Define a qualified enquiry
Write the criteria that make an enquiry useful: relevant need, serviceable location and a practical next step. Agree how sales will record the outcome.
Choose a focused test
Choose one market and a clear offer. Search may help when buyers express intent; social campaigns can introduce an offer to selected audiences. Test the fit rather than assuming one platform always wins.
Measure quality, not counts alone
Use consistent source tags and record qualified enquiries. Cost per qualified enquiry equals media spend divided by qualified enquiries. When that count is zero, report no qualified outcome instead of inventing an average.
Try it yourself
Write your offer, market, channel, qualification criteria, test budget and follow-up owner. Use the homepage tools to build source tags and explore a cost scenario.
Your draft is not sent to a server or saved between visits. Download your copy before leaving.
A short knowledge check
A learning check only; it does not issue a certificate or accreditation.
Further learning: Google Skillshop. Original explanation by Marketing & Advertising for the World. Reviewed 12 October 2026.
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