/ Lead generation agency inbound, B2B and services
A lead generation agency measured on pipeline.
Form fills are easy to buy. Leads your sales team wants to call are not. Perfometrics is an inbound lead generation agency for B2B and service businesses: search, LinkedIn ads and landing pages, wired into your CRM so every channel is judged on qualified leads and pipeline, not on volume.
Inbound only. We don't do cold calling, cold email or bought lists.
Want the full scope? Lead generation services: what is included
Illustrative growth curve. The totals are real, rounded down.
Optimised on qualified leads/ Sound familiar?
Plenty of leads. Not enough deals.
Most lead generation problems aren't about volume. They show up later, in the CRM, when sales works through the list and finds students, competitors and people who never meant to enquire.
Sales has stopped trusting marketing leads
After weeks of chasing unreachable numbers and wrong-fit companies, your sales team quietly ignores new marketing leads, and the good ones go cold along with the bad.
Ad platforms rewarded for spam
Google and LinkedIn are told that every form submission is a success, so they find more people who fill in forms, including bots and job seekers, at an ever lower cost.
No idea which channel creates deals
Leads land in the CRM without a source, or every one says direct. Nobody can say whether search, LinkedIn or referrals produced last quarter's closed revenue.
Good leads wait days for a reply
A buyer requests a quote on Tuesday and hears back on Friday, by which time they have booked a call with a competitor who answered within the hour.
Lead generation works when marketing and sales agree what a good lead is, and every channel is optimised towards that definition, not towards cheap form fills.
/ What we build
Inside our lead generation services.
Five pieces that work as one system. Skip any of them and lead quality usually suffers somewhere down the line.
Capturing search demand
People already searching for what you offer are the warmest leads available. As your lead generation agency, we capture them through Google Ads and Microsoft Ads on high-intent terms, and build organic visibility over time.
Why it matters: a buyer who searches for your service with a city or industry attached is often ready to talk this month.
- High-intent keywords split from research and job-seeker searches
- Negative lists that block 'free', 'jobs', 'course' and similar
- Competitor and alternative terms tested where they make sense
- Paid search run by our PPC agency team
- Organic pages for buyer questions, see our B2B SEO agency page
- Call tracking for businesses where buyers prefer the phone
LinkedIn ads for defined buyers
When you know the job titles and companies you sell to, LinkedIn lets you reach them directly. We run account lists, seniority and function targeting, and test Lead Gen Forms against landing pages on lead quality.
Why it matters: reaching fifty right companies repeatedly often beats reaching fifty thousand people who will never buy from you.
- Target account lists uploaded and matched to company pages
- Job function and seniority targeting instead of broad interests
- Lead Gen Form questions that qualify, not just collect contact details
- Retargeting of video viewers and site visitors in buying roles
- Thought leader ads from your founder or experts
- More platforms covered by our paid social agency team
Landing pages and forms
A landing page has one job: turn the right visitor into a lead and gently put off the wrong one. We write and build pages around a single offer, with forms that balance conversion rate against lead quality.
Why it matters: cutting a form to two fields can double leads and halve their quality, so every field is a deliberate choice.
- One page per offer and audience, message matched to the ad
- Proof, process and pricing approach answered before the form
- Form fields chosen to qualify by company size, need or timing
- Booking tools such as Calendly or HubSpot meetings tested
- Spam protection that doesn't punish real visitors
- Tested with our conversion rate optimisation agency team
Qualification and CRM
We agree with your sales team what a marketing qualified lead and a sales qualified lead are, then build that into the CRM. Every lead arrives with its source, campaign and keyword, ready to be scored and routed.
Why it matters: without a shared definition, marketing celebrates volume while sales complains about quality, and neither side can prove its case.
- Written lead definitions agreed with sales, not invented by marketing
- Source, campaign, keyword and click ID stored on every lead
- Lead routing and instant alerts so nobody waits days for a reply
- Lead status stages that sales actually updates
- HubSpot, Pipedrive, Salesforce and Zoho supported
- Duplicate and spam leads filtered before they reach sales
Offline conversions and reporting
Once sales marks a lead as qualified or won, we send that outcome back to Google Ads and LinkedIn. The platforms then optimise towards leads that turn into deals, and reporting shows cost per qualified lead and pipeline by channel.
Why it matters: this single step changes what the algorithms look for, from anyone who fills a form to people who resemble your customers.
- Offline conversion imports to Google Ads and LinkedIn
- Value rules so larger deals count for more
- Enhanced conversions for leads and consent mode set up properly
- Cost per qualified lead and pipeline reported per channel
- Monthly review of lead quality with your sales lead
- Tracking built with our marketing analytics agency team
/ How it works
How we build your lead engine.
The order matters. Fixing measurement and lead definitions first means every euro spent afterwards teaches the platforms something useful.
Funnel and CRM audit
We review your ad accounts, landing pages, forms and CRM, and trace a sample of recent leads from first click to their current status in sales.
You get: a written view of where good leads are lost or bad ones get in.
Agree what a good lead is
A working session with sales to define qualified leads, then source tracking, lead routing and spam filtering set up in your CRM.
You get: shared definitions and the first fixes live within two weeks of kickoff.
Launch and connect
Search and LinkedIn campaigns rebuilt or launched, landing pages live, and offline conversion imports connected so platforms start learning from real outcomes.
You get: campaigns optimising for qualified leads, not raw submissions.
Optimise on pipeline
Monthly reviews of cost per qualified lead and pipeline by channel with your sales lead, budget moved to what produces deals, and new offers tested.
You get: a lead flow sales trusts and numbers finance can follow.
/ Results
Inbound growth for a B2B services company.
This came from a combined programme of search, site conversion work and paid media over two years. No single channel did it alone, which is exactly how we think lead generation should run.
B2B services company
Lead generationmore inbound leads in two years
And this year already beat last year, with a quarter still to go.
Our clients' data stays theirs, so we show rounded totals rather than their dashboards.
/ Is this for you?
Who our lead generation agency suits best.
✓A great fit if you are
- A B2B or professional services firm selling through calls, demos or quotes
- A sales team that follows up quickly and wants better leads rather than more of them
- Running Google Ads or LinkedIn already but unsure which leads turn into revenue
- Using a CRM such as HubSpot or Pipedrive or ready to set one up properly
- Ready for search and paid together with organic growth from our B2B SEO agency work alongside
✕Probably not a fit if you
- Want cold email, cold calling or bought lists. We only do inbound. An outbound specialist suits that better
- Want to pay per lead. We're paid for the work, so we can optimise for quality, not count
- Sell low-priced products online. Our ecommerce marketing agency page fits better
- Have nobody to follow up new leads. Even great leads go cold without a fast reply
/ Know your numbers
Six numbers to check before buying more leads.
Whether you hire us, another lead generation company or keep it in-house, these figures tell you whether your current leads are working. Most can be pulled from your CRM in an afternoon.
Lead to qualified rate
Of all leads last quarter, what share did sales accept as qualified? If it's low, more budget will mostly buy more of the wrong leads. Fix targeting and forms first.
Cost per qualified lead
Divide spend per channel by qualified leads, not by all leads. A channel with expensive leads can be the cheapest once you count only the ones sales wants.
Qualified lead to opportunity
How many qualified leads become a real proposal or opportunity? A sharp drop here often points to slow follow-up or a mismatch between ad promise and offer.
Speed to first contact
Measure the median time from form submission to first reply. Buyers who wait a day or more frequently go elsewhere, and no ad change fixes that.
Pipeline value by source
Add up open and won opportunity value by first lead source. This is the number that should decide budget, and it's often very different from lead counts.
Sales cycle length
Know how many weeks a typical deal takes. It tells you how long to wait before judging a new channel, and stops good campaigns being cut too early.
Want these numbers tracked automatically? Our marketing analytics agency team connects ad platforms, CRM and reporting.
/ Your options
Which kind of lead gen partner fits?
Lead generation companies sell very different things under the same label. Here is a fair look at the main types.
| Outbound lead gen agency | Pay-per-lead vendor | Single-channel PPC agency | Perfometrics | |
|---|---|---|---|---|
| How leads are found | Cold email, calls, LinkedIn messages | Shared networks and comparison sites | Paid search only | ✓Search, LinkedIn ads and your own site |
| Who else gets the lead | Nobody, but the buyer didn't ask | Often sold to several competitors | Nobody | ✓Nobody, they come to you directly |
| Optimised towards | Meetings booked | Lead count | Clicks or form fills | ✓Qualified leads and pipeline in your CRM |
| Builds a lasting asset | No, stops when outreach stops | No | Partly, campaign data | ✓Yes, pages, SEO, tracking and data you own |
| Best for | Reaching cold markets quickly | Quick volume, if quality matters less | Strong search demand only | ✓B2B and service firms building inbound |
/ Questions
Questions about inbound lead generation.
What does a lead generation agency actually do?
Do you do cold calling, cold email or bought lists?
What makes a good B2B lead generation agency?
Which lead generation services do you offer?
Should we use LinkedIn Lead Gen Forms or a landing page?
How do you connect ad platforms to our CRM?
How long until we see more qualified leads?
How is your lead generation company paid?
/ Next step
Find out which of your leads are worth paying for.
Share your website and the channels you run today. A senior specialist reviews your campaigns, landing pages and lead flow and writes up an audit within 48 hours. Or book a 30-minute call to talk it through.
- Where low-quality leads are getting in and how to filter them
- Whether your ad platforms are learning from real outcomes
- Which channel deserves the next slice of budget
Rather email or call? contact@perfometrics.co · +49 151 10767411
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