How Xoxoday grew SQLs 28% with value-based bidding.

Plenty of leads. Not enough qualified ones.

Xoxoday sells rewards, perks and payouts to businesses. Campaigns brought leads in, but too few qualified, because Google counted every form fill the same and bid as hard for a weak lead as for a buyer.

We told Google what each lead is worth.

Four steps, without cutting lead volume.

1. 01Map the journeyLead to customer, with a value for each lifecycle stage.
2. 02Import from the CRMLeads, MQLs, SQLs, opportunities and customers, through a direct integration.
3. 03Switch the goalsConversion actions moved to the imported stages.
4. 04Bid on valueMaximise conversion value, so spend follows the leads worth most.

What Google sees per stage. Illustrative, not Xoxoday's values.

Better leads, same volume.

The test worked, so every campaign's bidding moved to the same approach. MQLs rose 21% and SQLs 28%. Google wrote it up as a case study and quoted Vijay by name.