Marketing can proudly report hundreds of "leads" a month, while sales still spends a week calling back people who don't remember filling in any form. This is how we build lead generation campaigns where the quality of a contact matters, not just the count.
A lead generation campaign that ends with sales actually picking up the phone
Lead Generation Campaign
Marketing can proudly report hundreds of "leads" a month, while sales still spends a week calling back people who don't remember filling in any form. This is how we build lead generation campaigns where the quality of a contact matters, not just the count.
The marketing team boasts about the number of submissions collected, while the sales team complains that most of them are students doing a class project, competitors scoping out the offer, or people with no budget and no decision-making power. Along the way, nobody agreed on what actually counts as a "good lead" — so marketing celebrates volume while sales wastes time sorting through it.
What you actually want is a campaign that brings in contacts worth calling, not a list of email addresses to click through.
We build qualification into the campaign itself, not downstream in sales — the landing page and form ask questions matched to your offer, and we agree the criteria for a "good lead" with your sales team before a single dollar of budget is spent.
We build a landing page with a qualifying form matched to your offer, agree lead-scoring rules with your sales team before launch, and design the form to filter out random submissions without scaring off genuinely interested prospects with too many questions at once. Where possible, we integrate leads directly with your CRM, so no contact sits stuck in an inbox.
One thing we don't do: we don't optimise a campaign purely for cost per lead without checking whether those leads actually turn into sales conversations. A form filled in by a bot or a random visitor costs little and is worth just as little.
What you get
- Sales gets contacts worth callingInstead of a list to sort through, you get submissions pre-qualified for genuine interest in your offer.
- You know what a real lead costs, not a raw submissionYou measure cost against contacts that actually have a chance of becoming a customer, not every click on the form.
- Marketing and sales speak the same languageYou agree the criteria for a "good lead" together before launch, so both sides measure results against the same numbers.
We don't publish other clients' lead generation results — lead and sales-conversion data is sensitive to them. Instead, at the start we agree a baseline with you — what the quality of incoming submissions looks like today — so a month later you can see a real change.
Scope and pricing
The campaign includes a landing page with a qualifying form, a Google Ads, Meta Ads or LinkedIn Ads campaign driving traffic to it, lead-scoring rules agreed with sales, CRM integration or a structured export of submissions, and weekly monitoring of lead quality.
The process runs in a few steps:
- A conversation about your offer and the criteria for a good lead, with your sales team involved.
- Building the landing page and qualifying form.
- Setting up the campaign and conversion tracking.
- Launch and the first round of lead collection — assessing quality together with sales.
- Adjusting qualification criteria and scaling budget toward the segments producing the best leads.
We quote the price after a conversation about which platforms are involved (Google, Meta, LinkedIn) and how complex the form and CRM integration need to be — the media budget is always disclosed separately from our fee.
Our guarantees
KPIs agreed before we start. We agree the criteria for a "good lead" with your sales team before the campaign launches, not after the fact once a dispute about quality comes up.
Measurement before changes. In the first month we watch the quality of incoming leads before we start scaling budget toward specific segments.
Ad accounts are yours from day one. We set up accounts under your details, regardless of how long you work with us.
Availability
B2B campaigns have their own seasonality — budgets in many industries reset quarterly, and the decision cycle tends to be longer than in consumer sales, so it's worth planning the launch around that rhythm. The number of lead generation campaigns we run in parallel is limited, so each one gets real weekly attention.
Order a lead generation campaign
Get in touch and describe your offer and how lead qualification currently works on the sales side — we'll come back with an initial campaign scope and a quote.
What you lose by waiting
Every month without qualification built into the campaign is a month in which your sales team wastes time on contacts that never had a chance of becoming customers — time that could go into conversations with people who are genuinely ready to buy.
In short
A landing page with a qualifying form matched to your offer · lead-scoring rules agreed with sales before launch · CRM integration so no contact sits stuck in an inbox · ad accounts yours from day one · billed by the hour, never a percentage of ad spend.
Frequently asked questions
How much does a B2B lead generation campaign cost?
It depends on the platforms involved (Google, Meta, LinkedIn) and how complex the form and CRM integration need to be — we give you an exact quote for our work after a conversation about scope, separate from the media budget.
What's the difference between a lead generation campaign and a regular sales campaign?
A sales campaign drives traffic directly toward a purchase; a lead generation campaign collects contact details from interested people, so your sales team can carry the conversation forward — a different funnel stage that needs a different form and different landing page content.
How do you make sure leads are genuinely interested, not random submissions?
The qualifying form asks questions matched to your offer, and we agree lead-scoring rules with your sales team so submissions with no real potential get filtered out at the form stage.
Do leads go directly into my CRM?
Where possible, yes — we integrate the form with common CRM systems; if your system doesn't support that, we deliver a structured export of submissions instead of scattered email notifications.
Do you run lead generation campaigns on LinkedIn, or only Google and Meta?
We run campaigns on all three platforms — the choice depends on where your target audience actually is, especially for B2B offers aimed at specific decision-making roles.
How long does it take to collect the first leads after the campaign launches?
It depends on the media budget and how competitive your industry is — once the campaign launches, we assess the quality of the first submissions with you and adjust qualification criteria accordingly.