From More Leads to Better Leads

Qualified lead generation became the core of our work for Garanti Vizem. We moved beyond simply generating more forms. Instead, we focused on increasing the share of leads that were genuinely valuable to the sales team.

Garantivizem Turizm – Performance-Focused Growth in Visa Consulting

Garantivizem Turizm is one of Turkey’s leading visa consulting companies. After previously working together to increase traffic and form submissions through Google Ads, we took the next step: optimizing for lead quality rather than lead volume alone.

In a service business such as visa consulting, lead quality directly affects commercial outcomes. Therefore, generating more forms is not enough. We evaluated advertising performance using both total platform leads and the leads Garanti Vizem’s team classified as qualified.

Our Work With Numbers

Although total platform leads were lower in September than in May, qualified leads increased from 638 to 661. Meanwhile, the qualified lead rate rose from 68% to 86%. As a result, we directed the budget toward producing more valuable business opportunities rather than simply generating more forms.

Our Work With Words

Qualified Lead Generation as a Core Performance Metric

A low CPL does not automatically mean a lead generation campaign is successful. For service businesses in particular, the share of form submissions that become relevant potential customers is a more meaningful indicator.

Therefore, we did not make optimization decisions based solely on platform-reported form costs. We combined advertising data with Garanti Vizem’s feedback on lead quality. This helped us generate a higher share of qualified enquiries instead of simply maximizing form volume.

Meta Ads

We reviewed Meta lead campaigns across short-, medium- and longer-term performance windows. We then reallocated budgets based on lead volume, qualified lead rate and cost per qualified lead.

We scaled stronger ad sets in a controlled way. At the same time, we limited budget in areas producing lower-quality enquiries. We also refined creatives and messaging so users could better understand the service before submitting a form. The objective was to attract people with a genuine need for Garanti Vizem’s services.

The Result

In May, 68% of platform leads were classified as qualified. By September, that figure had reached 86%. In addition, cost per qualified lead moved only from TRY 178 to TRY 179, while the total number of qualified leads increased.

This case demonstrates the difference between generating more leads and generating better leads. For Garanti Vizem, our focus was on turning advertising spend into opportunities that were more meaningful for the sales team.

“SS&T Digital helps us successfully manage ads that are critical to our business. You can confidently entrust them with your digital marketing process.”

Cemal Anıl Yılmaz — General Manager, Garantivizem Turizm

Do You Want a Success Story Too?

If you want to improve not only the number of leads your campaigns generate but also their quality, get in touch with us.