Cheaper leads are easy. Better ones are the job.
Google will happily halve your cost per lead by finding people who fill in forms and never buy. It optimises toward the only signal you gave it. Send the qualification back and the same budget starts buying customers instead of contacts.
The platform only knows what you tell it.
A form fill and a signed contract look identical to Google unless you connect them. Almost nobody does, which is why so many accounts report improving while the sales team gets busier and no richer.
Qualification fed back into bidding
Leads scored after the fact, then sent back as offline conversions so the algorithm learns which clicks became customers rather than which became contacts. This is the difference between an account that optimises toward volume and one that optimises toward revenue, and it is the single change most lead gen accounts have never made.
Calls tracked properly
For most service businesses the phone is the conversion. Untracked calls mean the campaigns driving your best work look like the ones wasting money.
Intent separated from research
Someone comparing options and someone ready to hire type differently. Bidding on both at one price overpays for one and loses the other.
Forms built to filter
The shortest form gets the most submissions and the worst leads. One or two qualifying questions cost you volume and buy you a pipeline the sales side will actually work, which is a trade almost every business should take and almost none are offered.
Five phases, ending where most agencies start.
Volume is the easy half and it comes last here, because scaling an account that cannot tell good leads from bad just buys more bad ones faster.
- 01
Define a good lead
Not a form fill. A qualified enquiry the business would take again. Everything downstream depends on this being written down.
- 02
Track calls and forms
Every route in, measured, including the phone. Half of service businesses are flying blind on their main channel.
- 03
Feed the outcome back
Offline conversions so the algorithm optimises toward closed business rather than submissions.
- 04
Split by intent
Ready-to-hire queries separated from research queries, and bid accordingly.
- 05
Then scale
Only once the account can tell the difference. Scaling before this point multiplies the wrong thing.
What actually happens every month.
Not a report describing what a dashboard already told you.
- 01
Search terms, sorted
Every term reviewed. Job-seekers, students and DIYers negatived out, buying intent promoted.
- 02
Lead quality review
Which campaigns produced work worth having, fed back into bidding rather than filed.
- 03
Copy and landing pages
Message match tested against the queries that convert, not the ones with the most volume.
- 04
One combined report
Cost per qualified lead, not cost per form fill, in plain language.
Paid accounts, real numbers.
Published case studies from the paid side of the book. Every figure sourced from the account it came from.
Are we starting to cook here, or am I getting ahead of myself? Honestly, I'm happy with all of this.
I really enjoy working with Igor. Super knowledgeable, fast, and he takes initiative. Easy to reach, always brings smart strategies, and he built us a full AI dashboard where every result is easy to read. We speak weekly. I'd recommend working with him to anyone.
E-commerce · Truck, van & 4x4 accessories
E-commerce · Fashion
E-commerce · Bathroom furniture
Three things that change the outcome.
We optimise on qualified, not submitted
Lead scoring goes back into the bidding. Without it the platform is guessing, and it guesses toward whatever is cheapest.
The operator is the owner
The person in your account runs the company. Nothing gets passed to a junior after the pitch, because there is nobody to pass it to.
We will tell you to spend less
If the account is buying leads the business cannot convert, more budget makes it worse. The fee does not move with your spend, so saying so costs us nothing.
How most lead gen accounts run, against how this one will.
Send us the account. We will tell you how many of those leads were ever going to buy.
You keep the findings whether or not we work together
What this connects to.
Conversion tracking
The prerequisite. Offline conversions and call tracking are what make everything on this page possible.
Explore →Landing pages
Where the click lands decides whether it becomes an enquiry. Built for the query, not for the brand guidelines.
Explore →SEO
Paid buys the enquiries now. Organic stops the cost per enquiry rising every year.
Explore →Management fee. Ad spend is paid to Google directly and is never marked up.
Book a callQuestions, answered.
The ones that come up before every lead gen engagement.
01We get plenty of leads but they are poor. What is wrong?
Almost always that the account is optimising toward the only thing it can see, which is form submissions. Google finds more people like the ones who submitted, and if half of those were never going to buy it finds more of those too. The fix is feeding qualification back as offline conversions, so the algorithm learns which clicks became customers. Until that loop exists, cost per lead will keep falling while revenue stays flat.
02Do we need call tracking?
If the phone is how people hire you, yes, and it is not optional. Without it the campaigns driving your best work look like your worst performers, and budget gets moved away from them. It is usually the single highest-value fix in a service business account.
03Should our form be as short as possible?
Only if you want maximum submissions rather than maximum revenue. A very short form maximises volume and minimises quality, and the sales time wasted on unqualified enquiries is a real cost that never shows up in the ad report. One or two qualifying questions is usually the right trade.
04What ad spend do we need?
From roughly €2,000 a month for a lead gen account to gather enough conversion data to optimise on. Below that the account can still work, but it needs a simpler structure and more manual management, and we will say so rather than sell a build the volume cannot support.
05Do you have lead generation case studies?
Not published ones. The case studies on this site are e-commerce, which is where most of the book sits. The proof band on this page shows real paid results rather than nothing, but they are store accounts and we are not going to present them as lead gen wins.
06Who owns the account?
You do, always. We work inside your Google Ads account, and if the engagement ends you keep the structure, the conversion history and everything learned. Agencies that build in their own account are protecting themselves, not you.
Find out how many of those leads were real.
Send us the account and what a good enquiry looks like for you. We come back inside 48 hours with where the budget is going wrong.
Stop paying for contacts. Start paying for customers.
One free audit of the account, the tracking behind it, and where the qualification loop is missing.