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A Step-By-Step Guide To A 7-Figure Pay Per Lead Agency

Pay Per Lead Agency Guide


What if I told you your Pay Per Lead agency could make over $1 million a year

If you’re on this page, I’m guessing that you haven’t quite hit those figures yet. 

(Don’t worry, I’m going to show you how!). 

Let me be clear from the off – if you’re new to lead generation or digital marketing, then this post isn’t for you (sorry). 

This post is for digital marketers with experience under their belt. The ones that know the basics of lead generation, have set up their business, and are spending thousands of dollars on paid ads. 

It’s for the agency owners, SEO peeps, affiliate marketers, or even business owners who aren’t making as much money as they’d like, and want to know how to make more. 

It’s for those who’ve got a good footing in the digital marketing world, and want to grow and scale their business to hit that golden 7-figures a year mark. 

But, most importantly, this post is for those who aren’t having much luck in their current niche/vertical and want to start effectively from scratch. 

Let’s kick some ass. 

If you want to be successful in Pay Per Lead advertising, you’ll need to focus on a vertical or niche to specialise in. 

For those of you who are used to retainer contracts, you’ll know that it’s all about the grind. But when you start getting into Pay Per Lead, it’s a good idea to niche down. 

"It is literally crazy how much money you can make from selling leads as suppose to the retainer model. Before taking Flexxable's course, my company previously had a £3k retainer, now I can make 10x the profit selling leads to clients while doing no extra work, plus the clients are willing to take as many leads as you can throw at them."

Specialising in one vertical (at least, at first) is crucial. Many of you who’ve been on retainer contracts will know the pain of trying to juggle several niches at once. 

The outcome? Your skills were spread too thin, and you became a “jack of all trades”. You also weren’t able to spend as much time on one niche as you’d like, meaning you never got to hone your craft. 

Specialising in one niche will allow you to build your skills in one area. As your reputation grows, clients will seek you out specifically because you’re an expert in the niche they work in. Specialists have the opportunity to charge much more than their “generic peers”, as the work they do is worth so much more. 

In this section, I’m going to help you find your specialised niche and, even better, I’m going to help you find a vertical with the biggest profit potential

For the rookies among you, finding the niches with the biggest profit potential usually means finding an “evergreen” offer. That means searching for industries that can do well year-round, that will prosper even in times of economic hardship

It’s not as difficult as it sounds, and I’ll help you figure this out in just a moment. 

But first, I’m going to issue the same warning I do in all my posts. 

If you’re honest with yourself, you became interested in Pay Per Lead because it’s a feasible way to make a 7+ figure income and be your own boss.

Unfortunately, some niches are going to stand in the way of that dream more than nurture it. 

That’s why I want to talk about Pay Per Lead niches to avoid before I move on. Please note that this has nothing to do with how valuable the client is as a business, nor how they run their company. 

It’s mainly due to other factors, such as: 

  • Location
  • The population of that location

And, or either:

  • The number of customers that business can handle
  • The likelihood of that business remaining stable during a financial crisis

In this instance, I’m talking about local businesses such as gyms, plastic surgeons, and dentists. 

There are two reasons for this. Firstly, from a Pay Per Lead standpoint: 

  • Small, or independent, businesses tend to get overwhelmed when they have too many leads. This is because, usually, they don’t have the systems in place to handle them. If you’re getting paid by the lead, and they can only deal with 25-30 a week, you’ll not be making the same level of profit you would with a “bigger” client. 

  • These small businesses can only serve their local community. If that’s 10,000 people, you’ll burn through your audience. The audience will experience ad fatigue very quickly, causing cost per lead (CPLs) to rise too high. 


If the country (or the world) finds itself if a recession, local businesses are usually hit with the following problems:

  • Small businesses are often hit the hardest (especially those that offer “luxury” services)

  • Reduced cash flow and reduced demand mean the firm will lose business
  • Workers will get laid off due to budget cuts (fewer people to manage and close any leads)
  • Marketing is the first thing to be thrown out of the window when small businesses face financial restraints. Though advertising is what they need to do most, many small businesses drown under a mixture of pressure and lack of funds.

To get ahead and achieve your dream of a 7+ figure agency, you need to find clients with a nationally appealing, evergreen offer. That means finding something many people absolutely cannot do without.

Plus, with a national client, it’s 150x easier to generate leads. With a nationally appealing offer, the whole country’s population is your potential market.

The bigger the advertising pool, the less your leads will cost to generate – even in times of economic hardship. You can produce more leads for a lower price, which you can then sell to your client for a big profit.

There are two ways to find this golden offer, and they are:

  • Search for clients that work in a “money for jam” offer
  • Find a sub-niche, or “niche within a niche” in a high-volume vertical.

Either of these methods can be extremely profitable with the Pay Per Lead model. 

Let’s begin with looking for a sub-niche. 

Finding a Profitable Sub-Niche In a High Ticket Vertical

pay per lead niche

When it comes to choosing niches, my first piece of advice is always “stick with what you know”. You’ll have an understanding of the industry, know the customers you want to target, and will have a good idea of what works in a sales funnel. You’ll also have a great “foot in the door” as you’ll have some clients in that niche already, plus you’ll be able to reach out to more with few problems.

However, some of you won’t have this experience and/or you’ve been working with “small-time” clients that aren’t bringing in enough profit.

If you’re starting in a new niche, don’t try and play with the big boys too early. That will come! But, as a rookie, you need to “learn” your niche first and hone those skills.

That’s why finding a sub-niche is so important. You’ll get to focus on a micro-segment of the market while dealing with much less competition. You’ll also be able to properly define your target audience, and make your subsequent marketing razor-sharp.

Many of the niches I work in are super-competitive. Some lead generation companies have been honing their skills in a particular niche for decades.

But don’t be discouraged. There are still plenty of ways to make money, even in a saturated vertical.

See, a micro-niche, sub-niche or “niche-within-a-niche” are all names for a smaller segment of any niche market.

Opting to devote your time to a smaller segment doesn’t mean there’s less money in it for you. Instead, you’ll find there’s still plenty of demand, but much less competition

For example, if you wanted to generate insurance leads, you’d soon find out that “insurance” is a MASSIVE niche. But, if you broke insurance down, you’ll find tens of smaller industries that apply to that sector. For example:

pay per lead niche examples

And many more.

However, these verticals are still highly competitive. So, to find your micro-niche or sub-niche, you would need to break these verticals down even further.

Another example:

pay per lead niche examples


pay per lead niche examples

Seems pretty specific? You’ll actually be far more successful if you drill down to a micro-niche within a broader market.

The great thing about the “niche within a niche” strategy is that you can do it with any market, including “money for jam” industries. (I’ll get onto those in just a moment). 

Flexx Digital has generated hundreds of thousands of leads and multiple 7-figures in revenue from sub-niches. All it takes is a little homework and thinking outside of the box. 

If you want to find out more about micro-niches, then you can visit this post on what is a micro niche and why should you find one .

“Money For Jam” Niches (I.e. Evergreen Offers)

“Money for jam” is an old idiom meaning a “very easy way of making money”.

In marketing terms, a “money for jam” offer benefits the customer, the business and the person generating the leads.

  • The customer benefits because they receive a valuable service in exchange for little to no money or effort. In some “money for jam” niches, they’ll only pay if the service was successful.
  • The businesses involved in “money for jam” offers often don’t charge for their help upfront. They’ll just take a cut if the claim/service was successful for the customer.
  • The person generating leads will have a vast audience for a typical “money for jam” offer. The bigger the audience, the more leads. On the Pay Per Lead Model, more leads mean higher profits. Simple.

Flexx Digital has had tremendous success running ad campaigns in “money for jam” niches. One of my Twitter ad campaigns generated 680 leads in just four hours.

I made $10,200 in half a working day. Overall, I produced 110,000 leads within that vertical, earning $2,598,980 at a 60% gross profit.

I’ll now give you some examples of “money for jam” niches. For a more in-depth explanation, please read our post, The Recession-Proof, Client-Landing Guide to $100k a Month or check out the video below.

1. Compensation Niches

These are also known as “claims” in the UK, or an equivalent could be “mass torts”, “personal injury”, or “public adjusters” in the USA. Mass torts are civil actions that have many plaintiffs involved against one or several defendant corporations.

The claims industry actually paid for my house and wine cellar in one fell swoop, within 2 years. There are multiple B2B and B2C niches within this space.

For example, you could look at Personal Injury. The Personal Injury niche is classified as “money for jam”, as PI solicitors usually offer a free assessment for anyone who thinks they can make a claim.

Personal Injury can cover all sorts of issues, from employer liability to motor accidents.

Many Personal Injury help firms will also offer a “No Win, No Fee” deal. The legal term for “no win, no fee” is Conditional Fee Agreement (CFA). If the solicitor doesn’t win the case, the person who made a claim isn’t required to pay the legal fees. 

Obviously, this is a very attractive option for the would-be customer: 

  • It only takes a few minutes to register interest in making a claim
  • They don’t have to pay anything upfront
  • The first consultation is free (something for nothing)
  • They don’t have to pay legal fees unless the claim is successful (it’s risk-free).

2. Equity Release

pay per lead equity release

Equity release is a way for older homeowners to access some of the money (the equity) that is within the value of their home.

Baby Boomers are now living to 70+, and their pension often doesn’t cover the lifestyle they want in their twilight years. Equity release is an excellent way to get some extra cash.

I have quite a few students in this niche. Many of them have been blowing the competition out of the water with “long copy ads to quiz” and advertorial funnels.

House prices have risen dramatically over the last 30 years. As a result, many older homeowners have discovered their houses are now worth triple the price they paid (or more – though we must take into account the drop in house prices during a recession).

If they’ve fully paid off their mortgage, equity release allows homeowners to take out some of the current value of their house as tax-free cash.

The most common type of equity release is a lifetime mortgage plan. That means there are no monthly repayments. Your program is only repaid through the sale of the property, if you die, or if you’re put into long-term care.

So, equity release counts as “money for jam” because:

  • It only takes a few minutes to work out how much you can borrow against your home
  • You don’t have to pay anything back during your lifetime if you don’t want to.

3. Grants

Again, grants have proved to be a very profitable niche for some of our current students.

Small and new businesses are constantly worried about funding. Grants come as a desirable option because they inject capital that doesn’t have to be paid back, apart from the fee as agreed with the lending business.

Unlike loans, grants don’t have to be repaid, and the business owner doesn’t have to surrender any of the company’s equity. As long as the grant is used as agreed, the business can press on without worrying about debt.

Grants generally range between a few hundred dollars to $500,000. If the grant doesn’t cover the entirety of the costs, the small business can see if they have enough money to cover the costs themselves, or they can apply for a loan.

The “money for jam” benefits are:

  • They don’t need to pay back the grant money, apart from the agreed fee
  • Grants from a reputable organisation can give a small business prestige. The business can amplify this benefit through a promotional strategy that highlights the award. This marketing technique can bring in business they otherwise wouldn’t get.

4. Home Improvements

pay per lead home improvements

With rising house prices, plus the cost of moving, it’s no wonder that many homeowners would rather make home improvements than actually move.

Plus, with the right sort of investments (insulation, solar panels, etc.), renovations can improve the value of your current home.

Examples of home improvements include:

  • Home security
  • New windows/doors/flooring/roofing
  • Spa installations
  • Conservatories
  • Solar panels

Though installing solar panels, new flooring or insulation is expensive, home improvements can still count as “money for jam”. The money saved on utility bills and the added value to your home can make home improvements an investment, rather than a purchase.

5. Distressed Property Sales

A “distressed property” is any property that’s under foreclosure or being sold by the lender.

Typically, a distressed property is the result of a homeowner being unable to keep up the mortgage payments. However, it could be a case of the homeowner needing to sell the house to pay medical bills, debts, or any other financial emergency. Distressed properties are usually sold below market value.

In an economic downturn, for example, firms promising to help with distressed properties can be lifesavers. Though the owners will receive far less than what the house is worth, it’s a fairly quick way to get their hands on cash.

Other examples of “booming” or “money for jam” industries include:

  • Business lending 
  • Consumer lending (secured or unsecured) 
  • Anything insurance-related (life insurance, home insurance, income protection) 
  • Pension transfers 
  • Debt consolidation services. 

These are just a few examples of boomin/”money for jam” niches, but enough to get you started. 

To be a successful Pay Per Lead agency and hit that 7+ figures a year, you’ll need to put the research into finding a niche that works for you. 

To do this research thoroughly you will need these tools:

• Facebook

• Facebook Ads Library

• Google Search

• Advert Suite

Step 1: See what ads are currently running in your Facebook News Feed.

pay per lead agency search

Step 2: Research the companies running ads in Facebook Ads Library

pay per lead agency search

Step 3: Go through their funnels (make notes of what you like/ dislike) 

pay per lead agency search

Step 4: Google Search that same niche. See who is running the top ads 

pay per lead agency search

Step 5: Use AdvertSuite To see what ads are currently running 

pay per lead agency search

Rinse and repeat this process using the tools mentioned above to pick a niche that you are passionate about. 

pay per lead agency

Step 2: How To Land Clients Without Testimonials or References

There are a few things you can do to land clients without a case study or testimonial.

Firstly, all of you should have some experience running ads in at least one vertical.

So, whenever you approach someone new, you should offer them something I call a “grandfather-type” deal.

The Grandfather Deal

You should start by being completely honest, and admitting you don’t have any experience in that industry.

However, you should then go on to say that you have a great deal of experience in another industry (i.e. the vertical you were working in before). Make it plain that you’re looking to use your expertise in a new market, and that the potential client is one of the first you’re reaching out to.

More importantly, use your digital marketing expertise to suggest ways on how you can help them scale. Use data from your past experience to show them previous good results in other verticals.

Then offer them a deal where you either get paid on performance (i.e. paid a sum for each converted lead).

This kind of deal is very similar to the hybrid payment model we use with some of our clients.

In short, with this model, you ask the client to pick up the advertising spend. You’re still responsible for building the funnels and running the ads, but you don’t have to shell out from your own wallet.

Say, for example, the client agrees to pay $5000 per week on advertising spend. It’s then up to you to generate as many high-quality leads as possible for that figure.

When the client receives the leads, the sales team will try to convert them. For every converted lead, you’ll receive an agreed fee.

pay per lead agency

Clients love this kind of deal because they know they’re getting plenty of bang for their buck.

A $25 lead may be worth $3000 once converted into a customer. If the client has agreed to pay you 10%, you’ll get paid $300 per converted lead.

And 10% is pretty low – I wouldn’t recommend going any lower. I’ve worked with the hybrid model on several occasions and, sometimes, I get paid up to 25% of the converted lead. It’s all about good negotiation.

Though you’re a beginner in this niche, present this offer to the client as if you’re giving them a golden opportunity.

In exchange for your expertise, you get to use this client as your guinea-pig. The client, on the other hand, won’t need to pay for any leads that don’t convert.

If you’re transparent with the potential client and make it clear you want to help them, you’ll find they’re usually quite receptive.

Hunter Deskin
Hunter DeskinDeskin Digital
Read More
Sending over first service agreement right now. Hybrid deal, 100 leads, % of gross profit after the lead converts, $2,000 in ad spend. Thanks everyone so far for the support 😄
David Katic
David KaticDigital Growth Genius
Read More
My client is happy to do a hybrid deal. They pay the ad costs and I would either get a fee per lead or a margin on sale. I've developed a great relationship with them already so I think I want to give this a try because the risk is low/none and if nothing it will be a great learning experience.
Neil Spence
Neil SpenceFlexxable Student
Read More
I have spoke to another prospect today and we have agreed a hybrid deal ( I'm learning). He will cover around 80% of the lead cost for each lead, then pay the rest in commission on the back end. With this model, I don't have anything to risk.

Show The Client a Pre-Built Funnel

If you can, show the client your worth with a pre-built funnel.

It may sound like a lot of work but, with tools like LeadsHookUnbounce and ClickFunnels, you should be able to build something respectable within a few hours.

It may not be the “final funnel” (i.e. what you present to the traffic), but it should be enough to show the client that you’re serious.

I know that if I was approached, as a business owner, and someone had managed to build a model funnel in a day, that’s a good sign that this person is wanting to make things work.

If you like, you can also give a potential client a “sneak peek” into other lead generation websites you’ve built. This is an ideal way to show someone how you manage branding.

Below you will find an example of a pre-built funnel that we would show a potential client. 


Use a Behind-The-Scenes Video

A third tactic we use is sending a potential client a “Loom” video, or a screencast of what goes on behind the scenes.

Clients like to visualise how a funnel works. In the video or screencast, we’ll show them one of our Facebook ads and what happens after the person makes a click.

This should take the client to the quiz or advertorial, or whatever is the next stage in your funnel. Then, use the video to “look under the hood”, and show them what the quiz or advertorial looks like in the creation software (LeadsHook, Unbounce, etc.).

Clients love getting leads they know will fit their criteria and that they’ll be able to close.

Talk to them about the benefits of the advertorial/quiz element of the funnel.

For example, you could explain that for every 100 people that hit the quiz, only 50 of them meet the client’s criteria. The marketing survey can segment those leads according to type, and only the ones that match the client’s needs will be delivered to them.

Essentially, this video shows the client your process. If the client can visualise what goes on, you have a good chance of closing that deal.

Intention Transparency

Finally, be transparent with your intentions.

The client isn’t a dummy. He/she knows that both of you are entrepreneurs, and both parties need to make money.

If the client can make $2000 on a closed lead, their cost per acquisition needs to be under $1000 to make a decent profit.

Tell the client that you can give them 10 leads for $50 each. For whatever leads convert, they’ll pay you 10%. This means that it will cost them $500 for a closed client, rather than $1000, which leaves them plenty of margins.

Meanwhile, if you can generate the leads for $25 each, this is a very scalable solution for the both of you.

If you’re transparent with your figures, and you can present them to the client in a professional manner, clients will get a better picture of the “end result”.

Still not sure of how to approach your client? Check out this video where I break it down:

So, that’s four tips on how to land clients in a vertical without testimonials or experience.

It is some hard work, but the results will be worth it – especially if you’re looking to branch out into a new niche (like one of the above).

And, of course, the harder you work now, the less hard you’ll need to work in the future.

Trust the process. In these economic times, an offer like yours is very much one that converts.

Now, let’s swiftly move onto the next section of this post: how much to charge per lead in your chosen niche.

pay per lead agency

How Much To Charge Per Lead And Get To $100k a Month

Once you have landed a client on a ‘performance based model’ (i.e. the grandfather deal mentioned above) and you have figured out your lead cost and quality, you can graduate to the full blown ‘Pay Per Lead‘ model with another client in the same vertical.

When people are new to the Pay Per Lead model, there’s usually some confusion on how much to charge per lead in their vertical.

Honestly, every industry is different, and there isn’t a one-size-fits-all answer. Most people eventually figure out their cost per lead after a few months of experience.

However, that method often comes at a cost. I’ve known people to plug away for months, only to find they’ve been making half the profit they could.

Luckily, I’ve come up with a simple calculation that can be used across all niches.

That said, this formula is a general rule of thumb only, so you should adapt your charge accordingly once you’ve racked up some experience.

The calculation goes like this:

• Work out the Average Order Value (AOV) of the customer. E.g. in some industries, a converted lead could be worth $3000.

• Divide the AOV by 3

• Figure out the 5% conversion rate.

3000/3 = 1000

5/100 =0.05

0.05 x 1000 = 50

So, if the AOV of a converted lead is $3000, you should charge about $50 per lead.

The opportunities for huge profit here are tremendous. If the client only wants a small order, like 100 leads a week, you could be making $5000 per week, from just one client.

This is just a ballpark figure, but it’s a good place to start.

If you’re still unsure about lead prices, you could compare the average price per lead on Google.

In SurveyAnyPlace’s helpful infographic, they have collated data from 22 influential lead generation articles to find the average Cost Per Lead in a selection of industries.

Here are the industries they looked at:

Designed by katemangostar / Freepik

Of course, these figures reflect how much the average lead in that industry costs to generate, so you would charge your client more.

However, as you gain Pay Per Lead experience, you’ll find your CPL becoming much lower than the average. These figures include guys who have no idea what they’re doing, with almost zero experience in marketing.

As your CPL gets smaller, you’ll find yourself making bigger profits. It all comes with time.

Overall, I prefer my calculation method for working out how much to charge per lead. It may not be 100% accurate, but it will give you a solid figure as a starting point.

However, you can always use the above infographic (or other research) to see if you’re in the right ballpark. If, for example, you use my calculation and you think it’s too low, you can compare the figure against the above information.

Now you (roughly) know how much to charge per lead, it’s time to figure out how to distribute leads to your clients. And yes, you need to work this out before you start sending out any direct mail.

There are two main methods of lead distribution with Pay Per Lead: 

  • 1-2-1 client delivery 
  • Building a brand 

In the step 3, I will explain how to do both. Let’s go! 


Step 3: Building A Brand and 1-2-1 Lead Delivery

So, a Pay Per Lead agency can work in two ways:

1.  You’re delivering leads on a 1-2-1 basis. This should be in just one niche when starting out. However, as you gain experience, you can branch out into two verticals or more. 

2. You’ve set up a lead generation website and built a brand. This website concentrates on one niche, but can deliver leads to multiple clients. You segment the leads according to type, and supply them to your clients depending on their preferences.

1-2-1 Lead Delivery

1-2-1 lead delivery is exactly what it says on the tin.

You’ve closed a deal with a client, and agreed to send them a certain volume of leads – e.g. 200 leads a week.

Once you’ve generated these leads, they exclusively belong to the client. You can’t sell them to anyone else.

Of course, clients will expect a level of quality for these leads. This means you know what combination of ads, advertorials, landing pages and quizzes work. You’ve been in the field for a while, and your creative prowess is red hot.

If you haven’t got the required experience, try testing it out on “smaller” businesses first. They’re not great money-spinners, but they’re excellent practice for when you go after the big boys.

Or, you could refer back to the section on how to land clients with no experience in your chosen vertical.

So, this method is pretty easy. A client will ask you for 100 leads a week, 200 leads a week or 1000 leads a week. Basically, as many as you can manage. 

You work out the cost per lead to be about $10 a lead. The client agrees to buy each lead for $25. They’ll pay you up-front, of course. I always ask for the money to be in my account by Friday, then I’ll switch on the ads the following Monday. 

Now, all the leads you generate are for that client only. You can’t sell the leads to anyone else, and you have no rights to them after they’ve been produced. 

If the client orders 200 leads a week at $25, costing you $10 a lead, then… 

Done correctly, this certainly could be an extremely profitable way to sell leads.

If I had to whittle down 1-2-1 lead delivery into pros and cons, the list would look like this: 


  • You can leverage your client’s brand
  • GDPR (UK) or data sharing (USA) is the client’s responsibility
  • You can duplicate your funnels for other client’s and change the details to suit
  • It’s the fastest way to start
  • You don’t have to worry about financial service regulations


  • You’ll have to deal with your client’s marketing departments (yawn)
  • Ad and funnel approval can be painful
  • A client can copy your stuff if they choose not to use you
  • Overall, it’s more work, as you’ll be running new ads and building new funnels for each client.

Building A Brand

Building a brand is ideal for experienced agency owners who want to scale their business.

This method of lead delivery means you won’t be building hundreds of funnels for clients but can deliver leads to multiple clients at the same time.

Essentially, to build a lead generation brand, you need to make something called a lead generation website.

Lead generation websites focus on one niche. Instead of spending your time creating and recreating hundreds of sales funnels for individual clients, a lead gen website allows the agency owner to generate all their leads in one place. Then they can segment and sell those leads to various clients according to type.

You drive traffic to a lead generation website using a mixture of paid advertising (Facebook, Google, YouTube, Twitter), organic content and SEO.

The real game-changer with a lead generation website is the ability to segment your leads according to type.

For example, when you’re delivering leads to clients on a 1-2-1 basis, you need to keep in mind the qualifiers the client is looking for.

Variant A

Your client works in the car trade niche. Your client could be looking for leads that A) want to trade their cars straight away, and B) wants to part-exchange their current vehicle for a car worth $50,000 or more.

Variant B

A lot of your leads are looking for a car trade BUT they A) want to do so within the next six months, and B) want to part-trade their car for one $10,000 or less.

There are many variations of this, but you get the idea. 

With 1-2-1 lead delivery, the leads under “Variant B” would be wasted. They don’t fit client specifications, so the client is unlikely to buy them. 

With a lead generation website, you could sell these otherwise “wasted” leads to a client who can make money with that type of customer.  

And the best thing? You can sell these leads to as many clients as you want.  

The opportunities with a lead gen website are numerous: 

  • Multiple clients can be served from one website
  • You only need one advertising account per brand
  • More money, less time involved in the long run
  • It’s easy to land clients with this type of offer
  • If you’re good at SEO, you can get free leads around the clock
  • You can sell these websites for $$ when you’re done with it.

I’ve had multiple students transfer from 1-2-1 lead delivery to building their own lead generation brand, and many of them have started scaling to over $100k a month.

"Got our first client committed to 100 leads per week at $350/each! Excited to dive into this industry."
Philipp Beckermann
Flexxable Student

BUT, to build a successful lead generation brand, you’ll need to make sure your sales funnels and ad campaigns are at the top of their game.

The best way to get a sense of what’s out there in your field is to reverse engineer your competition, and use your research to blow them out of the water.

Reverse Engineering Your Competition

A big worry for agency owners starting in a new niche is the sheer amount of competition.

If you’re anything like I used to be, you’ll:

  • Spend ages agonising about other companies that have been in the niche for years. How can I compare? Is there any money to be made when some agencies have a decade or more of experience?
  • Wonder what you can do to make yourself stand out. If you want to start making a name for your business, you’ll have to do something completely different to what the competition is doing. That’s logic, right?

Your competition didn’t reinvent the wheel.

They didn’t spend their precious time trying to be 100% original (then tearing their hair out when that strategy didn’t work out).

Your competitors got where they are today by borrowing and improving on the work of their peers.

When it comes to running paid traffic, you don’t have time to mess around. You’ve got to get it right (enough) the first time, or you could stand to lose some serious profit. With some clients, you only have about 7 days to prove your worth.

Being a master in any field means learning from the greats who came before you.

I’ve written an extensive piece on Reverse Engineering Competition in the Roofing Industry, but I’ll just take a quick look into reverse engineering for the benefits of this post.

What is Reverse Engineering?

Reverse engineering is when you take an object or idea, and then pull it apart to see how it works. Once you understand the process, you attempt to build a similar or advanced version of the original for your own gain.

Remember writing essays at school? The teacher would usually hand out a “model” essay to analyse and understand why it achieved top marks.

You’d then take a leaf out of that swotty student’s book, and try to write an equally good, or better, essay.

Though you didn’t know it at the time, that was a classic example of reverse engineering. 

So, when you’re building a sales funnel for a client, there’s no need to reinvent the wheel (to begin with). Do your research by checking out your competitor’s sales funnels (ads, advertorials, landing pages, quizzes), and make note of what they’re doing well and what you could do better. 

When you eventually build your own sales funnel, use your research to create something that blows the competition out of the water.
Reverse engineering saves you a ton of time and energy. Plus, the results are far better than when you struggle to come up with something “100% original”.

What Tools Can I Use For Reverse Engineering?


There are a range of tools available to help with reverse engineering, but we use AdvertSuite at Flexx Digital. 

While this is not the best tool on the web, it is cheap and a great way to get started. 

AdvertSuite is the “world’s largest database of Facebook ads that can show you “all of the current live and past Facebook ads that are winners in any niche”. 

You can also use the tool to look at the ads’ “targeting countries, group ages, marital statuses” and any other key demographics that laser-target the intended audience. 

If you buy AdvertSuite’s basic package for $67, you’ll have over 40 million Facebook ads at your fingertips. 

If you decide to splash out on the professional package ($124), you’ll also get access to millions of Instagram, Google Search and YouTube ads as well as Facebook’s. 

Find out AdvertSuite’s pricing details here! 

Features include:

  • Being able to see the best performing ads on Facebook, Instagram, YouTube and Google Search in any industry
  • Unlimited searches, bookmarks and usage
  • Competitor breakdown – your competition’s ads and landing pages
  • Geolocation filters
  • Video and image ad integration
  • Ad engagement, Likes, Comments and Shares 

This is what AdvertSuite looks like:

To find the main competitors in your niche, type in your keywords into the box marked “Keyword Type”. Click the box and select “Ad Text”.

Another box will appear, “Enter Ad Text”. Write your keyword in here. (see image below)

Next, select the country you’d like to view ads from, i.e. “United States”. 

You can make your search as broad or as granular as you’d like. AdvertSuite also offers searches such as “Ad Type” (photo or video), Ad Position (news feed or side column), Gender, Language, Funnel Software (ClickFunnel or LeadPages); the list goes on. 

If (for whatever reason) you don’t want to use AdvertSuite OR you want to use a complimentary program, you can opt for the following: 

Facebook Page Transparency/ Facebook Ads Library

Now you’ve taken a look at AdvertSuite, search for the Facebook pages these companies are advertising under.

Once you’ve found their fan pages, you can take a look at the ads your competition is currently running.

Though you won’t be able to see any stats about their ads (demographics, likes, comments), Page Transparency is a great way to see what ads your competitors are putting up on social media.

Google Search

Using Google Search is pretty self-explanatory.

Type your chosen keyword(s) into the search bar, and check out your main competitors from the top results.

But don’t just stick to the ads at the top of the page – studying organic content also has its place. After all, the top pages got to the top of Google search through excellent SEO and great content.

Watch the screencast video below to watch how I do it for the solar panel niche. 

Okay, so you’ve researched the competition. By now, you should be all fired up and want to have a go at writing your own ads.

But first, let’s look into updating your offer on your LinkedIn and Facebook Profiles.

Updating Your Social Media Profiles To Match Your Offer

Now you’ve chosen your new niche, it’s time to update your LinkedIn and Facebook profiles.

You need to spend time on this, as it’s more important than you think. LinkedIn is the largest and most popular business-oriented social networking site on the web.

With over 300 million registered members, it’s usually the first port of call for employees, managers and prospects when researching a company or individual.

Dan Wardrope's LinkedIn


Your profile needs to be “niche-specific”. When you reach out to potential clients, they’re going to do their research – i.e. head over to your LinkedIn profile. You want to show these clients straight away that you operate in their industry.

Though I’m by no means a “LinkedIn professional”, I’ve spent tens of hours perfecting my message for prospective clients.

Today, I’m going to share with you a template containing the same material I used on my LinkedIn page.

Do not copy this word-for-word. Add your own experience and insights. Business owners tend to know when you’ve “copy and pasted” work from someone else, and it does nothing to help your agency.

Here’s the template for your brand new LinkedIn description:


Would you be excited by getting 100 guaranteed “HIGH QUALITY” [niche] inquiries every day? 

Body Copy:

As you are in the [niche] Industry, here is a no-risk offer from [Your company name]

Good quality leads are the life-blood of any company. And, we can generate these for you.

Over the past 7 years, my team and I have developed bespoke techniques and tools which consistently allow us to produce fantastic real-time web leads, and therefore results for our [niche] clients.

Our lead generation campaigns have been tried and tested. These ‘funnels’ have had 7 figure budgets thrown at them, and have been finely tuned accordingly.

Best of all….


There are NO upfront creative costs, NO upfront production costs and NO upfront setup fees, – this alone is an incredible saving of over £6000 alone!

And, to make this even better, you don’t have to pay a monthly management fee!

Are there any catches?

There are two:

1) We specialise in Business to Consumer lead generation – We don’t do B2B. [note change this to suit your niche]

2) If you decide to work with us, you must be capable of accepting at least 100 leads per week.

Now, I am not shouting about this to the whole world, so I can get ripped off by copycats and have the market flooded by cheap, ineffective copies. Not in the plan!

It’s for the exclusive, competitive advantage of my clients. This is top shelf, first-class lead generation.

So, let’s get connected.

Send me a short message saying, ‘I would like to know more’, and I will send you some more info on how this works. No pressure, no obligation.

I’d love to talk about results and ROI with you – it’s what I love to do.

So, if you need [niche] leads, you owe it to yourself to reach out to me. It could well end up being a very productive message! This is the real deal!

[Your Name]

dan wardrope facebook


It’s also important to update your personal Facebook page to match your new Pay Per Lead offer.

Your personal Facebook can be a powerful business tool. The process is pretty much the same as LinkedIn, but you have the opportunity to join “niche” groups and hunt for prospects.

If you find anyone you think may be interested in your offer, send them a friend request. Once they’ve accepted (and looked at your personal page), send them the adapted LinkedIn template above, via private message.

You can take a look at my personal Facebook page here.

With both Facebook and LinkedIn, it’s important to post regular content to your feed.

Whatever vertical you’re in, make sure that you frequently post content that isn’t ads. That can be articles, videos, photos, memes or little fun games like “Spot the Difference”, word searches and arrow words, all of which we’ve tested on our fan pages.

Dan Wardrope Spot The Difference

Flexx Digital also does the occasional live stream on Facebook. The average user will spend 3x longer watching a Facebook Live video in comparison to a pre-recorded one.

Don’t have the time or resources to make your own posts? It’s perfectly okay to take relevant articles and videos from other places on the web, as long as you don’t pass them off as your own. 

Take 25 to 30 articles and spread them out over a couple of weeks. You can do this manually, or save yourself time by scheduling the post. Just write what you want in the status box, with any relevant links, then click the drop-down menu and select “schedule” instead of “share now”.

For posting frequency, we find that the golden number is about two to three times a week.

So, you’ve found your niche, updated your Facebook and LinkedIn profiles, researched the competition, and decided whether you want to build a brand or do 1-2-1 lead delivery.

You may have already started to reach out to clients advertising services in your new vertical.

Great work!

Step 4: Knowing Thy Customers with Avatars and Empathy Maps

In order to build a sales funnel worthy of your (soon to be) 7-figure agency, you need to first know your potential client’s customer and exactly what they want.

When people start dipping their toes into the world of digital advertising, avatars and empathy maps often get done poorly, or not at all.

I would advise that any time you are entering a new vertical or niche to SLOW DOWN and take your time. 

Understanding the audience you are showing ads to is key to generating good quality leads, at a great price.

Let me give you an example:

Which ad below cuts through the noise and catches your attention,

1. Click below for the best Private Medical Insurance Quote. We compare the market and guarantee you the lowest price.


2. Most business owners aren’t aware that their business can pay for their private health insurance BEFORE tax. There are also a select few insurance companies who will pay for your gym membership as part of your package, but not all do! Click below to find out more and see if you and your family qualify.

Unless you know the market like the back of your hand, you would never be able to write ads like ‘number 2’, which speak directly to a particular audience that would be highly interested in the offer.

Make sense? Don’t skip this step!!

1. Building a Customer Avatar For Your Ads and Lead Generation Funnel

With a customer avatar, you’ll be able to:

  • Develop the copy for your sales funnels 
  • Speak directly to your target audience
  • Work out who to avoid at all costs (there are people like this in every market)
  • Save a lot of time and money in the long run.

Here’s how to do it:

Your Customer Avatar is a detailed profile of your ideal customer. Not a group of people, but a single person you think needs your product (for example, the business owner I mentioned above).

Your finished avatar will look something like this:


Here are the key elements you need to include in your avatar:

  • Name
  • Gender
  • Age
  • Location
  • Income
  • Education
  • Occupation
  • Interests
  • Online behaviours
  • Goals
  • Pain points and struggles

As you can see, these are all crucial features for understanding how to target your audience in your social media ads.

To complete your customer avatar, you’ll need to do some extensive market research. 

There are a few ways to get started, and here’s a quick list:

1. Start with your client. They should be able to answer all your questions based on stats from their vast experience. Ask questions like: “What are your ideal customer’s demographics?”, “What are the benefits and features of your product/ service?” and “How does your product/service fix a customer’s pain points?”

2. Check out the competition. You should have already done this at the reverse engineering stage. Google is the ideal place to start. Look up forums and websites relating to your product/service and see what potential audiences have to say about their problem. How can you use their views, worries, fears and wants in your social media/ Google search ads? How can you position your product or service as the solution to their issue?

3. Join Facebook fan pages and groups. If people are interested, passionate or worried about something, there will be a Facebook group about it. Take note of the type of content posted on the page, what members ask each other, and whether people are looking for practical advice or sympathy.

4. Create a survey. The best way to find out what your customer is thinking is to ask them directly. Make sure the survey isn’t too long. Ask a mixture of demographic and psychological questions. You can create surveys for free on SurveyMonkey. 

Put all the information into a Google doc, and use it to shape your customer avatar. When it comes to writing your ads and creating your funnel, you’ll find you know your customer inside-out.

Click Here To Get Your Free Customer Avatar Resource!

2. Building an Empathy Map For Key Psychological Insights

While an avatar focuses on the habits and features of your ideal customer, an empathy map deals with customer mindset.

Essentially, a Customer Avatar will help you with your demographics, while an empathy map will provide the foundation for your creative.

The best way to nail the creative aspect of your ads? Tap into the emotions of your audience.

Empathy maps look like this:


They’re divided into six sections, with your ideal customer’s name and picture as the centrepiece.

Take notes on what your customer:

  • Hears (i.e. from friends, family, other advertisements, online)
  • Says and does
  • Sees
  • Their pains (what is their biggest pain point right now? How does your product or service solve it?)
  • Their gains (what will they do once the problem is fixed? How does your product/service improve their life long-term?)
  • The idea is to fill the empathy map with as many thoughts as possible. You can do this on your own, or as part of a team. Refer to your Customer Avatar research to help you dive into their emotions.

If you’re doing the empathy map as a team, draw the above template on a whiteboard or flipchart. Give each team member a set of post-it notes (different colours for each member).

Fill up the board with your ideas. Team members should come up with at least two ideas per section. If you’re doing the empathy map as a form of team training, remember to give other members access to your Customer Avatar, research, data and statistics.

Still having trouble? Check out my video below where I show you how to find your ideal customer using the methods I mentioned above.

When you are finished, you can move on to the next section, building your brand and sales funnels.

Building Your Brand

Earlier on in the article, I talked about 1-2-1 lead delivery vs building your own brand, and the pros and cons of each.

If you have decided to build your own brand, this section will help you do just that.

When I talk about building a brand, I mean setting up your own lead generation website.

The purpose of a lead generation website is to take any visitors – cold or pre-warmed – and turn them into a hot lead.

Lead generation websites encourage visitors to make online enquiries about the product or service you’re offering. The visitor is directed to your lead gen website via your sales funnel (more on that in a moment).

Many lead generation websites offer a small free gift – such as a whitepaper or free consultation call – to get the visitor to hand over their contact details. Once the site has access to the visitor’s telephone number or email address (aka, a lead), it’s up to the sales team to turn that lead into a customer.

Here are the 5 key elements of a lead generation website:

1. Call(s) to action
2. Conversion form/marketing quizzes
3. Informative content about the product/service
4. A clear value message
5. (Hidden) analytics to measure leads and click-backs.

Lead generation websites are usually focused on one niche. Instead of spending your time creating and recreating hundreds of sales funnels for individual clients, a lead gen website allows the agency owner to generate all their leads in one place. Then they can segment and sell those leads to various clients according to type.

How Does a Lead Generation Website Work?

The key to a successful lead generation website is lots of traffic. We want people to be able to find the website, give their details, and welcome contact from whatever clients we’re advertising for.

As you know, there are multiple ways to generate traffic: 

  • SEO
  • Organic content
  • Paid ads
  • A mixture of all three

Ideally, a strong mixture of the three would be the best way to generate traffic to your site. SEO, in particular, means the website is “evergreen” and will continue to generate leads without paid ads.

However, organic content can take months to see results and SEO requires serious skill (plus a few months to get up-and-running).

Paid ads are the quickest way to generate traffic for your lead gen website and brand. If you want to be a serious player in the lead gen world both you and your client must be prepared to spend a bit of money.

Then, once you’ve got your paid ads driving traffic to your lead generation website, you can start segmenting and distributing your leads to various clients.

Using Your Brand Page to Segment and Distribute Leads

When a visitor hits your lead generation page, you have several options. For one, you could direct them to a form and take their details. That’s the most basic way of “producing a lead”.

However, you’ll find that lead generation forms don’t discriminate on the grounds of quality and type. For every “hot” lead generated, you’ll find 100 that don’t fit your clients’ criteria. 

Using marketing quizzes on your lead generation website will help you segment leads effectively for your clients.

Say, for example, your website is built for solar panel installation leads.

Website Visitor A

Visitor A put answers corresponding with that information into the quiz. The customer is then directed to Client 1, who wants that type of lead.

This customer is directed to Client 2, who can make their money from that type of customer.

And so on. This type of lead segmentation can go on for as many clients as you have in that vertical. Using the power and versatility of a lead generation website, you can monetise every lead that comes your way.

Remember – every client will want something slightly different, depending on their needs. It’s crucial you ask exactly what they’re looking for before you start delivering leads to them. 

The Other Benefits of Lead Generation Websites

As well as being incredibly profitable, a well-made lead generation website can be an valuable investment. 💲

Think about it: a good lead generation website comes with an air-tight sales funnel, a landing page, and a lead-segmenting system all in one fell swoop. If your lead generation website is versatile and profitable enough, many clients will be chomping at the bit to buy you out.

They’ve seen your success, they know you can generate great leads – and they’ll do anything to keep those high-quality leads away from the rest of the competition.

Selling up or not, it’s a win-win for you. Either way, you’ll be making a lot of money! 

An example of an incredibly successful lead generation website is CompareTheMarket.com. As they’ve grown, they’ve managed to build one site around two niches (insurance and utilities). Within that, they’re targeting customers within eight micro-niches:

  • Insurance
  • Vehicle
  • Home & pet
  • Life
  • Business
  • Travel
  • Utilities
  • Broadband
  • TV & phones
  • Energy
  • Money

If you can emulate even a fraction of the success, in one niche, of CompareTheMarket, you should be holding the reins of a 7+ figure agency in no time.

Step 5: Building the Sales Funnels That Sit Behind Your Brand

If you want to build a 7-figure Pay Per Lead agency (and I know you do), the success lies entirely in your sales funnel.

Many sales funnels today consist of two main elements:

  • The ad
  • The landing page 

And that’s great! If you want to lose a tonne of potential leads, and waste time calling hundreds of unqualified, uninterested people.

Unless your product is something immediately appealing (like clothes, food or furniture), you’ll need a multi-layered sales funnel to generate high-quality leads with a great contact rate.

A sales funnel needs to address and solve the following 4 stages of a potential lead’s journey:

  • Awareness
  • Interest
  • Decision
  • Action

Or, for a useful acronym, AIDA.

Each of these stages requires a different approach from you, the marketer, because you don’t want to send the wrong message at the wrong time. You also want to minimise the risk of “losing” your lead during any stage of the sales funnel.

So, let’s go briefly back to the ad/landing page sales funnel type. If you put that particular sales funnel strategy against AIDA, you’ll see that it’s only hitting the Attention and Action sections of the customer’s journey.

And there’s the problem. This type of funnel isn’t giving the customer enough information – and definitely not enough credit.

It’s kind of like asking someone to buy a second-hand car without taking it for a test-run. You just wouldn’t do it.

Let’s look at each stage in some more detail:


This is the stage where you first catch a lead’s attention. This is usually in the form of an ad, whether it’s on Facebook, Twitter, YouTube or Google Search.

Here, the prospect is only just becoming aware of your existence and what you offer.

Again, if you’re selling clothes or something similar, you may find that the customer is ready to buy straight away.

For many (all) of you, that won’t be the case. Though the niches I’ve talked about in this post are extremely profitable, they’re often more than a mindless purchase. The more money something costs, the harder the marketer will have to work to convince people to buy.

Occasionally, a prospect will see an ad for something like solar panel installation, and will want to buy/register their interest immediately. They’ve already done their research, and they can see you’re offering exactly what they want at a reasonable price.

That’s excellent – but these prospects will only be a tiny, tiny percentage of your overall lead pool.

More often, the awareness stage of your funnel (the ad), is the beginning of a courtship. You’ve captured their attention, and now you need to woo the prospect into engaging with your service.


If your ad has done its job, you will have captured the attention of your target customer.

But, at this stage, 75% of people are craving more information, not reaching for their wallets.

So, now it’s your chance to educate the public on your product or service. You need to leave your visitors with: 

  • More information than they’ve encountered before (giving them value)
  • A guarantee that you’re a legitimate company and not another scam
  • A hunger for your product/service

See, once a customer is interested in your offer, they’ll start making decisions about it.

Consumers at the interest stage are doing their research, comparison shopping, and thinking over their options. At this point, it’s time to offer content that helps them but DOESN’T sell to them.

If you’re pushing your product or service from the get-go, you’ll chase prospects away. Now’s the time to establish your expertise and help the prospect make an informed decision.

I’ll tell you how later on.


At this stage of the funnel, the prospect is seriously considering getting ready to buy. They may be considering two or three options – and, hopefully, one of them is you.

This is the time to knock it out of the park with your best offer. That could be something along the line of:

  • A free “guide” to your product or service
  • An informative PDF that relates to your product or service in some way
  • A free consultation call or quote
  • A discount code
  • A bonus product

Whatever you choose to reel-in that prospect, make sure you run it past your clients first. The offer should be so irresistible that your lead can’t wait to take advantage of it.

To get their “free gift”, the sales funnel should be set up so the prospect has to hand over their personal details.

That could be an email address, telephone number, or whatever the client needs to make contact.

If your offer is successful, the prospect has now become a lead. Excellent work!


At the very end of the sales funnel, the customer takes action. They purchase the product or service you’ve offered them, and become a client’s valued customer.

But, wait. You’ve already turned them into a lead, right? Surely the rest is down to your client’s sales team?

Turning a lead into a paying customer depends as much on your sales funnel as it does the sales team.

Did you know, for example, that a well-designed Thank You page in your funnel can increase customer conversions by 47%?

Adding a thank you page is a prime opportunity to provide your lead with any last-minute info or put any lingering fears at rest. If you’re selling a service, like health insurance, this is your chance to remind the lead of all the benefits.

Likewise, a Thank You page is a brilliant opportunity to cross-sell or upsell another (relevant) service. Remember, you need to ask your clients whether they’re happy with this, before you proceed. 

A good Thank You page will contain as much info as possible to get your lead to complete the buying process. This includes information on:

  • WHEN to expect their confirmation email for their “free gift” (over the next minute, hour, day, etc.)
  • WHERE to expect it (i.e. a reminder to check their spam)
  • WHAT to do if they don’t receive it (provide a customer helpline or address)  

The same goes for any other form of promised communication. If you have guaranteed your prospect a phone call, tell them every detail they need to know.

  • WHEN to expect the phone call (today, tomorrow, within 15 minutes, etc.)
  • WHAT number you will be calling from
  • WHO the customer can expect to speak to
  • WHAT you’ll be covering over the call and WHAT resources your customer will need (aka payslips, bank details, solicitor letters, etc.)

The more details you provide, the safer the prospect will feel making the commitment. If you’re true to your word, the prospect will know you’re reliable and make the transition into a paying customer.

Plus, If you’re building your sales funnel on a single-sales basis, you are definitely leaving money on the table.

Once a prospect has hit your thank you page, it is 50% easier to sell them another product or service, in comparison to advertising to cold traffic. 

An excellent example of a cross-selling enterprise is Amazon.co.uk. Once you’ve bought a product, Amazon will always send you a “Thank You” note, with more items in the “Recommended For You” section.

A whopping 35% of Amazon’s sales come from cross-selling or upselling, and 60% of customers buy again from the “Recommended For You” straight after they’ve purchased the first product.

If your client is selling a service, think of ways to apply a cross-sell or upsell. Taking Funeral Plans as an example, give your leads the chance to upgrade to the premium version. Or, you could offer them another phone call for a “special fixed price”. Chances are, if the prospect is interested in health insurance, they may also be interested in funeral plans. 

Always check with your client before you attempt to cross-sell or upsell on your Thank You page.

So, What Makes a Good Sales Funnel?

Now we’ve broken down the sales funnel stages, we can see that the main element missing from the “ad to landing page” variant is the interest stage.

As I said previously, 75% of prospects want more information after seeing your first advertisement.

So, taking into account the fact that you also need a Thank You page, your sales funnel steps are looking like this:

Advertorial/Marketing Quiz 

Landing Page
Thank You page 

I have two methods for covering the “interest” step – either a marketing quiz or an advertorial.

What Is An Advertorial?

A blend of an advert and an editorial (advert + (edit)orial = advertorial, see?), an advertorial is essentially a long copy advertisement that provides real value to the reader. 

Say you’re reading the Daily Mail Online. You’re browsing the news, when you come across an interesting article about freshly cooked food that gets delivered straight to your door. 

It reads like a newspaper article. 

It looks like a newspaper article. 

Except… it’s not a newspaper article. The call-to-action at the bottom suddenly makes the article read, well, like an ad. 

An informative article with an agenda? Say wha’? Advertorials, also known as native advertising, are a tiny bit sneaky… in a way.  

Essentially, advertorials are long copy advertisements that provide the reader with real value in the sense that they solve a reader’s specific problem. They also ask the reader to take a specific action that benefits a business – such as buying a product or becoming a lead. 

A formula to keep in mind for a successful advertorial is:

Advertorial Example

Let’s take a look at an advertorial written by the Father of Advertising himself, David Ogilvy: 

You can see a full copy of Ogilvy’s Rinso advertorial here. 

As you can see, Ogilvy’s advertorial encompasses the “article crossed with an ad” approach. 

He has used a:

Helpful Headline

Stains are a problem that affects everybody. 

Notice that Ogilvy hasn’t headlined his piece with “BUY RINSO, #1 DETERGENT”, as that doesn’t provide any value to the reader. Instead, he’s positioned his long-form ad as a “How To” article – instantly more helpful.

Mini CTA

Use Rinso and follow these easy directions 

The first mention of the product. This comes a little earlier than in some advertorials, but it’s still masterfully done. 

Notice he doesn’t say “buy Rinso”. That would be heading towards “me, me, me” territory. Instead, he places the product in the form of a suggestion and a solution. He didn’t say “Rinso is better than any other detergent on the market” because he didn’t have to.

Pain Points

What many women don’t know is that Rinso also works like a charm on most stains – if you know how to go about it. 

Sometimes, no amount of pre-rinse washes will get rid of stubborn stains – as housewives in the 1960s knew well. However, Ogilvy promises a tried-and-tested method for each stain that will solve this aggravating problem.

Super Useful Info

The next 70% of Ogilvy’s advertorial contained super useful info – telling the customer how to use the detergent to get rid of certain stains. E.g. for coffee, you soak the item in a tub of water mixed with Rinso. For grass, you apply a paste of Rinso (the detergent with a splash of water) directly onto the stain. 

Can you see why this is so much more valuable than a generic “buy this detergent” ad?

Main CTA

Save 20%. You’ll usually pay about 20% less for Rinso than for detergents because it now costs Lever Brothers less to make Rinso.” 

So far, Ogilvy has written about Rinso’s features. It’s a detergent that gets rid of tough stains. Great, but that’s why people buy detergent. 

However, Rinso also comes with a benefit: it’s the best of the best, and it saves you money. This is value layered on top of value, and it’s extremely seductive to the customer.

The CTA also invites readers to take a specific action – go to the store and buy Rinso (saving 20% in the process). 

Though advertorials may differ wildly in subject and style, they all follow the same basic pattern: 

  • Headline and hook
  • Pain points with the promise of hope
  • Information that educates
  • Mini CTAs throughout
  • Directly address concerns
  • Main CTA (30%)

If you want to find out more about advertorials, then I’ve written a super-detailed post which you can read here. How To Write Awesome Advertorials That Sell and Sell

Marketing Quizzes

With marketing quizzes, you’ve got to ask the right questions. A well-structured quiz in your lead generation strategy can uncover all sorts of information about your prospects in a way you couldn’t through a form, or any other static form of marketing.

And audiences are fascinated with quizzes, no matter how humdrum the questions may be. Questions aggravate the brain, acting like tiny little fingers directly prodding you right in the grey matter. You feel like you owe the quiz answers, even though you’re the one who made the click in the first place.

Plus, there’s the promise of a reward, even if it’s really, really small. For example, say you’re building a landing page quiz for a solar panel installation company.

As quizzes go, the one you’ve made is straight to the point: How Much Could You Save on Solar Panel Installation? Get Your Free Quote Now.

Putting yourself in your customer’s shoes, searching for a reputable solar panel installation company can be exhausting. The installation itself can also be very expensive – so potential customers will be keen to save money when they can.

Then they come across your quiz and – oh, hello – there’s hope. Just by answering a few questions, your in-debt online user can see if there’s a glimmer of light at the end of the tunnel. If the quiz leads to a positive outcome (like, “yes, you can save up to $2000 on solar panel installation”), then you’ve made a brand new friend (and, more importantly, another lead).

The point is, marketing quizzes engage audiences through interaction. Because this engagement is voluntary, rather than forced, the information you can acquire through quizzes will always beat the information you get via other means.

Using Marketing Quizzes To Segment Your Leads

Marketing quizzes aren’t just great for generating leads, they’re also perfect for lead segmentation.

See, not all leads are equal. Out of every 100 leads your marketing quiz manages to generate, probably only 20 leads will be ready to take action right away.

The other 80 leads will need to be nurtured a bit. Let’s go back to this question:

[Name], Would you be ready to speak to one of our qualified solar panel installation companies tomorrow?


All of the people who selected B, and some of those who chose C, need to be segmented into a nurture sequence. You know that they’re interested in solar panel installation, or they wouldn’t have taken the quiz or handed over their email address. However, they’re not ready to take action this very moment.

These aren’t “wasted” leads. 

Segment these people into an email autoresponder sequence to warm them up, providing them with advice, tips and valuable resources on how solar panels can benefit them – i.e. saving money on utility bills. Since the content matches their interests, the consumer is more likely to open the email.

In three to six months, open up the offer again. Ask them if they’re ready to speak to a qualified debt expert, and guide them towards scheduling an appointment.

It may take a little longer, but the email addresses of the unsure are just as precious as the ones ready to take action right away.

Using Marketing Quizzes For Retargeting As Part of Your Sales Funnel

Use the information you’ve acquired from your marketing quiz for events-based retargeting.

If you have a 12 or 13-step marketing quiz funnel, it could be that several quiz takers get through the first eight or so steps, then drop off.

However, within those first eight steps, you find out several golden nuggets such as: 

  • They’re male
  • They’re a homeowner
  • They’ve got a $15000 budget for solar panel installation

Using that information, you can fire events within a good lead software like LeadsHook, and then build a custom audience from the data you find.  

Once you’ve built your audience, you can use your creative juices to make some hyper-tailored ads that speak to the audience on a personal level. You’ve got all the power behind you, as you know precisely what these people want. 

When the custom audience sees these ads, it’ll be like you’re directly answering their prayers. As a result,your Click Through Rate (CTR) will skyrocket, lowering your CPA and producing premium quality leads. 

You’ve got all the information you need. Use marketing quizzes in your lead generation strategy and the world’s your oyster!

So, at this point, you know exactly what you need to put in your sales funnel to generate high-quality leads:

Advertorial/Marketing Quiz
Landing Page (i.e. your lead generation website home page)
Thank You page

Sign up to get Step 6 next week!

Next week you will be learning all about the paid ad elements of your campaign, starting with Facebook.

We will be covering:

  • Setting up your first campaign with Facebook Ads manager
  • Audience targeting and selecting the right campaign objective
  • How to get the most out of your ads with your creative

If you want to build a 7-figure Pay Per Lead agency (and I know you do), the success lies entirely in your campaign elements.

Step 6: How to Set Up Your First Facebook Ad Campaign

Coming Soon!

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