Define a qualified lead before launch
Agree with the sales team on what makes an enquiry suitable: service need, location, budget range, buying timeframe or company profile. Keep questions proportionate. A long form may reduce volume without improving quality. Track the reasons leads are rejected so you can distinguish misleading advertising from slow follow-up or an offer that does not fit the market.
Make the offer clear
Tell people what they are enquiring about, who it is for and what happens next. If eligibility, minimum order size or service area matters, explain it before asking for details. A Karachi-focused service should not accidentally imply nationwide coverage. Align the ad, landing-page headline and confirmation message. Mixed promises create enquiries the sales team cannot satisfy.
Choose channels around buying intent
Use search campaigns when people are actively looking for a relevant solution. Use social creative to explain a problem, demonstrate value or introduce an offer. Assess Meta, Google, TikTok and LinkedIn against your audience and sales process rather than using all four automatically. Start with a manageable test and reserve time for creative changes, page improvements and sales feedback.
Close the loop with sales
Record each enquiry in a CRM with its source, owner, status and next action. Agree on realistic response coverage and review unanswered enquiries. Use conversion feedback only where consent, platform rules and data practices allow it. Ask the sales team which ads produce informed conversations; that detail can be more useful than click-through rate alone.
Read the numbers together
Track cost per qualified lead, appointment rate, close rate and customer acquisition cost. As an illustrative example, PKR 30,000 generating 100 enquiries looks like PKR 300 per lead. If only 10 qualify, the cost per qualified lead is PKR 3,000. These are example figures, not a benchmark or forecast. Review a sample large enough to reflect the sales cycle before making decisions.
Improve the weakest step first
If visitors leave immediately, check message match and mobile speed. If leads are unsuitable, revisit targeting, creative and qualifying information. If qualified leads do not close, investigate pricing, response quality and sales friction. Scale spend after the journey is working, with agreed limits and regular reviews.