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Stop optimising for leads. Optimise for accepted pipeline.

If you bid on form fills, you will get form fills. Whether they are worth anything is a separate question the algorithm was never asked.

The switch

Push a sales-accepted event back into the ad platform via offline conversion import. Give it 4-6 weeks and enough volume – roughly 30 conversions a month per campaign – before judging it.

What usually happens

Raw lead count drops 20-40 percent. Cost per accepted opportunity drops further. Sales stops complaining. That trade is almost always worth making.

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