What Should the KPI Be for Google Ad Lead Gen Campaigns?

For lead gen campaigns, most businesses track leads as the Primary Conversion whether it’s a form submission, call, chat initiation or even booking a Zoom call. The KPI is typically cost per lead or lead volume in this case.

This is OK and is better than making cost per click (CPC) your KPI but it’s still not great. You still need to decide if you want the cost per lead to be the KPI or total lead volume because these metrics do not always coincide. Generally the lower your drive your cost per lead the fewer overall leads you’ll get too so keep this in mind.

The problem with making cost per lead or lead volume your KPI? All leads are not created equal and when cost per lead is your main KPI you end up valuing all the leads the same because you don’t have any data on which leads became a sale and optimizing a campaign to achieve a lower cost per lead doesn’t not mean it’s going to be more profitable. 

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