Industries
Value-Based Bidding for Your Industry
Explore how your sales history can help Google and Meta understand which leads are more valuable to your business.
B2B SaaS
Value-Based Bidding for B2B SaaS: Bid on Customer Value, Not Signups
Demo requests and signups with very different odds of becoming paying customers, and very different contract sizes.
Read the B2B SaaS pageHome services
Value-Based Bidding for Home Services: Optimise Around the Value of the Job
Remodels, roofing and repairs that close at different rates and for very different job values.
Read the home services pageSolar
Value-Based Bidding for Solar Companies: Bid on Installation Value
Long journeys from inquiry to installed system, with cancellations along the way and very different project sizes.
Read the solar pageLegal services
Value-Based Bidding for Law Firms: Bid on Case Value, Not Inquiries
Inquiries across practice areas that become clients at very different rates, for fees that differ by orders of magnitude.
Read the legal services pageEducation
Value-Based Bidding for Education: Bid on Enrolments, Not Inquiries
Inquiries across programmes and study modes that enrol at very different rates, for very different fees.
Read the education pageInsurance
Value-Based Bidding for Insurance Agencies: Bid on Commission, Not Quotes
Quote requests across product lines that bind at very different rates and pay very different commissions.
Read the insurance pageAutomotive
Value-Based Bidding for Car Dealerships: Bid on the Sale, Not the Enquiry
Enquiries across new, used and models that turn into sales at very different rates and for very different gross.
Read the automotive pageBusiness lending
Value-Based Bidding for Business Lending: Bid on Funded Loans, Not Applications
Applications across loan types and business profiles that fund at very different rates and earn very different fees.
Read the business lending page
These are examples, not a list of who can use the product. Any lead-generation business whose leads differ in value, and whose CRM records what became of them, can check its own data the same way.
Is it a fit?
The same four questions, in any industry
Being in one of these industries does not make a business a fit, and being outside them does not rule one out. What decides it is in the data.
Outcomes, won and lost
A history of leads with what became of them. Lost deals teach the model as much as won ones.
Leads that differ in value
Different products, job sizes or contract sizes. If every customer is worth the same, there is nothing to price.
Fields known on arrival
Something on the form, or added straight after, that relates to those differences: a service, a size, a timeline.
Enough volume, and a way to match
Each ad platform sets its own floor for learning, and each lead needs something to match it back to the ad: a click ID or email for Google, email or phone for Meta.
The whole method is in the complete guide to value-based bidding for lead generation, and the budget calculator works out the spend each platform needs to learn.
Check whether your lead data is ready
Upload a CRM export or connect HubSpot, and see in about five minutes whether your leads differ in value and what drives it.