missing the whole story. Sometimes paying more up front is actually less expensive — especially if you're after actual results, not just nice-looking reports.

**R$50k down the toilet every month — and everyone thinks it's normal.** Most companies dump massive budgets into paid traffic thinking cheaper leads equal better ROI. Wrong. Dead wrong. Here's what should happen: You run ads, get leads, convert them into customers, profit scales. Here's what actually happens: You optimize for cost-per-lead, flood your pipeline with bargain-hunters and tire-kickers, then wonder why your sales team hates you and revenue flatlines. The hidden damage? Your best prospects are drowning in a sea of junk leads. Your sales process becomes a numbers game instead of relationship-building. Customer acquisition cost keeps climbing while lifetime value tanks. The real villain isn't your ads or landing pages. It's treating all leads like they're created equal when buyer intent operates on a spectrum from "just browsing" to "ready to sign today." Elite companies already cracked this code. They segment traffic by buyer temperature before it hits their CRM. They nurture cold prospects separately from hot ones. They sacrifice cheap leads for qualified pipeline. **Truth bomb: Better leads beat more leads every single time.** Here's what actually works: ✅ Segment ad audiences by behavioral intent signals ↳ Website visitors vs. first-time browsers get different campaigns ✅ Build separate funnels for different buyer stages ↳ Educational content for awareness, demos for consideration ✅ Score leads before they reach sales ↳ Page visits, content downloads, and email engagement predict readiness ❌ Optimizing solely for cost-per-lead ❌ Sending all traffic to the same landing page ❌ Treating a CEO and an intern the same way The opportunity is massive. Companies doing this right see 40-60% higher close rates with the same ad spend. Your competition is still chasing vanity metrics while you're building a revenue machine. **Stop feeding your sales team garbage and start feeding them prospects who actually want to buy.** Comment INTENT if you've seen this disaster in your own campaigns.

“We just need more leads.” That’s what most businesses say. But in reality → more leads aren’t the solution if your system is broken. Here’s a process I use before increasing lead volume 👇 1️⃣ Audit the Sales Funnel Map the journey: ad → landing page → form → CRM → follow-up Identify drop-off points (high clicks, low form fills? or leads not moving in CRM?) 2️⃣ Fix Landing Pages Test page load speed (<3s or you lose half your traffic) Align headline with ad copy (promise must match) Keep 1 strong CTA above the fold Add trust signals (logos, reviews, proof) 3️⃣ Optimize Lead Handling Automate instant lead notifications to sales team Ensure 5–10 min response time for inbound leads Create simple lead scoring → prioritize high-intent leads first 4️⃣ Tracking & Feedback Set up end-to-end conversion tracking (Google Ads → CRM → closed deals) Run weekly feedback between sales & marketing to align on lead quality Only after this system is working do I scale campaigns. Because 50 well-managed leads will outperform 500 untracked, poorly handled ones. More leads ≠ more growth. Better systems = scalable growth. #businessgrowth #googleads #salesprocess #marketingstrategy #karanpaswan

‼️Cutting Cost per Lead by 55% in Just 30 Days 🔔 A real estate client came to me with this problem: ❌ $45 CPL (too expensive for their sales team) ❌ Low-quality leads filling the pipeline ❌ Wasted spend on irrelevant keywords Here’s what I did: ✅ Built a negative keyword list to stop junk traffic ✅ Re-structured campaigns by property type (residential vs. commercial) ✅ Rewrote ad copy to highlight trust + financing options ✅ Optimized landing page with a clearer CTA The Result? 📉 CPL dropped from $45 → $20 📈 Lead quality improved (more qualified buyers, fewer time-wasters) ⚡ Sales team reported faster closings 👉 Lesson: Sometimes it’s not about spending more, it’s about spending smart. What’s your current CPL goal—and are you hitting it? #GoogleAds #LeadGeneration #PPC #PerformanceMarketing #DigitalMarketing #CaseStudy #AdsThatConvert

𝗕𝗲𝗳𝗼𝗿𝗲 𝘀𝗽𝗲𝗻𝗱𝗶𝗻𝗴 $1 𝗼𝗻 𝘁𝗿𝗮𝗳𝗳𝗶𝗰, 𝗲𝘃𝗲𝗿𝘆 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗺𝗮𝗸𝗲𝗿 𝘀𝗵𝗼𝘂𝗹𝗱 𝗮𝗻𝘀𝘄𝗲𝗿 𝘁𝗵𝗲𝘀𝗲 𝘁𝗵𝗿𝗲𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀. Many companies waste money because they start advertising without clarity. The result? Unqualified leads, a stalled funnel, and unclear ROI. Three questions every B2B business owner should ask before investing in traffic: 1️⃣ 𝗜𝗳 𝗜 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲 100 𝗹𝗲𝗮𝗱𝘀, 𝗵𝗼𝘄 𝗺𝗮𝗻𝘆 𝗰𝗮𝗻 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗯𝗲𝗰𝗼𝗺𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀? 👉 If you don't know the exact profile of your buyer, you will attract curious people — not decision makers. 2️⃣ 𝗜𝘀 𝗺𝘆 𝘀𝗮𝗹𝗲𝘀 𝘁𝗲𝗮𝗺 𝗿𝗲𝗮𝗱𝘆 𝘁𝗼 𝘀𝗲𝗿𝘃𝗲 𝘁𝗵𝗲𝘀𝗲 𝗹𝗲𝗮𝗱𝘀? 👉 There's no point in bringing in contacts if the sales team doesn't have the process, speed, and clarity to close the deal. 3️⃣ 𝗛𝗼𝘄 𝘄𝗶𝗹𝗹 𝗜 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘁𝗵𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗯𝗿𝗼𝘂𝗴𝗵𝘁 𝗽𝗿𝗼𝗳𝗶𝘁 (𝗮𝗻𝗱 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗰𝗹𝗶𝗰𝗸𝘀)? 👉 If ROI isn't defined before you start, you'll be optimizing in the dark. 🔑 The point is simple: Traffic without strategy is just a quick way to spend money. Traffic with clarity is an investment that pays off. 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗲𝗿𝗲 𝘁𝗼 𝗮𝗱𝗱 𝗮 𝗳𝗼𝘂𝗿𝘁𝗵 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝘁𝗼 𝘁𝗵𝗶𝘀 𝗹𝗶𝘀𝘁, 𝘄𝗵𝗮𝘁 𝘄𝗼𝘂𝗹𝗱 𝗶𝘁 𝗯𝗲? Comment below 👇 — I want to hear the views of those who already face this challenge in B2B. #PaidTraffic #SalesAndMarketing #GoogleAds #SEO #GEO #ROI #B2B #B2BSales #SalesFunnel

Traffic up. Rankings up. Enquiries flat. If that sounds familiar, you are probably measuring the wrong thing. A pattern I keep seeing on discovery calls: big lifts in keyword count and sessions, yet no movement in bookings or pipeline. The strategy has leaned too hard into scaling blogs and informational terms. It looks great on a report. It does little for revenue. Start here instead: 1) Know the goal What outcome are we trying to move first: bookings, qualified demos, table covers, form-fills that convert. Make this the headline number. 2) Segment by intent Separate keywords and pages into informational and commercial. Prioritise the terms and templates that catch demand and convert. Examples: service pages, locations, comparison pages, pricing, FAQs with buying intent. 3) Map keywords to pages Every high-intent term needs a page that deserves to rank. Clear offer above the fold. Proof. CTA. Fast on mobile. 4) Measure quality, not just clicks Track assisted conversions, lead stage, win rate and revenue by page and intent. For B2B, judge by qualified opportunities. For hospitality and travel, judge by bookings and footfall, not vanity traffic. 5) Use informational content with purpose Education matters when demand is thin or category creation is needed. Build it once commercial coverage is in place, or when it directly supports sales conversations. 6) Report like an operator Non-brand vs brand split. Share of clicks on priority terms. Conversion rate by template. Pipeline and revenue contribution. If the report cannot show these, fix the tracking first. Be everywhere your buyer searches, but win first where intent is highest. Own the commercial terms, then expand. #SEO #B2BMarketing #MarketingStrategy #DemandGen #PPC #CRO

Google is making a subtle but powerful shift in Local Service Ads. 💡 For years, message leads cost less than phone leads—but now, Google has separated them into their own line items on your dashboard. This not only helps track spend and ROI more accurately but may also signal a long-term push toward message leads as the preferred channel. For businesses leveraging LSAs, this update is a game-changer for strategy and budget allocation. Are you ready to optimize for the future of lead generation? #LocalServiceAds #GoogleAds #LeadGeneration #MessageLeads #PhoneLeads #ROI #DigitalMarketing

Google is making a subtle but powerful shift in Local Service Ads. 💡 For years, message leads cost less than phone leads—but now, Google has separated them into their own line items on your dashboard. This not only helps track spend and ROI more accurately but may also signal a long-term push toward message leads as the preferred channel. For businesses leveraging LSAs, this update is a game-changer for strategy and budget allocation. Are you ready to optimize for the future of lead generation? #LocalServiceAds #GoogleAds #LeadGeneration #MessageLeads #PhoneLeads #ROI #DigitalMarketing

𝗪𝗵𝗮𝘁 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝘀 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗳𝗿𝗼𝗺 𝗺𝗼𝗻𝗲𝘆-𝗯𝘂𝗿𝗻𝗲𝗿𝘀? Many people believe the difference lies in “creating better ads” or “increasing the budget.” But the truth is, none of that guarantees results. The real line that separates a successful campaign from one that just wastes money is simple: clear ROI. 📊 Profitable campaign = you know exactly: - How much each customer cost to acquire. - How much revenue they generated. - How long it took to close. 💸 Money-burning campaign = you only see: - Clicks. - Impressions. - Leads without context. 🔑 Here’s the point: If your success metrics aren’t connected to revenue, you’re playing in the dark. And in B2B, the dark means losing money. I’d love to hear your perspective: in your company, how do you measure if a campaign is truly successful? 𝗗𝗿𝗼𝗽 𝗮 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 𝗯𝗲𝗹𝗼𝘄 👇 — 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗰𝗼𝘂𝗹𝗱 𝗵𝗲𝗹𝗽 𝗼𝘁𝗵𝗲𝗿 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗺𝗮𝗸𝗲𝗿𝘀 𝗳𝗮𝗰𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲. #PaidTraffic #SalesAndMarketing #GoogleAds #SEO #GEO #ROI #B2B #B2BSales #SalesFunnel