How to Run a Lead Generation Campaign, Step by Step
A lead generation campaign is a system, not an ad. These are the steps in order, and the mistakes that cost the most when skipped.
The short answer. To run a lead generation campaign, set a target cost per enquiry from your own numbers, choose one clear offer, set up call and form tracking, build a landing page for the offer, launch Google Search and Meta campaigns with a modest budget, review search terms and results weekly, then move budget to what produces customers. Do not scale until tracking is correct.
Step 1: Set the goal from your numbers
Work out what a customer is worth, your close rate and your margin. That gives the most you can pay per enquiry. Use the lead cost calculator to do it in a minute.
Step 2: Choose one offer
'Free survey', 'free consultation', 'book an assessment'. One clear offer per campaign beats a menu of services. The offer decides who responds.
Step 3: Set up tracking before spending
- Call tracking on the number in the ad and on the page.
- Form submissions recorded as conversions.
- The Meta Pixel and Conversions API.
- A simple way to mark which enquiries became customers.
Step 4: Build the campaigns
| Platform | Campaign | Aim |
|---|---|---|
| Google Search | High-intent terms in tight groups, negatives from day one | Capture people ready to act |
| Meta | Leads objective, finished-work creative, a clear offer | Create demand and reach people early |
| Both | Retargeting visitors who did not enquire | Win the second look |
Step 5: Match the page to the ad
Each campaign sends to a page that repeats the promise, shows proof and has a short form. Not the home page.
Step 6: Launch small, review weekly
Start with a budget you can afford to learn on. About £500 a month in ad spend is a practical floor for service businesses, and £1,000 or more is recommended. Review search terms, cost per enquiry and lead quality each week.
Step 7: Scale what pays back
Raise budget on campaigns that produce customers, cut the rest, and keep testing one change at a time. An account run this way on a conservatory and garage conversion firm held a £29.07 blended cost across 1,886 conversions as spend passed £54K.
Common questions
How long should a lead generation campaign run?
At least two to three months before judging, because tracking, learning and the first round of cuts take time.
How much should I spend?
About £500 a month is a practical floor, with £1,000 or more recommended.
Should I start with Google or Meta?
Google first if people search for what you do. Meta earlier if the work is visual and demand needs creating.
When should I get help?
When spend is meaningful, results are inconsistent or you do not trust the tracking.
