At a Glance
The Commercial Challenge
Paid campaigns were consistently hitting lead-volume targets, but the sales team reported that a growing share of leads weren't converting into site tours. Without lead-stage tracking beyond the form submission, marketing and sales had no shared way to diagnose the problem.
Diagnosis
Reviewing the CRM against ad platform data revealed the tracking gap directly: form submissions were recorded, but nothing downstream was connected back to campaign or ad-set level data.
Strategy
- Define lead stages jointly with sales — submitted, contacted, qualified, tour booked.
- Connect CRM lead-stage data back to campaign and ad-set level in reporting.
- Restructure campaigns and landing pages around qualified-lead signals, not raw submissions.
- Set a lead-to-tour rate as the primary optimisation metric going forward.
Results
Figures shown are illustrative pending final client verification, dated evidence and written approval.
Business Impact
Shifting the optimisation target from lead volume to lead-to-tour rate let Horizon Realty Group reallocate budget away from campaigns that looked efficient on CPL alone but were producing low-intent leads.
Why It Worked
1. Track past the form
Lead volume without downstream tracking optimises for the wrong outcome.
2. Align marketing and sales on one definition
A shared lead-stage definition removed disagreement over the numbers.
3. Efficiency metrics can mislead
Low CPL doesn't mean high value — tour and qualification rate told the real story.
We finally had one number marketing and sales both trusted.
— Ananya Kapoor, Head of Sales, Horizon Realty Group (placeholder — pending written approval, see Content Assets A08)
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