If you're running ads on Google Ads, Facebook or Instagram to attract new potential customers (lead generation), spending over €2,000 a month, and you haven't set up Visitor Scoring and Lead Scoring, you're losing money every day your ads run. Read this article to see how and why you need to fix this right away.
Why Not All Conversions Have the Same Value
Most marketers measure their campaign success by the number of leads. Whether it's contact forms or phone calls. The truth is, every lead has a different value for your business. Someone filling out a form to sell you their own services, or to send a CV, probably won't become a customer. Google and Meta still count them as leads. The result: campaigns that rely on AI, like Google's PMax or Meta's Advantage+, can't tell if a form submission has commercial value. They keep bringing in users like these, who have zero or almost zero value, and you wouldn't pay to advertise to them if you had the choice.
We have clients where up to 90% of website visitors are trying to sell them services instead of buying. That's where Visitor Scoring and Lead Scoring come in.
What Is Visitor Scoring
Visitor Scoring means evaluating your website visitors based on their behavior before they contact you. For example:
- How many times they visited your site.
- Which pages they viewed (like careers, partnerships, or the price list).
- How long they spent on each page.
- What device they used (mobile or desktop).
With this data, you can spot a "service provider" trying to pitch you versus a real prospect showing strong interest in your services.
What Is Lead Scoring
Lead Scoring goes a step further. It evaluates the user after they contact you. Criteria include:
- Completeness and quality of their details (company email or personal).
- Their role in the company (decision maker or not).
- How well they fit your target profile (ICP - Ideal Customer Profile).
- Whether the lead turns into a won or lost sale.
This process can be automatic or nearly automatic. We use the information we learn about the prospect after they contact us, plus their behavior after we reach out. Each lead gets a score, which we send to Google and Meta. This gives your campaigns the feedback they need to bring in more targeted prospects.
Is It Worth It?
We started using Visitor Scoring and Lead Scoring on our own campaigns first. For Netstudio and Userfeel. The results were impressive. So we set up Visitor Scoring and Lead Scoring for client campaigns too. In every case, we saw equally strong results in lowering the cost of lead acquisition.
Every business is different, with its own challenges. The difference this makes, when set up right, is worth the effort.
Summary
Without Visitor Scoring and Lead Scoring, you treat all conversions the same. This leads to:
- Poor campaign optimization (paying for the wrong audience).
- Sales teams wasting time on low-value leads.
- Lower ROI and less efficient use of your budget.
With Visitor Scoring and Lead Scoring, you can:
- Give the right feedback to ad platforms to improve targeting.
- Focus your follow-up efforts on the highest quality leads.
- Significantly increase your campaign ROI.
Conclusion
Investing in Visitor Scoring and Lead Scoring isn't a luxury. It's a must-have tool for any business spending serious money on lead generation campaigns. If you want to stop wasting money and get real value from your budget, start using Visitor Scoring and Lead Scoring today. Call us and we'll help.
