Why Cost Per Lead Doesn't Always Work

📉 How Lead Quality Can Suffer

Quality can start out great but quickly decline over time. As lead generation businesses push to drive more revenue, they create more and more leads to deliver to you — and when companies try to over-deliver, compliance and quality issues inevitably crop up.

The best leads are always delivered piping hot to the closer, with correct details and a potential client who has already moved down the conversion funnel — in other words, they've done their research and they're ready to buy.

⚠️ Common Quality Issues

Here are the most common ways lead quality can be undermined:

• Night-time leads — driven when CPC is lower because larger companies have paused their traffic
• Shallow funnel leads — clients who haven't progressed far enough in their decision-making, often from social media or broad media buys
• Incomplete information — suppliers who want to "snare" clients as quickly and easily as possible, skipping important details
• Double selling — affiliates selling hot leads to two or more closers simultaneously

✅ How to Manage Lead Quality

Step 1: Choose a reputable supplier. In a competitive industry, many companies value their reputation and maintain tight control over the product they offer. Your dialler company may be able to help you source a top supplier — this is something Blue Telecoms actively offers.

Step 2: Monitor your metrics. Always keep an eye on the early warning signs that quality is beginning to suffer:

• Overall conversion rate
• Delivery timing (not all arriving in the early hours)
• Contact rates (should be high for genuine hot keys)
• Correct information always presented with the lead

By tracking these metrics, you'll maintain a clear view of campaign health and stay in control of the customer funnel.