Lead Generation Services in Canada Measured on Cost Per Qualified Lead
We build the full path from ad to enquiry to follow up: campaigns that reach buyers, landing pages that convert, testing that improves them, and automation that stops leads going cold. Every number reported against cost per qualified lead.
- Free funnel and tracking audit
- You own every ad account
- Reported on qualified leads, not clicks
What does a lead generation service actually do?
It builds and runs the path a stranger takes to becoming an enquiry. That means demand capture through paid and organic channels, a landing page built to convert, testing to improve it, and automated follow up so leads are not lost to slow replies.
Businesses usually come to us with one part of that path broken and no way to tell which part. Ads are running and clicks are arriving, but the enquiry count is flat. Or enquiries arrive and nothing closes. Or the numbers look fine in the ad platform and terrible in the bank account.
The first job is always measurement. We make sure every enquiry is tracked to its source, that phone calls are counted, that form spam is filtered out of the numbers, and that lead quality is scored rather than assumed. It is very common to find that half of the reported conversions were not real enquiries at all.
Once the measurement is honest, the fixes are usually obvious. Sometimes the ads are fine and the landing page is the problem. Sometimes the page is fine and the offer is weak. Sometimes both are fine and leads are dying because nobody follows up for two days.
- Paid search and paid social campaigns built around buying intent
- Landing pages designed for a single action, not a general browse
- Structured A/B testing so improvements are proven, not guessed
- Email and CRM automation that follows up within minutes
How does a lead generation programme get built?
Measurement first, then offer and page, then traffic, then follow up. Building in that order means every dollar spent on traffic lands on something that already converts, rather than paying to discover the page was broken.
- Week 1
Fix the measurement
Conversion tracking, call tracking, form event validation and spam filtering. We find out what your real cost per enquiry is today, which is often very different from what the dashboard says.
- Week 2 to 3
Sharpen the offer and page
One page, one action, proof close to the button, and a form that asks only what is needed. Most conversion gains come from the offer and the friction, not from button colour.
- Week 3 to 5
Turn on traffic
Campaigns launched with tight match types and negative keyword lists, or with audience testing on paid social. Budget starts small and scales only where cost per lead holds.
- Month 2 onward
Follow up and improve
Automated replies within minutes, sequences for leads who go quiet, and a continuous test queue on the pages. Reporting moves to cost per qualified lead once the CRM has enough data.
What is included in a lead generation engagement?
Campaign management, landing page build and iteration, conversion tracking, testing, automation setup and monthly reporting. Ad spend is separate and paid directly by you to the platform.
Not every engagement needs all of it. The audit tells us which parts are already working and which are costing you money.
Traffic and campaigns
- Google Ads search, performance max and remarketing
- Meta and Instagram campaigns with proper audience testing
- LinkedIn campaigns where the lead value justifies the cost
- Negative keyword and placement exclusion maintenance
- Bid and budget management against cost per qualified lead
- Creative and ad copy production, refreshed before fatigue sets in
Pages and conversion
- Landing pages designed and built for a single action
- Form design tested for length, fields and friction
- Proof placement: reviews, guarantees, credentials near the ask
- Mobile speed work, because most paid traffic arrives on a phone
- A/B testing with enough traffic to reach a real result
- Heatmap and session review to find where people give up
Follow up and tracking
- Conversion tracking verified end to end, not assumed
- Call tracking where the phone is a main channel
- Instant automated reply to every enquiry
- Nurture sequences for leads who do not buy immediately
- CRM routing so nothing sits in a shared inbox
- Lead quality scoring fed back into campaign targeting
Which lead generation channel is right for my business?
Paid search suits businesses where people actively search for the solution. Paid social suits visual offers and impulse decisions. LinkedIn suits high value B2B. Most businesses should start with one and add the second once cost per lead is stable.
| Channel | Best for | Typical speed | What it costs to test properly |
|---|---|---|---|
| Google Search Ads | Existing demand, urgent needs, local services | Leads in days | $1,500 to $3,000 in spend over 4 weeks |
| Meta and Instagram Ads | Visual offers, consumer services, retargeting | Leads in 1 to 2 weeks | $1,000 to $2,500 in spend over 4 weeks |
| LinkedIn Ads | B2B with high deal value and a defined job title | Leads in 2 to 4 weeks | $3,000 and up over 6 weeks |
| SEO and content | Compounding demand capture at lower long term cost | Results in 3 to 6 months | Monthly retainer rather than spend |
| Email to existing list | Reactivating past enquiries and customers | Results in days | Close to nothing beyond setup time |
Test budgets are the minimum needed to reach statistical confidence. Spending less than this does not save money, it just produces data you cannot act on.
What makes this different from an ads agency?
Most ads agencies optimise the part they control and stop at the click. If the landing page converts badly or the follow up is slow, that shows up as a bad month rather than as something they fix. We own the whole path.
| Comparison point | Wide Ripples Digital | Typical ads only agency |
|---|---|---|
| Scope | Ad, page, form, follow up and CRM handoff | The ad account and nothing past the click |
| Metric | Cost per qualified lead, and closed revenue where the CRM allows | Cost per click and platform reported conversions |
| Landing pages | Built and iterated by us, tested continuously | Your existing page, whatever state it is in |
| Lead quality | Scored and fed back into targeting each month | Not measured, so bad leads keep being paid for |
| Spend | Paid directly by you to the platform | Often billed through the agency with a markup |
| Account ownership | Your accounts, your pixel data, your audiences | Agency owned, lost when you leave |
How do you make sure the leads are worth having?
By scoring them and feeding that back into targeting. A campaign producing forty cheap enquiries that never close is worse than one producing eight that do, and only lead quality data makes that visible.
Every enquiry gets classified: qualified, unqualified, or spam, with a reason attached. Unqualified means the person was real but outside your service area, outside your price range, or looking for something you do not sell. That reason is the most useful piece of data in the whole account.
Once we have three or four weeks of it, targeting gets adjusted. Postcode exclusions for areas you do not serve. Price framing on the landing page to filter out budget shoppers before they fill in the form. Negative keywords for the search terms that only ever produce the wrong enquiries.
This is also where the follow up speed matters. A lead contacted within five minutes is far more likely to convert than one contacted the next day, which is why automated first response is part of the build rather than an optional extra.
- Every enquiry classified with a reason, not just counted
- Targeting adjusted monthly from real qualification data
- Price and scope framing used to filter before the form
- First response automated so no lead waits on a person
Which part of the funnel do you need help with?
Each piece runs on its own if that is all you need. Most businesses start with one, then add the next once the measurement shows where the real constraint is.
Google & Meta Ads
Paid search and paid social campaigns built, run and optimised against cost per qualified lead.
See the detail02Optimized landing pages
Single purpose pages designed to convert paid traffic, built fast and tested continuously.
See the detail03A/B testing
Structured experiments on pages, offers and forms, run long enough to produce a real answer.
See the detail04Email marketing automation
Instant replies, nurture sequences and reactivation campaigns so no enquiry goes cold.
See the detail05Conversion rate optimisation
Systematic improvement of an existing site where the traffic is fine but the conversion rate is not.
See the detail06Campaign tracking and reporting
The measurement layer underneath all of it, so every number on the report can be trusted.
See the detailWhat does the engagement look like month to month?
A weekly check on the numbers, a monthly report and call, and a shared board showing what is being tested. Spend stays in your account and you can see every change we make.
Management fees are flat or scoped to the work, not a percentage that rewards us for spending more of your budget. Where a percentage model genuinely fits, on large accounts for example, we say so and cap it.
- Account optimisation
- Weekly
- Report and strategy call
- Monthly
- Automated first response
- 5 min
- Markup on ad spend
- 0%
Lead generation questions we hear most often
The audit answers most of these with your own numbers rather than industry averages. It takes about two weeks and costs nothing.
Ask us directlyHow much should I spend on ads to start?
Enough to gather usable data within four weeks, which for most local service businesses in Canada means 1,500 to 3,000 dollars on Google or 1,000 to 2,500 on Meta. Spending less does not reduce risk, it just stretches the learning period until the test is inconclusive.
How quickly will I see leads?
Paid search usually produces enquiries in the first week, because you are capturing demand that already exists. Paid social takes a little longer while the platform learns who responds. What takes longer than either is getting the cost per lead down to a stable, repeatable number.
Do you charge a percentage of ad spend?
Not by default. Most accounts are flat monthly management scoped to the work involved, because a percentage model quietly rewards an agency for spending more of your money. On very large accounts a capped percentage sometimes makes more sense and we will say so.
What is a good cost per lead?
It only means something against what a lead is worth to you. A trades business closing one in three leads on a 4,000 dollar job can afford far more per lead than an ecommerce store. The first thing the audit establishes is your break even cost per lead, and everything is judged against that.
Can you use my existing website instead of a landing page?
Sometimes. A well built service page can convert paid traffic perfectly well. What usually fails is sending ad traffic to a homepage, where the visitor has to work out which of eight options applies to them. We will test the existing page before recommending a new one.
Do you handle the follow up too?
We build the automation and the sequences, and we make sure leads land in the right place with the right information attached. The actual sales conversations stay with your team, because they know the business. Where you have no system at all, we set one up.
What happens if the leads are poor quality?
That is data, not failure, as long as it is being measured. Poor quality leads point at targeting, offer framing or price positioning, all of which are fixable. The problem only becomes expensive when nobody is classifying leads and the account keeps optimising toward the wrong thing.
Do I keep the ad accounts if we stop working together?
Yes. Every account is created under your business with you as owner, and we work inside it with our own access. That means the pixel history, conversion data and audiences all stay with you. Nothing has to be rebuilt from scratch by whoever comes next.
Services that work well alongside this one
- Google & Meta AdsThe campaign management side, run against cost per qualified lead.
- Optimized Landing PagesPages built for one action and tested until they convert.
- A/B TestingExperiments run properly, with enough traffic to trust the result.
- Email Marketing AutomationInstant replies and nurture so enquiries stop going cold.
- CRO AgencyConversion work on an existing site with existing traffic.
- Zoho CRM SetupWhere the leads land, and how they get worked once they arrive.
Find out what a qualified lead is actually costing you right now
The funnel audit checks your tracking, your campaigns, your pages and your follow up, then tells you where the money is leaking and what fixing it is worth. Two weeks, no charge, yours whether you work with us or not.