A lead is a potential customer who shows interest in your product or service by sharing contact details such as name, phone or email. People who fill in a form, ask for a quote or message you on WhatsApp are leads.
A lead is not yet a customer; turning it into a sale needs fast, good follow-up. Enquiries answered within the first hours perform far better than those called back days later.
In lead campaigns what matters is not just the number of leads but their quality. The right form questions filter out unsuitable enquiries and save the sales team’s time.
FORMULA
Cost per lead (CPL) = Ad spend ÷ Leads
EXAMPLE
If 3,000 TRY of spend collected 60 forms, cost per lead = 3,000 ÷ 60 = 50 TRY.
PRACTICAL TIPS
- 01Get back to enquiries as quickly as possible.
- 02Ask 1–2 form questions that identify qualified customers.
- 03Track how many leads turn into sales.