Bottleneck 03 · Measurement
No idea what a lead actually costs you?
If cost per booked lead is a guess, every budget decision is a guess. And the channel that quietly works is usually the first one cut when a month looks expensive.
What it costs
You can't cut what you can't see.
Without cost per booked lead, the channel with the best margin gets cut for looking expensive, while the one that looks cheap keeps draining budget. The spend is visible every month. The waste isn't — and that's exactly why it survives.
What it looks like
You'll recognise at least two of these.
- 01
Spend is reported by platform, never by outcome.
- 02
Conversion tracking is missing, or it double-counts the same booking twice.
- 03
Leads live in an inbox, so nothing can be traced back to the ad that produced it.
- 04
Budget moves on instinct, because instinct is all there is.
How we fix it
Three moves, in this order.
Start with the biggest bottleneck. Agree the scope, build the fix, then hand over a working system — with clear responsibilities at every step.
- 01Step
Fix the plumbing
Tracking and CRM events wired so a booked call is recorded as a booked call — not a page view.
- Conversion tracking that doesn't double-count
- Booked, showed and closed recorded in the CRM
- Spend tied to the account it came from
- 02Step
Agree one number
One definition of a qualified lead, one ceiling on cost per lead, both in writing before spend starts.
- What 'qualified' means, exactly
- A cost-per-lead ceiling per channel
- What happens if it's missed
- 03Step
Report weekly
The same numbers, every week, in one place — so the conversation is about decisions, not dashboards.
- Spend, leads, bookings and revenue
- Cost per lead by channel
- A live dashboard you can open any time
What changes
The week after launch.
- Every booking traced to the ad that produced it.
- One agreed definition of a qualified lead.
- Budget moved on evidence, not instinct.
- A live dashboard instead of a monthly slide.
On the dashboard
6 numbers. One page. Every month.
The same figures, agreed before launch and reported on the same day each month — so the conversation is about decisions, not about whose numbers are right.
- 01Cost per lead
- 02Agreed ceiling
- 03Booked calls/forms
- 04Monthly target
- 05Revenue
- 06Tracked in CRM
Straight answers
The questions this one always raises.
Then we start at zero and build up: tracking first, then CRM events, then one agreed definition of a qualified lead. Everything else follows from those three.
A live one inside your CRM — spend, leads, bookings, cost per lead and revenue, open whenever you want it.
Yes. We work inside your account with your history and your data, so the learning you've already paid for isn't thrown away.
We propose it from your margin and your industry. You agree it in writing before a rand is spent.
Next step
One bottleneck. A clear way forward.
Tell us where work gets stuck. We'll agree what to fix first, what it includes and what it costs — before anything is built.