Digital Marketing
Lead Generation
We do not sell leads. Nobody who sells you a lead is selling it only to you.
Lead generation covers the whole path from stranger to qualified enquiry: channel, offer, landing page, form and the follow-up afterwards. The Nexclick fixes whichever part is leaking before spending anything on volume, because more leads arriving into a broken follow-up process simply produces more ignored leads.
Is this you?
What usually prompts the call
- Enquiries arrive and nobody can say which channel produced them.
- You have bought leads before and the contacts had never heard of you.
- Sales says the leads are rubbish and marketing says sales never calls them back.
- Volume is fine and the conversion from enquiry to customer is not.
What we do
The actual deliverables
Things that appear on an invoice, not adjectives.
- Map the whole path and find the leak
- Traffic, page, form, enquiry, contacted, qualified, sold. The stage with the worst drop is where the money should go, and it is very rarely the top of the funnel.
- Measure time to first contact
- The most predictive number in lead generation and the one almost nobody records. Improving it usually costs nothing and outperforms anything you could buy with the same effort.
- Define qualified in writing
- Agreed between sales and marketing before a campaign runs. Most arguments about lead quality are definition arguments that nobody has written down.
- Build the offer, not only the advert
- A reason to enquire now. A free quote is not an offer; a fixed-price survey, a named turnaround, or a genuinely useful tool is one.
- Select channels on evidence
- Search for existing demand, paid social for created demand, outbound for narrow markets. Chosen against your sales cycle and price point rather than what is currently fashionable.
- Track to source properly, including calls
- Call tracking, CRM source fields, and the self-reported question on the form — which disagrees with analytics often enough to be worth reading every month.
- Feed closed-won data back to the platforms
- So bidding optimises towards customers rather than form fills. Without it the platforms will cheerfully find you more of the enquiries that never convert.
- Report cost per qualified lead and cost per sale
- Cost per lead is a vanity figure when half of them are unusable. The number that matters is what a customer costs, and it is usually higher than anyone has been told.
Comparison
Where the leak actually is
The symptom almost never names the cause. Find yours, then check the cause before buying more traffic — most of these rows are fixed without spending anything at all on media.
| Symptom | Most likely cause | Where the fix sits |
|---|---|---|
| Plenty of traffic, very few enquiries | Message match or the offer, not the design | Landing page and ad copy |
| Enquiries arrive and sales calls them rubbish | No agreed definition of qualified | A meeting, and one written paragraph |
| Leads look fine but few become customers | Time to first contact measured in days | Routing and response process |
| Cost per lead rising steadily each month | Audience exhaustion or creative fatigue | Channel mix and creative rotation |
| Forms started and abandoned | One specific field, usually phone or budget | Form field analytics, then delete it |
| You cannot tell which channel works | Calls untracked, CRM has no source field | Tracking, before any budget decision |
| One campaign floods you with leads that never close | The offer is attracting the wrong intent | Change the offer, not the bid |
| Bought leads never answer the phone | The lead was sold several times over | Stop buying them |
How it works
Step by step, with timeframes
Timeframes are typical rather than guaranteed, and they assume we get account access and approvals when we ask.
- 01Week 1–2
Funnel diagnostic
Every stage measured, including time to first contact and qualification rate by source. Ends with a single named bottleneck rather than a list of observations.
- 02Week 2–3
Fix definitions and follow-up
Qualification criteria agreed and routing fixed. Frequently the highest-return fortnight of the whole engagement, and it involves no advertising at all.
- 03Week 3–5
Offer, page and tracking
The offer built, the landing page written, call tracking and CRM source capture in place before any spend starts.
- 04Ongoing, monthly
Run and optimise
Channels live, reporting on cost per qualified lead, with budget moved between channels on evidence rather than on preference.
What you get
Reporting and ownership
- A written qualification definition agreed by both sales and marketing.
- Time to first contact measured, reported monthly and, in most cases, considerably improved.
- Source attribution covering phone calls and self-reported answers, not just analytics.
- Reporting on cost per qualified lead and cost per sale rather than cost per form fill.
- Closed-won data fed back to the ad platforms so bidding chases customers.
Tools and platforms
- Google Ads and Meta Ads
- Call tracking
- CRM with source attribution
- GA4 with offline conversion import
- Form field analytics
Timeline
How long this actually takes
Two weeks to diagnose, four to six to have channels running properly, and a full quarter before cost per qualified lead is stable enough to make budget decisions from. Two things we will not do. We do not sell leads from a shared pool — a lead sold to you is sold to three competitors within the hour, and the reason it is cheap is that it is not yours. And we will not start spending while time to first contact is measured in days. A business that responds in five minutes converts several times better than one responding tomorrow, so buying more volume before fixing that is paying to ignore leads more efficiently.
Pricing model
Project, then retainer
Fixed price for the diagnostic and build, monthly retainer for management, plus media spend paid directly to the platforms. No pay-per-lead arrangements, for the reasons set out above.
Questions
Lead Generation questions
Do you sell leads?
No. Shared-pool leads are sold to several businesses at once, which is why they are cheap and why the contact sounds surprised to hear from you. We build channels that produce enquiries belonging to you, which costs more per lead at the start and considerably less per customer.
What is a realistic cost per lead?
Unanswerable without your numbers, and any figure quoted before seeing them is marketing. What matters is what you can afford, which comes from customer value and close rate. A £200 lead is cheap at a £6,000 average order and ruinous at £400.
How quickly should we contact a new enquiry?
Within minutes during working hours. The difference between five minutes and an hour is large; the difference between an hour and the next day is larger still. It is the cheapest improvement available in this entire discipline and the one most often skipped.
Who decides what counts as a qualified lead?
Sales and marketing together, in writing, before any campaign runs. Left undefined it gets decided retrospectively by whoever is unhappiest that month. The definition should be specific enough that two people looking at the same enquiry would categorise it identically.
Should we use a lead magnet?
Only if it attracts the right people. A generic guide produces volume from people who wanted the guide and not the service. Something narrow and genuinely useful — a calculator, a specification template, a benchmark — attracts fewer contacts and better ones.
How does this differ from B2B lead generation?
This is the cross-channel overview, suited to shorter cycles and a single decision-maker. B2B lead generation deals with buying committees, months-long cycles, ABM and LinkedIn economics, where the tactics and the measurement are meaningfully different.
Can you guarantee a number of leads per month?
No, and a guarantee should worry you rather than reassure you. It is straightforward to hit a lead count by loosening targeting, and the leads will be worthless. We commit to a reporting standard and a cost per qualified lead we work towards, not to a number decided before the data exists.
Last reviewed 28 July 2026.
Tell us what you are trying to fix
A 20-minute call, no pitch deck. The Nexclick will tell you what we would do, roughly what it costs, and whether we are the right people for it.