Klickkraft GmbH
Business coaching
€10-20k in monthly Meta spend, tied to qualified leads and revenue per ad
Florian Buck
Managing Director
Read the storyUse case
Your ads optimise for form fills. Teach them to buy revenue.
LeadJourney follows every lead into your CRM and sends qualified stages and closed deals back as offline conversions, so bidding learns from buyers.
- 95%+ accuracy, first-party
- Works with your CRM
Rated by the teams who fixed this first
Connects the ad platforms you buy on
One campaign, before and after
What your ad platform seesThe campaign as it is scored today
- Optimisation event
- Lead form fill
- Conversions
- 214 leads
- Deal value
- Not passed
- Closed deals
- Unknown
- ROAS
- Unknown
LeadJourney sends the revenue back
The same campaign, closed loopAfter closed deals flow back
- Optimisation event
- Qualified + won
- Deal value
- Sent with every event
- Closed deals
- 12 attributed
- Cost per closed deal
- Live per ad set
- ROAS
- 5.2x
Same campaign, same ad account, same bidding. The difference is that the algorithm now hears about the twelve deals it created instead of the two hundred forms it filled.
The problem
The algorithm is not wrong. It is optimising for the wrong event.
Meta, Google and LinkedIn bid toward whatever conversion you send them. Send form fills and they will find you the people most likely to fill forms, which is not the same crowd as the people most likely to buy.
Why lead quality decays
Bidding only ever learns from the form fill
- The platform optimises toward the event it receives, and for most lead gen accounts that event stops at the form.
- Every form fill is worth the same to the algorithm: the student doing research and the enterprise buyer look identical.
- So bidding drifts to the audiences that fill forms cheapest, and lead quality decays exactly as the cost per lead improves.
- The revenue happens weeks later in your CRM, outside the platform's attribution window, where it credits nothing.
- Offline conversion uploads exist on every platform, but as CSV templates somebody has to fill and run by hand.
- Cost per closed deal never appears in any ad manager, so it stays a spreadsheet exercise someone runs once a quarter.
The same campaigns with LeadJourney
The event the algorithm learns from is the deal
- You choose which CRM stages count as conversions: marketing qualified, opportunity created, closed won, or all three.
- Every event carries the deal value and currency, so value based bidding optimises against real numbers.
- Bidding learns which clicks become buyers, so lead quality rises and the price per qualified lead falls.
- The journey has no window. A deal that closes in week six still goes back and still teaches the algorithm.
- Events flow automatically as the stage changes in your CRM, not as a nightly batch or a CSV upload.
- Every click is tracked server-side at 95%+ accuracy, so the conversions the platform learns from are measured, not modelled.
The fix
Revenue per campaign in our dashboard, revenue signals in your ad account
Two places, one loop. You see which campaigns produce closed deals in LeadJourney, and the platforms receive those deals as conversion events, so their bidding starts buying more of them.
See what each campaign really earns
The dashboard marketing runs on
- Every lead's journey from the first ad click through your CRM stages to closed won, stitched automatically.
- ROAS and cost per closed deal live per campaign, ad set and creative, joined to spend pulled automatically.
- Meta, Google, LinkedIn and Microsoft measured in one attribution model, so every deal is counted once.
- You map which CRM stages count as conversions and which fields travel. Nothing is sent that you have not chosen.
Send closed deals back to the platforms
Where the signal changes the bidding
- Meta receives enriched events through the Conversions API, with deal value, currency and hashed match keys.
- Google Ads receives closed deals as offline conversions matched on the gclid, ready for value based bidding.
- LinkedIn receives won deals through its Conversions API, matched on the li_fat_id captured at click time.
- Events are deduplicated against a running pixel through shared event IDs, so nothing is counted twice.
Watch it
Feed the algorithm the revenue
A walkthrough of sending qualified leads and closed deals back to Meta and Google, so they optimise towards customers.
4:35 minutesAll videos
What changes
The questions you can answer once bidding learns from revenue
Every one of these is a report in LeadJourney, not a data project. Your ad accounts stay where you plan and buy; they just receive events that are finally worth optimising toward.
Which campaigns produce closed revenue, not just the cheapest form fills?
What does a closed deal cost per campaign, ad set and creative?
Which audiences fill forms but never make it past the first CRM stage?
How does cost per qualified lead compare across Meta, Google and LinkedIn?
Which creatives start the deals that close, even when another channel finishes them?
How much of last month's spend went to leads that were disqualified within a week?
Case studies
Teams that already run on these answers
One measured result per customer, reported by the customer. The stories closest to this use case come first.
Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the story
SEO agency
95% clarity about marketing KPIs and a foundation to scale
Nikita Yatsun
Managing Director
Read the story
LinkedIn growth agency
2x customer retention, once every LinkedIn touchpoint was tracked to revenue
Marc Richard
CEO
Read the story
Digital publishing
Which article produced the lead and the revenue, across AI and organic search
Andreas Malkow
CEO & Head of PR
Read the story
SEO and GEO agency
Proven ROI on every retainer, from organic and AI search leads through to revenue
Philipp Nessmann
Managing Director
Read the story
Getreach
Backlinks marketplace (SaaS)
Setup
From form fills to revenue signals in about 21 minutes
No developer, no CSV templates, and nothing to re-upload ever again.
Acme SaaS
FAQ
What teams ask before closing the loop
If yours is not here, our team answers in the chat within a few minutes.
What is offline conversion tracking?
Sending conversions that happen outside the browser, such as CRM stage changes, phone calls and signed contracts, back to your ad platforms. Without it the algorithms only ever learn from form fills, so they get very good at finding cheap form fillers who never buy. With it, bidding learns from the deals themselves.
Which ad platforms can receive closed deals from LeadJourney?
Meta receives enriched events through the Conversions API, Google Ads receives offline conversions matched on the gclid, LinkedIn receives events through its Conversions API matched on the li_fat_id, and Microsoft Ads is matched on the msclkid. Each event carries the deal value and currency you mapped.
Do I have to stop optimising for lead form fills?
No. You map which CRM stages become which events, so you can keep the form fill event and add qualified lead and closed won next to it. Most teams start campaigns on the lead event and move optimisation to the qualified stage once enough of those events have flowed back.
A deal closes six weeks after the click. Does it still count?
In LeadJourney, yes: the journey has no attribution window, so the deal is credited to the campaign and creative that started it whatever the cycle length. The platforms apply their own attribution settings to the events they receive, so late deals mainly improve optimisation and audience quality there. The report that matches revenue to the ad lives in LeadJourney.
Will conversions be double counted if my pixel keeps running?
No. Events sent to Meta are deduplicated against a running pixel through shared event IDs, so nothing is counted twice in Events Manager. You can run both side by side or retire the pixel later.
How fast does bidding actually improve?
The events start flowing the same day: setup takes about 21 minutes and every stage change goes back as it happens. How quickly the platform shifts its bidding depends on your conversion volume, because the algorithms need a steady stream of events to learn from. What you see immediately is the report: cost per closed deal per campaign, from day one.
Is sending CRM data to ad platforms GDPR compliant?
Identifiers are hashed before they leave, you control which stages and fields are in scope, and nothing is sent that you have not mapped. LeadJourney itself processes and stores data in the EU, signs a data processing agreement, and tracks first-party and server-side, so consent decisions are respected rather than worked around.
Bidding that learns from buyers
Send your closed deals back to the ads that earned them
Book a demo and watch your own CRM revenue line up against the campaigns that created it, ready to flow back to Meta, Google and LinkedIn.
