In this talk, Aashna will unpack why lead quantity can be misleading and why lead quality is the true driver of revenue.
High quality leads convert faster, cost less to nurture, and deliver real business impact, making them far more valuable than sheer volume.
In this talk, Roger will show why the default lead gen conversion setup - counting form fills and phone calls as primary conversions - is actively training Google's Smart Bidding to find the wrong people.
He'll walk through the feedback loop that silently degrades lead quality over time, then share a practical framework for passing sales pipeline data (qualified leads, booked jobs, closed revenue) back into Google Ads using offline conversion imports.
Attendees will leave with a concrete checklist they can apply to any lead gen account this week, plus real before/after results from Home Services case studies where this approach doubled qualified lead share without increasing spend.
More leads doesn't equal more revenue.
Using real campaigns from his agency, Michael shows how lead volume can drop steadily as ad spend grows, while revenue and lifetime value climb.
