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LEAD QUALITY OPTIMISATION
B2B campaigns attracting junior contacts, home service campaigns filling the calendar with out-of-area jobs, trade businesses quoting work that never reaches the right spend threshold — these are lead quality problems, not lead volume problems. Ignited Nepal rebuilds your paid targeting around the profile of your actual closed customers, not the broadest audience your budget can reach.
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/ This is for you if
The B2B Business Getting Leads from the Wrong People — Your campaigns are generating enquiries, but they are coming from companies that are too small, industries you do not serve, or contacts who are too junior to make a purchase decision. The volume metric looks healthy. But none of these leads reach proposal stage, or they fall apart when the buying committee gets involved. The campaign was built for reach, not qualification.
The Home Service Business Winning the Wrong Jobs — You are getting calls, but they are coming from the wrong postcodes — outside your profitable service radius. Or the job sizes are too small to be worth the travel. Or the enquiry type does not match your specialisation. Every quoting cost on a job that was never going to convert is a direct cost that does not appear in your CPL.
The Business Owner Whose Cost Per Closed Customer Is Unsustainable — Your CPL looks manageable in the dashboard. But when you account for the sales time spent on unqualified leads, the quotes that go nowhere, and the nurture cost for leads that never progress — the actual cost to acquire a closed customer is significantly higher than reported. The campaign is reporting the wrong metric.
/ What's broken
Google and Meta are built to find the cheapest form fills within your targeting parameters. In Australian B2B categories, that often means junior employees researching on behalf of a decision-maker, or SMBs that fall outside your serviceable customer size. The platform is performing correctly — the optimisation signal is wrong.
B2B campaigns rarely suppress by job seniority, company revenue range, or industry vertical at a granular enough level. Home service campaigns rarely include tight geographic exclusions or job-size signals. Without these exclusions built deliberately, the budget distributes broadly and returns a mixed-quality pipeline.
A two-field contact form will be completed by anyone. Without questions that require a meaningful answer — project scope, company size, location, service type, timeline — there is no mechanism to deter the wrong enquirer or to flag a low-quality submission before it reaches the sales team. The form should do some of the qualification work.
Your CRM knows which leads closed. Your ad platform does not. Without an offline conversion import connecting your CRM outcomes to Google Ads or Meta, the algorithm continues optimising toward the type of person who fills a form — not the type of company that becomes a customer. This is the most commonly missing piece in Australian paid acquisition setups.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We pull your CRM closed-deal data and map every won customer back to its original campaign source, ad group, keyword, and audience segment. The audit shows which targeting combinations produce revenue and which produce expensive pipeline noise. It is the only factual starting point for a rebuild.
We define your Ideal Customer Profile from closed-deal patterns — industry, company size, job title, geographic concentration, service type — and rebuild your campaign targeting around those parameters. For B2B, this means layering LinkedIn data signals, company size targeting, and job function exclusions. For home services, it means postcode targeting, job type qualification, and geographic radius logic.
We build negative keyword lists, audience exclusions, and placement suppressions designed for your specific quality problems. B2B exclusions include seniority levels that never close, company sizes outside your ICP, and competitor brand terms that attract the wrong intent. Home service exclusions include out-of-area postcodes, job types below your minimum spend threshold, and competitor brand traffic.
We redesign your lead forms to require meaningful qualification responses. For B2B: company name, team size, current solution, and timeline. For home services: suburb, job type, rough scope, and timeframe. The goal is not to reduce completions for its own sake — it is to ensure that completed forms represent genuine buyers.
We connect your CRM to Google Ads and Meta via offline conversion import, feeding closed-won deals — and optionally, qualified pipeline stages like SQL — back to the platform as optimisation signals. Over time, the algorithm trains on what your actual buyers look like rather than what your form completers look like.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyThe lead quality framework applies to both campaign types, though the mechanics differ. B2B quality problems centre on seniority, company size, and industry fit. Home service quality problems centre on geography, job type, and job size. The audit identifies which problems are present and the rebuild addresses them specifically.
A CRM with deal outcome data is required for the audit and offline conversion import. If you track leads in a spreadsheet or another non-CRM system, we assess whether the data is sufficient to extract closed-deal patterns. The quality of the feedback loop depends directly on how consistently deal outcomes are recorded.
Adding qualification fields reduces raw form completion volume. That is expected and intentional. The measure that matters is not how many forms are submitted but how many of those submissions represent genuine buyers. Most clients see a meaningful improvement in lead-to-close rate within 45 days of launching a qualified form.
Google Ads quality improvements focus on search intent — negative keywords, query-level exclusions, and match type discipline. Meta quality improvements focus on audience suppression, lookalike audience construction from closed-customer data, and lead form qualification. Offline conversion import feeds both platforms but requires different technical setups.
Without historical CRM data, the audit uses whatever closed-deal records exist — even partial data is useful. We prioritise the rebuild based on qualitative ICP definition when quantitative data is thin, then establish the tracking infrastructure so future campaigns generate the feedback signal. Starting without data is manageable. Continuing without data is the problem.
Start here
If your Australian paid campaigns are generating enquiries from the wrong company sizes, wrong locations, or wrong contacts, the targeting is misaligned with your actual buyers. A lead quality audit is the starting point — it maps your closed customers back to their campaign sources and identifies exactly where the misalignment is.
Email us at info@ignitednepal.com or use the form above. We will review your current campaign and CRM setup and give you an honest assessment of whether a quality problem exists before any engagement begins.Ignited Nepal
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