Performance Marketing

Define what a lead is

Likes, reach and clicks are not leads. A lead is someone who gave you a way to contact them about buying: a submitted enquiry form, a phone call from the website, a booking, or a Messenger conversation that includes their details. Write the definition down before spending anything.

Set up conversion tracking

• Install the Meta Pixel and Google tag on your website
• Send a conversion event when a form is submitted, using a thank-you page or an event, not just a button click
• Track phone calls with click-to-call events, or call tracking for larger budgets
• Test each conversion yourself and confirm it appears in both ad platforms
• Respect consent rules: only load advertising tags after visitors agree to them

Calculate cost per lead

Cost per lead is ad spend divided by leads over the same period. If you spend ₱15,000 in a month and receive 60 leads, your cost per lead is ₱250. Compare campaigns, ads and audiences on this number, not on clicks.

Then measure qualified leads

A cheap lead that never buys is expensive. Record which leads were genuine prospects and which became customers, even in a simple spreadsheet. A campaign at ₱400 per lead that closes one in four beats one at ₱150 per lead that never closes.

If you're weighing ads against organic search, React Web Development Services' comparison of SEO and paid ads in the Philippines sets out the trade-offs.

Getting help

I manage campaigns to cost per qualified lead, and ad spend is paid directly to the platforms, never marked up. Marketing retainers start from ₱8,000 per month (US$350 internationally). See digital marketing.