Lead definition
What makes a lead valid?
A clear lead definition prevents disputes and makes a fixed CPL without returns workable.
Section 01
Validity and commercial quality are separate layers
Validity answers an objective question: does this enquiry meet the agreed campaign conditions? Commercial quality goes further and asks how likely it is to become a meeting, proposal or sale.
A valid lead may ultimately decide not to buy. A commercially interesting enquiry can also sit outside the agreed service area. Assessing the two layers separately keeps billing and optimisation clear.
Section 02
What belongs in a lead definition?
A useful definition combines a stable core with only the product-specific criteria needed for first follow-up:
Name and contact details in a usable format
Explicit permission to make contact about the enquiry
Location or postcode inside the agreed service area
A need that matches the product and proposition
Duplicate rules for an agreed period
Additional criteria such as home ownership, company size, budget range or intended start date
Section 03
The funnel checks before handover
HiLeads builds the funnel around the agreed definition. Copy, input checks, logic and qualification help identify unsuitable enquiries before delivery. Home batteries require different context from education or B2B software.
More questions are not automatically better. Every field should support a decision, determine a route or help sales prepare for the first conversation. Unnecessary friction lowers conversion without improving quality.
Section 04
Working without returns requires clear terms
HiLeads agrees a fixed CPL and validity definition before launch and works without a returns model. Both parties know in advance which type of enquiry will be delivered, so the campaign is not managed through isolated disputes afterwards.
Feedback remains essential. Standard outcomes such as contactability, appointment, proposal and sale show where targeting, message or qualification should improve for the next group of leads.
FAQ
Frequently asked questions
01Is an unreachable lead automatically invalid?
Not automatically. It depends on the agreed definition and whether contact details passed the relevant checks. Contactability remains an important quality signal.
02Is every valid lead exclusive?
Only when exclusivity is part of the agreement. HiLeads' standard pay-per-lead proposition is exclusive, with each valid enquiry going to one agreed buyer.
03Can the definition change later?
Yes. When consistent sales feedback shows that different criteria are needed, the definition and funnel can be adjusted for future leads.