Many B2B advertisers still evaluate PPC performance with one simple question: “How many leads did we generate?” But in long B2B sales cycles, that question can be misleading. Qualified pipeline and revenue tell a much more complete story. Lead volume is easy to measure, but it doesn’t always reflect business value. This is especially true when the product is complex, expensive, regulated, or requires a consultative sales process. In these cases, a form submission is only the beginning of the commercial process. The lead volume trap Most PPC reports still focus on surface-level metrics: leads generated, cost per lead, conversion rate, form…
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