What Can I Afford To Pay For A Lead From Paid Ads?

How do you track phone calls (leads and sales)?

We use a tool that records any calls that come in from your campaign. Then, we manually score every call to ensure we get the best quality data.

Is it possible to run an e-commerce campaign but built as lead generation?

E-commerce Campaigns but built as Lead Generation.

How do I set goals and metrics?

Your Main KPI - For eCommerce the main KPI is ROAS, and for Lead Gen the main KPI is CPL.