Performance marketing
A cheap lead is only cheap
if someone can close it.
These performance marketing articles from Alchemy IBS Private Limited follow a campaign past the click: how to define a lead worth paying for, how to brief a landing page around the visitor's decision, and how to stop enquiries going cold once they arrive. The argument throughout is that the ad account is rarely where the problem starts.
The platform stops counting where the business starts working.
Most accounts are optimised for the number the platform reports: forms, calls, cost per lead. That number ends at the moment the sales team's work begins.
A campaign that wins on cost per form and loses on qualified conversations has not won. It has moved the cost further down the funnel, where it is harder to see. The articles below show how to follow the lead far enough to know the difference.
What the articles cover.
Every article in this topic is listed below. Each one ends with something you can try on your own enquiries or pages this week.
Cheap leads can make growth expensive.
Cost per enquiry is useful. It becomes misleading when it stands in for the quality of the conversation that follows.
The landing page starts before the layout.
A useful landing-page brief explains the visitor’s decision, the campaign promise and the evidence needed to connect them.
The lead arrived. The process should not disappear.
Lead handling becomes easier to improve when every transition has a definition, an owner and a visible next action.
No stories match this topic.
Bring a recent set of enquiries to the conversation.
A strategy conversation works best with real records: a few weeks of enquiries and what happened to each one. We'll look at where the evidence stops and whether the problem sits in the campaign, the handoff or the offer itself. The first conversation is free.
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