Leads your sales team actually wants to call.

These are real search lead campaigns we manage: 127 plumbing leads at $85.41 and 94 roofing leads at $155.73 in September 2026, as Google Ads counts them. A higher cost per lead is normal for a bigger job such as a new roof. What the reports don’t show is how many leads became paying jobs, which is the number lead generation ads should be judged on.

Our own forms work the same way. The audit form on this page has three fields, checks each entry for spam, and reaches our team on WhatsApp, so no lead sits in an inbox overnight.

Lead generation ads start with deciding what a good lead is. Before any campaign, we agree with you which leads are worth a call: the service, the area, the budget or the timeline. That definition shapes the keywords, the form questions and the number we report on. A campaign judged on cost per lead alone usually fills up with cheap enquiries that never buy.

On Google, search campaigns come first, because the person is already looking. We build tight groups by service, with negative keywords for research, jobs and do-it-yourself searches. Google’s page about lead form assets says a form can be added to Search and Performance Max campaigns, so people can enquire without loading your site; it also requires a privacy policy link. We test the form against a landing page and keep whichever brings better leads.

On Meta, instant forms open inside Facebook and Instagram with the person’s details prefilled. That makes them easy to submit, and easy to submit by accident. Meta’s guide to creating a lead ad with an instant form shows how to add custom questions and a privacy policy, and we add one or two short questions that a serious buyer answers in seconds. A slightly higher cost per lead is a fair price for leads your team wants to call.

Leads have to arrive at once. Google says you can only download the last 30 days of form leads as a CSV and that it stores them for 60 days, so we connect a webhook or a CRM integration instead. Every lead lands in your CRM, sheet or WhatsApp within minutes, with the campaign and keyword attached, so your team knows what the person asked about before calling.

Then the data goes back. As of October 2026, Google’s page on enhanced conversions for leads explains how to send hashed customer data from your form so Google can match leads that later became sales, and says these uploads move to its Data Manager API from 15 June 2026. We set this up, plus the Meta equivalent through the tracking stack, so both platforms bid towards leads that became customers.

Each month you get leads, qualified leads and sales by campaign, the cost of each, and the changes we made. We cut keywords and audiences that bring leads who never buy, even when they look cheap, and move budget to the ones that close.