The lead-quality problem
The trap with paid lead-gen isn’t that the cost-per-lead is high. It’s that half the leads are unusable, and you only find out three weeks in when the sales team is mutinying. The forms get filled, the reports look fine, the CPL trends down — and the booked-call rate craters.
So we build for booked calls (or qualified replies, depending on the model), not for raw form-fills. Every layer of the funnel is tuned for that downstream metric. CPL is a vanity number when CAC is the one paying salaries.
If your dashboard shows CPL going down while the sales team gets quieter, you don’t have a creative problem. You have a qualification problem.
What we build
A complete funnel — none of it is hand-wavy “strategy” — usually live within 14 days from kickoff:
- Targeting plan — audience structure for cold, warm, and retargeting layers, with budget split documented so it survives staff turnover
- Landing pages — single-purpose pages that match the ad, load in under 2 seconds, and submit the lead without redirects
- Qualifying form — short, ordered to filter dead leads at the cheapest possible step
- CRM hookup — direct push to your CRM (HubSpot, Pipedrive, Notion, sheet — we’ll meet you where you are) with UTM tags intact
- Booking handoff — Calendly or your tool of choice, embedded post-form so the lead can self-schedule before the buying mood passes
How we qualify before you waste a call
The qualifying form is the single highest-leverage piece of the funnel. Get it wrong and your sales calendar fills with wrong-fit prospects. Get it right and the calendar self-cleans.
- 3–5 questions, ordered by stakes (low-friction first, highest-stake last)
- Hard knockouts hidden as multiple-choice, never as gating page-loads
- Soft scoring on the back end — leads still get a follow-up, just not a call slot
- Booking page only revealed to leads above the qualifying threshold
Reporting that you’ll actually open
One report a week. One page. No PDF. The same five numbers in the same five places, every time, so a glance tells you whether to scale, hold, or kill.
- Spend, leads, qualified leads, booked calls, closed deals (the last one when you wire it back to us)
- Trailing 7-day and 30-day rolling averages — not just “this week vs last week” noise
- Two short paragraphs: what we changed last week, what we’re changing this week
FAQ
Do I need to bring my own creative?
No. We bundle TikTok or Meta creative into the lead-gen retainer, depending on which channel fits the offer.
What if my offer doesn’t convert in 14 days?
Then it didn’t need a media buyer — it needed an offer review. We’ll tell you that on the kickoff call instead of taking the engagement.
What spend levels does this fit?
Lead-gen retainers start where ad spend can sustain a real test loop — typically €5,000/month and up.