Lead Generation Campaigns Judged by Qualified Enquiries
For clinics, consultancies, home services, education providers and other high-value offers, we run campaigns that produce calls and forms your team can close, then track each enquiry from first click to booked job.
Lead Generation: what it covers
Service businesses do not sell through a shopping cart. The conversion is a phone call, a form, a booking request or a WhatsApp message, and its value is unknown until someone on your team speaks to the prospect. That makes lead generation different from eCommerce: an ad account can show a steady flow of enquiries while many of them are spam, out of area or looking for something you do not offer.
We build campaigns around qualified leads rather than raw volume. That means forms that ask the right questions, call tracking that records which ad produced each call, and a simple way for your team to mark leads as qualified, booked or won. Those outcomes are then imported back into Google Ads and Meta so the platforms learn to find more people like your best customers.
Response speed matters as much as the campaigns themselves. A prospect who fills in several forms on a Sunday evening usually hires whoever calls back first. We help you set up instant alerts, routing and confirmations so paid enquiries are never left waiting for a reply.
- Lead form design with qualifying questions
- Google Ads lead form and call assets
- Meta instant forms with higher-intent settings
- Call tracking with dynamic numbers
- Spam and junk lead filtering
- Lead status tracking: qualified, booked, won
- Offline conversion imports to Google and Meta
- Enhanced conversions for leads
- Instant lead alerts and routing
- Location and service area targeting
- Cost per qualified lead reporting
- Landing pages for each core service
The challenges we solve
Lots of enquiries, little revenue
Easy forms and broad targeting can fill an inbox with fake names, wrong numbers and people outside your service area. Your team spends hours chasing them, real prospects wait longer for a reply, and the ad platforms keep optimising towards the cheapest submissions because nobody told them which leads were any good.
Calls nobody can trace
For many service businesses the best leads phone rather than fill in a form. Without call tracking, those calls look like direct traffic or are credited to the wrong campaign, so budget gets moved away from the ads that actually make the phone ring.
Slow follow-up wasting paid clicks
Prospects comparing providers often contact several at once. If enquiries sit in an inbox until the next morning, a competitor gets the first conversation. Paying for a lead and then responding slowly is one of the most common and costly gaps we find in service businesses.
Our Lead Generation services
Forms that qualify
We design forms and landing pages that ask about budget, location, timing and the service needed, balancing a little friction against the cost of chasing unsuitable enquiries.
Call tracking
We set up dynamic number insertion on your site and call assets in Google Ads, recording call source, duration and outcome so phone leads are credited to the right campaign.
Lead qualification workflow
We give your team a simple way to mark each lead as junk, qualified, booked or won, in your CRM or a shared sheet, so reporting reflects real sales outcomes.
Offline conversion imports
We import qualified and won leads into Google Ads and send them to Meta through the Conversions API, so bidding favours people who become customers rather than casual form fillers.
Speed to lead setup
We connect forms and calls to instant email, SMS or app alerts, route enquiries by service or location, and set up auto-replies that confirm next steps straight away.
Service area targeting
We target only the towns, postcodes or regions you serve, adjust bids by location and time of day, and exclude areas that bring enquiries you cannot fulfil.
Cost per qualified lead reporting
Reports show cost per qualified lead and per booked job by campaign and keyword, alongside raw lead counts, so budget follows the enquiries that turn into paid work.
How we work
Business & Market Discovery
We learn how your business makes money: your products, margins, customers, competitors, target markets and revenue goals, so every later decision is anchored to commercial reality rather than platform metrics.
Marketing Audit & Research
We review existing campaigns, tracking setup, audience data, ad account history, creative performance and how well your website converts, to find wasted spend, missing data and quick opportunities.
Strategy & Campaign Planning
We choose the right channels, allocate budget between them, and plan campaign structure, target audiences, creative direction and the conversion goals each campaign will be measured against.
Campaign Setup & Launch
We configure campaigns, conversion tracking, landing pages, creatives, audiences and conversion events, then check everything fires correctly before launch so data is reliable from the first day.
Testing & Optimisation
We run structured tests on audiences, keywords, creatives, bidding strategies, landing pages and budget splits, keeping what works and retiring what does not, one clear change at a time.
Reporting & Scaling
We analyse results, highlight new opportunities and report in plain language. When the data is reliable and returns hold up, we scale budgets and expand into new channels, products or markets.
Frequently asked questions
What kinds of businesses is this for?
Lead generation suits businesses that sell through a conversation rather than a checkout: clinics, legal and financial advisers, education providers, home improvement firms, real estate, B2B services and high-ticket products that need a consultation. If your sale starts with a call or a form, these methods apply.
Why measure cost per qualified lead instead of cost per lead?
Cost per qualified lead shows what you pay for enquiries your team can actually sell to. Cost per lead can fall while quality collapses, for example when a form becomes too easy or targeting widens. Tracking qualified leads keeps both us and the ad platforms focused on revenue.
How does offline conversion import work?
Offline conversion import sends the outcome of each lead back to the ad platform after your team has spoken to them. The lead's click ID or hashed contact details are matched to the original ad, so Google Ads and Meta can see which clicks became qualified or won customers and bid accordingly.
Should we use Meta instant forms or send people to our website?
Use instant forms when you need volume and can qualify quickly, and website forms when you want fewer, better enquiries. Instant forms are easy to submit, which raises volume and junk alike. We often test both, using the higher-intent form type and qualifying questions to improve instant form quality.
How fast should we respond to new leads?
Respond as quickly as your team can, ideally within minutes during business hours. Prospects often contact several providers, and the first to respond usually gets the conversation. We set up alerts, routing and automatic confirmations so nobody waits without hearing back.
Do you track phone calls from Google Ads?
Yes, we track calls from call assets, call ads and calls made after visiting your website. Website calls use forwarding numbers that change by traffic source, and we set a minimum call length so short or accidental calls are not counted as conversions.