A marketer argues that high-quality leads beat volume every time. Aim for a marketing cost that's 10% or less of what a lead is worth. Google's search algorithms now let you optimize for quality directly, not just chase cheap volume.
I've had this conversation 1,000 times in my career where someone gets on the phone and I say, well, how is your marketing? And well, my lead cost is $100 a lead or $150 a lead. I'm like, well, what are your marketing costs? What we're going for is something 10% or less from a marketing cost perspective. That's the conversation that we want to have with people because that's how you scale a business. If you get 500 bad leads that are really, really cheap, do you care about something like that? Because that gets back into that lead quality conversation. And 10 years ago, it was a little bit difficult to control that lead quality conversation, but especially Google's algorithm from a paid perspective has evolved so vastly that you can optimize your way into lead quality a little bit better than you could before. And it is just a completely different conversation than we used to have in the past.
