How can you assess the quality of leads from ads?

Ads can bring in messages, form submissions or sales. If your goal is enquiries, check how many meet the conditions of your offer. Start with criteria you can apply consistently.

1. Set your criteria before reviewing leads

Choose conditions that matter to your offer. Check the type of service, the area or the timing needed. If you need more information, mark the status as unknown.

2. Ask only for the information you need

Use short questions to check whether the offer fits. If you provide a local service, ask which area the customer needs you to cover. To choose how to receive enquiries, see when to use message, lead form or sales ads.

3. Record what happens after follow-up

Use clear statuses. Track enquiries awaiting a reply, leads that meet your criteria and confirmed sales. Count each lead once in the review period.

4. Calculate cost per qualified lead

Divide ad spend by the number of qualified leads from the same ads and period. If that count is zero, cost per qualified lead cannot be calculated. Record spending and the lead count separately.

5. Use what you learn to clarify the offer

Review why enquiries fall outside your criteria. If the service area often comes up, state it in the ad or on the page. Use the ad landing page checklist to review the offer and next step.

A reminder

No qualification criteria guarantee sales or a particular outcome. If data is limited, treat your findings as provisional.

Next step

Would you like to review the lead criteria for your business? Request an online session.

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