Work · Case study · Lead Generation
Lead generation funnel
Sample lead-gen case study: funnel stages, CPL thinking and lead quality notes.
Lead GenerationPPCWeb DevelopmentDigital Marketing
Results
Sample dataSample$48CPLWas $61
Sample64%Sales acceptance rateWas 41%
Sample6.8%LP CVRWas 4.1%
Context
Overview
Shows how lead generation is documented beyond form fills: stages, cost efficiency and qualitative lead quality.
Business
Client / business context
Demand-gen program (sample) · B2B
The challenge
What was wrong
Traffic volume looked healthy but sales rejected many leads; CPL appeared ‘good’ while pipeline did not.
Objectives
What success looked like
- Clarify MQL / SQL definitions with sales
- Improve landing-page conversion quality
- Align paid and organic to the same offer
- Report CPL alongside acceptance rate
My role
What I personally owned
Lead generation & conversion owner — funnel design, LP iteration, channel alignment.
Approach
Strategy
Tighten the offer and form friction for quality; score and feedback loop with sales; optimize channels for accepted leads, not raw volume.
The approach
How the work moved
01
Funnel map
Awareness → consideration → form → qualification → sales accept.
02
LP & offer
Message match, proof, and shorter form with progressive profiling notes.
03
Feedback
Weekly sales reject reasons folded into creative and targeting (sample process).
Lead generation detail
- Visit
- Engage
- Convert (form)
- MQL
- SQL / accept
CPL notes
Sample: CPL fell while acceptance rose after offer and qualification changes — both metrics reported together.
Lead quality
Sample: reject reasons (budget, timeline, unfit geo) fed back into targeting negatives and LP copy.
Stack
Tools & technologies
Landing pagesCRM notesGoogle AdsGA4
Evidence
Screenshots & evidence
Before / after
CPL
$61$48Sample
Sales acceptance rate
41%64%Sample
LP CVR
4.1%6.8%Sample
Takeaways
Lessons learned
- Cheap CPL with high reject rate is expensive.
- Sales feedback is a first-class optimization input.
Next