What it means for your advertising
For a service business, a lead is usually the conversion that matters most, because the sale happens later, in conversation. What counts is up to you: a contact form, a call from the ad, a quote request.
A relevant lead fits the customers you want and has a realistic chance of becoming work. A campaign that brings plenty of the wrong ones isn't working, however cheap they are.
An example
An office manager at a 30-person Manchester design studio fills in Java Roasters' enquiry form. That's a lead. Whether it becomes a customer depends on the conversation that follows.
Java Roasters is a fictional business, and its figures are illustrative.
How we handle it
We plan your campaign around the leads you want, and ask how they're turning out so we can steer towards the ones that become customers. How it works walks through the planning.