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Selling Lead Generation to businesses using only paid traffic, eg - PPC

by krzysiek
4 replies
  • SEO
    • |
I hope everyone is doing well.

I've worked with dentists previously (I know, I know.. dentists) on providing lead generation. I make a website, SEO it and track all calls delivered. I was, however, only charging a fixed price and not on a per-lead basis, but otherwise, I know lead generation works.

I wonder though, is it possible to make it work using on paid traffic. Most probably Google PPC, and maybe Facebook PPC in niches where the Facebook audience tend to be receptive. Also, other forms of paid traffic which I have not yet accounted for.

Has anyone tried this, and have you made it work? With Google's relatively high CPC, I will need to target industries where the profit margins are high - but over all, I am just wondering if anyone has done this?

I ask because it seems much more reliable than doing SEO (which can be hit and miss, and take a long time, etc). By using paid traffic, as long as we can make it convert at a positive ROI, it seems to be a matter of increasing the spend to see more leads (and higher profits).

Am I missing something?

Thank you, let's get a discussion going.
#businesses #generation #lead #paid #ppc #selling #traffic
  • Profile picture of the author sdentrepreneur
    Most of my success with paid marketing is by creating a sales funnel for the client that can generate leads and sales. These work on Social Media as well. You just can't use paid marketing and drive people to a website that has no conversion strategy in place.
    Good luck.
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    • Profile picture of the author nickjoselle
      Yes, selling leads to local clients via paid traffic absolutely works... we do it with multiple clients.

      I would agree that the key is going after industries where the profit margin is high.

      We got killed when we first got started because even though we were getting a very nice cost per lead from a client, we had high PPC costs and low conversions.. not a good combination..

      Anyway, it can absolutely work, if you keep a close eye on the numbers. I am seeing more and more this is true in just about any offline or online venture. Test, test, test.
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      • Profile picture of the author krzysiek
        Originally Posted by sdentrepreneur View Post

        Most of my success with paid marketing is by creating a sales funnel for the client that can generate leads and sales. These work on Social Media as well. You just can't use paid marketing and drive people to a website that has no conversion strategy in place.
        Good luck.
        Thanks very much for your reply. I agree that a solid strategy needs to be put in place. It all depends on what you're trying to achieve, and I guess this further depends on what niche you're working in.

        With dentists, it was to get the visitor to make a call and make an appointment, right there and then when they are on the website. Or, if after hours, to fill out the online booking form.

        With other industries, this would change and a suitable funnel would be needed. I guess in niches where a 'sale' or 'lead' isn't generating instantly upon landing on your website (like with someone looking to call a local dentist), you would need a more involved sales funnel, capturing their email address and perhaps marketing to them over a period of time.

        For starters, I will probably try and go with industries where not as much on going marketing is needed to make the 'sale'.

        Originally Posted by nickjoselle View Post

        Yes, selling leads to local clients via paid traffic absolutely works... we do it with multiple clients.

        I would agree that the key is going after industries where the profit margin is high.

        We got killed when we first got started because even though we were getting a very nice cost per lead from a client, we had high PPC costs and low conversions.. not a good combination..

        Anyway, it can absolutely work, if you keep a close eye on the numbers. I am seeing more and more this is true in just about any offline or online venture. Test, test, test.
        Thanks so much for your reply. I am so glad to hear you're doing this, and with success, too!

        There's probably a reason the client was willing to agree on a high cost per lead, because your CPC is high and conversion % low for that niche, I guess. Maybe in these scenarios where the payment per lead is substantial, you can try and look at other alternative avenues of generating leads (as obviously money is there to be made).

        In either case, I might shoot you over with a few questions via PM if you'd at all feel like replying. Thanks again, guys!
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  • Profile picture of the author jgant
    I've made Adwords pay well for 2 local campaigns. However, I monetized by earning sales commissions instead of lead fees from the local businesses. The commissions are high so it pays. Conversion is decent. I tried PPC in a third service within the industry but because PPC costs were so high, it wasn't worth it.

    It's definitely worth trying, but be sure you're earning sufficient fees to make it pay or else have killer conversion.
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