A steady flow of conversations worth having
One lead engine, from the first ad to the first conversation, reported as cost per qualified lead, not raw volume.
- “Qualified” defined with you in writing, on day one
- Every lead tracked into your sheet or CRM, with an alert within minutes
- For consultancies, B2B firms, developers, brokers and contractors
In most reports every lead counts the same, whether it could ever buy or not. We write down with you, in one sentence, what makes a lead qualified, and check every lead against it.
Most lead problems start after the click, not before it
What decides whether a lead was worth paying for happens between the form and the first conversation: what counts as qualified, where the lead lands, and who stays in touch with the ones not ready yet.
Nobody wrote down what qualified means
While the definition lives in someone’s head, campaigns optimise for form fills and reports count them.
Leads land in different places
When leads land in different places, some are never seen, and nobody follows them up.
The ones not ready yet disappear
Most people who enquire are not ready this week. Without follow-up they drift to whoever is still in touch when they are.
Before a campaign runs, qualified is written down
One sentence, agreed and signed on day one. Campaigns target it, the landing page asks for it, the alert fires on it, and every report measures against it.
Qualified lead — working definition
States a budget · is in your service area · makes the decision
Tracked into your sheet or CRM, with an alert to your named contact within minutes
Joins an email and WhatsApp nurture flow until they book or clearly say no
Cost per qualified lead, weekly — raw lead count only as context
Rewritten together, dated, and named in the next report
One list for every lead, wherever it comes from
A lead that sits unseen costs as much as one that becomes a client. With every lead in one place, each is checked against your definition, the right person is alerted, and the report counts what really happened.
Defined, captured, alerted, nurtured, reported
Five links. Break one and the others stop mattering, so they run together.
Defined
Your written definition of a qualified lead, agreed on day one.
Captured
Campaigns where your buyers already look, landing on a page built to convert and to qualify.
Nurtured
Email and WhatsApp follow-up that runs until a lead books a conversation or clearly says no.
Reported
Cost per qualified lead, read weekly. Raw lead count is never the headline number.
One engine first. Then a pipeline. Then the whole demand engine
Each level contains the one before it, and every one-time setup is included in your first month. If you are still testing whether paid leads can work for you, Foundation is the honest place to start.
Foundation
One reliable lead engine, tracked end-to-end
Go with this if you need to prove one channel brings qualified leads before adding another.
- Ads on 1–2 platforms, up to $7.5k/mo ad spend i
- A landing page built to turn ad traffic into enquiries
- Every lead tracked to your sheet or CRM, verified in writing
- Leads judged against your definition of qualified i
- 2 new ads a month, so the account never runs on tired creative
Monthly strategy call
Structure
A pipeline, not a trickle — anchored on multi-channel
Go with this if one channel already works and the pipeline now needs to be steady across several.
Everything in Foundation, plus:
- Every platform, for up to $25k/mo ad spend i
- Every lead followed up until they book a call or say no
- Found by buyers searching, with 10 pages optimised a month
- Fresh ad creative every month and a landing page that keeps improving
- Twice the ad testing, so winners are scaled sooner
Monthly strategy call
Ecosystem
The full demand engine — authority included
Go with this if pipeline value, not lead count, is the number the business runs on.
Everything in Structure, plus:
- Quoted as the answer by AI Overviews and assistants i
- Every lead scored and sent to the right person within minutes
- WhatsApp follow-up and 2 nurture campaigns a month
- 15 pages optimised and 4 articles written a month
- 2 funnel experiments a month, each with a written result
Bi-weekly strategy calls
Prices are monthly. Your exact configuration is confirmed in writing after the strategy session, before you commit to anything.
Ad platforms and monthly ad spend i
1–2 platforms, up to $7.5k
All platforms, up to $25k
All platforms, up to $25k
New ads or ad sets
2 a month
4 a month
4 a month
Ad accounts, pixel and tracking build i
✓
✓
✓
Conversion landing pages
1 built
1 built + monthly iterations
1 built + monthly iterations
Every lead tracked to your sheet or CRM, verified in writing
✓
✓
✓
Pages optimised for search
—
10 a month
15 a month
SEO articles written for you
—
—
4 a month
Answer-engine optimisation i
—
—
✓
Automated nurture journeys i
—
5 journeys
5 journeys + 2 campaigns a month
WhatsApp follow-up sequences
—
—
✓
Fresh ad creatives
—
1 set of 4 a month
1 set of 4 a month
AI lead scoring and instant routing i
—
—
✓
Funnel experiments i
—
—
2 a month
Live dashboard and monthly report
✓
✓
✓
Strategy calls
Monthly
Monthly
Bi-weekly
Not sure which level fits? That is what the session is for
Cost per qualified lead is the number we answer to
Volume is easy to buy. Quality is what we improve, so every weekly read measures leads against your signed definition.
When quality slips
If lead quality stays below the agreed bar for two weeks running, we run an audience-and-offer sprint before any budget goes up.
Your monthly report
Cost per qualified lead against your target
Qualified leads against the written definition · Lead-to-opportunity rate, where your CRM stage is wired · Spend by channel, and what each qualified lead cost there
The audiences, offers and pages we moved this month, and why each one moved
What lifted lead quality and what did not
The specific moves already scheduled for next month
Anything you should know early: a slipping lead source, a platform change, a decision we need from you
Six blocks, in this order, every month. The dashboard is live all month; the report interprets it.
From audit to the first report on lead quality
Nothing spends before the definition, tracking and handoff are in place, which is why the first report is worth reading.
Audit findings first
“Qualified” signed off
Tracking before spend
Live in week 2
Day 30: quality, not volume
Built for businesses that close by conversation
This fits if
- You sell by proposal, consultation, site visit or call
- Someone on your side can follow up a new lead within hours
- You can describe a qualified lead in one sentence, or want help writing it
- You want to know what a qualified lead costs, not how many forms were filled
Not yet, if
- Nobody has time to follow up — new leads would sit unworked
- Customers buy at checkout, without a conversation first
- Customers book a time slot rather than start a conversation
- You only want more volume — we report on quality
The terms, before you ask
The same on every level, whatever your goal.
What people ask about lead generation
Can we start on Foundation and move up later?
Yes. Moving up adds platforms, search visibility and nurture to what is already running, and your qualified-lead definition carries over.
Will you follow up the leads for us?
No, the conversation is yours. Our work ends at a qualified lead in your sheet or CRM, with an alert, plus nurture for people not ready yet. Your team takes the call.
We tried ads before and the leads were poor. Why would this be different?
Because the target changes. Campaigns optimised for form fills produce form fills; ours are optimised and reported against your written definition.
Do we need a CRM?
No. A shared sheet works on Foundation, as long as every lead lands in one place. If you already run a CRM, we wire into it.
What do you need from us to get started?
Partner or manager access to your ad accounts and analytics, not passwords. Someone who owns the follow-up of new leads. And time on day one to write down what a qualified lead is.
Book a strategy session
AdvanSEM
Lead Generation strategy session
40 minutes on your lead flow: where leads come from today, what counts as a qualified lead, and what to fix first.
See less- 40 minutes
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Zoom
- 95 USD
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