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LEAD QUALITY OPTIMISATION · リード品質最適化
Lead volume is the metric your ad platforms report. Cost per closed customer is the metric your business runs on. Ignited Nepal connects CRM outcome data to campaign targeting — so your paid spend concentrates on the company tiers, departments, and decision-makers who have actually become customers.
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/ This is for you if
You sell to large enterprises — typically companies above a certain revenue threshold or employee count — but your paid campaigns attract enquiries from SMEs that do not meet your minimum criteria. The sales team receives inbound contacts from companies two or three tiers below your target, with no authority to purchase and no budget to match. Your platform metrics look strong. Your pipeline does not reflect that.
Your product is built for a specific function — IT, procurement, finance, HR — but leads are arriving from departments that have no purchasing influence over your category. A well-intentioned contact from a marketing coordinator at a mid-tier manufacturer is not the same as a lead from a DX promotion officer at a major trading company. Your targeting cannot tell the difference unless it is built to.
You are running paid acquisition in Japan for the first time, or you are a regional team managing Japan campaigns from outside the country. Your targeting was built on assumptions about the Japan market rather than on closed-won data. You need someone who can read CRM outcomes specific to the Japan context and rebuild your targeting accordingly.
/ What's broken
Google Japan and Meta Japan optimise for the cheapest form fill. In the Japan B2B context, this typically means attracting smaller companies, junior staff, or information-gathering contacts who are months away from any purchasing decision — if they ever reach one. Optimising for CPL in isolation rewards the platform for finding the easiest leads, not the right ones.
Japan B2B targeting on Google and Meta does not natively filter by company revenue or organisational tier. Without a deliberate exclusion strategy — built from CRM data on which company types and contact roles have historically produced zero closed revenue — your campaigns reach everyone indiscriminately. SMEs fill forms designed for enterprise buyers. Junior staff submit enquiries that require director-level decision-making.
Japanese users in a B2B context have a cultural expectation of low-friction contact forms. A long, qualifying form can feel presumptuous or off-putting in a context where trust is built gradually. This creates a genuine tension: the forms that convert well in Japan are often the forms that qualify least. We resolve this tension not by removing friction, but by designing qualification signals that feel natural in the Japan context — company name lookup, industry selection, and timeline fields that carry qualification weight without feeling intrusive.
The closed-won data in your Japan CRM — whether Salesforce, HubSpot, kintone, or another platform — is not being passed back to your ad accounts. Google and Meta are still optimising toward form submissions while your actual revenue events happen offline: a contract signed after multiple meetings, a nemawashi process, a formal purchase order. Until that data flows back, your platforms are optimising for the wrong signal.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We begin with your Japan CRM. We map every lead source against its downstream outcome — qualified, disqualified, proposal submitted, closed won, closed lost. We identify which campaigns, ad groups, and audiences are producing closed revenue and which are producing noise. In Japan B2B accounts, it is common to find that a significant share of spend is concentrated in sources that attract the wrong company tier or the wrong department.
We take your closed-won segment and reverse-engineer the targeting signals available in Japan: company size indicators, industry categories, job function targeting, and behavioural signals that correlate with enterprise buyers rather than information-gatherers. We rebuild your audience definitions from this data. Where LinkedIn is part of your mix, we apply the same ICP framework there.
We build negative audience libraries from your CRM disqualification data. Wrong company size, wrong industry, wrong department, wrong geography within Japan, wrong decision-making level — each becomes an exclusion layer. We also exclude existing clients, recent converters, and company categories that have historically produced zero revenue.
We redesign your Japan lead forms with qualification signals that are appropriate for the cultural context. Rather than imposing Western-style gating questions that feel adversarial, we incorporate company name, company size, department, and purchase timeline as fields that carry qualification weight without disrupting the trust-building intent of the contact form. A contact outside your target tier self-selects out or is routed to a separate nurture path.
We configure your Japan CRM to pass closed-won data back to Google Ads and Meta — matched to the original campaign click. For CRM platforms common in Japan (kintone, Salesforce Japan, HubSpot), we establish the appropriate integration method. Where direct API integration is not available, we configure a structured import process. This ensures your platforms begin optimising toward the signal that matters: a closed customer in your Japan market.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyJapan B2B sales cycles are frequently 3–6 months or longer, which means the gap between a form submission and a closed-won record in your CRM is significant. Offline conversion import is configured to accept closed-won data at any point after the original click, with a lookback window that reflects your actual sales cycle length. This means the feedback loop is delayed but accurate — platforms receive the correct signal even when it arrives months after the form fill.
Japanese B2B users in a professional context will complete a well-designed qualification form if the fields feel relevant and the form does not feel presumptuous. The tension is real — Japanese users are accustomed to minimal-friction contact forms — but it is resolvable through design. Company name, industry, and company size are fields that Japanese B2B users routinely accept. The goal is not to impose friction for its own sake, but to include fields that carry qualification weight while respecting the professional register of the interaction.
Kintone supports data export via API and CSV. Offline conversion import to Google Ads and Meta can be configured through either a direct integration using kintone's API, a middleware tool such as Zapier, or a structured manual export process. We assess the most reliable method for your specific setup and document the process so it can be maintained by your team after implementation.
Managing Japan campaigns from outside the country is common, and it does not prevent this work from being done. What it does mean is that local context — cultural nuances in form design, Japan-specific CRM platforms, and the characteristics of Japan's B2B buyer journey — needs to be applied deliberately rather than assumed. This is part of what we bring to Japan accounts managed by regional or global teams.
The CRM audit answers this directly. By mapping every lead record against its source and its outcome, we can identify whether the quality problem is concentrated in specific campaigns, specific audiences, or specific keywords — or whether it is a systemic issue across all traffic sources. In most Japan B2B accounts we audit, the quality problem is not evenly distributed. It is concentrated in a small number of sources, which makes it addressable without restructuring the entire account.
Start here
The Japan B2B market rewards precision. Broad targeting that produces high volumes of low-tier enquiries does not scale — it creates noise that your sales team filters manually, at cost. The audit makes the quality problem visible by connecting your CRM outcomes to your campaign data. In most cases, it shows that a significant share of Japan campaign spend is concentrated in sources that have never produced a closed customer.
If your Japan sales team is receiving contacts from the wrong company tier or wrong department, if your CPL looks acceptable but your pipeline does not, or if there is no data connection between your ad platforms and your Japan CRM, this audit will show you where the problem sits.Ignited Nepal
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