You are spending money on leads. Getamover, Bark, Google Ads, Gumtree boosts – maybe all of them. At the end of the month, you know roughly how much you spent. What you probably do not know is how many of those leads turned into paid jobs and which source delivered them.
Without that data, it is almost impossible to know what is working. You could be pouring money into a channel that generates enquiries but zero bookings, while underspending on a channel that quietly delivers your best customers.
The invisible leak
Here is how the leak works:
- A Getamover lead calls. You quote verbally. The customer says "I will think about it." You forget about it.
- A Bark lead emails. You reply, but the email gets buried. No follow-up.
- A Google Ads click becomes a website enquiry. You call back the next day. The customer already booked elsewhere.
- A referral from a mate calls and books immediately. No lead cost, no drama.
At the end of the month, you booked 8 jobs. You spent £300 on leads. Was that £300 well spent? Which of the 8 jobs came from paid leads? How many paid leads ghosted? There is genuinely no way to know – because nothing was tracked.
What a CRM changes
A CRM does not generate leads. It makes the leads you already have visible and measurable:
- Every lead has a record – name, contact, dates, inventory, and source
- Every lead has a status – new, quoted, followed-up, accepted, or lost
- Every source is tracked – you can filter by Getamover, Bark, Google, referral, or walk-in
- Cost per booked job is calculable – divide channel spend by channel conversions
Once you can see the numbers, decisions become obvious. If Getamover is costing you £40 per booked job and Bark is costing £120 for the same thing, you know where to double down and where to cut back.
What Emerald Logistics discovered
Emmanuel at Emerald Logistics was buying Getamover leads and using Easy Quotation for quoting – but neither tool tracked lead source or conversion status. He genuinely did not know whether Getamover was making him money or costing him money.
After switching to Move and Store, every enquiry gets logged in the CRM with its source. Now he can see: 15 Getamover leads this month, 6 quoted, 3 booked, £180 spent, £1,200 in job revenue. The channel is profitable – but only because the follow-up system converts more of those leads than before.
Metrics that matter
| Metric | What it tells you | What to do |
|---|---|---|
| Cost per lead | How much you pay for each enquiry | Compare across sources – lower is not always better if conversion is low |
| Lead-to-quote rate | How many enquiries you actually quote | If low, you are either overloaded or responding too slowly |
| Quote-to-booking rate | How many quotes become paid jobs | If low, check your quoting format and follow-up |
| Cost per booked job | The real cost of acquiring a customer | This is the number that determines profitability. Everything else is noise. |
You cannot improve what you cannot see
Spending on leads without tracking where they end up is like advertising without a phone number. The money goes out, something probably happens, but you cannot prove what.
The Move and Store free plan includes CRM, quoting, online payments, and job management. There is no lead limit, no contact cap, and no trial period. Start logging your leads properly and you will know within a month which channels are worth the investment.
Start tracking free – and find out whether your lead spend is actually working.