Lead Generation Services
Lead generation is an outcome, not a channel. Nobody has a machine that produces leads — they have search campaigns, paid social, a landing page and a way of answering the phone, and the leads are what comes out of the combination working. We build that combination, instrument it end to end, and report what each lead cost you and how many turned into money.
Certified agency status
Running paid acquisition
Accounts, data and CRM
Notice, not annual lock-in
(01) — What actually produces the leads
There are only a handful of things that reliably turn a budget into enquiries. These are them. Anyone selling you a ninth secret channel is selling you a retainer.
Search campaigns for existing demand
When people already search for what you sell, search is the cheapest route to a qualified enquiry — the intent is in the query. This is where most B2B and most considered-purchase lead generation should start.
Paid social for created demand
When nobody is searching for it yet, the demand has to be created. Meta's interest and lookalike targeting, with creative that does the persuading, is how a category that is discovered rather than sought gets its pipeline.
Landing pages built to convert
A campaign pointed at a homepage wastes most of what it buys. Every campaign gets a page that matches the promise in the ad, loads fast on a mid-range phone, and asks for the fewest fields that still qualify.
Lead capture that suits the buyer
A form is one option. In much of India a WhatsApp thread or a click-to-call converts several times better, particularly for services and for buyers on a phone. We fit the capture method to how your buyers actually behave.
Tracking from click to closed deal
Conversion tracking, GA4, call tracking and offline conversion import, so the platforms optimise towards the leads that became customers rather than towards whichever ones were easiest to generate.
Follow-up and routing
The best-performing change we make to most accounts is not in the account. Getting leads to the right person, fast, with a record of what they asked for, routinely moves more revenue than another round of bid tuning.
Cost per lead is the wrong number to optimise
Every lead generation pitch leads with cost per lead, and it is the easiest number in the business to make look good. Widen the targeting, drop the qualifying questions, ask for a name and a number and nothing else, and the cost per lead falls immediately. So does the proportion of those leads worth calling.
The number that matters is cost per customer. A ₹400 lead that closes one time in fifty is worse than a ₹1,500 lead that closes one in eight, and the only way to know which you have is to connect the campaign to what happened afterwards. That connection — offline conversion import, CRM status written back to the ad platform — is the part most accounts are missing and the part that changes results most.
It also changes what the platforms do. Smart Bidding optimises towards the conversion you tell it to value. Tell it a form fill is a conversion and it will find you people who fill in forms. Tell it a closed deal is worth ₹40,000 and it goes looking for a different person entirely.
Search leads and social leads are not the same product
A search lead put their hand up. They typed the problem, saw your ad, and chose to click. A social lead was interrupted mid-scroll by something that looked interesting. Both can be worth having; they are not interchangeable, and treating them as one pool is how a sales team ends up convinced that marketing sends rubbish.
The benchmark data says the same thing from the other direction. Across Ruler Analytics' 2026 dataset, paid search converts sessions to leads at 5.4% against paid social's 2.11%, and search ads pull a 1.63% click-through rate against social's 0.66% in Skai's Q2 2024 data. Search costs more per lead precisely because the leads arrive further down the funnel.
So the honest recommendation depends on what you sell. If there is search demand, start there and spend less. If your category is discovered rather than sought — a new product, an impulse category, a service people do not know exists — social is not the cheaper option, it is the only option, and the budget and the patience both need to reflect that.
The follow-up is part of the lead generation
The most reliable improvement available to most accounts costs nothing in media. The canonical study on this, run by Dr James Oldroyd with InsideSales and written up in Harvard Business Review in 2011, found that contacting a web lead within five minutes made it twenty-one times more likely to qualify than contacting it at thirty minutes. The same research found 23% of the companies studied never responded to their online leads at all.
That research is now old, and we quote it with that caveat, but nothing since has overturned the shape of it. An enquiry is worth the most in the minutes after it is made, while the person is still at their desk and still thinking about the problem. An hour later they have moved on; a day later they have called somebody else.
So when we take on lead generation we ask who picks up, on what, and how fast — and we build the routing and alerting to match. If that conversation reveals that leads currently land in an inbox nobody reads until evening, we fix that before we increase the budget, because increasing the budget would only generate more of them to ignore.
In India, the lead often does not want to fill in a form
A form is a Western default that survived into Indian websites largely by inheritance. For a great many categories here — services, local retail, anything with a question attached — a WhatsApp thread or a tap-to-call converts substantially better, because it is how the buyer already communicates and because it starts a conversation rather than submitting a request into silence.
Meta and Bain's Win with Conversations study, surveying 7,800 Indian consumers in October 2023, found more than half preferred conversational journeys over traditional channels, rising to around 80% for service requests such as booking a technician or a warranty claim.
What that means practically is that the capture method is a design decision worth testing, not a default worth inheriting. We frequently run the same campaign against a form and against a WhatsApp entry point and let the qualified-lead cost decide, and in service categories the WhatsApp version usually wins by a margin that surprises the client.
What we will not do
We do not buy lead lists, scrape contact data, or resell an enquiry to more than one business. If you have been offered leads at a price that seems impossibly low, that is usually what you are buying, and the same person is being called by four of your competitors within the hour.
We also will not take on lead generation where the numbers cannot work. Below roughly ₹30,000 a month of media, Smart Bidding does not get enough conversion data to learn and the management fee takes too large a share of a small budget. If that is your situation we will say so rather than take the retainer, and usually suggest spending the money on a Google Business Profile, photography and a working website first.
Built for results
Measured to revenue, not form fills
A lead count is a vanity metric if half of them were never going to buy. We report cost per qualified lead and, where your CRM lets us, cost per closed deal.
Honest about channel fit
If your category has search demand, we will tell you to start on search and spend less. If it does not, we will tell you that paid social is the slower, more expensive route — before you commit to it.
You own every account
Google Ads, Meta Business Manager, analytics, the landing pages and the lead data are all in your name. If you leave, everything stays with you, working.
No lead buying, ever
We do not buy, scrape or resell lists, and we do not sell the same lead to three of your competitors. Every enquiry you get was generated for you.
Speed-to-lead built in
We set up the routing and the alerts so a new enquiry reaches a person in minutes, because that is where a large part of the conversion rate actually lives.
Month to month
Thirty days' notice. We would rather earn the next month than hold you to a year of it.
Google Partner listing, named clients, published prices.
Work out where the demand is
Before any spend: is there search volume for what you sell in your market, or does the demand have to be created? That single answer decides the channel mix, the budget and how long it takes to work.
Build the capture path
Landing page, forms, WhatsApp and call routing, conversion tracking, GA4 and CRM connection. Nothing is launched until we can see a lead arrive end to end in a test.
Launch small, then scale what qualifies
The first weeks buy information as much as leads. We scale the segments producing enquiries your sales team says are real, and cut the ones producing volume.
Feed outcomes back into the bidding
Once the CRM knows which leads closed, that goes back into Google and Meta. The platforms then optimise towards buyers rather than towards form-fillers, which is the single biggest lever available.
Search leads or social leads?
The most useful thing we can tell a new client is which of these they are buying, because the budget, the timeline and the sales follow-up all differ. Most businesses eventually run both; almost nobody should start with both.
| Search leads | Social leads | |
|---|---|---|
| Where the intent comes from | The buyer typed the problem. Intent exists before your ad does. | Your creative created the interest. Intent begins with the ad. |
| Typical cost per lead | Higher. WordStream's 2026 benchmark median across 13,474 US search campaigns is $66.69. | Lower. The same publisher's 2026 Meta lead-ads median is $27.39. |
| Typical conversion rate | Higher. Ruler Analytics puts paid search at 5.4% session-to-lead. | Lower. The same dataset puts paid social at 2.11%. |
| Sales follow-up needed | Shorter. Many are ready to talk about price on the first call. | Longer. Expect to educate before you qualify. |
| Works when | People already search for what you sell. | The category is discovered rather than sought. |
| Fails when | There is no search volume — you cannot buy demand that does not exist. | The creative is weak. On social the creative is the targeting. |
What we report, and why
Lead generation reporting goes wrong in a specific way: it reports the number that is easiest to move. These are the ones we hold an account to instead, in roughly the order they matter.
Cost per qualified lead
Not cost per lead. Qualified means your sales team, not us, judged it worth pursuing. It is the only lead-level number that cannot be gamed by widening the targeting.
Lead-to-opportunity rate
What share of enquiries become a real conversation. A falling rate alongside a falling cost per lead is the classic sign that a campaign is buying volume.
Cost per closed customer
Cost per lead divided by close rate. The number to set budgets against, and the one that tells you whether a channel is actually profitable.
Speed to first contact
Median minutes from enquiry to a human reaching out. Reported because it moves conversion more than most changes we can make inside the ad account.
Lead source and campaign attribution
Which campaign, ad group and creative produced each lead, carried into your CRM so the attribution survives past the click.
Landing page conversion rate
Session-to-lead on the page itself, separated from the ad. Tells you whether a problem is traffic quality or the page.
Contact rate
What proportion of enquiries you actually reach. A low contact rate usually means bad numbers, wrong timing, or a form that asked for too little to be real.
Blended cost per acquisition
All channels together against all new customers. The sanity check that stops one channel taking credit for another channel's work.
Why lead generation campaigns disappoint
Counting leads instead of customers
The single most common failure. Every report is green, the cost per lead keeps falling, and the sales team quietly stops calling them. Without a CRM status written back to the ad platform, nobody notices for months.
Sending paid traffic to the homepage
A homepage has to serve everyone, so it persuades nobody in particular. Traffic bought against a specific promise needs a page that makes that specific promise and asks for one thing.
Asking for too much on the form
Every extra field costs you completions. The right number is the fewest that let you qualify — often name, phone and one question about what they need. Address, company size and budget can wait for the call.
Leads landing where nobody is watching
An enquiry that sits in a shared inbox until the next morning has lost most of its value. Routing and alerting are part of the campaign build, not an afterthought for the client to sort out.
Treating social leads like search leads
Lead-ad forms on Meta are frictionless by design, which means a share of them are barely-considered taps. They need a different qualifying question, a different follow-up script and a different expectation — not the same pipeline as a search enquiry.
Optimising a campaign the follow-up is undermining
If half the enquiries are never called, no amount of bid strategy work will fix the cost per customer. We check the follow-up before we touch the account, because otherwise we would be optimising the wrong half of the system.
Most accounts we inherit have at least one silently broken.
Where we generate leads
Lead economics differ enormously by category — what a lead costs, what proportion are real, and how long the sale takes. These are the ones we work in most, with what tends to be true of each.
Healthcare & clinics
High-intent local search, strong WhatsApp and call preference, and a compliance line to stay the right side of. Cost per lead is low; the constraint is appointment capacity, not demand.
Real estate & interiors
Expensive leads, long cycles and a high proportion of browsers. Qualification questions on the form earn their keep here more than in any other category.
Education & coaching
Seasonal, intensely competitive on search around admission cycles, and heavily influenced by parent rather than student. Social carries more weight than the category expects.
B2B manufacturing & exports
Thin search volume in very specific terms, high value per enquiry. The website does most of the qualifying, and credibility assets matter more than ad spend.
Home services & repairs
Urgent, local and phone-first. Call tracking is not optional, and a Google Business Profile often outperforms the ad account for the same money.
Financial & insurance services
The highest costs per lead in most benchmark sets, tight platform policy, and heavy competition from aggregators. Works only with a genuinely strong follow-up operation.
What lead generation costs
Management fees are separate from ad spend. Your media budget is paid directly to Google or Meta from your own account and we never mark it up. These are our usual starting bands; the proposal you receive is fixed and itemised, and includes the landing page and tracking build.
Starter
from ₹25,000/mo
from $500/mo
One channel, one offer, one location. Typically under ₹1,50,000 / $2,000 monthly media.
- One channel — search or Meta, whichever fits
- One landing page, built and hosted
- Conversion tracking, GA4 and call or WhatsApp capture
- Lead alerts and routing setup
- Monthly reporting call
Growth
₹45,000–₹90,000/mo
$850–$1,700/mo
Search and Meta running together, multiple offers or locations, with remarketing.
- Search and paid social together
- Multiple landing pages with A/B testing
- CRM connection and lead status write-back
- Weekly optimisation and search-term mining
- Fortnightly reporting
Performance
10–15% of ad spend
10–15% of ad spend
Accounts above roughly ₹5,00,000 / $6,000 a month, where percentage-of-spend aligns better than a flat fee.
- Dedicated strategist
- Offline conversion import from your CRM
- Value-based bidding against closed revenue
- Call tracking and recording review
- Looker Studio dashboard
What the fee covers: the campaign work, the landing page, the tracking build and the reporting. Media is separate and paid by you to the platform. We take no commission from Google or Meta on your spend.
On minimum spend: below roughly ₹30,000 / $400 a month of media, automated bidding does not get enough conversion data to learn and the fee takes too large a share of the budget. We will tell you if that is your situation rather than take the retainer.
What we will not do: buy or resell lead lists, sell the same enquiry to your competitors, mark up your media, or lock you into a twelve-month contract. Thirty days' notice, and every account stays yours.
Published ranges above. Your proposal is the binding figure.
Lead generation, by the numbers
Third-party research with sources linked, and the region and data year stated for each — because a US cost-per-lead benchmark is useful context for an Indian business but is not a forecast of what your leads will cost.
Median cost per lead across 13,474 US search advertising campaigns, April 2025 to March 2026. US data — Indian cost per lead is typically a fraction of this, but the relative differences between industries hold.
Median cost per lead on Meta lead ads over a comparable 2025–26 window, from the same publisher. Roughly 2.4x cheaper per lead than search — before you account for the difference in how many of them qualify.
Session-to-lead conversion rate for paid search against paid social across 110 million sessions in Ruler Analytics' 2026 benchmark. The clearest single illustration of why search leads cost more.
How much more likely a web lead was to qualify when contacted within five minutes rather than thirty, in the Oldroyd / InsideSales research published in Harvard Business Review. Published 2011 — old, and still the study everyone cites, because nothing since has contradicted it.
Share of companies in that same study that never responded to their online sales leads at all. Worth reading twice before increasing a budget.
Source: Harvard Business Review, The Short Life of Online Sales Leads
Share of surveyed Indian consumers preferring a conversational channel such as WhatsApp for service requests like booking a technician or making a warranty claim. Survey of 7,800 Indian consumers, October 2023. India data.
Lead generation terms, in plain English
- Lead
- Someone who gave you their contact details and asked to be contacted. Not a visitor, not a follower, and not a name on a purchased list.
- MQL / SQL
- Marketing qualified lead and sales qualified lead. The first is marketing saying this one looks worth a call; the second is sales agreeing after making it.
- Cost per lead (CPL)
- Media spend divided by leads. Easy to improve by lowering standards, which is exactly why it should never be the only number reported.
- Cost per acquisition (CPA)
- What one actual customer cost you, all in. Cost per lead divided by your close rate.
- Speed to lead
- Time between an enquiry arriving and a human contacting the person. One of the few levers that costs nothing and moves conversion measurably.
- Lead scoring
- Ranking enquiries by how likely they are to buy, using what they did and what they told you, so the sales team calls the best ones first.
- Offline conversion import
- Sending your CRM's verdict — qualified, won, lost, and for how much — back into Google or Meta, so the bidding optimises towards revenue rather than form fills.
- Lead ad
- A Meta ad format where the form opens inside the app and pre-fills from the profile. Very high completion rate, correspondingly lower intent.
- Click-to-WhatsApp
- An ad that opens a WhatsApp conversation instead of a landing page. Often the highest-converting capture method in Indian service categories.
- Call tracking
- Assigning a unique phone number to a campaign so calls can be attributed to the ad that produced them. Essential in any phone-first category.
- Landing page
- A page built for one campaign and one action, rather than a homepage trying to serve everybody.
- Attribution
- Deciding which touchpoint gets credit for a lead. Always partly a modelling choice, which is why we report blended cost per acquisition alongside it.
Questions
No, and be careful with anyone who does. A lead guarantee is only possible if the person promising it controls the quality bar, which means the guarantee is met by loosening it. What we commit to is a fixed scope, a fixed fee, transparent reporting against cost per qualified lead, and telling you early if the numbers are not going to work.
Generate them for you, exclusively. We do not buy lists, scrape contact data or resell an enquiry to more than one business. Every lead is produced by campaigns running in your own ad accounts, and the data belongs to you.
On search, usually within the first week of going live, because the demand already exists and we are buying access to it. On paid social it is slower — expect two to four weeks of creative testing before the cost per lead settles, because the demand has to be created first.
It depends on your category and your city far more than on your agency. The honest answer is that we can give you a range after looking at search volume, the competitor set and your average order value — and that any number quoted before that has been looked at is a sales tactic.
Because it is part of the system we are being judged on. Research published in Harvard Business Review found a lead contacted within five minutes was twenty-one times more likely to qualify than one contacted at thirty minutes, and that 23% of companies never responded at all. If enquiries are sitting unread, more of them will not help.
Test both, but in most Indian service categories WhatsApp or click-to-call wins. Meta and Bain's 2023 survey of 7,800 Indian consumers found around 80% preferred a conversational channel for service requests. For B2B and for higher-consideration purchases a form still tends to qualify better.
If people already search for what you sell, start with search: the intent is already there and you will spend less to find it. If your category is discovered rather than sought, start with Meta and budget for a longer learning period. We will tell you which you are before you commit.
Yes. They are generated in your accounts, they arrive in your CRM, and they are never shared or resold. That is a meaningful difference from lead marketplaces, where the same enquiry is routinely sold to several businesses at once.
Almost always, yes, and it is included in the fee. Paid traffic pointed at a homepage converts far worse than the same traffic pointed at a page that makes the same promise the ad made. We build and host the page; you own it.
Yes, and it is the change that most improves results. Once your CRM tells the ad platforms which leads qualified and which closed, the bidding starts optimising towards buyers instead of form-fillers. We support the common CRMs and can work with a spreadsheet import where there is no CRM yet.
Roughly ₹30,000 a month of media, plus the fee. Below that, automated bidding does not get enough conversion data to learn and the management fee takes too large a share of the spend. We will say so rather than take the retainer, and usually suggest fixing the website and the Google Business Profile first.
They stay with you, in your name, with all the history, the audiences and the lead data intact. We remove our access and that is the end of it. Thirty days' notice, no exit fee, no holding your account hostage.
Yes. The pricing pages carry both currencies. The practical difference is cost: US cost per lead benchmarks run several times Indian ones, so a US campaign needs a larger media budget to produce comparable volume.
Monthly or fortnightly depending on tier, against cost per qualified lead, lead-to-opportunity rate and cost per closed customer where your CRM supports it — not impressions and clicks. You also get live dashboard access rather than waiting for a deck.
Cities
What generates leads changes completely between markets. In a city where the demand already exists and people search for it, the cheapest lead comes from search. In a city where the category is newer, or the product is discovered rather than sought, it comes from paid social. We work out which of those you are in before we spend anything.
Pair it with
Google Ads Management
Maximize ROI with expert Search, Display & Shopping campaigns managed by a certified Google Partner.
Meta & Facebook Ads
Paid campaigns across Facebook, Instagram, Messenger and WhatsApp, managed to cost per qualified lead rather than cost per form fill.
Pay Per Click (PPC)
Every rupee of ad spend tracked and optimised across Google, Meta, and LinkedIn for the lowest cost per lead.
Website Design & Development
Responsive, SEO-friendly, high-converting websites — WordPress, Shopify, custom development, eCommerce, and landing pages.
