Marginal growth modelling
How I modelled where the next £10k of media should go
Forecasting incremental investment against CPL, qualified rate and downstream contracts.
Modelled
At ~£18 CPL
~15% qualified
From the extra spend
The challenge
More budget is easy to spend. Spending it well is the hard part.
Leadership wanted to know what extra investment would really produce, not just how many leads it might buy.
What mattered most
The strategy
Cheap leads or real growth?
I modelled additional spend through the full funnel using CRM conversion rates.
- 01Modelled extra media investment against expected CPL, qualified rate and contracts.
- 02Distinguished cheap incremental leads from genuinely incremental growth.
- 03Used CRM conversion rates to forecast realistic outcomes.
- 04Gave leadership a clear investment case.
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.
Projected funnel
What £10k could produce
Projection based on CRM conversion rates, not a reported result.
The outcome
An investment decision backed by numbers.
£10k at about £18 CPL projects to around 555 leads, 83 qualified opportunities and 13 contracts, giving leadership a realistic view of incremental return.
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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