Performance Marketing

Cost per qualified lead is the only media metric that matters

Nadia Farouk · 5 min read · 18 June 2026

Define qualified before you launch

Budget, timeline, contactability and intent. Agree the definition with the sales director, in writing, before the first pound is spent.

Once the CRM can label a lead, the media platform can learn from it. Without that loop, optimisation is guesswork.

Author

Nadia Farouk

Next step

Tell us about the scheme and we will come back with a view on positioning, budget and timing.