Improve lead quality by feeding qualification and revenue data back to ad platforms, so automated bidding can prioritize business outcomes over form fills.

“My campaigns are generating plenty of leads and hitting our CPA target, but the sales team says the quality is getting worse. How can I optimize for better leads rather than just more conversions?”

The short answer is: If you want better leads, you first need to teach the platform what a better lead looks like.

It’s very easy to lose track of real-world performance when platform-reported performance looks great. Your CPA may be within target and lead volume may look healthy, while your sales team is telling you those leads aren’t turning into meaningful opportunities.

The ad platform may actually be doing exactly what you asked it to do: finding more of the conversions you told it were valuable. If every form fill is treated as the same conversion equally valuable, the bidding system doesn’t inherently know that one became a strong sales opportunity and another went nowhere.

That means improving lead quality starts with the definition of success you’re giving the platform.

In this post, we’ll look at how to define a better outcome, pass that information back to the platform, and give automated bidding enough meaningful signal and time to optimize toward it.

A quick disclosure: I am a Microsoft Advertising employee, and while I’ll reference Microsoft Advertising capabilities where they’re useful, these principles can apply to paid media programs across platforms.

Before changing your bidding strategy or implementing a new measurement tool, ask a more fundamental question:

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