Why Focus On Average Conversion Value Over Lead Metrics for PPC Performance

PPC image to denote the importance of PPC average conversion value

Why Focus On Average Conversion Value Over Lead Metrics for PPC Performance

When evaluating the success of a PPC campaign, many businesses default to measuring the number of leads or the average value of those leads. While these metrics are important, they don’t always provide a complete picture of campaign performance. As an agency focused on delivering real value over vanity metrics, we’ve seen clients dismiss campaigns as failures simply because they didn’t generate the expected number of leads—even when the conversions delivered were of higher value.

To truly maximise PPC results, businesses should shift their focus to Average Conversion Value—a metric that ties directly to revenue and offers a clearer measure of return on ad spend (ROAS).

Conversion Value Calculator

Conversion Value Calculator

Why Chasing Lead Volume is Problematic

At first glance, generating a high number of leads seems like a win. After all, more leads suggest more potential customers. But are those leads converting into sales? And if they are, do they justify the cost of acquiring them?

For example, a campaign that generates 500 leads may seem impressive, but if only 10 of those leads convert into low-value sales, the campaign may fail to deliver a meaningful return on investment. Lead volume, while appealing, can mask inefficiencies in targeting or understate the importance of quality over quantity.

Why Average Value of a Lead Falls Short

The Average Value of a Lead metric accounts for both converted and unconverted leads, diluting its usefulness in evaluating profitability. While it’s a helpful indicator of overall campaign effectiveness, it doesn’t show how well your PPC ads are turning clicks into significant revenue.

For instance, in a campaign generating £200,000 in revenue from 200 leads, the average value per lead might look encouraging at £1,000. However, this figure doesn’t distinguish between leads that converted and those that didn’t. If your campaign ROI is low, focusing solely on lead value could lead to costly missteps, like scaling up a campaign that drives leads but not conversions.

Why Shift to Average Conversion Value

Average Conversion Value highlights the revenue generated from customers who took the desired action, such as completing a purchase or signing a contract. This metric helps businesses understand the true impact of their PPC campaigns and provides actionable insights into their return on ad spend.

Here’s why it’s critical:

  1. Revenue-Centric Evaluation: Unlike lead volume or average lead value, Average Conversion Value directly ties to the bottom line. By focusing on the revenue per converted lead, you gain a clear picture of whether your ad spend is delivering measurable results.
  2. Improved Targeting and Budget Allocation: Analysing Average Conversion Value can help identify which campaigns, keywords, or demographics yield the highest-paying customers. This insight allows for smarter targeting and budget allocation, leading to a better ROAS.
  3. Sustainability and Growth: For PPC campaigns to be sustainable, they must drive conversions that cover acquisition costs and generate profit. By focusing on Average Conversion Value, businesses ensure their efforts contribute meaningfully to their long-term growth.

Example:

Consider two PPC campaigns:

  • Campaign A generates 300 leads at £10 each, leading to £3,000 in ad spend. Only 10 of those leads convert into sales, generating £15,000 in revenue. The Average Conversion Value is £1,500.
  • Campaign B generates 50 leads at £50 each, with 20 of them converting into sales and generating £40,000 in revenue. The Average Conversion Value is £2,000.

At first glance, Campaign A seems cheaper per lead. But Campaign B produces higher revenue and better return on investment because it focuses on conversions rather than sheer lead volume.

Focusing on Average Conversion Value allows you to prioritise quality over quantity, ensuring your ad spend translates into meaningful revenue and sustainable growth. While lead metrics can offer useful benchmarks, they should never overshadow the ultimate goal of any PPC campaign: delivering measurable, profitable results.

By rethinking performance metrics, you can make smarter decisions, maximise their return on investment, and build campaigns that genuinely support their long-term goals. So, the next time you evaluate your PPC performance, look past the lead count and ask: What are these conversions truly worth?

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We’ve been working with CLK Marketing for nearly a year now, and the results have been great! Our sales have significantly improved since partnering with them. Hope and Ian are always incredibly helpful, answering any questions we have and providing support whenever we need it. We especially appreciate the bespoke reporting they’ve created for us, which has given us a much clearer understanding of our campaigns and performance. We couldn’t be happier with the service and the results. Highly recommend CLK Marketing to anyone looking to take their Google Ads to the next level!

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Author

Hope Varnes is a Chartere Marketer with over 15 years experience in digital marketing. She is specialises in Google Ads, PPC, content marketing, and marketing strategy. She has a Master’s in Digital Marketing and eCommerce and is Google Certified. She is an expert in leveraging digital platforms to drive brand awareness, lead generation, and revenue growth.