“Bad LSA lead” can describe an unsupported route, an unanswered call, an estimate lost on price or a contact questioned for billing. Those are four different problems. A useful quality report preserves the original lead and records separate decisions about fit, response, sales outcome and charges.
View full-size graphic ↗Preserve the lead before interpreting it
Create one record for the original contact with its source identifier, received time, receiving branch and contact route. Attach subsequent calls, messages and estimate activity to the same opportunity when they refer to the same proposed move. Keep the original source even if a later conversation arrives through another channel.
Record the current billing status in its own field. Do not overwrite “charged” with “unqualified,” because the first describes the account ledger and the second describes the company’s sales judgment. Both facts may be true at once.
Scroll the table horizontally to compare all columns.
| Field group | Example values | Question answered |
|---|---|---|
| Identity | Lead ID, opportunity ID, received date | Which inquiry is this? |
| Billing | Charged, under review, credited, not charged | What is the platform charge status? |
| Fit | Suitable, route mismatch, unsupported scope, date unavailable | Can the company serve this request? |
| Contact handling | Reached, pending callback, handoff unresolved | Did the team create a real conversation? |
| Sales outcome | Estimate pending, booked, lost, cancelled | What happened next? |
Limit customer information to what the authorized team needs. Keep sensitive inventory details and customer records in the approved operating system, not in a broadly shared marketing presentation.
Write the service-fit definition with operations
A sales-qualified moving opportunity needs a plausible service match, feasible locations, relevant timing and a way to continue the conversation. The exact criteria depend on the business. A storage-focused company and a local labor-only team should not be evaluated against an identical definition.
Google’s qualified-lead terminology distinguishes advertiser-assessed quality from initial contact. That supports tracking a separate stage, but your company must supply the actual qualification rules. Do not treat a platform label as a substitute for operational judgment. [1]
Keep “unknown” separate from “no”
If nobody reached the customer, the route or scope may still be unknown. Classifying that inquiry as unsuitable conceals a response problem. Use “qualification pending” until enough information exists, then record the reason for the final decision.
Review disagreements between salespeople. If one rejects all short moves and another accepts them, the quality report is measuring inconsistent policy. Resolve the service rule with management before using the data to change advertising.
Keep a credit question from becoming a sales definition
A customer who chose another mover is not automatically evidence of a billing error. Likewise, an inquiry the company cannot accommodate may still be a genuine request. Investigate account charges under current platform rules while separately recording what the sales team learned.
Review current LSA lead-credit guidance before building a reimbursement expectation into a report. The quality worksheet should remain useful whether a credit is issued or not.
Review a sample that includes wins and losses
Inspect successful bookings as well as rejected inquiries. Otherwise, the team may remove a service phrase or area that creates both some difficult contacts and valuable jobs. Compare the mix and the cost rather than remembering only the most frustrating calls.
Scroll the table horizontally to compare all columns.
| Pattern | Likely area to investigate | Evidence needed |
|---|---|---|
| Repeated unsupported service requests | Profile scope and job selections | Customer descriptions and current settings |
| Many unknown-fit contacts | Response coverage | Contact attempts and unresolved ownership |
| Suitable estimates repeatedly stall | Sales handoff or proposal clarity | Estimate dates and next actions |
| Good bookings concentrated in one route type | Service mix and economics | Retained jobs and delivery costs |
| Many cancellations after booking | Expectation or scheduling mismatch | Cancellation reasons and timing |
Assign one responsible reviewer to reconcile contradictory dispositions. A weekly discussion of a small, representative sample can reveal more than a chart that collapses every rejection into one category. Keep examples anonymized when sharing outside the authorized sales team.
Report quality with counts and pending cases
For each inquiry cohort, show the total unique opportunities, qualified count, unresolved count, estimates, retained bookings and cancellations. Calculate rates from explicit denominators. A 50% qualification rate means little if one report excludes unanswered calls and another includes them.
Separate “qualified among reviewed contacts” from “qualified among all inquiries” when many records are pending. The first describes known fit; the second exposes how much of the total flow has become usable. Show both counts so a higher percentage cannot hide a shrinking review sample.
Revisit older cohorts as estimates close. Preserve the review date and change history so the owner can distinguish improving sales outcomes from revised data entry. The purpose is to make the next repair clear, not to protect a channel’s reputation.
Common questions
Should unanswered calls count as unqualified leads?
Not automatically. Their fit may be unknown. Record the contact failure and qualification-pending status separately until the team has enough information.
What is the most useful lead-quality score?
Begin with understandable reasons and downstream outcomes. A single score is less useful if nobody can explain which service, route, timing or response issue caused it.
Your next step
Keep billing, fit, response and outcome as separate fields. That structure turns a complaint about lead quality into a repair the marketing or sales team can actually make.
Sources & editorial notes
Platform claims cite the documents below. Operating frameworks and labeled examples are MoverFuel editorial analysis, not client results or industry benchmarks.
- Google: qualified and converted leadsAdvertiser-assessed qualified lead stage distinct from initial inquiry. The disposition framework is original editorial guidance. Reviewed .
