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you have it in a nutshell - if the leads are profitable keep them and start generating more via the methods you want to try - surely you would buy as many sales as you can make - if however you can only handle a certain number of leads as not enough staff to cover etc then you want to max the ones that costs less - but unless you are using automated systems to get the leads like Haystak's ppc platform - but like it you need to amortize the cost of the person doing the work as well as the spend.