For lead generation: every ad judged by the deals it starts.
A lead’s real worth shows weeks later, when sales qualifies it and a contract is signed. Agents value every stage of your funnel, credit each one to the ad that found the lead, and decide weekly, at the pace your leads allow.
The funnel, with each step’s worth
The lead-generation playbook’s starting funnel. You set the worths for your business. The suggested target is qualified leads under $50.
Where the numbers come from
Inquiries arrive through the events API. Qualified leads and signed contracts come from your CRM, each with its worth. The ad platform steers by its own count, and the report judges on your stages.
- 1Inquiry submitted$15
- 2Qualified lead$120
- 3Sales conversation held$300
- 4Contract signedits contract value, about $2,400
What the agents do.
- 1
Fewer, better leads
A cheap form fill that never turns into a sales conversation is worth very little. Agents value each step by what it’s worth to you, so a keyword that brings inquiries but no qualified leads loses budget.
- 2
Campaigns, budgets and bids
On your search campaigns, agents adjust budgets and bids, pause what isn’t working, and propose new campaigns. Every change passes your limits, and launches start at You approve.
- 3
Patience built in
With few conversions, agents act less often and plan longer tests. Until the evidence is in, the report says “too early to call”.
- 4
Sales stays in charge of its leads
Audiences leave out current customers and anyone already talking to sales, and suppression lists keep marketing email away from open conversations.
- How they’re judged
- Your own conversion events, such as qualified lead and contract signed, each valued by what it’s worth to you. Without a CRM, agents judge on the steps your site records.
- How often they act
- Weekly, or less often when volume is low. An agent steers by a step only once it sees at least 100 of them in 30 days. Until then, it steers by an earlier step and reports against yours.
- A good fit
- Companies that sell through a sales team and spend on paid search or social.
- Not the best fit
- Firms whose leads come almost entirely from referrals, with little paid acquisition.
One deal, six weeks from ad to contract.
| When | The agents | You |
|---|---|---|
| Week 1, Tuesday | Someone clicks an ad for your most-booked service and sends an inquiry. It counts at $15, the worth you set for an inquiry, credited to that ad. | Nothing needed. |
| Week 2 | Sales marks the lead qualified in your CRM. The stage arrives as a conversion event worth $120, credited to the same ad. | Sales works the lead in your CRM, as it does today. |
| Week 4 | A sales conversation is held, worth $300, and the Paid Search agent’s weekly report counts it. | Nothing needed. |
| Week 6, Thursday | The contract is signed. Its value, $2,400 on this deal, flows back to the ad that found the lead, and back to the ad platform where it accepts it, so its bidding learns from signed deals. | Nothing needed. |
| Week 7, Monday | The report shows the ad’s six weeks, from inquiry to contract. The agent still steers by inquiries, the step with the volume, weighted by what each ad’s inquiries have gone on to be worth. It proposes a new ad group for that service. | Read the report, then approve the ad group or decline it with a note. |
Show it step by step
| When | The agents | You |
|---|---|---|
| Week 1, Tuesday | Someone clicks an ad for your most-booked service and sends an inquiry. It counts at $15, the worth you set for an inquiry, credited to that ad. | Nothing needed. |
| Week 2 | Sales marks the lead qualified in your CRM. The stage arrives as a conversion event worth $120, credited to the same ad. | Sales works the lead in your CRM, as it does today. |
| Week 4 | A sales conversation is held, worth $300, and the Paid Search agent’s weekly report counts it. | Nothing needed. |
| Week 6, Thursday | The contract is signed. Its value, $2,400 on this deal, flows back to the ad that found the lead, and back to the ad platform where it accepts it, so its bidding learns from signed deals. | Nothing needed. |
| Week 7, Monday | The report shows the ad’s six weeks, from inquiry to contract. The agent still steers by inquiries, the step with the volume, weighted by what each ad’s inquiries have gone on to be worth. It proposes a new ad group for that service. | Read the report, then approve the ad group or decline it with a note. |
Questions
What happens when there aren’t enough qualified leads to learn from?
The agent steers by an earlier step with enough volume, such as inquiries, and still reports against qualified leads. It tells you which step it steers by, and why.
What happens when a lead is already talking to sales?
Audiences leave out people in an open sales conversation, and suppression lists keep marketing email away from them.
What happens when a test can’t reach a verdict?
It runs for its planned length, then it’s called “no difference” and the current version stays. Small differences need more leads than a few dozen a week can give.
Do I need a CRM?
No. Without one, agents judge on the steps your site records, such as inquiries. When your sales stages arrive as conversion events, they can judge on qualified leads and signed contracts instead.
Is a few dozen leads a week enough?
It’s enough to steer by inquiries, report on qualified leads, and test big differences, such as a new message or offer. It isn’t enough to call small differences quickly, so the report says “too early to call” instead of guessing.
Which platforms does it connect to?
Your search and social ad accounts, your email platform and your CRM, from a wide range of each, plus an events API for any stage your own systems record. Each connects through the platform’s own sign-in.
In the demo
Open the inbox in the demo (opens in a new tab)Spend on the ads that start deals.
Join the beta, or try the demo first.
