Channel quality
How organic leads proved stronger than their volume suggested
Comparing Google, organic and email on downstream quality rather than lead volume.
Strongest channel
Organic
The challenge
Volume was hiding quality.
Channels with fewer leads were being undervalued.
What mattered most
The strategy
Judge channels by what they produce.
I compared every channel on downstream outcomes.
- 01Compared channels on downstream quality rather than lead volume.
- 02Analysed qualified offers, conversion and response.
- 03Evaluated high converting patterns within each channel.
- 04Shared implications for budget and content.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Organic quality
Organic outcomes
The outcome
Channel value, properly measured.
Organic leads achieved a 24.4% qualified offer rate, materially stronger downstream quality despite lower volume.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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