WON ADSWon Ads · Business guide
Agree what a qualified lead means
A qualified lead meets criteria your business can act on, such as service fit, geography, budget and purchase readiness. Agree those criteria before judging a campaign.
Build a shared definition
| Criterion | Question |
|---|---|
| Service fit | Is the requested work actually offered? |
| Coverage | Can the customer be served at this location? |
| Commercial fit | Is there a realistic match between scope and budget? |
| Readiness | Is the person researching, shortlisting or ready to proceed? |
| Decision process | Who approves the project and what happens next? |
Use distinct stages
Keep accepted inquiry, contacted, qualified, meeting, proposal and won as separate stages. Include unsuitable and duplicate outcomes so poor-fit leads do not disappear from reporting. A stage should describe what happened, not an optimistic interpretation.
Make follow-up operational
- Assign an owner for new inquiries.
- Confirm the preferred contact route.
- Record the next action and date.
- Stop irrelevant promotional follow-up when a person opts out.
- Review unanswered and failed-delivery items.
Keep analytics and personal information separate
The sales record may need contact details. General website interaction events do not need the name, email, phone number or free-text brief. Join records through an appropriate internal process rather than exposing form content in analytics.
Calculate quality consistently
Qualified lead rate is qualified leads divided by total genuine leads for the same reporting period. Define how unknown outcomes are handled and revisit them. Excluding every unanswered inquiry can make performance look better than the evidence supports.
Discuss the next step
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