Lead generation is about creating a reliable flow of enquiries from people who are genuinely capable of becoming customers.
A lead can look perfectly good in a report and still be from the wrong location, the wrong service or somebody who was never likely to buy. Another can be a strong opportunity and disappear because nobody followed it up properly.
That is why we look at source, cost and lead quality together, with landing pages and tracking built around the campaign rather than treated as separate jobs.
Pulse runs lead generation across Google Ads, Meta and SEO. We do not buy contact lists or sell databases. The enquiries come from people who searched, saw an ad or found the business and chose to get in touch.
Lead generation at Pulse is led by founder Nico Pustilnick, working with the team across campaigns, landing pages, tracking and reporting.
Talk to Pulse about lead generation
What we offer
Lead generation strategy
Before spending anything, we work out what a lead is worth to you.
What’s included
What’s an average client worth? How many enquiries turn into clients? How many can your team handle each week?
Those numbers tell us what you can afford to pay per lead and which channels make sense first. A business that closes one in three enquiries can pay far more per lead than one that closes one in twenty, as long as the leads are the right ones.
We also look at what’s already working: existing traffic, past campaigns, where your best clients came from, and what your competitors are doing.
Google Ads
Google Search is often the first channel we test when there’s clear existing demand, because it reaches people already looking for the service.
What’s included
The job is to show up for the right searches and keep the wrong ones out.
That means tight keyword targeting, negative keywords for jobs, DIY and irrelevant services, ad copy that matches the search, and conversion tracking that counts real enquiries. We also use Performance Max where the conversion data supports it.
See Google Ads.
Meta Ads
Facebook and Instagram work best when people don’t yet know they need you, or when the service is visual or easy to explain in a short video.
What’s included
We test whether it makes more sense to keep the enquiry inside Meta with an Instant Form or send the click to a landing page. The right choice depends on the service, how much qualification is needed and what the campaign data shows. Either way, one or two qualifying questions can help filter out people who were never going to buy.
Retargeting brings back people who visited your site and didn’t enquire.
See Meta Ads.
SEO & organic enquiries
SEO can build another source of enquiries alongside paid media, and over time reduce how much you rely on paying for every visit.
What’s included
For lead generation, that means service pages that answer what buyers actually ask, local SEO and Google Business Profile for map-pack enquiries, and content that brings in people close to a decision. We track organic enquiries the same way as paid ones, so you can compare them fairly.
See SEO.
Landing pages & conversion
Campaign traffic needs a page that matches the ad or search, works properly on mobile, shows enough proof and makes the next step obvious, whether that’s a call, a form or a booking.
What’s included
Forms should be short, but not so short that every enquiry needs a 15-minute call to work out what the person wants. One or two well-chosen fields usually help.
Where a page needs rebuilding, we can handle the web design and development work. To keep improving those pages over time, see our conversion optimisation service.
Tracking & attribution
Where possible, we preserve useful source information with the enquiry.
What’s included
- GA4 and Google Tag Manager tracking confirmed form submissions, not button clicks
- Call tracking with CallRail, so phone enquiries are tied to the campaign or page behind them
- UTM tags on ads, saved with the enquiry
- Lead outcomes sent back to Google Ads and Meta where the platforms allow it, so campaigns learn from real clients
Before changing campaigns, we make sure enquiries are counted properly and sourced where possible.
Attribution is never perfect. People switch devices and come back weeks later. The aim is source data good enough to move budget with confidence.
More leads isn’t the point
A campaign can halve its cost per lead and still make the business worse off.
It happens when the cheaper enquiries are people looking for something you don’t offer, outside your service area, comparing fifteen providers, or unlikely to become a client.
So the numbers we care about go further than form fills. For each source, we want to know:
- Where did the enquiry come from?
- What did it cost?
- Was it the kind of client the business actually wants?
- Did someone follow it up?
- Did it turn into work?
If Google Ads produces ten leads and three become clients, while another channel produces twenty and none do, the cheaper channel is not necessarily the better one.
The advertising data only tells part of the story. The rest has to come from the business. We ask your team to mark leads as good, poor or spam, ideally inside your CRM, and use that to adjust keywords, audiences, ads and forms.
We also look at what happens after the enquiry: how quickly leads are contacted and how many reach a quote or booking. If good leads are going cold because nobody calls back, more leads won’t fix it. That side of the work is covered by our CRM and marketing automation service.
If marketing says a campaign is performing and the sales team says the leads are rubbish, somebody needs to look at the data rather than argue about it.
Who it suits
Mostly businesses where one new client is worth real money: building and property inspections, law firms, NDIS and health providers, education providers, trades and professional services, across Sydney and the rest of Australia.
It’s a good fit if:
- You need a steady flow of enquiries, not a one-off spike
- You’ve tried agencies that reported clicks and impressions, but not clients
- Your leads come from several places and nobody can say which ones are worth it
- You’re spending on ads and suspect a good share of it is wasted
If you’re after purchased B2B contact lists or an outsourced appointment-setting team, we’re not the right agency.
