Lead intelligence
Your enquiry form shows half the picture.
Each lead arrives with a short summary of what the person did on your website before getting in touch. Your team knows what the lead wants before the first call.
The problem
People leave out what they want.
An enquiry form collects a name, a phone number and one line of text. The research behind the enquiry never reaches your team.
Short messages
Most people type the minimum. “Please call me” gives your team nothing to prepare with.
Hidden intent
A check-up request from someone researching £4,000 treatment looks identical to a routine booking.
Wrong first call
Your team opens with the wrong service. The lead feels unheard and rings the next firm on the list.
See it in action
One lead. Three visits. One line on the form.
A dental practice receives a routine booking request. The log shows what the same person did on the website before sending the form.
What the form sent
What we capture
- D1 19:42Paid search · “invisible braces cost”ad_click
- D1 19:43/clear-aligners/ · read for 7 minutespage_view
- D1 19:48Before and after gallery · scrolled to the endscroll
- D2 12:18Returned directly · /finance/page_view
- D2 12:20Finance calculator · 12 monthscalculator_use
- D2 12:21Finance calculator · 24 monthscalculator_use
- D2 12:22/teeth-whitening/page_view
- D5 20:06Brand search · “northgate dental”ad_click
- D5 20:06/new-patients/page_view
- D5 20:07/contact/ · opening hourspage_view
- D5 20:08Booking formform_start
- D5 20:09Lead sent · “check-up and clean”form_submit
Priya read about clear aligners for 7 minutes and used the finance calculator twice. Confirm the check-up, offer a free aligner consultation in the same visit and bring monthly payment options.
Example lead. Names, pages and details invented to show the format.
How the summaries work
Three steps. No change for your team.
You own the data. Your team learns no new software.
Track each visit
We record the pages each visitor reads, time on each page, tools used and the search or ad behind the visit.
Link visits to the enquiry
When someone sends a form, we connect the enquiry to every earlier visit by the same person.
Send the summary
AI writes a short brief with a suggested first call. The brief lands in your inbox or CRM with the lead.
Questions
Questions clients ask.
Short answers on delivery, consent, software and ownership.
Where does the summary appear?
In the lead notification email your team already receives, or as a note on the lead in your CRM.
Does tracking respect consent?
Yes. Tracking follows the consent choices each visitor makes. Visitors who decline tracking send their enquiry as normal, without a summary.
Do we need new software?
No. We work with your existing website, ad accounts and CRM.
Who owns the data?
You do. You keep full access if you stop working with us.
How the work gets done
I lead the strategy. Acquisition Intelligence delivers the work.
I co-founded Acquisition Intelligence in 2024. Every account has a delivery team behind it. I stay close to strategy, measurement and the commercial questions. Day-to-day management, builds and reporting sit with the team.
This site
Matt James
Founder and specialist. Writes about travel PPC, lead quality and measurement. Leads strategy on agency accounts. Works across Google Ads, Microsoft Ads, GA4, BigQuery and Looker Studio.
The agency
Acquisition Intelligence
Runs Google Ads, Microsoft Ads and Meta campaigns for travel, finance and insurance businesses in the UK and Germany.
Want a second opinion on a travel or lead generation account?
Book a call. We will talk through the account, the tracking and the numbers your business cares about.
What happens next
Discovery call
You tell me about the business, the goals and where PPC falls short.
Audit
With read access to Google Ads, Analytics and Merchant Center, the agency team and I review current performance.
Proposal
We meet again to go through the findings and a plan for working together.