Quality over volume. We build paid media strategies for service businesses and B2B brands that focus on enquiries from people who are genuinely ready to buy — not just clicks on a dashboard.
Any agency can drive form fills. The harder question is: are those enquiries from people who can actually become clients? Lead generation paid media requires a different mindset — one focused on cost per qualified lead, not just cost per lead.
That means understanding your audience in detail, structuring campaigns around intent signals rather than broad reach, and connecting your ad data to what actually happens downstream in your sales process.
We build paid media strategies that don't just fill your inbox — they fill your pipeline with the right kind of conversations.
Lead generation isn't a single-channel game. We use the right mix of platforms to capture demand, build awareness and re-engage prospects across the full buying cycle.
Capture high-intent searches from prospects who are actively looking for what you offer. Google Search is the highest-converting channel for most lead gen businesses — when structured properly.
Reach your ideal client profile with targeted prospecting. Meta is powerful for lead gen when you have a clearly defined audience — we use it to build awareness and drive enquiries through lead forms and landing pages.
Often overlooked, but a consistently strong channel for B2B and professional services. Bing's audience skews older, higher-income and more professional — with lower CPCs than Google and less competition for the same searches.
Most B2B buyers don't convert on the first visit. A well-built remarketing strategy keeps you in front of prospects who've shown interest — across Google Display, Meta and beyond — until they're ready to take the next step.
Lead gen paid media is only as good as the data behind it. We set up robust conversion tracking that connects ad spend to actual business outcomes — calls, form submissions, booked meetings — not just traffic.
Clear monthly reporting that shows what your budget is generating — leads, cost per lead, lead quality trends, and what we're doing about it. No vanity metrics. Just the numbers that matter to your business.
Lead generation requires understanding the buying cycle of your industry. We have experience running paid media for businesses where leads have high value and buyers take time to decide.
We learn your business, your ideal client, your sales process, and what a good lead actually looks like.
We build the campaign structure, tracking setup, ad copy and audience strategy — all aligned to your specific goals.
Campaigns go live with close monitoring in the early weeks. We gather data fast and optimise based on what's actually converting.
Monthly reporting, ongoing optimisation, and a clear picture of what your budget is generating in pipeline — every month.
A good cost per lead depends entirely on what a new client is worth to your business. For a B2B service with high contract values, a CPL of £200 to £500 can still be very profitable. For lower-value or high-volume consumer services, you may need to be under £30. The benchmark that matters is cost per qualified lead relative to client lifetime value — not an arbitrary industry figure.
Lead tracking is set up through a combination of Google Analytics 4, Google Tag Manager, and platform-native conversion tracking. We track form submissions, phone calls, live chat starts, and any other actions that represent a genuine enquiry. Where possible, we also connect ad data to your CRM so you can see which campaigns generate leads that actually convert to clients — not just form fills.
Google Ads captures people actively searching for your service right now — high-intent, often higher cost per click, but converts well because the audience is already in buying mode. Meta Ads reaches people based on who they are rather than what they are searching for — better for building awareness and reaching a defined audience profile, but typically requires more nurturing before conversion. Most effective lead gen strategies use both.
Lead qualification starts in the ad itself. Copy that includes pricing context, minimum project sizes, or specific service details filters out unsuitable enquiries before anyone clicks. Landing pages can do the same — setting clear expectations around who you work with and what the process looks like. For some clients, a qualifying question in the contact form adds another layer of filtering before leads reach your sales team.
Meaningful optimisation in lead gen paid media typically takes 6 to 12 weeks. The first month is about gathering enough conversion data to make informed decisions on bidding, keywords, and audience targeting. By months two and three, patterns emerge and campaigns can be refined towards the segments, keywords, and creatives generating the best quality leads.
The best lead gen landing pages are focused, fast, and clear about what the visitor gets by enquiring. A single objective — fill in the form or call the number — with a strong headline, a concise explanation of your offering, social proof such as testimonials or case study results, and a simple enquiry form. Sending paid traffic to a general homepage is one of the most common reasons lead gen campaigns underperform.