As a former CMO of a national company, search engine marketing was under my direct supervision. We had a PPC program where we budgeted $28,000 a month budget. Nearly all leads were from the Internet so it was not difficult to determine the source. But what we dealt with , as many do, is the lead-to-sales ratio. If the sales team is not selling enough to pay all costs and make a profit, then the Internet traffic-to-leads ratio is is useless in a revenue sense.

I understand this clearly and am only offering a different point of view as well as expanding on the what the focus here is. I was told many times by the general sales manager that the lead-to-sales conversion was the most important once we had enough leads coming in.

Just some thoughts,

Sincerely, Thomas