Shaun Elley, our founder, has a long history of growing eCommerce brands with pay per click advertising. After years working to increase metrics like profit, return on ad spend, and lifetime value, someone asked him why he preferred to work with eCommerce businesses and it hit him.

The data from eCommerce campaigns is easier to see, and directly relates to the success of the business.

Lead generation is less clear, has less reliable data, and therefore is harder to manage and grow the business than it is in eCommerce.

This led him to start working with lead generation brands on robust tracking and data analyzation. All leads are not created equal so why would we set a goal of a blanket cost per acquisition? Let's follow these leads through the sales pipeline and assign a value to that lead. Are certain leads converting to paying customers more regularly? How do we get more of these types of leads?

With the correct tracking in platforms such as Google Ads and Google Analytics, these questions can be answered. You can then start to assign "future values" for each lead in your account. This allows us to manage your bids and keywords based on "value" just like an eCommerce account and eventually report on very similar metrics.