Steady leads in 14 days. Predictable pipeline by day 30.
You do not have a marketing problem. You have a pipeline problem. The two are not the same. Most agencies will sell you “marketing” — branding, brand awareness, top-of-funnel content, podcast appearances. None of that fills a calendar. We fill calendars. Our entire pillar exists to put qualified enquiries into your CRM, route them to the right person inside five minutes, and report back on closed revenue — not impressions, not engagement, not reach.
Here is what kills service businesses without a real lead generation system. You depend on referrals, which means your growth ceiling is whoever knows you personally. You “boost the post” on Facebook and call that lead generation. You hire a salesperson who spends 40% of their week looking for leads instead of closing them. You see a competitor running ads on the same keywords and you have no idea what they are spending or what they are getting. You go three months without a new client and the panic sets in. None of that is necessary.
What this pillar actually does
Lead generation is the productised stack of channels that, run together, fill a calendar with qualified enquiries every week — local SEO, paid search, paid social, conversion-tested landing pages, reputation management, and ruthlessly fast lead routing. We pick the right two or three channels for your category, set them up properly with full conversion tracking, route every enquiry into your CRM with speed-to-lead under five minutes, and iterate weekly on what is working. No vanity, no fluff, no monthly screenshot from Facebook Ads Manager passed off as a report.
What we deliver every week:
- Paid search optimisation — Google and Bing campaigns reviewed, negative keywords expanded, bids adjusted, ad copy tested, landing pages iterated.
- Paid social iteration — Meta, LinkedIn, TikTok creative refreshed weekly, hooks tested, audiences refined, conversion campaigns scaled.
- Landing page testing — A/B tests live, conversion rate tracked, headline and CTA variants shipping.
- Local SEO and reputation — Google Business Profile updated, review velocity maintained, local-pack rankings tracked, schema-marked star ratings live.
- Speed-to-lead and routing — every enquiry hits your CRM in under five minutes, routed to the right team member, with auto-replies and SMS triggers configured. Lead source attribution wired end-to-end.
Who this is for
Single-location service businesses that need 5 to 30 qualified leads per month and are tired of relying on referrals. Multi-location operators who need consistent regional pipeline and proper attribution across territories. Founder-led SMEs at £500k to £10m turnover with a defined offer, a sales process that can handle inbound, and a willingness to spend at least £1,500 per month on ad budget on top of the retainer. If you do not have a sales process to work the leads, fix that first — we will tell you so on the call.
Why our approach works
Most lead-gen agencies push leads into a spreadsheet, email it to you on Friday, and call that delivery. Three things go wrong. The leads cool down before your team rings them. Half the leads are tyre-kickers and you have no way to score them. And nobody can tell you afterwards which channel actually closed the deal, which means you cannot scale what is working or kill what is not.
Our approach is built around three commitments. Speed-to-lead under five minutes — most of your competitors take 4 hours, which means you will close the leads they lose. Lead scoring and routing inside your CRM, not a spreadsheet, so you score quality not volume. And full closed-loop attribution — every enquiry tagged with channel, campaign, ad, landing page, all the way through to closed revenue. By day 14 your first leads are landing. By day 30 the volume is steady. By day 60 you have a predictable pipeline you can plan against. By month three the cost-per-acquisition is trending down because the system has learned what works for your category.
We do not take a commission on leads. Pay-per-lead deals incentivise the agency to send junk. Flat retainer, you keep the upside, we ship the work to a documented standard or we are not earning the retainer.
Conversion tracking is the unglamorous part most agencies skip. Apple killed half your ad data in 2021. Cookie deprecation is killing the rest. We rebuild the picture using server-side tagging, the conversion APIs that Meta and Google offer, and CRM-based offline conversion uploads that close the loop on every deal that closes. The result is platform algorithms that have enough signal to optimise properly — which is the difference between a Meta campaign that decays in week three and one that scales for a year.
Creative is the other half of the picture. Most lead-gen agencies recycle the same three ads for nine months and wonder why performance dies. We refresh creative weekly on paid social — new hooks, new angles, new formats — and run hook tests in 48-hour cycles. The winning creatives get scaled. The losers get killed. The library grows over time, so by month six we have 30+ proven creatives across formats and you have a creative bench that competitors do not. Landing pages get the same treatment — A/B tests live continuously, conversion rates tracked weekly, headline and CTA variants iterated against the data.
What you own at the end
- Every ad account — Google, Meta, LinkedIn, TikTok — under your billing, your access, your control.
- Every landing page we build — committed to your hosting, your CMS, your domain.
- Every conversion tracking pixel, server-side tag, and CAPI feed — installed under your accounts.
- Your full lead list — CSV export every month, plus live access through your CRM.
- Your reviews and reputation assets — Google Business Profile, Trustpilot, sector-specific directories — all owned by you.
- Your routing logic and follow-up sequences — documented, exportable, portable to any CRM.
The compounding curve
Lead generation does not compound the way SEO does, but it does build a learning curve. Month one is setup, baseline, and first leads. Month two is creative iteration and audience refinement. Month three is when cost-per-acquisition starts trending down because the platform algorithms have learned what works and we have killed what does not. By month six, your average lead cost is typically 30 to 50% lower than month one — same spend, more leads. The asset that compounds is the data — the closed-loop attribution, the creative library, the audience signals — which is why retainers run forever, not just for the launch sprint. We are also the early-warning system for when a channel is decaying and you need to shift spend before the cost-per-acquisition spikes.
Frequently asked, frankly answered
Do you take a commission on leads?
No. Flat retainer. You keep the upside. Pay-per-lead deals push agencies to send tyre-kickers because the incentive is volume, not quality. We score for closed revenue and tune the campaigns weekly. If a campaign is producing junk leads it dies on Friday.
What if the leads are bad quality?
We score every lead inside your CRM and review weekly. If a campaign or ad is producing tyre-kickers, we kill it on Friday and reroute spend. We optimise for closed revenue, not form fills. The first thirty days is calibration — by day 60 the lead-to-close ratio is trending in the right direction.
Right for our size of business?
Yes if your average customer value is above £500 and your team can pick up the phone within five minutes of a lead landing. Below £500 customer value the unit economics are harder; below five-minute response the leads cool off before they are worked. If those two things are not in place, we will tell you on the call and recommend SEO or content as the better starting channel.
Revenue or vanity metrics?
Revenue. We report on enquiries, qualified leads, sales-accepted leads, and closed deals — all attributed by channel, campaign, and ad. Click-through rates and impressions are diagnostic — they tell us if creative is working — but they are not the deliverable. The deliverable is enquiries you can close.
What does it cost?
Foundation tier from £1,500 per month plus ad spend for a single-location service area. Compound tier from £3,000 per month plus ad spend for multi-location operators or specialised B2B campaigns. Architect tier from £6,000 per month plus ad spend for national programmes, complex multi-channel attribution, or large e-commerce. Minimum useful ad spend on top of the retainer is around £1,500 per month — below that the platforms cannot collect enough data to optimise.
Stop doing this. Start doing this.
- Stop relying on referrals. Start running a system that fills the calendar even when nobody is talking about you at the pub.
- Stop boosting the post. Start running properly tracked campaigns with creative iteration, conversion tracking, and CRM-integrated reporting.
- Stop responding to leads in 4 hours. Start responding in under 5 minutes and watch your close rate triple.
- Stop measuring on impressions and clicks. Start measuring on closed revenue attributed by channel.
Fill the calendar. Stop chasing.
You can keep depending on referrals and panicking when they dry up. Or you can run a system that puts qualified enquiries into your CRM every week, routes them to the right person in under five minutes, and tells you exactly which channel is paying back. The first move is a free 14-day lead-gen plan — we audit your current channels, score your speed-to-lead, and map out the campaign architecture that will fill your calendar by day 30. You keep the plan either way.
