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Fill Your Pipeline With Qualified Leads

Lead-gen PPC is about quality over quantity. We build campaigns across Google, Meta, LinkedIn, and Microsoft that generate genuine business enquiries, not junk form fills. Every lead tracked from click to closed deal through CRM integration and offline conversion imports.

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What We Do

What Lead-Gen PPC Actually Involves

Lead generation PPC is fundamentally different from e-commerce advertising. There's no cart, no checkout, and no instant revenue metric. Success is measured by the quality and volume of leads generated, and critically, by how many of those leads convert into actual customers down the line. In 2026, the biggest differentiator is closed-loop tracking: feeding CRM data back to advertising platforms so their algorithms learn what a good lead looks like, not just what a form fill looks like.

Search Ads for High-Intent Queries

Google Search and Microsoft Ads targeting people actively searching for your services. AI Max for broader reach, exact match for precision. Every keyword mapped to commercial intent, not informational queries that generate junk leads.

Landing Pages Built to Convert

Canopy landing pages with dedicated forms, clear value propositions, trust signals, and A/B testing. Built-in heatmaps and session recordings show exactly how visitors interact with your pages, so we continuously improve conversion rates alongside traffic quality.

Offline Conversion Imports & CAPI

The game-changer for lead-gen. We feed your CRM data (qualified lead, opportunity created, deal won) back to Google, Meta, and LinkedIn so their algorithms optimize for leads that actually become customers, not just form fills. Enhanced Conversions and Conversions API provide the server-side data pipeline.

LinkedIn for B2B Lead Gen

LinkedIn Lead Gen Forms with pre-populated profile data, Qualified Lead Optimization, and Thought Leader Ads. For B2B companies targeting specific job titles, industries, and company sizes, LinkedIn delivers the most precisely targeted leads available.

Meta Advantage+ Leads

Meta's Advantage+ Leads campaigns automate targeting and delivery for lead generation, using the same AI-driven system that powers their e-commerce campaigns. Instant Forms with CRM integration, Conversions API, and creative automation.

Call Tracking & Phone Leads

For businesses where phone calls drive revenue, we implement call tracking with call recording, source attribution, and conversion value assignment. Google Call Assets within RSAs (replacing the deprecated standalone call ads from February 2026), and click-to-call across mobile placements.

How We Work

Our Approach to Lead-Gen PPC

Lead quality is everything. We optimize for customers, not clicks.

1

Lead Qualification Framework

Before we build a single campaign, we define what a qualified lead looks like for your business. We map your sales funnel stages, assign values to each (form fill → qualified lead → opportunity → closed deal), and configure these as conversion events across all platforms. This is the foundation that makes everything else work.

2

Multi-Platform Campaign Build

Search campaigns on Google and Microsoft for intent-based leads. LinkedIn for B2B precision targeting. Meta for scale and lower CPLs. All with dedicated Canopy landing pages, proper conversion tracking, and CRM integration. Google's call assets replace deprecated call ads. Campaigns live within two weeks.

3

CRM Integration & Closed-Loop Tracking

Your CRM feeds lead quality data back to advertising platforms via Offline Conversion Imports and CAPI. When a lead becomes a qualified opportunity or a closed deal, that signal goes back to Google, Meta, and LinkedIn, training their algorithms to find more people like your best customers, not just more form fillers.

4

Quality Optimization & Scaling

We track cost per qualified lead, cost per opportunity, and cost per acquisition, not just cost per form fill. Budget allocated toward the platforms, campaigns, and keywords generating the highest quality leads. Regular reviews with your sales team to align marketing leads with sales feedback. All in Gorilla Reports.

The Full Picture

What Our Lead-Gen PPC Strategy Covers

Every element of multi-platform lead generation advertising.

Google Search Ads

AI Max and manual campaigns targeting high-intent service and product queries.

Microsoft Search Ads

Bing campaigns with LinkedIn profile targeting for B2B precision.

Meta Advantage+ Leads

AI-driven lead gen with Instant Forms and Conversions API integration.

LinkedIn Lead Gen

Lead Gen Forms, Qualified Lead Optimization, and Thought Leader Ads.

Canopy Landing Pages

Conversion-optimized pages with A/B testing, heatmaps, and recordings.

Offline Conversion Imports

CRM data fed back to platforms for algorithm learning on lead quality.

Enhanced Conversions & CAPI

Server-side tracking across all platforms for privacy-safe attribution.

Call Tracking

Call recording, source attribution, and conversion value for phone leads.

Value-Based Bidding

Bidding on lead value, not volume, optimising for revenue contribution.

Audience Strategies

Customer Match, lookalikes, RLSA, and first-party data targeting.

Lead Retargeting

Website visitors, form starters, and engaged users re-engaged across platforms.

AI Overviews & Copilot

Lead gen ads in Google AI Overviews and Microsoft Copilot placements.

RSA & Copy Testing

Individual headline/description tracking for data-driven copy optimization.

Lead Quality Scoring

Leads scored and segmented by quality before being passed to sales.

Sales Alignment

Regular feedback loops between marketing leads and sales team outcomes.

Pipeline Attribution

Cost per qualified lead, per opportunity, and per closed deal tracked.

Industries We Serve

Lead-Gen PPC Across Every Sector

E-Commerce Law Firms Finance Accountants Dentists Cosmetic Surgeons Manufacturing Engineering Hospitality Hotels Logistics B2B Construction Supply HVAC Technology & IT Aviation Architects Flooring & Decking Warehousing Roofing
Going Deeper

Lead-Gen PPC Under the Microscope

The strategic depth that separates agencies generating form fills from those filling pipelines.

Offline Conversion Imports, The Single Biggest Lead-Gen Advantage

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Most lead-gen advertisers optimize for form fills. The problem is that not all form fills are equal, some become customers, many don't. Without telling the ad platform which leads actually converted, the algorithm optimizes for volume, not value. Offline Conversion Imports solve this by feeding your CRM pipeline data back to Google, Meta, and LinkedIn. When a lead becomes a qualified opportunity or closes as a customer, that signal goes back to the platform. Over time, the algorithm learns the patterns, demographics, behaviors, search queries, that predict real customers, not just people who fill forms. We implement the full data pipeline from your CRM through to each platform, typically improving cost per qualified lead by 30-50% within the first three months.

Landing Pages, Why Sending Traffic to Your Homepage Kills Conversion

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Your website homepage is designed for browsing. A PPC landing page is designed for converting. The difference in conversion rate is typically 3-5x. We build dedicated landing pages through Canopy, our proprietary platform, with single conversion goals, no navigation distractions, matched messaging to the ad that brought them there, clear value propositions, trust signals, and prominent forms or call-to-action buttons. Every page has built-in A/B testing, heatmaps, and session recordings so we can see exactly what visitors do and continuously improve. For lead-gen, landing page quality directly impacts both conversion rate and Google's Quality Score, which in turn affects your CPC.

Call Tracking in 2026, Adapting to Call Ad Deprecation

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Google deprecated standalone call ads from February 2026, you can no longer create new call-only campaigns. The replacement is adding phone numbers as call assets within Responsive Search Ads, which Google's AI assembles dynamically alongside your headlines, descriptions, and other extensions. For businesses where phone calls drive revenue, this means rethinking your call strategy. We implement call assets across all relevant campaigns, set up call tracking with recording and source attribution, assign conversion values to call leads, and feed call outcome data back through Offline Conversion Imports. The phone number is now one asset in Google's creative pool rather than a standalone ad format, but with proper setup, call lead volume and quality can actually improve.

Multi-Platform Lead Gen, Using Each Channel's Strength

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Google Search captures people actively looking for your service, the highest intent leads. LinkedIn targets specific decision-makers at companies that match your ICP, the most precisely targeted leads. Meta generates volume at lower CPLs and excels at nurturing through retargeting sequences. Microsoft picks up incremental search leads at lower CPCs. Each platform has a different strength and typically delivers different lead quality profiles. We run all four in coordination as part of your performance marketing strategy, with unified attribution showing exactly what each platform contributes to your pipeline and revenue.