Your cheapest leads can be your most expensive problem.
The campaign reports conversions. Sales reports unsuitable enquiries, unanswered forms and deals that never materialize. Before asking for more leads, agree on what a useful one means.
See the course · $49Text lessons, worked examples and applied exercises. One-time payment in USD.
A form count cannot tell the whole sales story.
A received enquiry, a qualified opportunity and a sale are different events. If your reports mix their meanings—or never connect them—you cannot explain what the campaign is actually producing.
Give sales and your ads operator the same map.
Define the stages, trace the handoffs and write the goal and value proposals your evidence supports. Finish with a brief that names what to measure, what remains unknown and who checks it next.
What you will work through
Audit what is being counted
Separate received enquiries, classification, measurement errors and commercial outcomes.
Trace the feedback path
Map the handoffs and check how campaign goals and action settings relate to bidding.
Build the conversion map and value proposal
Define stages, avoid double-counting and calculate provisional values from explicit assumptions.
Explain the change to stakeholders
Work through a disputed lead-quality case and communicate facts without promising an improvement.
Plan the implementation handoff
Assign a bounded next task, preserve the baseline and define what evidence would change your plan.
Leave with work you can use.
A conversion map
Business definitions, actual evidence sources and proposed reporting or bidding roles.
An explicit value proposal
Units, formulas, cohort limits and review conditions—or a precise request for missing data.
A stakeholder-ready brief
The current problem, assigned next task and evidence needed before a configuration change.
Who this is for
PPC practitioners and business-side marketers who need to agree with sales on qualification and conversion measurement. Bring a lead-generation process you can describe, or work through the invented case.
What your purchase includes
Five modules with fourteen teaching lessons and four applied assignments. Includes inline worksheets, worked calculations and practice feedback. This course covers planning and communication. It does not install tracking, connect your CRM or manage campaigns. Lead Gen Mastery covers broader campaign and implementation topics.
The Unequal Lead
USD · one-time payment
Build a conversion map, value proposal and implementation brief through five modules and four assignments.
Self-paced text lessons. No subscription or connection to your ad account required. After payment, sign in using your checkout email.
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Included with Premium Membership. Existing accounts retain access from when this course was free.