What a quote request is worth

Some leads are worth more

You run Google Ads for a lead site. A quote request comes in on Monday. Whether it turns into a deal, and for how much, you find out weeks later.

Without a CRM, you have no deal value to hand over.

In Google's words

• On Target ROAS: "Before you can apply a Target ROAS bid strategy to your campaigns, you'll need to set values for the conversions you're tracking."
• On proxy values: "If exact values are challenging to determine, utilize proxy values that align with your business priorities."
• On lead scores: "These can be real economic values, like revenue or proxy values, like a lead score."
• On different actions: "Tailor values based on how different actions are worth different amounts to your business."

A booked meeting and a click on your email address are both leads. You know they are not worth the same.

A value per kind of lead

Sightwick works out a value for each lead. It needs two numbers from you: your average deal value and your close rate.

• Your average deal value times your close rate is your value per lead.
• That value times a weight for the kind of lead is what this lead is worth.

The weights we start from

• Meeting booked: 1.00
• Demo request: 0.95
• Quote request: 0.90
• Contact form: 0.85
• Email click: 0.35

These weights are our own assumptions, with no outside source behind them. Where you know better, type your own amount for an action, or for one form, on the Conversion actions screen. Your amount replaces the estimate.

Your numbers set the amount

An amount your site sends for a lead is not used. Your site does still report which action took place.

Google's example, in Sightwick

Google's help page "How to estimate conversion value" works through "a fictional business-to-business machinery company". Its short-term numbers, as decimals:

• "Average deal revenue: $3,000"
• "Profit margin": 0.45
• "Leads that convert to a deal": 0.2
• "Value-per-conversion (short-term): $270"

In Sightwick, in dollars, that is an average deal value of $1,350 ($3,000 times 0.45) and a close rate of 0.2. Each lead is then worth:

• a booked meeting: $270
• a quote request: $243
• an email click: $94.50

So the booked meeting gets the full $270, at weight 1.00, and the other kinds of lead get less.

Lead values after margin

Sightwick has no margin field. The margin goes into the deal value you send.

Send revenue, and your lead values are revenue. With the numbers above, that is a big gap: a deal value of $3,000 makes each lead worth $600 before the weight. At $1,350, the deal after margin, it is $270.

So send your deal value after margin. A careful guess is a start.

Until you send yours

A new site starts from €5,000 times 0.2: €1,000 per lead before the weight. Setup calls it our starting estimate until you send your own.

Connect Google Ads before then, and its conversion values come from these start numbers.

The limits of an estimate

• The value is arithmetic on your own inputs. It is not a deal that closed.
• We have not measured what bidding on these values does to your results, and we make no promise about it.
• In Google Ads it is an ordinary conversion value. Nothing in it says estimated. In Sightwick, the Value tile says which part is estimated.
• Sightwick can attach this value to each lead it passes on to Google Ads, when the visitor said yes. Without marketing and analytics consent, nothing goes to Google Ads.
• Google Ads Help, under "Measure the same value for each conversion": "You might want to use conversion values that are the same to roughly distinguish several conversion actions from each other."
• This piece is about Google Ads. We have not shown that Meta or TikTok bid on a lead's value.

Values Google can bid on

1. Email us your average deal value after margin, your close rate and your currency. Setup shows the address; we answer within one working day.
2. On Conversion actions, check the estimated amount for each action. Type your own where you know better.
3. Bid on two or more kinds of lead with different weights, so the values differ.
   Google: "You must report two or more different values to your conversion goals."
4. In Google Ads, check which of Sightwick's actions are primary. A new one starts as secondary when its category already has a primary action, and as primary when it has none. If your old action already counts that lead, set Sightwick's to secondary until step 5. Email click can enter your bidding that way too.
   Google: "Secondary actions: These conversion actions are for observation only." And: "The one exception is if the secondary action is part of a custom goal, in which case it's used for bidding."
5. Compare the count on Sightwick's actions with your old action for the same lead. Expect fewer: only leads with consent reach Google Ads, and by default one per visit. When the counts come close, make Sightwick's actions primary, or put them in a custom goal, and set the old action to secondary, so the same lead is not on two primary actions.
   Google: "your bid strategy will only optimize based on the conversions that you've chosen to include."
6. Count the conversions on those actions.
   Google, for Target ROAS: "Search and Shopping campaigns: At least 15 conversions in the past 30 days at the conversion tracking level."
7. Keep your current bid strategy and send values first, for four weeks at least.
   Google, for Target ROAS: "Be sure you report values across all relevant campaigns for 4 weeks or 1-2 conversion cycles (whichever is longer) before determining their Target ROAS and activating value-based bidding."
8. Then switch to a value strategy.
   Google: "Value-based bidding includes Maximize conversion value with or without a Target ROAS".