Lead Generation
Clicks are vanity. Leads are revenue.
E-commerce measures ROAS. Lead generation measures cost per qualified lead — and that requires a completely different campaign architecture. We build Google Ads campaigns specifically for lead gen businesses — with call tracking on every number, form and chat attribution on every touchpoint, CRM integration that closes the feedback loop, and landing pages engineered to convert ad traffic into sales conversations, not just form submissions.
- Of Leads Tracked to Keyword Level
- 65% Of Leads Tracked to Keyword Level
- Average Cost per Qualified Lead
- $32 Average Cost per Qualified Lead
- Higher SQL Conversion Rate
- 3.8× Higher SQL Conversion Rate
What we deliver
Everything you need to win.
Lead Gen Campaign Architecture
Campaign structures built for lead quality, not just volume — separating high-intent service keywords from informational queries and allocating budget where conversion rates and lead quality are highest.
Call Tracking & Recording
Dynamic number insertion on every landing page and website page with call recording, duration tracking, and source attribution so you know exactly which keywords and ads generate phone leads.
Form & Chat Attribution
Every form submission and chat conversation tracked back to the specific keyword, ad, and campaign that generated it. No more guessing which campaigns drive real enquiries versus spam submissions.
Landing Page Engineering
Conversion-optimised landing pages with message match for each ad group, trust signals, and multi-step forms that qualify leads before submission — improving both volume and quality simultaneously.
CRM Integration
Lead data flows directly into your CRM with source attribution, so your sales team sees which leads came from which campaigns. Closed-loop reporting tells us which keywords generate revenue, not just leads.
Industry Budget Benchmarks
We benchmark your CPA against industry averages for legal, healthcare, home services, finance, and B2B — setting realistic targets and identifying whether your performance is above or below market.
Our process
From audit to results.
01
Lead Gen Audit
We audit your current campaigns, conversion tracking, landing pages, and CRM integration to identify where leads are leaking and which campaigns are generating low-quality enquiries.
02
Tracking & Integration Setup
Deploy call tracking, form attribution, chat tracking, and CRM integration before changing a single ad. You cannot optimise what you cannot measure — this foundation is non-negotiable.
03
Campaign Build & Launch
Restructured campaigns with intent-based keyword groups, dedicated landing pages, and bid strategies optimised for lead quality, not just lead volume. Controlled launch with daily monitoring.
04
Optimise for Revenue
Monthly optimisation against closed-deal data from your CRM — not just cost per lead, but cost per qualified lead and cost per customer. We shift budget toward the keywords that generate revenue.
Start generating qualified leads predictably
Get a free lead generation audit that shows your true cost per qualified lead, identifies tracking gaps, and maps the changes that will lower your CPA.
Get Your Lead Gen AuditLead Generation questions, answered straight
E-commerce tracks revenue directly in Google Ads. Lead generation requires offline conversion tracking because the sale happens after the click — via phone call, form submission, or meeting. We set up closed-loop tracking so Google's smart bidding optimises for lead quality and revenue, not just form submissions that may never become customers.
We integrate your CRM with Google Ads using offline conversion imports. When a lead becomes a customer, that conversion data feeds back into Google Ads so the algorithm knows which keywords and ads drive revenue. This transforms your bidding from optimising for form fills to optimising for paying customers.
CPL varies dramatically by industry — $15-30 for home services, $50-150 for legal, $30-80 for B2B services, $20-60 for healthcare. We benchmark your specific vertical during the audit and set targets based on your customer lifetime value and close rate. The right metric is cost per customer, not just cost per lead.
We handle both. Landing pages are integral to lead generation performance — message match, form design, and trust signals directly impact conversion rate and lead quality. We build dedicated landing pages for every major ad group and A/B test them continuously to improve conversion rates.
We implement reCAPTCHA, honeypot fields, and multi-step form qualification to block spam at the source. Call tracking filters out short-duration and non-business calls. CRM integration lets us feed lead quality data back into Google Ads so the algorithm learns to avoid the audience segments that generate junk leads.