The number that counts: a lead is not a customer.

On a lead generation account, over six months, Google and Meta brought in more than a thousand leads and about 200 booked appointments. The paying customers were 26: one for every 44 leads, one for every 8 appointments.

A lead cost €13. A paying customer, about €600 of advertising. The Meta and Google dashboards see the first number, not the second.

For all my clients I know how much they take in and how many leads become paying customers, because we keep files that set the leads that came from the ads against who then paid.