Lead Gen Campaigns Judged on Sales-Accepted Leads

What actually changes: An instant form with no qualifying question converts cheaply and gets rejected by sales. In the accounts I have taken over, sales-accepted rate on those forms sits between fifteen and twenty-five percent. Adding two conditional questions and an honest disqualification path roughly halves raw lead volume and moves acceptance to around half. Cost per lead rises, cost per accepted lead falls, and the second figure is the only line I will agree to be judged on. Feeding the optimiser the right event: Meta and LinkedIn optimise toward whatever you send back, which is why accounts sending form submissions fill up with form submissions. I wire your CRM to Meta's Conversions API for CRM and to LinkedIn's Conversions API and send back the qualified stage rather than the raw lead. The constraint is volume: an ad set needs enough weekly events to learn, and below roughly thirty a week it is training on noise. Where the qualified stage is too rare, we define a scored proxy event that occurs within seven days and correlates with it. For industrial clients that is usually a quote request carrying plant size, timeline and specification, never a content download. The long sales cycle problem: For manufacturing and industrial clients a deal closes four to nine months after the click. No advertising platform waits that long, so the loop runs at two speeds. The proxy event drives daily optimisation, and a quarterly reconciliation against closed revenue establishes whether the proxy is still honest. It drifts, usually when sales quietly changes its own definition of qualified, and when it drifts the proxy gets redefined rather than defended. Forms, landing pages, and choosing between them: Instant forms win on cost and lose on intent; landing pages do the reverse. I decide per audience rather than per account. For cold industrial audiences I generally send traffic to a page, because the specification detail that qualifies a lead cannot be collected in an instant form without destroying completion. I write the form logic and the qualification questions. I do not write your landing page, though I will tell you precisely which claim on it is costing you the lead. Not included: No lead lists, no scraped contact data, no cold outreach, no email sequences. No CRM implementation; a working one has to exist before this starts. No sales training, although I will sit in on call reviews when the lead quality argument needs evidence rather than opinion. Who this is not for: Companies where nobody contacts a new lead within a day. Speed to first contact moves accepted rate more than anything available to me inside the ad account, and if that is broken you are buying the wrong fix from the wrong person. Companies without a CRM, or with a CRM that sales does not update. And anyone who wants to be reported on cost per lead, because I will keep presenting cost per accepted lead and one of us will end up unhappy about it. What arrives weekly: Spend, accepted leads, cost per accepted lead broken out by audience and by creative, and a note on what I changed and why. Monthly, the same view by source with your sales team's rejection reasons attached, because the rejection reasons are where next month's targeting comes from.