Lead quality is not read underneath the cost-per-click column. A low cost per click says that auction was cheap. Job seekers, students, a rival’s research and “free software” are often cheap. A record the sales team cannot work is still a cost, however small the click was.
A qualified record carries four things
A company, a role, a market and a job someone can answer. A name-and-email form produces conversions without those four. It does not produce quality. The form asks the service the ad named. If the place sales already keeps — a shared inbox or a sheet — does not hold the four fields, the report and the sales team are looking at different businesses.
The rejection reason comes back monthly
Sales marks a record it will not work, with a reason: wrong market, no commercial role, student or job seeker, existing customer, spam, a job the company cannot supply. Those reasons sit beside the ads pack once a month. Without them, optimisation drifts toward cheaper clicks. Cheaper clicks reward the career query on the list.
Cost after the filter is a description
Cost per enquiry is read only after that filter. The number describes last month. It is not a promise for next month. Because campaigns stay apart, a cheap brand click does not hide the service campaign’s cost. One account-level cost erases quality.
The definition is written in the scope
HED Creative writes the definition of a qualified enquiry into the scope in Berlin or Ankara. The Google Ads account stays owned by the company, so the definition does not live on a partner’s slide. The optimisation target is that definition, not a falling cost per click.
Write the definition into the brief on the Google Ads agency page. The form fields: enquiry form.