Lead scoring vs lead valuation
A score ranks leads against each other, usually 0 to 100. A valuation puts money on one. Bid strategies need money.
Why it matters
A score of 80 is meaningless to a bid strategy: it cannot tell whether 80 is twice as good as 40 or twenty times. Feeding scores in as values silently teaches the platform the wrong ratios.
What goes wrong
Scores are also usually built for a different purpose, which is deciding who sales calls first. That is a ranking problem and it tolerates arbitrary scale. Bidding is a money problem and does not. A score can still be a useful input to a valuation, tested like any other attribute, but it is not a substitute for one.
Next to this
- Expected value per leadA segment's close rate multiplied by its average won deal size.
- Lead Intent ScoringGoogle AdsNewA Google pilot announced alongside Journey-Aware Bidding in September 2026, classifying each inbound lead as High, Medium or Low intent from behaviour at submission plus your historical CRM patterns.
- MultiplierHow much more or less a cohort is worth than the average lead.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.