# Blog

URL: https://gogodigital.co.il/en/blog-en/

Blog

# Questions. Answers.
No runaround.

The questions I hear most from business owners before they start advertising, and the answers as I'd give them in a meeting.

 [Measurement · Featured post

## How do you know if a lead campaign is actually working?

Not by the number of leads, and not by cost per lead, but by the revenue from closed deals relative to ad spend. I call it the revenue test.

Read the post →](/is-lead-campaign-working/)

Quick answers

## No time for a full post?

### Is cost per lead a bad metric?

It's a good metric for managing a campaign, not for judging it. A cheap lead that never buys costs more than an expensive lead that does.

### What is ROAS?

The ratio between revenue from deals and what you spent on ads. A ROAS of 800% means every dollar spent brought back 8 dollars.

### Is 800% a reasonable target for every business?

Not necessarily. It's my goal, for businesses that sell expensive products or services. For a low-margin business, even 800% may not be enough. For a business whose customers come back year after year, you can settle for less on the first sale.

### How long should you wait before judging a campaign?

It depends on the business's sales cycle. The longer it takes to go from lead to deal, the longer the measurement period needs to be.

### What if the deal closed thanks to the salesperson, not the campaign?

Both have to work. The campaign brings the right person to the conversation, and the salesperson closes. I advertise, the client sells. The revenue test checks the whole chain, and that's exactly the point.

### What can I do as a small business with a limited ad budget?

First, stop chasing more clicks and look at what happens after the click. An ad that filters, a clear landing page, and a tool that answers the customer's question can get more out of the same budget. And on a small budget, it's worth measuring everything by the revenue test, not by the number of leads.

## Didn't find your question here?

Send it to me. It might become the next post.

 [Send a question](https://gogodigital.co.il/en/talk-to-me/)