Intent-led paid search
Campaigns built around what people type when they have a problem and a budget, with the research and comparison traffic separated out rather than lumped in.
Service
Lead Generation
A predictable flow of qualified enquiries at a cost you can plan around — not a spike in month one followed by a drought and a pile of leads your sales team refuses to call.
Volume is the wrong target
It is not hard to make a lead number go up. Loosen the targeting, cut the form to an email field, promise something vague, and the dashboard looks excellent. Then sales spends its week on enquiries that were never going to buy, stops trusting the leads, and the cost per actual customer quietly doubles while the reported cost per lead falls.
So the number I manage against is cost per qualified lead, defined with you before anything launches, and wherever possible cost per closed deal.
Define
What good looks like
Agree the qualification bar before spending anything.
Capture
Intent, not just clicks
Pages and forms matched to how ready the person actually is.
Feed back
Outcomes into the ads
Send qualified and closed-won status back so the platforms learn.
What the system is made of
Landing pages that match
One offer per page, the objection handled above the fold, proof where hesitation happens, and a form asking only for what you genuinely need to respond.
Multi-step capture
Not everyone is ready for “book a call”. An audit, a guide or a calculator captures the people who would otherwise leave and never come back.
Call & WhatsApp tracking
In many markets most enquiries arrive by phone or WhatsApp. If those are not counted as conversions, your campaigns are optimising against a fraction of reality.
CRM feedback loop
Qualified and closed-won status pushed back to Google and Meta as offline conversions, so the algorithms learn which leads were worth having.
Follow-up sequences
Automated first response, reminders before booked calls, and a nurture track for the leads that were real but early.
Sectors I have worked in
Healthcare and clinics, professional and financial services, training and education, logistics, and home-improvement trades — across India, the UK and the GCC. The mechanics carry over; the qualification bar and the objections do not, which is why those get defined per client rather than borrowed from a template.
What you get
- A written definition of a qualified lead, agreed before launch
- Campaigns, landing pages, forms and tracking built end to end
- Reporting on cost per qualified lead and, where the CRM allows it, cost per closed deal
- A lead-response process you can actually staff
- Everything documented, in your accounts, yours to keep
Tracking calls and form leads reliably is the part most lead-gen setups get wrong. I have built a free WordPress plugin that handles it for ChatGPT Ads — see ConvoPixel.
Frequently asked questions
What counts as a qualified lead?
We define it together before anything launches, because it decides everything downstream. Usually it is a combination of fit (right sector, right size, right geography) and intent (asked about a specific service, booked a call, gave a budget range). If the definition is vague, the campaign optimises towards volume and quality collapses.
Can you connect leads back to my CRM?
Yes. Feeding qualified-lead and closed-won status back into Google and Meta is what lets the platforms optimise for revenue rather than form fills. HubSpot is the integration I work with most often, but any CRM with a webhook or an offline conversion import will do.
How do you deal with spam and junk enquiries?
At three levels: form-level protection so bots never submit, tracking that only fires on a confirmed successful submission, and negative keyword and audience exclusion work so the junk stops arriving in the first place. The third one is the only permanent fix.
Do you write the landing pages?
I write and structure the offer, the messaging and the form. Where a new page is needed I will either build it or spec it tightly enough for your developer to build without a second round of guessing.
What if my sales team does not follow up quickly?
Then the campaign will underperform regardless of how good it is, and we should fix that before increasing spend. Speed to first contact is consistently one of the largest levers in lead-gen performance, and it costs nothing to improve.
Related services
Performance Marketing
Paid media on Google and Meta, managed to profit rather than to clicks.
Conversion Rate Optimisation
Turning the traffic you already pay for into customers.
E-commerce Growth
Shopping feeds, Performance Max and the unit economics underneath them.
Analytics & Tracking
GA4, GTM and server-side tracking that reports numbers you can trust.
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