KRISOMIKA Cost per lead vs cost per qualified lead
Cost per lead is easy to measure: spend divided by form submissions. It is also easy to game. Make the form short, the offer generous and the number drops, while the share of people who can actually buy drops with it.
A qualified lead is one that meets criteria you define in advance, such as budget, location, timeline or need. Agree the definition with your sales team and record it in your lead tracker.
To get qualified leads, add one or two honest qualifying questions to the form, make the offer specific, and send low-fit traffic away early with clear messaging. Expect fewer enquiries and better ones.
Judge campaigns on cost per qualified lead first, then on cost per sale once enough deals have closed. Ask your agency to report both, and to explain any gap between them.