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Last month we managed to find a way to get one client Facebook leads for just under £2.00 each. He was delighted and instantly wanted to move all of his lead generation marketing budget into Facebook advertising.
As he was still making good money from his other lead generation sources we persuaded him to continue with those (costing between £20 and £30 each) until he was able to monitor the conversions and compare them with their current lead gen campaigns. Common sense really, but when you think you have found a breakthrough result logic can go straight out of the window.
A few weeks later the results were in. They were making good money on all lead gen sources but where Facebook won on quantity it lost out on quality. Now they have gone back to their tried and tested sources but have planned to use Facebook to generate quick leads to keep their sales force going when there is a lull in leads coming from the other sources. Very sensible.
I'm sure you track all your sales back to the marketing to discover your cost per sale not just cost per lead.