(For LEAD generation campaigns)
🤔 How do you know if your ads are working?
Impressions?
Clicks?
They matter — but can be misleading as KPIs.
Leads?
Closer… but still NOT the number.
So what should you actually track?
👉 QUALIFIED LEADS.
Why?
Just like you wouldn’t buy a drill to “make a hole.”
You don’t run ads to “get leads.”
🎯 Buying a drill is a necessity for achieving a RESULT.
For example:
Hang a painting (result) -> Make a hole -> Buy a drill
For ads:
Close CLIENTS -> Get leads -> Run ads
“But why did you say ‘Qualified Leads’ instead of ‘Clients’?” – you might ask.
Because closing clients depends on more than your ads.
It depends on your SALES PROCESS — how well you convert qualified leads.
To assess your ads’ performance, you want to take a step back.
Focus on the one result your ads can fully control:
✅ Qualified Leads.
Everything after that? That’s your sales team’s job.
More insights:
Should you do Google Ads yourself?
You’re getting leads – but NO ONE’s buying.
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