In the world of lead gen, a high volume of form fills can feel like a win, until you realize that you’ve filled your CRM with unqualified hand-raisers with no intention of buying.

This week in Ads Decoded, Ginny spoke with two highly qualified (pun intended) experts, Mimi Forsythe, Global Head of Lead Gen Solutions, and Lydia Azaret, a Google product manager specializing in lead gen measurement solutions, in a candid conversation about the complexities and rewards of effective lead gen advertising.

They drill into the steps to ensure your campaign is driving a high volume of high-quality leads, the tools to ensure you’re capturing every point of your customer journey through to the sale, and why YouTube might be the performance channel you’re overlooking.

You can watch the full conversation here: