1:13
How do you decide which ads to scale?
Revenue-driven metrics, not lead costs, dictate our scaling decisions.
Video transcript
So how do you decide which ads to scale and which ads to turn off? Now, in the early stages of a campaign, decisions are primarily based on cost per lead, as there isn't yet enough downstream data to optimize towards deeper outcomes. As more data accumulates, we shift our focus to revenue driven metrics such as cost per quote and cost per sale.
Survey and sales data is fed back into the platform, so the algorithm can optimize towards actual customers rather than just low cost inquiries. So cost per inquiry, cost per quote, and cost per sale are our primary KPIs. And these decide whether an ad is scaled, maintained or switched off. And alongside this we monitor secondary indicators such as advertising costs, click distribution, engagement patterns and how traffic is flowing across different creatives.
These don't decide outcomes on their own, but they help explain performance and optimize the campaign. This approach ensures we scale the ads that contribute to driving revenue.
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