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.

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.

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

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

E-commerce Campaigns but built as Lead Generation.