£30K Saved by Smarter Lead Filtering
Reducing Fake Leads from 40% to 10% to Save £30K in Ad Spend for a B2B Provider
For a B2B service provider, a large portion of incoming leads were fake or low quality, wasting ad spend and sales team time. We introduced smarter lead filtering: validation in forms, progressive profiling, and lead scoring to prioritize high-intent prospects.
Within weeks, fake leads dropped from 40% to 10%, saving the client £30,000 in wasted spend while improving sales efficiency. The business now spends more time on leads that actually convert.
Fake leads reduced by 75%
£30K saved in wasted spend
Improved lead quality for sales team
Takeaway: Better filtering creates more value than simply chasing volume.
Methodology
Our framework is designed to prove impact quickly while building repeatable systems the client can own. It demonstrates Expertise (technical validation + scoring science), Experience (repeatable ops), Authority (measurement & incrementality), and Trust (data hygiene + salesperson workflow).
1) Audit & baseline measurement
Full marketing ops audit (UTMs, server-side events, conversion paths, CRM mapping) to quantify fake/low-quality leads and paid-media waste.
Benchmarked lead-to-opportunity and lead-to-revenue conversion rates to define success thresholds.
2) Tracking & validation hardening
Implemented server-side form validation, email/domain checks, bot-fingerprint heuristics, honeypots, and CAPTCHA where appropriate.
Reconciled client-side and server-side events to restore attribution fidelity.
3) Lead-scoring model design (B2B lead scoring setup)
Built a hybrid scoring model (firmographic + behavioral + intent signals).
Configured dynamic score thresholds to route leads automatically (sales, SDR triage, nurture).
4) Form & UX fixes (form validation implementation)
Rebuilt high-value forms with progressive profiling, field validation, and anti-spam rules to reduce friction while blocking junk.
Added backend rules to reject or flag suspicious submissions for human review.
5) Filtering & routing automation (reduce fake leads service)
Created real-time filters and suppression lists; integrated with CRM to prevent low-quality leads entering sales queues.
Automated SLA-driven routing and follow-up rules to speed up contact for qualified leads.
6) Paid-media alignment & waste reduction
Layered qualification filters onto paid campaigns, tightened targeting, and ran early holdouts to measure incrementality—so ad spend was reallocated to high-quality, profitable sources.
7) Iterative testing & measurement
Ran A/B tests on form flows, scoring thresholds, and routing rules; tracked impact on MQL→SQL and closed-won rates.
Built dashboards showing qualified lead volume, paid-media waste, and pipeline impact.
8) Handoff & governance
Delivered a playbook (scoring rules, suppression lists, test library) and trained ops/sales teams so the improvements were operationalized.
Testimonial
"Launch Experiments solved a problem we'd wrestled with for years: tons of junk leads and a sales team drowning in low-quality contacts. Their audit immediately exposed our tracking holes, then they rebuilt our forms, added intelligent filtering, and implemented a lead-scoring model that routes only the right prospects to sales. Within weeks we saw higher-quality conversations, faster response times, and far less wasted ad spend. The results paid for the project within the quarter."
— Head of Revenue Operations, B2B SaaS
Metrics
All metrics measured using reconciled server-side events + CRM outcomes. Timeframe: baseline → 90 days after implementation unless otherwise noted.
−68% reduction in fake/spam leads entering the CRM within 30 days.
+3.4× increase in qualified-lead rate (MQL → SQL) (e.g., qualified rate rose from ~7% to ~24%).
−42% decrease in cost per qualified lead (CPQL) after filtering low-quality conversions from paid channels.
−31% reduction in wasted paid media spend (reallocated to profitable channels via early holdouts and targeting tightening).
+115% improvement in lead-to-opportunity conversion (more leads converting into sales conversations).
−55% faster time-to-first-contact for qualified leads due to automated routing (improved SLAs).
≈95% tracking fidelity after server-side reconciliation (previously <70%), enabling accurate ROI attribution.
4.1× ROI on the project within 3 months (incremental pipeline + reduced wasted spend vs. project cost).
Operational impact: sales time spent on lead qualification dropped ~60%, freeing reps to focus on selling.
How we measured: reconciliation of server-side events to CRM closed-won outcomes, incremental holdouts on paid channels, and cohort tracking of lead LTV over the 90-day window.
Frequently Asked Questions
1. What is a lead qualification service and why does my B2B team need one?
A lead qualification service scores and filters incoming leads so your sales team only chases prospects with real fit and intent. It reduces time wasted on low-quality or fake leads, improves conversion rates, and helps you prioritize high-LTV accounts. For B2B teams this means faster pipeline velocity and better sales efficiency.
2. How does B2B lead scoring work (and what’s a good starting model)?
B2B lead scoring combines firmographic signals (company size, industry), behavioral signals (pages visited, demo requests), and engagement (email opens, event attendance). Start with a simple points-based model, validate against closed-won outcomes, then iterate to a predictive score tied to historic conversion and revenue.
3. What’s the fastest way to reduce fake leads and form spam?
Implement multi-layer defenses: server-side form validation, reCAPTCHA or invisible bot filters, email/domain validation, honeypot fields, and backend heuristics that flag disposable emails or mismatched IP/geo activity. Combining validation with human review rules for high-value forms prevents most fake-lead leakage.
4. Does Launch Experiments offer a marketing ops audit to find paid media waste and attribution gaps?
Yes — we run marketing ops audits that diagnose tracking drift, conversion misattribution, and wasted paid-media spend caused by low-quality leads. Our audit maps the entire funnel and shows where to tighten validations, scoring, and attribution. Book a marketing ops audit & consultation.
5. Can Launch Experiments set up B2B lead scoring and form validation implementation?
Absolutely. We’ll design a B2B lead scoring setup tailored to your ICP, implement server-side form validation, and integrate scores into your CRM so sales only see qualified leads. Want a free review of your current scoring logic? Schedule a consultation.
6. How does your lead quality improvement service reduce paid media waste?
We combine lead filtering, stricter form validation, and real-time scoring to reduce unqualified conversions from paid channels. By improving attribution and filtering low-quality traffic, we lower CPL and cut wasted ad spend—letting you scale profitable channels instead of budget leaks. Book a call to see our paid media waste reduction plan.
7. What does Launch Experiments include in lead filtering and attribution consulting?
Our lead-filtering & attribution consulting includes a technical audit (UTMs, server-side events), form & validation fixes, scoring model design, and an implementation roadmap that ties leads to revenue via clean attribution. We also provide a 30/60/90-day optimization plan to measure impact. Request a consultation and roadmap.
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