Why Cheap PPC Leads Can Cost More Than You Think

A low cost per lead can make a PPC campaign look successful. But if most enquiries come from people your business can’t serve, the cost of finding a potential customer may be higher than it looks.

Define what makes a lead qualified
For a painting company, a qualified lead might be someone in its service area who needs a type of painting the team offers. Apply the same criteria to enquiries from Google Ads and Meta Ads so you can compare both platforms fairly.

Compare the cost per qualified lead
Suppose two campaigns each spend ₹5,000. Campaign A brings in 50 enquiries, but only five qualify. Campaign B brings in 25 enquiries, and 10 qualify.

Campaign A looks cheaper at ₹100 per enquiry versus ₹200 for Campaign B. Once you count only qualified enquiries, Campaign B costs ₹500 per qualified lead, compared with ₹1,000 for Campaign A.
Use lead quality to improve your campaigns
Look for patterns in the enquiries you ruled out.

If people keep asking for a service you don’t offer, clarify what you provide in the ad and on the landing page. If they’re outside your service area, review your location targeting and state where you work on the enquiry form.
For hands-on practice building and auditing Google Ads and Meta Ads campaigns, explore aFactor’s Digital Acquisition Excellence PPC program.