Because cost per lead and lead quality are frequently inversely correlated on GCC lead-gen accounts — the campaigns, audiences, and creative that generate the cheapest leads often attract low-intent clickers, duplicate submissions, or people who never planned to buy. This is a hard-won rule at Kando: never rank campaigns on raw CPL alone.
The fix is qualifying leads downstream — connecting CRM outcomes like show rate, sales-qualified rate, or closed revenue back to the campaign level before judging performance. A campaign with a higher CPL but a far better close rate is usually the one worth scaling.