Lead generation built around customers, not enquiries
More forms is easy. More of the right enquiries is the job. We build campaigns around the opportunities you actually want to win, then measure whether they arrived.
Client advertising spend managed every month
Cost per lead on a recent new-homes campaign
Enquiries generated in 30 days on a single solar campaign
Volume is easy. Quality is the work.
Take a service with 10,000 monthly searches in your area. Only a proportion of those people, often a third to a half, are genuinely planning the project. The rest are researching, price-checking or simply curious.
Campaigns built for volume collect all of them. Campaigns built for quality concentrate budget on the people actually in the market, and accept fewer, considerably better enquiries.
Two campaigns can produce 30 leads each at the same cost per lead. One yields fifteen real opportunities, the other three. Only one report shows the difference.
Beyond the search term
Search terms tell you what someone typed. Audience signals tell you who they are and what else they are doing. Good campaigns use both.
Intent, not just keywords
We layer audience signals over search targeting, the browsing behaviour that indicates a real project rather than idle curiosity.
A realistic catchment
Geographic targeting set to an area you can actually serve well, rather than spread thin across a whole region.
Separated by customer type
Consumer, trade and specifier enquiries need different messaging, different budgets and different landing pages.
How a campaign gets built
Research
Review the account, tracking, search terms and categories to find where budget works and where it is wasted.
Structure
Rebuild around customer type, product category and buying intent so budget can follow performance.
Track
Call and form tracking in place before spending properly, so good and bad leads are both visible.
Optimise
Search term reviews, negatives, ad testing, audience testing and budget movement against lead quality.
Report
Monthly reporting on verified good leads, CPA, conversion rate and category performance.
Recent campaign performance
A selection of paid social lead-generation results taken from live campaign reporting over the periods stated. In two of these campaigns roughly a quarter of all enquiries arrived by telephone, invisible to any report counting form fills alone.
- £4.85New homes, 31 leads / 9 days
- £5.22Kitchens, 99 leads / 10 days
- £6.66ECO4, 150 leads / 30 days
- £20.65Solar, 326 leads / 30 days
Counting the calls changes the answer
A large share of enquiries for service and trade businesses still arrive by telephone, and those calls are usually missing from a standard advertising report.
We use advanced call tracking to connect calls, forms and customer journeys back to the campaigns that produced them.
This is not a reporting nicety. It changes which campaigns look successful, and therefore where next month’s budget goes.
Before you get in touch
What does lead generation cost?
Lead generation is priced per campaign, because the economics vary enormously by sector, a £50 trade enquiry and a £5 consumer enquiry need completely different approaches. The management fee is agreed in writing before work starts and sits separately from your advertising budget on the invoice, so you always know what you are paying us and what is going to the platforms.
Which channels will you use?
Whichever suits where your customers actually are. That may be Google Ads, Microsoft Advertising, Meta, LinkedIn, SEO or a combination. We do not run every platform by default.
How quickly do campaigns produce enquiries?
Paid campaigns can generate enquiries within days of launch. What takes longer is the tuning, a few weeks of lead-quality data is usually needed before we can confidently move budget towards what works.
Can you tell which leads became customers?
Where your systems can feed that outcome data back, yes, and it makes a substantial difference to how campaigns are optimised. Where they cannot, we work from the best proxy available and are clear about the limits.
What does a good enquiry look like for you?
Tell us that, and we will tell you how we would go and find more of them.
