So today we have a very fun topic that we're covering. sure do. Today, Daniela, we are talking about the importance. Of lead quality conversations and measuring your cost per lead versus cost per qualified lead. Because I think a lot of Legion people and a lot of Legion clients, even, I think, don't take a lot of time having conversations about your overall lead quality. And it's way easier to just look in your Google ads account and just be like, oh, I got these leads and these are how much they cost based on how much I spent over this period of time. And that's how much my leads cost. But in reality, there's going to be depending on the market and depending on the business, there's going to be situations where percentage of those leads aren't. As qualified as the other ones are, in those situations, it can be a lot more beneficial to make sure that you're only measuring, leads that are coming in that. Either, for sure got sold by the client and there was actual revenue made because then it gives you a much more accurate kind of picture of, how much your kind of cost per acquisition is essentially. when you have a new account, you just want to set a line expectations with your clients to right away from the beginning. So make sure that they understand, Oh, we can definitely, pump out as many leads as possible given our budget. But then how helpful is that if they're not necessarily like qualified leads that will result in a conversion or actually, they might convert, but then. It won't result in actual, revenue, whatever they're basing that off of. So it's important to have those to begin with, just to get everyone on the same page because And there, there are variations to this, but most of the time, it's like, if you have theoretically take an account that's in the medical field, if you have a medical client and, you can bring them all these leads all day long, but then how good is it if, some of the leads are just not actually going to result in people coming in for a service procedure, you have it. So it's important then sometimes to tell them, Hey, It's potential that numbers might be low from like a conversion standpoint compared to what they might've expected. But then most of those are resulting in actual, like attributable revenue or, the services that they, actually went in to receive. yeah, and I completely agree. I think the earlier you're able to have these kinds of conversations with your client, the better it is long term because you don't want to be. In a situation where down the road, you've been generating all these leads and then all of a sudden the client comes back and they're just like, all these leads have been crap. We're like, I'm paying for this. And you're like, okay. Backtrack. So it's good to start out strong, and that's why I think it's really important to get in the habit of getting yourself out of the ads account and into the client CRM and not just looking at, okay, I got, these are the leads that I got. So I got you leads, Mr. Or Mrs. Client. This is how much they cost. And then 3 months later, the client's all these leads have been terrible and they haven't generated any sales. And then you're sitting there in the ads account. we have leads like there's leads. Exactly. That can lead to like frustrations, just bad vibes, things like that, which is just, you want to avoid that as, as much as possible. So just good to keep things nice and good from the get go, but there are situations though, I think you had mentioned that sometimes, it is obviously always want to have qualified leads that is ideal, but then there are other times that there might be exceptions to where, You do want to have like quantity ish over quality. So maybe we dive into that a little bit. there are certain kinds of situations, like you said, where, if a client has a really dialed in sales team, you can get away with more. Kind of volume based lead generation stuff, and you can really depend on that client sales team to be able to either pivot a lead into a service. That's. Still relevant to what they were looking for, but might not necessarily be why they were brought in the first place. and so in, in those situations, you can absolutely get away with kind of being more volume based for leads and the lead quality doesn't matter as much. it still is always going to matter because you still want your leads to be as relevant to service or the business as you can get them. But. At the end of the day, like you only have so much control over what kind of things people are interested in and how they're going about searching for those things. in those situations where, you can rely on the client's sales team, you can get away with a more volume based strategy, but you still need to know and have those conversations with the client. about their sales team and what the sales team is capable of doing. And it just, it takes a lot of kind of extra conversations and in terms of trying to ask the client, in these situations, do you feel like your sales team is able to pivot and sell something else? if these leads are coming in for this service, are they able to still be sold potentially on another service and those kind of questions. Kind of can start getting raised after you see, for example, leads are coming in for, certain keywords. And maybe you're using like, kind of phrase match stuff and they're coming in for search terms that are a little bit different than what your kind of base keyword is, but they still feel somewhat relevant if you're seeing, a majority type of conversions coming in, or leads coming in, then you can use that kind of as a prompt to be like, hey, I've been seeing a lot of these leads coming in for these kind of search terms. I know they're somewhat relevant to this keyword in this service that you have, but I'm just curious kind of how they've been looking on your end from. your sales teams perspective, are these people that they're able to still sell? Or, do we need to make some adjustments for these particular kind of keywords and stuff like that? So it's all about, having seeing things in the account and. Asking intelligent questions to the client about what they're seeing on their end and how we can collaborate with them to make sure that what we're bringing them is as relevant as it can be. Plus it also opens up, the conversation with your clients just about their sales team process. Sometimes we can offer, insights or any type of assistant there. So I think it's really good to open up that conversation if you're able to. just first start off like, Hey, how are y'all feeling about, like you said, these types of leads, are they able to convert? But then also they can might maybe give you insight and this is how we follow up with, these leads that come in and then, there might be some places there that we can always throw in some advice and things that we've seen in previous accounts. So we worked with that. Oh, you might want to try this, that we've seen that works better historically and other things. So it's always good to have those conversations because it opens up potential other tangents and just. for just overall bettering things for that account, which is always the goal, not even just specifically with Google ads, even though that's what we want to do, we also want to help them in any other capacity because we love our clients. And let me, I'm going to find. And I count here really fast, because this just made me think of another kind of situation that I've run into 1 1 of my own clients we were running a campaign for a client that was based on, They had a calculator on their landing page and we essentially had the client had very specific, amounts that were being generated from that calculator. That would essentially tell them, okay, this person is somebody that we'd definitely be able to work with and anyone that was below those amounts. They wouldn't necessarily be somebody that they would want to try and invest a whole lot of time into. they essentially needed, a specific amount of taxable income for the client to be worth them talking to. though we were tracking every form submission, or every calculator submission lead, we pivoted to. Kind of work with the client collaborating on what exactly those taxable dollar amount thresholds were. once we figured out what those were, we had the client help us start building out A list that would populate in HubSpot for only those leads that were meeting those criteria. And then only those leads were the ones that were being pushed back into Google. So we were trying to make sure that the only leads that we were measuring from Google to get a better idea of how much they would cost for people that fit that exact criteria, would cost per lead. And so we had to do a little bit of I guess custom kind of conversion stuff where we're only pushing certain qualified leads into Google ads and not counting, all the ones that we were getting just from the regular form submission from this. I think a big difference from the sense of just optimizing and knowing, having that separation is really helpful if people are able to do that with their CRM ideally, and then pump the right things back into Google. Um, ideal. Always, in most situations, if you have the capability of doing that and just putting conversions back in manually like that, or even having them get it, if you're able to get HubSpot connected into Google ads, that's obviously best case scenario. But trying to get the best idea of how much you're paying for. legitimately qualified lead just gives you the most accurate information about how much you're spending and whether or not it's a viable thing at the end of the day for the client. by doing that, you really do set yourself apart and it makes it pretty obvious to the client that's something that you're considering rather than just looking at the very surface level stuff, like in the Google ads dashboards, things like that really just make a huge difference. And it shows to the client that you really value them and you value their business and want to make things really successful for them and just give them essentially the best bang for their buck. But I think that is something that, it doesn't go unnoticed. I've never, I've always felt that clients really pick up on that and they really appreciate it having those conversations and just doing things like that. absolutely. it makes all the difference in the world. not only for the client, but for your campaigns too. it's really important to make sure that. the results that you're generating are exactly where they need to be. And if you're not, if you're not having those conversations with your client about how lead quality looks and just asking those nuanced questions about, Is this lead from this keyword or search term relevant to the exact service that you expect them to come in for? those are invaluable to have make it so that you're able to optimize your campaigns as best as you can. By not doing it, you're doing yourself a disservice and you're doing your client a disservice. So moral of the story is. Have these conversations, please. of the story is, just talk to your clients. have conversations with them. And honestly, don't be afraid to ask questions like about their sales team, about their followup process. And you can always frame stuff in a way that's I'm curious how your sales team goes about this or what kind of followup. Options. Do you have in place just from email flows? Because those can always make a big difference in how, leads are able to get to be nurtured because I've had clients in the past that like have sales cycles that are months long. you don't know where that lead is in their sales cycle until you start talking to them about it. And it's you need to can have those continual conversations, especially with clients that have those long sales cycles and just keep prodding them and just being like, this is the lead that I know we talked about. A month ago, and it looked really good. Just wanted to see how things are going. And if there's specific reasons why that. Lead fill through from the sales cycle, maybe those are things that you can use to help inform how you want to redo your forms, even on the website. Maybe you add some different fields, some new qualifiers. To make sure that those specific scenarios don't. Happen repeatedly, and you're able to make sure that Your funnel doesn't have any holes in it. And also a good conversation to have with, I feel like your clients is, if they're willing to give you access to their CRMs and where they keep track of everything that is ideal because then, you're still having the conversations, but then you can also directly access things and keep an eye on it and you're away. So you might not be waiting on them since they have a ton of other stuff going on a lot of times. So if you can get CRM access. That is also phenomenal. So I always try CRM access is almost necessary in a lot of these situations because otherwise you're just stuck kind of having back and forth it takes up a lot of time and no one enjoys back and forth. No, and I think lot of the time for clients, like your point of contact whomever you're talking to, you doesn't have all the time in the world to look at these leads and look at their forms of missions and see where everything's at. And, we're looking at all that stuff anyway. we might as well be the ones that are in there helping them and trying to steer them as best as we can, at least. But it's always just a collaborative process. having more intelligent conversations and figuring out what the best questions are to ask. Based on what you're seeing in the ads account, it's an invaluable skill that will get you. A long way, especially with these lead gen type of clients where lead quality is super, super important. 110%. at the end of the day, it's something that potentially most likely will make everyone's lives a little bit easier. so it's good to just do these things. Cause you know, life is hard enough. So why not make it a little bit more simplified if possible? thanks for chatting with me, Daniella. think this was a good little, topic for us. I know my brain feels larger already. I know mine does too. Great. thanks again for talking to me and I'll see you later. Okey dokey. Archokey. Bye.