Search Engine Journal contributor has published an article answering the question, ‘Should Your PPC Strategy Focus On The Lead Pipeline Or Revenue?’.

She says, “Focusing on revenue means optimizing for outcome. The intent is to turn opportunities into booked business and prove marketing’s direct impact on the bottom line. The metric is return on ad spend or cost per acquisition.

Neither is wrong. But, treating them as interchangeable creates confusion.

Pipeline growth without strong sales follow-up inflates cost and hides inefficiency. Revenue-only optimization without top-funnel activity stifles learning and can lead to short-term thinking.

Each goal exposes a different bottleneck. Pipeline focus reveals whether you can attract quality interest. Revenue focus reveals whether you can close it. The right answer depends on where your business struggles most.”

Should Your PPC Strategy Focus On The Lead Pipeline Or Revenue?

Search Engine Journal

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