The Next-Gen Brand Lab
Lead quality and qualification
What is a good lead-to-site-visit ratio?
Last updated 2026-09-09
There is no reliable industry benchmark worth quoting, and anyone offering you one is guessing — it varies enormously with ticket size, distance and how the visit is scheduled. What matters is your own ratio, tracked from the first month, because it moves within weeks and it catches lead-quality and sales-process problems long before booking data would. Track it as cost per site visit rather than as a percentage, since that makes it comparable across campaigns.
Why this is the metric to add first
Cost per lead is fast to measure and easy to game. Cost per booking is honest but arrives a full sales cycle late, by which point the launch window may have closed.
Cost per site visit sits between them: available within weeks, hard to game, and directly attached to something your sales team already tracks. If you add one number to your reporting this quarter, add this one.
What a falling ratio tells you
If leads hold and site visits fall, either the lead quality has drifted or the sales follow-up has. Check speed to first call before concluding it is the campaign — that single variable explains more site-visit decline than targeting does.
If cost per lead falls and cost per site visit rises at the same time, the campaign has found a cheaper and worse audience. That combination is the clearest signal available that the optimisation event is wrong.
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