Use a consistent definition
Define what makes a lead valid and what makes it qualified. These may include service coverage, stated need, contactability, or budget fit. Document the definitions so sales teams do not classify similar enquiries differently.
Work through an illustrative example
Suppose Campaign A spends ₹10,000 for 100 enquiries, with 10 qualified leads. Campaign B spends ₹10,000 for 50 enquiries, with 20 qualified leads. A has a ₹100 CPL and ₹1,000 cost per qualified lead; B has a ₹200 CPL and ₹500 cost per qualified lead. These are illustrative figures, not GoByto results.
Check the next conversion too
A qualified lead can still fail to attend an appointment or progress to a sale. Evaluate enough of the funnel to understand business value, and account for the time required for conversion. Do not compare a mature campaign with a brand-new one on incomplete downstream data.
Improve the feedback loop
Capture rejection reasons and lead status in the CRM. Review patterns by offer, creative, geography, and source. Use the findings to improve messaging and the follow-up process rather than simply narrowing targeting whenever quality falls.