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LEAD QUALITY OPTIMISATION
High lead volume is not a result. It is a reporting problem. Ignited Nepal traces quality backward — from closed revenue in your CRM to the exact campaign, audience, and form that produced each outcome — then rebuilds your targeting around the leads that actually close.
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/ This is for you if
You sell to specific company sizes, seniorities, or industries — but your paid campaigns are attracting wrong-fit contacts at scale. A marketing manager at a 15-person firm is filling in your form designed for a finance director at a 500-person business. Your sales team knows the difference. Your campaigns do not.
Enquiries are coming in from outside your target geography, outside your minimum engagement size, or from individuals who cannot make a buying decision. You are paying to attract people you will never convert, and your cost per qualified enquiry is far higher than your CPL suggests.
Your current reporting shows leads are up. Your sales director says pipeline quality is down. You need a framework that connects campaign performance to CRM outcomes — so you can report on the metric that actually matters to the business: cost per closed customer.
/ What's broken
Google and Meta reward you for filling forms cheaply. They do not know — and are not being told — which of those form fills turned into customers. When you optimise for lowest cost per lead, the platform finds the people most likely to click and fill a form, not the people most likely to buy. CPL goes down. Close rate goes down with it.
Your targeting defines who you want to reach. But without structured exclusions — wrong industries, wrong company sizes, wrong seniority levels, past converters, existing clients, irrelevant geographies — you are spending on audiences you would never want to close. Every pound spent on an excluded audience is a pound that did not reach a qualified one.
A form that takes 30 seconds to complete attracts everyone. A well-designed qualification form filters at the point of intent. When there is no friction by design — no budget qualifier, no company size field, no timeline question — your cost per lead looks healthy while your sales team wastes hours on contacts who were never going to buy.
Your CRM holds the answer to which campaigns produce closed revenue. But that data is not connected to your ad platforms. Google and Meta are optimising toward form fills while the actual conversion — a signed contract, a completed sale — happens offline and never gets reported back. Your campaigns are flying blind past the point of the form submission.
/ 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 CRM. We map every lead source — campaign, ad group, keyword, audience — against its downstream outcome: qualified, disqualified, proposal sent, closed won, closed lost. This gives you a factual breakdown of which parts of your paid programme are producing revenue and which are producing noise. Most clients find that 20–30% of their campaign spend is concentrated in sources that have never produced a closed customer.
We take the closed-won segment of your CRM and reverse-engineer the targeting signals: company size, industry, seniority, geography, behavioural patterns. We rebuild your audience definitions from this data rather than from assumptions. The result is targeting that reflects your actual buyers, not an idealised version of them.
We build negative audience libraries across Google and Meta using data from your CRM disqualification reasons. Wrong company size, wrong industry, wrong seniority, wrong geography, wrong budget range — each becomes an exclusion layer. We also exclude existing clients, recent converters, and audiences that have historically produced zero closed revenue.
We redesign your lead forms with deliberate qualification friction. Fields are added not to gather data for its own sake, but to filter at the point of intent. A prospect outside your minimum budget threshold self-selects out. A contact without decision-making authority is routed differently. Friction by design reduces volume and improves the quality of every lead that reaches your sales team.
We configure your CRM to pass closed-won conversion data back to Google Ads and Meta — matched to the original campaign click. This means your campaigns can now optimise for the outcome that matters: a closed customer, not a form fill. Over time, the platform's own machine learning starts finding more people who look like your closed-won segment.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyForm qualification improvements take effect immediately — the first leads through a redesigned form reflect the new filter logic. CRM-to-campaign feedback loops typically require 4–6 weeks of conversion data before the ad platform's optimisation signals shift meaningfully. Most clients see a measurable improvement in sales-qualified lead rate within 6–8 weeks of implementation.
Lead volume almost always falls when exclusions are applied and form qualification is tightened. This is the intended outcome. The goal is not to generate fewer leads for the sake of it — it is to concentrate budget on the segment of the audience that has historically produced closed revenue. Volume reduction accompanied by quality improvement is the correct signal that the work is functioning.
A CRM with incomplete or inconsistent data still contains signal. We work with what exists — even partial closed-won attribution is enough to identify which campaign sources are worth keeping and which are not. Where data gaps are significant, we document them and use the audit itself to make the case for improved CRM hygiene going forward.
Most accounts we audit have some exclusions in place — typically remarketing lists or a handful of competitor exclusions. A structured exclusion strategy goes further: it is built from CRM disqualification data, applied consistently across all campaigns, reviewed regularly as new disqualification reasons emerge, and tested for impact on quality rate. Single-layer exclusions are a starting point, not a system.
Google Ads supports offline conversion import via CSV upload, the Google Ads API, and several third-party CRM connectors. Meta supports the Conversions API for the same purpose. Where a direct integration is not available, we configure a structured export from your CRM and establish an import process — whether automated via Zapier or a similar tool, or manual on a defined schedule. The data does not need to flow in real time; a weekly import is sufficient for optimisation purposes.
Start here
Most UK B2B and professional services businesses have never traced their closed revenue back to the campaign that produced it. The audit makes that connection visible — and in most cases, it reveals that a significant portion of current spend is producing leads that will never close. If your sales team is spending time on wrong-fit contacts, if your CPL looks healthy but your pipeline does not, or if you have no data connecting your ad platforms to your CRM outcomes, this audit will show you exactly where the problem sits.
info@ignitednepal.comIgnited Nepal
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