A lead generation business finds their digital leads are low quality despite high volume in Google Ads. What's the first step in the DEARC framework to address this gap?

The DEARC framework begins with "Define" because understanding the overarching business goal is crucial before implementing any changes. If the goal is high-quality leads, then defining what "quality" means to the business (e.g., specific conversion actions, lead scores, or sales-qualified leads) is the essential first step. Without this clarity, subsequent steps like "Activate" (choosing a bidding strategy), "Refine" (adjusting CPA targets), or "Enable" (setting up enhanced conversions) would be based on assumptions and unlikely to solve the root problem of low-quality leads. Choosing Maximize Clicks might increase volume but not quality. Setting a lower target CPA might reduce volume or quality if not aligned with a clear definition of a valuable lead. Setting up enhanced conversions is an important technical step but comes after defining what conversion truly matters.