Which lead gen campaign would you consider more successful?

A campaign with a higher ROI is more successful because ROI measures the profitability of your marketing efforts. While a low CPL is desirable, it only indicates efficiency in acquiring leads, not necessarily their quality or how much revenue they generate. A campaign could have a very low CPL but generate leads that never convert, leading to a poor ROI. Conversely, a campaign with a slightly higher CPL might bring in high-value leads that result in significant revenue, thus yielding a much higher ROI. Ultimately, the goal of lead generation is to drive profitable business outcomes, which ROI directly reflects.