One campaign brings plenty of enquiries that nobody reaches. Another brings fewer people who fit your service. The lead count alone cannot explain what happened.
Follow the request through the team’s response and recorded outcome. Agree what you are counting, then look for one thing the ads or enquiry team can improve.
Agree what each number means
An enquiry records interest. Contact records what your team did. Won work records a sales outcome. An invoice records a commercial step; payment records money received.
Those events can happen on different days, and some enquiries stop before a sale. Keep them separate when comparing campaigns.
Does “contacted” mean a call attempted or a conversation held? When is work Won? Agree the answers so differences between teammates do not look like differences between ads.
- Enquiry: the request, source and arrival date.
- Contact: the action taken and whether you reached the person.
- Sales outcome: the agreed result and a useful reason when work is lost.
- Payment: money received, separate from the quote or invoice.
Keep the source details you have
Save available source and campaign details when the enquiry arrives. They can help your team respond: a weekend-offer request needs different context from a general service question.
Leave unknown sources marked unknown. Check the form, forwarded email or other capture route to see what future records need; do not assign a campaign by guesswork.
Check what happened after the enquiry
Before judging a lead, check its owner, response and preferred contact time. An unanswered request tells you little about whether the ad reached a suitable customer.
Read a few enquiries beside the totals. Look for repeated questions, requests outside your service area or work waiting for one busy teammate.
Choose a specific change from that sample, then allow time to collect a comparable set of results.
Compare matching periods and costs
Check which spend and outcomes your review includes. A payment this week may relate to an older enquiry, while this week’s enquiries may become won work later.
Kibi supports ad return with typed-in spend on Growth. Meta ad spend import (Beta; connection review required). Google ad spend import (Coming). Check the availability of the spend route you plan to use.
Keep imported and manually entered spend from counting the same cost twice. If a source or period is incomplete, say so beside the result.
Check what goes back to the ad platform
Google conversion feedback. Meta conversion feedback. Supported feedback sends recorded outcomes to the ad platform. Lead-form capture and spend import are separate connections, with their own availability.
Choose an event your team records consistently. Follow the connection’s setup, permission and customer-data requirements before enabling feedback.
A sent outcome does not promise how the platform will attribute it or change your campaign results. Check provider processing separately from the outcome in your CRM.
Leave the review with one decision
Bring the person managing ads together with someone answering enquiries. Review the source, follow-up and outcomes, then choose the question you want to answer next.
For example, clarify the service area in the ad, assign evening callbacks to an available teammate or agree when quotes get followed up.
Write down one change, its owner and a review date. Keep the other definitions steady so the next discussion has a useful comparison.
- Check that the source and review period are clear.
- Read a few enquiries, including ones that did not progress.
- Choose one change, one owner and a time to review what happened.
Try one thing on the next enquiry.
Pick a change your team can use tomorrow.
