Strategy & Tracking
Lead Scoring
Ranking incoming leads by how likely they are to become customers, so sales and ad budget focus on the ones that count.
Definition
Lead scoring is the practice of assigning a value to each lead based on how closely it matches your ideal customer and how engaged it is, so you can separate real opportunities from noise. It turns a pile of undifferentiated inquiries into a ranked list your team can act on.
In depth
Not all leads are worth the same. A homeowner in your service area planning a full kitchen remodel is worth far more than a tire-kicker outside it pricing a handyman fix, but a raw lead count treats them identically. Lead scoring fixes that by attaching a number to fit and intent, so the highest-value inquiries get the fastest follow-up.
Scores are built from attributes — industry, location, deal size, role — and behavior — pages viewed, forms started, emails opened. Wired into your CRM, they route hot leads to sales instantly. Fed back to the ad platforms as a conversion signal, they also teach Smart Bidding to chase the leads that actually close, not just the cheapest form fills.
A scoring model is only as good as the data behind it and the discipline to maintain it. Scores set once and never revisited drift out of line with reality. We tie the model to closed-won outcomes and revisit it as the data proves which signals actually predict revenue.
Worked example
Two leads arrive the same day: one a homeowner in your service area who viewed your kitchen and addition pages twice, one someone out of state pricing a small repair. Lead scoring ranks the first far higher, so you call it first to get the estimate booked.
Strategy & Tracking
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