Lead generation agency · B2B · Services · Australia
A lead generation agency that scores on booked deals, not form fills.
Most lead-gen agencies report form submissions and call it a result. Booked revenue is the number that matters. We rebuild the measurement layer so the CRM-side conversion (qualified lead, booked deal, paid invoice) is what your ad spend optimises toward, not the front-of-funnel form. Then our senior operators run the campaigns against it.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
$3.6B
Revenue influenced across paid acquisition since 2016
$9.1M
Revenue for a Sydney home services business, up from $4.8M without raising the ad budget
Weekly
Account decisions, with the reasoning written down
Context
Why Australian operators bring us into lead generation work.
Most operators we meet are running lead-gen funnels that produce form submissions but cannot tell you which channel is producing the booked deals. The CRM has the booking. The ad platform has the click. Nothing connects the two. Spend decisions get made on form-fill counts and the unit economics drift.
The fix is not more leads. It is better signal back to the platforms that buy them. Once Google Ads (or Meta) is optimising against booked deals via offline conversion uploads from your CRM, the optimiser does most of the heavy lifting. Cost per booked deal usually drops by 20 to 40 percent inside a quarter.
We rebuild the connection first, then run the campaigns against it ourselves, so the optimisation choices are made by the team that owns the data. If you have an in-house operator or an agency you want to keep, we can work alongside them instead.
Deliverables
What we deliver on a lead-generation engagement.
01
Server-side measurement on your domain. Form submissions, phone calls, online bookings, and CRM-side conversions unified through one event layer.
02
Offline conversion uploads from the CRM into Google Ads and Meta. Booked deals (or qualified leads, or paid invoices) become the optimisation target, not the form fill.
03
Lead-quality scoring tied back to source. The optimiser learns which channels and audiences produce booked revenue, not just leads.
04
Reporting layer in Looker Studio that ties spend to booked revenue. Cost per qualified lead and cost per booked deal, monthly, by source.
05
Funnel-leak diagnostic across the path from form submission to booking. Most operators are losing 30 to 60 percent of qualified leads in handover gaps; we find them.
06
Day-to-day media run by senior operators across Google, Meta, LinkedIn, and the lead-gen partners that earn it. We refuse to run media we can't measure; we run the campaigns ourselves so the optimisation choices are made by the team that owns the data.
Services
Lead generation by channel and by industry.
One senior team runs the channels and the measurement, so every lead source is judged on booked deals rather than on how many forms it fills. These are the channels we generate leads through, and the industries we have written up in detail.
Google Ads lead generation
Search campaigns for people already looking, with offline uploads so bidding follows booked deals.
More on Google Ads lead generationMeta ads
Facebook and Instagram lead campaigns, with lead quality from your CRM sent back to Meta.
More on Meta adsB2B lead generation
LinkedIn and Google search for B2B buyers, with pipeline and closed revenue from the CRM as the measure.
More on B2B lead generationCall tracking
Phone enquiries tied back to the ad and keyword that produced them, then passed to the platforms as conversions.
More on Call trackingLanding page design
Pages built to qualify enquiries as well as convert them, measured on booked deals.
More on Landing page designLead generation for trades
Booked jobs from ServiceM8, Tradify or simPRO as the conversion, for trade businesses from $1,500 a month in spend.
More on Lead generation for tradesLead generation for law firms
Consultations and matters opened as the conversion, not form fills.
More on Lead generation for law firmsMortgage broker lead generation
Enquiries followed through the long settlement cycle to settled loans.
More on Mortgage broker lead generationSolar lead generation
Your own leads scored on installs booked, side by side with any leads you buy.
More on Solar lead generation
We do not sell leads, set appointments or make cold calls. Enquiries come straight to your team, and following them up stays with you.
Side by side
How we differ from a typical lead-gen agency.
Typical lead-generation agency
- Optimises against form-fills
- Reports cost per lead from the ad platform
- Browser pixel, no CRM connection
- Buys traffic; quality is your problem
- Monthly retainer with vague deliverables
Profit Geeks
- Optimises against booked deals or qualified leads
- Reports cost per booked deal reconciled to CRM
- Server-side, CRM-anchored measurement
- Buys traffic the CRM has confirmed converts
- Weekly decisions, with the reasoning written down
Who this is for
- Australian B2B, SaaS, services, or trades operator, scaling on paid acquisition
- $20K+ monthly paid acquisition spend, mostly Google or LinkedIn for B2B, Meta or Google for services (trade businesses from about $1,500)
- CRM in place (HubSpot, Salesforce, Pipedrive, ActiveCampaign, ServiceM8, Tradify, Airtable)
- Sales team willing to define a qualified lead in writing before anything gets built
Who it isn't
- Looking for the cheapest cost per lead regardless of what those leads are worth
- Sub-$2M revenue trying to scale lead-gen before the offer is proven
- Want media run without letting us rebuild the measurement underneath it
- Need a complete sales-team rebuild (this is acquisition, not sales process design)
Proof, in numbers
Numbers from typical lead-generation engagements.
Aggregated across our last eight lead-gen-anchored engagements (mix of B2B SaaS, professional services, and trades). Specific outcomes are documented in the case studies; the figures here are typical-result ranges.
20-40%
Typical cost-per-booked-deal reduction in quarter one
+18%
Median Google revenue recovery via offline uploads
Under 5%
Platform-vs-CRM revenue gap we will not cut over below
Fixed fee
For the agreed scope, never a percentage of spend
What you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
Where to go next
The rest of the work, by service and by city.
Most engagements pull from more than one of these. If you're not sure where you fit, the free profit audit is the right starting point. We'll tell you on the call.
Related services
Other locations
Sydney
Melbourne
Brisbane
Perth
Adelaide
National
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
A fixed fee for the measurement rebuild, then a fixed fee for ongoing management, both quoted in writing after the call. No per-channel markup and no percentage of your ad spend. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working.
Frequently asked
What operators ask before booking the call.
What is a lead generation agency?
A lead generation agency runs paid campaigns to produce form submissions, phone calls, or online bookings for businesses that sell to other businesses or where the conversion happens off-platform. Most lead-gen agencies in Australia report form-fills as the headline metric. The result is spend optimised against the cheapest leads rather than the leads most likely to convert into revenue.
What does B2B lead generation actually involve?
Three layers: traffic acquisition (typically Google search, LinkedIn, or content syndication for B2B), conversion infrastructure (landing pages, forms, qualification flows), and CRM-side qualification and routing. We work the third layer hardest because it is where most of the lift comes from once the first two are in place.
B2B lead generation agencyDo you run lead generation campaigns on an ongoing basis?
Yes. Once the booked-deal signal is flowing, or straight away if it already is, senior operators run your campaigns week to week across Google, Meta, LinkedIn, and the lead-gen partners that earn it. We won't run media on broken data, which is why the measurement comes first. If your team later wants to take it in-house, the playbook is yours.
How long until offline conversion uploads improve performance?
Three to six weeks. The platform optimisers (Google's Smart Bidding and Meta's algorithm) need a meaningful sample of booked-deal events to recalibrate. By week six, cost per booked deal is typically down 20 to 40 percent versus the pre-rebuild baseline; by month three, the system is operating off booked-revenue signal, not form-fill signal.
What CRMs have you connected before?
HubSpot, Salesforce, Pipedrive, ActiveCampaign, Zoho, Insightly, Airtable, ServiceM8, Tradify, and a few custom Rails or Django apps. The architecture is the same; the per-platform implementation varies. If your CRM is not on this list, we will scope the integration work in the audit call.
How much should you pay for lead generation?
Judge it per booked deal, not per lead: the cheapest lead is often the most expensive one you buy, as the scoring answer below shows. Agency management fees follow the same models as Google Ads management, a percentage of spend or a flat monthly retainer, and our pricing page sets out the typical Australian ranges. Ours is a fixed fee for the agreed scope, never a percentage of your spend, quoted in a written proposal after the audit call.
What lead generation costs, and how we chargeWhat's a good cost per lead?
One that is lower than a lead is worth to you. Work it out as average margin per sale multiplied by your lead-to-sale close rate. If, for example, a sale is worth $2,000 in margin and you close one lead in five, a lead is worth up to $400 before it starts losing money. Compare channels on cost per booked deal rather than cost per lead, because close rates differ by source.
Cost per lead, worked from your own numbersWhich lead generation agencies are the best?
The ones that can show you cost per booked deal from your CRM, not cost per lead from the ad platform. Ask every agency on your shortlist four things: which conversion they optimise to, who works in the account each week, how their fee is set, and what you keep if you leave. Then ask for a case study with CRM numbers in it, and read how the result was measured.
Read our home services case studyWhat is pay per lead, and is it worth it?
Pay per lead means buying enquiries from a lead seller at a fixed price each, instead of running your own campaigns. It can fill a gap quickly, but you do not own the campaigns or the data, and the same lead is often sold to more than one business. Judge it like any other source, on cost per booked deal. We do not sell leads: we run campaigns you own, for a fixed fee.
What actually counts as a qualified lead, and who decides?
Sales decides, in writing, before anything gets built. When marketing writes the definition you get a definition that flatters marketing. It needs to be one field in the CRM with a small set of values, set by the person who spoke to the lead, not inferred from page behaviour. The usable version is four tests: the lead is in your service area, has the budget or borrowing capacity for the smallest job you will take, has authority to say yes, and has a timeframe inside your sales cycle. Failing any one of those is not a lower-priority lead, it is a no. If sales will not commit to that definition, the offline upload has nothing honest to send.
Lead qualification and speed to leadShould we chase lead volume or lead quality, and how do you score quality?
Neither in the abstract. Score it and let the numbers decide. Take twelve months of CRM records, group by source down to campaign and keyword or ad set, and calculate four columns per group: leads, contact rate, close rate, and average contribution margin per closed deal. Multiply the last three and you have expected margin per lead by source, which finally makes cost per lead comparable. In one documented engagement, a marketplace channel delivered leads about four times cheaper than Google search on a 6 percent close rate against Google's 22 percent. True cost per booked job was $387 against $128. The cheap leads were the expensive channel.
How much does speed to lead really matter?
It is the cheapest lever on the list and usually the one nobody owns. The mechanism is straightforward: an enquiry is worth the most in the minutes while the person is still in buying mode, comparing you against the two other quotes they just requested. Do not take that on faith, measure it in your own data. Add a first-contact timestamp to the CRM, bucket every lead from the last twelve months by time to first contact (under five minutes, under an hour, same day, next day, later), then compare contact rate and close rate across the buckets. The curve is usually steeper than operators expect, and it collapses hardest on after-hours and weekend enquiries, which is where a rostering question turns into a margin question.
What are offline conversion uploads and what do they actually change?
When someone clicks a Google ad, Google writes a click identifier onto the landing page URL (GCLID, or wbraid and gbraid for app and privacy-restricted traffic). Capture that into the CRM record, then upload it back later with the outcome and its value, and Google can tie the booked deal to the exact click, keyword, and audience that produced it. Meta does the equivalent through CAPI and offline event sets, matched on hashed email and phone. The important part is not reporting, it is bidding. Smart Bidding and Meta's optimiser buy more of whatever you feed them. Send form-fills and you get cheap form-fills. Send booked deals with values and the same budget moves toward audiences that book.
Google Ads conversion tracking and offline importsWill optimising on booked deals starve the algorithm of data?
It can, and that is the main implementation risk. Meta's learning phase needs roughly 50 optimisation events per ad set per week to exit, and Google's published guidance for Target CPA has sat around 30 conversions in 30 days per campaign. If you book fifteen deals a month, uploading only booked deals leaves both systems in permanent learning. The fix is layering. Keep a mid-funnel event with real volume as the bid target, usually the qualified lead, and upload the booked deal with its value as the reporting and value-based-bidding signal. Consolidate campaigns so events pool instead of scattering across a dozen ad sets. Low volume is a structural problem to solve, not a reason to keep bidding on form-fills.
Our sales cycle is sixty days. Does any of this still work?
On Google, mostly. Google Ads accepts an imported conversion tied to a click up to 90 days after that click, so a sixty-day cycle lands inside the window, though the signal arrives too late to steer this month's spend. Meta is harder, because its optimisation windows top out at seven-day click, so a deal closing in sixty days cannot teach the ad set anything directly. The workaround is the same layering. Find the earliest event that reliably predicts the booked deal, usually a held appointment, a sent proposal, or a returned document, verify the correlation against twelve months of CRM data before you trust it, then optimise Meta on that and reconcile to booked revenue afterwards.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Two new clients per quarter across all engagements.
If your lead-gen funnel produces enquiries you cannot trace back to the channel that paid for them, the next step is a free 30-minute profit audit. Bring your CRM lead report and your last month of ad spend. We will tell you in writing where the booked-deal signal is breaking.