When will leads come in, and how do I judge what they cost?

The first leads usually come in within 48 hours of your ads starting to spend. A fixed time or number can't be promised. It depends on your industry, location, offer and budget.

For a rough idea, based on Snaprime customers' experience: 500 CZK a day brings roughly 1 to 2 leads a day, around 30 a month. In a different industry and location, the numbers will shift.

Calculate the cost of one lead as spend divided by the number of leads, for each ad separately. For example, 3 000 CZK spent and six leads means 500 CZK per lead. As a guide, up to 500 CZK is an excellent price and 500 to 800 CZK is typical. Above 800 to 1 000 CZK, something is usually wrong: a small location, ads that didn't catch on, or a problem with the page or questionnaire.

A cheap lead isn't necessarily a good lead. Track how many contacts turn into a meeting and a deal. Expect to close a deal with roughly 5 to 10 % of prospects.

It's a three-month effort. In the first month the campaign ramps up, in the second the cost per lead settles, and by the third you have a steady source. Judge results by the week, not the day, and don't judge them by the first ten leads. Include your subscription in your costs too.

If the campaign isn't spending at all or shows an error, deal with it right away. Patience only applies to a campaign that's running.