Your campaigns bring enquiries. Know which ones bring clients who sign.
MIQAS keeps the ad on every enquiry that arrives from one, follows it through 5 stages worded for a practice (Enquiries, Qualified, Meetings booked, Proposals sent and Clients signed), and sets the fee you agreed with each client, and what the work costs to deliver, against what your campaigns spent. It is a client pipeline with ad measurement built in, not a practice management system.
The enquiries arrive, and nobody can say which campaign brought the clients who signed
A consultancy or a professional firm advertises its services on Meta, Snapchat and TikTok, and enquiries arrive from lead forms and from the contact form on its website.
A partner takes the meeting, a proposal goes out with a fee agreed for that one client, and the signature comes weeks later. None of those steps is recorded next to the ad that started it.
The marketing report stops at views, clicks and cost per lead, while the partners ask which enquiries were serious, which campaigns brought the clients who signed, and what those engagements were worth after the cost of delivering them.
With a long sales cycle, a campaign can look weak for a month and still be the one behind the largest engagement of the quarter.
The budget follows whatever is easy to count, so the campaign that wins clients gets paused early and the one that only wins clicks keeps running.
From the enquiry to the signed engagement
7 steps, in the order a practice works them.
The ad is tapped
Someone sees a campaign for one of your services on Meta, TikTok or Snapchat and opens your website or a Meta lead form.
The enquiry arrives
From a Meta lead form, the contact form on your website, a spreadsheet, or added by hand when it came as a referral.
Qualified
A partner, or whoever handles new business, judges the enquiry a real prospect.
Meeting booked
A discovery meeting or an opening consultation is in the diary.
Proposal sent
The priced proposal goes out, and you record the fee agreed with this client on the enquiry.
Client signed
The engagement is signed, with its value and, once you know it, what it costs to deliver.
Reported back and read
The stages after Enquiries are reported to the ad platforms you have connected, each in the stages it accepts, and value and margin are set against spend.
A pipeline worded the way a practice wins clients
A generic CRM hands you stages that could fit any business and a source field someone fills in afterwards, and a practice or billing system knows what a client is worth and nothing about the ad. Here the 5 stages carry a practice's own words, the fourth is the proposal because that is usually when a price exists, and an enquiry that came from a Meta lead form or your website form takes its source from the ad itself.
Enquiries
Everyone who got in touch, from every source. This is the starting count, and it is not reported to the ad platforms.
Qualified
A real prospect in your team's judgment. Reported to Meta and TikTok.
Meetings booked
A discovery meeting or an opening consultation is in the diary. Reported to Meta, TikTok and Snapchat as an appointment booked.
Proposals sent
The priced proposal has gone out to the client. Reported to Meta, where it is listed as Visited.
Clients signed
The engagement is signed, with its value. Reported to Meta, TikTok and Snapchat as a deal won.
- Name, phone and email for each enquiry; the phone and email are stored encrypted, and hashed before any stage is reported to an ad platform
- The platform and campaign behind each enquiry that arrived from an ad
- The answers on your enquiry form, kept encrypted; MIQAS never sends them to an ad platform as a description of the service or the matter
- An owner for each enquiry, chosen from the members of your workspace
- A status your team sets: contacted, no response, cold, warm, hot, converted or not qualified
- The fee agreed with each client, typed on the enquiry and editable afterwards
- What each engagement costs to deliver, and its margin once both the value and the cost are known
- A list of your services, each with its usual price, its cost, a scope and how it is billed: one-time, monthly retainer or per project
- One enquiry per person, even when the same prospect arrives from a form and from a list you typed or imported
- Segments you define, such as a service line, tagged onto your campaigns
- Stage moves recorded in the activity log, on the Pro plan
What each service campaign spent, and the enquiries it brought
Ad Campaigns holds spend, leads, cost per lead and cost per click for every campaign, and the pipeline holds what those enquiries became, so a cheap campaign and a campaign that wins clients stop looking alike.
Meta
Spend, leads and cost per lead by campaign, and Meta lead forms that land in the pipeline with their campaign already attached.
TikTok
Spend, clicks and cost per click for each campaign you run on TikTok.
Snapchat
Spend and clicks for each Snapchat campaign, from the Growth plan.
Your website
With MIQAS installed on your website, a contact form that asks for an email or a mobile number becomes an enquiry and keeps the ad that brought the person.
What the ad platforms hear when an enquiry becomes a client
When your team moves an enquiry to a new stage, MIQAS reports that stage to the ad platforms you have connected, once per stage and each in the stages it accepts. The platforms can then learn from meetings, proposals and signatures your team recorded rather than from form fills alone. What each one does with them follows its own conditions; Meta, for example, needs enough enquiries reaching a stage within its own window before it can optimise toward it, and a signature that comes months later may fall outside that window. An enquiry is reported when the person gave you their details directly, for example through a lead form, your website form or your own team, and a list you import is reported only after you confirm the people on it did the same; the cost and margin of an engagement never leave MIQAS. If your practice owes its clients a statutory duty of confidentiality, as lawyers and licensed accountants do, check that your professional rules and your client agreements allow a client's contact details to be reported to an advertising platform, even hashed, before you connect one; that decision stays with the practice.
- Meta
Qualified, Meetings booked, Proposals sent, Clients signed
- TikTok
Qualified, Meetings booked, Clients signed
- Snapchat
Meetings booked, Clients signed
- Meta
- Meta lists these under MIQAS's fixed labels: Meetings booked arrives as Appointments booked, Proposals sent as Visited and Clients signed as Deals won. The engagement value travels with the stage, and status changes such as hot, converted or not qualified are reported to Meta as well.
- TikTok
- Proposals sent is not reported to TikTok.
- Snapchat
- Available from the Growth plan.
What the partner, the marketer and the person taking the meetings each read
Managing partner or founder
- Spend, value won, return and margin won, for any dates you pick
- The weekly summary email once it is switched on in Settings, and a PDF report from the Growth plan
Marketing lead or agency
- Ad Campaigns: spend, leads, cost per lead and cost per click for each service campaign
- Cost per proposal sent for each segment, once your campaigns are tagged
- Cost per meeting booked, a Dashboard Studio tile on the Pro plan
Whoever handles new business
- The funnel: how many enquiries reached each stage, each stage's share of all enquiries, and the value sitting there
- Where they came from: every channel at each stage with the value won, and enquiries that did not come from an ad as a channel of their own
- Margin by channel and by segment on the ROI page
Whoever takes the meetings
- Each enquiry's contact details, owner, status and stage, with call and copy buttons beside the number
- The deal on each enquiry: value, cost and margin, with Edit deal to change them
The numbers a practice can put in front of its partners
- Enquiries at each stage
- How many reached Enquiries, Qualified, Meetings booked, Proposals sent and Clients signed, and each stage's share of all enquiries.
- Value at each stage
- The agreed fees sitting at each stage of the pipeline.
- Value won
- The total of the engagement values your team entered for the clients who signed.
- Margin won
- Value minus cost across the signed clients that have a cost entered, with a count of how many do. An empty cost is never treated as zero.
- Return
- Value won divided by what the campaigns spent, as a multiple.
- Cost per lead and cost per click
- For every campaign, as each ad platform reports them.
- Cost per meeting booked
- Ad spend divided by meetings booked, as a Dashboard Studio tile on the Pro plan.
- Cost per proposal sent, by segment
- Spend against proposals sent for each segment you define, such as a service line, once campaigns are tagged.
- Value won and margin won per service
- Each service's enquiries, signed clients, value and margin, counted over all time.
- Enquiries by channel
- Each channel's enquiries at every stage with value and margin, including the enquiries that did not come from an ad.
A partners' meeting before and with MIQAS
Before
- The marketing report ends at views, clicks and cost per lead.
- Meetings, proposals and signed engagements live in a spreadsheet that knows nothing about the campaign.
- The fee agreed with each client sits in an email thread, and the cost of delivering it sits in someone's head.
- A campaign is paused because it looked quiet for a month.
- Nobody can say which channel brought the clients who signed this quarter.
With MIQAS
- One pipeline from Enquiries to Clients signed, where an enquiry that came from an ad keeps its platform and campaign.
- Enquiries from Meta lead forms, your website form, imported files and your own team in one list, where a prospect you typed or imported is not doubled when their form arrives.
- The agreed fee and the delivery cost on each client, with the margin beside them.
- Meetings, proposals and signatures reported back to the ad platforms you have connected, each in the stages it accepts.
- A partners' meeting that starts from value won and margin won against spend.
Whether your campaigns are run by someone inside the practice or by an agency, MIQAS gives the partners an independent view of what happens between advertising spend and the clients who sign.
How consultancies and professional firms use it
Signed clients rather than views
- The problem
- A campaign collects likes and enquiries, and nobody can say whether any of them became a client.
- What MIQAS does
- Move each enquiry through the stages as it progresses, and read the stages by channel.
- What becomes visible
- Meetings booked, proposals sent and clients signed for each channel, beside cost per lead.
The fee that is different for every client
- The problem
- You price each engagement after the discovery meeting, so no price list can say what a client is worth.
- What MIQAS does
- Leave the service's usual price empty, or keep it as a starting point, and type the fee agreed with this client on the enquiry; Edit deal changes it later.
- What becomes visible
- Value won built from the fees you really agreed, client by client.
The monthly retainer
- The problem
- A retainer is worth more than its opening invoice, and counting a single month understates what the campaign won.
- What MIQAS does
- Set the service's billing to monthly retainer, and on the client's deal enter the committed value: the monthly fee times the months agreed, without VAT.
- What becomes visible
- A 6-month retainer at 4,500 a month counted as 27,000 of value won.
What the work costs to deliver
- The problem
- Revenue by campaign looks healthy, and nobody knows what was left after the hours and the subcontractors.
- What MIQAS does
- Give each service a cost, or type the cost on the client once you know it; it is copied from the service and can be changed for each client.
- What becomes visible
- Margin won by channel, by segment and by service, with a line saying how many signed clients have a cost entered.
The referral and the ad
- The problem
- A signed client may have come from a recommendation rather than from a campaign.
- What MIQAS does
- Add the referral by hand and mark it as not from an ad; it sits in a channel of its own.
- What becomes visible
- The share of meetings and signed clients each channel brought, ads and referrals side by side.
The long sales cycle
- The problem
- A campaign looks weak for weeks before any engagement is signed.
- What MIQAS does
- Read Meetings booked and Proposals sent by channel while contracts are still being agreed, and choose All time or your own date range on the ROI page.
- What becomes visible
- Which channels are filling the pipeline now, and what the enquiries from earlier campaigns have turned into since.
Ad accounts and enquiry sources a practice connects
Meta
Ads, spend and lead forms; 4 stages and status changes reported back.
TikTok
Ads and spend; 3 stages reported back.
Snapchat
Campaign spend from the Growth plan; Meetings booked and Clients signed reported back.
MIQAS on your website
Keeps the click ID and turns your contact form into an enquiry, however the site is built.
Spreadsheet import
CSV and Excel, once you confirm the people on the list gave you their details directly.
Manual entry
A referral or a client who came to you directly, added by hand and counted as not from an ad.
Lead API
Your own system can push enquiries and stage changes in, on the Enterprise plan.
Questions from partners and practice owners
Is MIQAS a CRM for consultancies or a practice management system?
It is a client pipeline with ad measurement built in. It holds your enquiries and their stages, the fee and cost of each engagement and a list of your services. It holds no client files, time sheets or invoices and it produces no quotes or proposal documents, so it works beside the practice and billing systems you already use. It answers a different question: which campaigns bring the clients who sign.
Which business type do we choose?
Choose Consultancy or professional services from the business type list in Settings. One type covers a consultancy, a law firm, an accounting firm and an engineering or advisory practice, and it gives you the stages Enquiries, Qualified, Meetings booked, Proposals sent and Clients signed, with a list of services in place of products.
Can each client have a different fee?
Yes. A service carries its usual price, and each enquiry carries the fee you agreed with that client. Linking a service to an enquiry fills in the usual price when no fee is there yet, and asks before replacing one you already typed. For a retainer, enter the monthly fee times the months agreed.
How is margin worked out?
Margin is the engagement value minus what it costs you to deliver, both entered without VAT. It appears once a signed client has both numbers, and the page says how many signed clients have a cost entered, so an empty cost is never counted as zero. Cost and margin stay inside MIQAS; the ad platforms are told the value only.
Which stages reach the ad platforms?
Meta receives Qualified, Meetings booked, Proposals sent and Clients signed, under MIQAS's fixed labels: Qualified, Appointments booked, Visited and Deals won. TikTok receives Qualified, Meetings booked and Clients signed. Snapchat, from the Growth plan, receives Meetings booked and Clients signed. Enquiries are not reported, each stage is reported once per enquiry, status changes go to Meta alone, and a person is reported only when they gave you their details directly, or when they are on an imported list you confirmed was collected that way.
Who records the proposal and the signature?
Your team does. Whoever handles the enquiry moves it to Proposals sent, then to Clients signed, and enters the fee. The platforms are told the value once, when the enquiry reaches a stage, so MIQAS asks before a client is marked signed with no value. On the Enterprise plan your own system can push stages in through the Lead API.
Can we add our own stages, or send a quote from MIQAS?
Not today. The 5 stages are fixed and worded for a practice, and MIQAS produces no quotes, engagement letters or invoices, so those stay in the tools you already use. What it keeps is the fee you agreed and the stage the client reached.
Does it work if we advertise on LinkedIn or Google?
Partly. MIQAS connects to Meta, TikTok and Snapchat. LinkedIn is not connected and Google Ads spend does not come into MIQAS today, so a practice that wins most of its clients through LinkedIn or search sees part of its advertising here. Enquiries from those channels can still be added by hand or imported.
Can I compare service lines?
Yes, in 2 ways. Each service in your list carries its own enquiries, signed clients, value won and margin won. A segment for each service line, tagged onto your campaigns, adds stage counts and cost per proposal sent for that line. Campaign names are never parsed, so the tagging stays in your hands.
Will this improve our Meta results?
MIQAS gives Meta outcomes your team recorded, which are stronger first-party signals than form fills alone. What Meta does with them is Meta's decision, under its own conditions, including a minimum number of enquiries reaching a stage within its window, and a long sales cycle can put the signature outside that window. MIQAS does not change your campaigns and does not promise a result.
We already use MIQAS under another business type. What happens if we switch?
Switching between business types that run on enquiries changes the words, such as the stage names and the services list, and keeps your enquiries, values, statuses, owners and segments where they are. Switching from a store type swaps the menu to the pipeline pages after you confirm, and nothing is deleted.
What happens to client information, and what leaves MIQAS?
Phone numbers and emails are stored encrypted, and so are the answers on your enquiry form. When your team moves an enquiry to a stage, MIQAS reports that stage and its value to the ad platforms you have connected, with the phone number and email hashed first and the click or lead reference that platform issued itself; Meta also receives the name, city and country where they are known, hashed the same way. The platforms receive fixed stage labels, never your wording for the service or the matter, and cost and margin never leave MIQAS. A hashed contact detail can still be matched by a platform to its own user, which is how the reporting works, so a practice that owes its clients a statutory duty of confidentiality, as lawyers and licensed accountants do, should confirm that its professional rules and client agreements allow it before connecting a platform. That decision stays with the practice.
See your own enquiries followed to the signature.
Bring a quarter of campaigns and your client list, and we will walk you through the stages, values and margin MIQAS would keep for them.