Find what good leads had in common.
We compared groups of earlier leads with what happened later. That showed which answers were linked to better quality and more valuable opportunities.
Configur / Lead quality and value based bidding
We helped ad campaigns
find better leads.
Every enquiry looked equally valuable to the ad platform. We examined past leads to find which answers pointed to better customers, used those answers to set a value for each new lead and sent that value back to the platform.
Delivered work · Lead value system designed and implemented.
Configur / Lead value system
The challenge
The ads were learning from every form as if it had the same value.
Counting every enquiry as the same conversion tells a bidding system to find more forms, regardless of the likely value behind them. Configur needed a way to distinguish promising leads early, before those enquiries had turned into sales.
We needed to choose useful questions, learn what the answers said about later value and pass that difference back to the platform.
What Cargo did
How we built the feedback loop.
Ask the right questions.
We chose the questions that would help assess a new lead without making the form unnecessarily long or difficult.
Give each lead a useful value.
Answers linked to better outcomes received a higher assigned conversion value. The values came from the historic lead analysis, rather than giving every form the same number.
Send the values back.
We fed the custom values back to the ad platform so it could learn which enquiries were more valuable, instead of treating every form fill alike.
The technical logic
The detail made the difference.
The form, the lead data and the ad platform all needed to use the same definition of a valuable enquiry.
Historic lead cohortsWhich answers correlated with useful customers?
Onboarding inputsWhich questions can capture those signals early?
Custom value assignmentHow much value should each new lead report?
Ad platform feedbackCan bidding learn from lead value rather than raw volume?
The result of the work
Better information for the bidding system.
Configur could now assign different values to new enquiries based on its own past lead data. Those values were sent back to the platform, giving campaigns a better signal than lead volume alone.
The system gives Configur a practical way to judge campaigns by the quality and likely value of enquiries, rather than form volume alone.
Explore tracking and measurementExplore customer acquisition
Your lead quality problem
Do your ads bring in the right enquiries?
Let's look at what happens after the form and use that information to improve the ads.
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