A lower cost per enquiry can look like progress. But what happens after the form is submitted?
Some enquiries become useful conversations. Others are irrelevant, unreachable or unsuitable for the service. Counting them equally can hide the difference between a busy inbox and effective marketing.
Start by recording a few simple outcomes: valid enquiry, qualified opportunity and customer. Then compare campaigns against those outcomes, alongside their cost.
Where the setup supports it, offline conversion tracking can connect later sales outcomes with the advertising that generated the enquiry. Google’s guide to offline conversions.
A practical first step is to review recent enquiries with the people who handle them.
Before asking for more leads, understand which ones are helping the business grow.
