Let me explain ⬇️

Lets take Google ads as an example, you have 2 different campaigns with no revenue data.. just the amount of conversions, and your CPA.

You’re then in a situation where you have to pause 1 campaign, and you pause the campaign that had a 60% higher CPA then the other, with much less conversions.. sounds logical right?

No.

Just because a campaign may seem like its underperforming compared to the other, it doesn’t mean it wasn’t generating more revenue in the backend 💡

The leads on the so called “underperforming” campaign, could have had a MUCH higher lead quality then the other..

Here’s a few good ways to fix this:

‍
- import your CRM data into your Google ads account
- integrate your google ads account (like Hubspot + Google Ads)
- or a much more manual way to provide transparency from both ends - create a spreadsheet with the date, lead, and keyword. Then you can get the client to fill out how much pipeline they’ve generated

And the best part is, you can then start optimising your campaigns TOWARDS REVENUE - not just leads.

‍