Volume without quality
The form fills arrive; the sales team stops chasing them by week three.
Pipeline
Lead generation measured in conversations that close
Targeting, offers, capture and qualification built as one system, with lead quality scored by your sales team and fed back into the campaigns that produced it.
Engagement snapshot
- Best for
- B2B, services, high-ticket
- Measured on
- Qualified leads & pipeline
- Includes
- CRM feedback loop
- Cadence
- Weekly sales-marketing sync
Overview
A cheap lead that never answers the phone is not cheap
Most lead generation reporting stops at cost per lead, which is exactly where the interesting question begins. A campaign producing leads at half the cost of another may be producing a quarter of the pipeline, and nobody notices until the quarter closes badly.
We build lead generation as a closed loop. Campaigns capture leads, sales scores them against agreed criteria, and those outcomes flow back into the ad platforms so bidding optimises for leads that actually convert.
That requires the unglamorous parts to work: CRM fields that get filled in, a follow-up process with a defined response time, and an honest conversation about which enquiry types your sales team genuinely wants more of.
What you get
- Sales-qualified focus — the reported number is the one your sales team recognises.
- Better bidding data — offline conversion imports teach platforms which leads matter.
- Faster response — routing and alerts cut time-to-first-contact substantially.
- Fewer wasted calls — qualification questions filter poor-fit enquiries before they reach sales.
- Pipeline visibility — campaign-level reporting through to opportunity value.
Problems we solve
The situations that usually bring clients here
Slow follow-up
Leads sit for a day before contact, by which time the buyer has spoken to two competitors.
No feedback loop
Marketing never learns which campaigns produced revenue, so budget keeps going to the cheapest leads.
Nothing worth exchanging details for
A 'contact us' form is the only offer, so only ready-to-buy prospects ever convert.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
ICP definition, sales interviews, objection mapping and current pipeline analysis.
Strategy
Offer design by funnel stage, channel selection, qualification criteria and routing rules.
Implementation
Campaign build, landing pages, lead magnets, CRM fields and automated routing.
Optimisation
Weekly review of lead quality by source, with targeting and offer adjustments.
Reporting
Leads, qualified leads, opportunities and pipeline value by campaign and channel.
Growth
Scale sources that produce closed revenue, cut those that only produce volume.
Services included
What the engagement covers
Targeted campaigns
Search, LinkedIn and Meta campaigns aimed at defined roles, industries and intent signals.
Offer & lead magnet design
Assessments, calculators, guides and demos that earn a real contact detail exchange.
Landing pages & forms
Focused pages with qualification questions built into the form rather than bolted on.
CRM & routing
Lead capture into your CRM with source tracking, scoring and assignment rules.
Nurture sequences
Email and WhatsApp follow-up for leads that are interested but not yet ready.
Closed-loop reporting
Revenue attribution back to campaign, so budget follows pipeline not form fills.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Google Ads
LinkedIn Campaign Manager
Meta Ads
HubSpot
Zoho CRM
Salesforce
Calendly-style booking
GA4
WhatsApp Business API
Looker Studio
Sample case study
Scoring leads changed the media plan
- Objective
- Increase qualified pipeline without increasing total media spend.
- Strategy
- Introduced a four-point qualification score, imported outcomes into Google Ads, replaced the generic contact form with a scoped-project enquiry, and added a 15-minute booking option.
+74%Qualified leads
-38%Cost per SQL
2.8XPipeline value
4 hrsAvg. response time
Illustrative sample based on typical project patterns, not a named client account.
FAQs
Lead Generation questions, answered
Whatever your sales team will actually work — usually a combination of fit, budget signal and timing. We agree the definition in writing during onboarding, because reporting is meaningless without it.
We forecast ranges based on channel data and set targets, but guaranteed lead counts usually incentivise volume over quality. We would rather commit to a cost per qualified lead range and report against it honestly.
Yes, and it is often the highest-return part of the engagement. Speed of first contact is one of the strongest predictors of conversion in almost every category we work in.
Search captures existing demand and usually produces the highest-intent leads. LinkedIn reaches specific roles who are not yet searching. Most healthy programmes run both, with different targets for each.
Yes, even a simple one. Without lead outcomes recorded somewhere structured, there is no way to learn which campaigns produce revenue rather than activity.
We identify it in the weekly quality review, adjust targeting or the offer, and if it does not recover within an agreed window, we stop the spend and reallocate it.
Related services
Often combined with
Performance Marketing
Paid acquisition run against CAC and ROAS targets rather than impression counts.
Explore serviceSEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.