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Lead model
Revenue target, job value and close rate turned into a lead and budget target.
Clients and workmates call me Lead Gen Ben. I build and run lead generation systems for businesses that sell a service: the ads that find the buyer, the page and form that capture them, the tracking that proves where they came from, and the pipeline that turns them into revenue. Across Arbor Building, Fused Electrical Co and Little Builders, that system has produced more than 4,400 leads.
Leads across three case studies
Pipeline for a Sydney builder
Cost per lead, electrician
Cost per lead, franchise sales
Different industries, the same system: demand, capture, response and measurement.
Builds the system that turns ad spend and search traffic into enquiries your team can close, then runs it. The point is predictability: knowing that a given budget produces a given number of leads, at a cost per lead the business can afford, so marketing becomes a dial rather than a hope.
Referrals and word of mouth are great, but they arrive in bursts. Arbor Building came to me because the founder had no way to turn enquiry volume up or down. Nine months later the engine has produced 85+ leads, $1.2M of new revenue and $6.5M of pipeline.
Demand. Paid search for people already looking, and Meta for people who will buy when they see the right thing. See the Google Ads and Meta Ads pages for how each is run.
Capture. A landing page per offer, a short form and a phone number in the thumb zone. Ad, headline and form say the same thing. Compound Growth builds the pages when there is no one in-house to do it.
Response. Leads go cold fast. Every enquiry lands in a CRM pipeline with clear stages, so nothing waits in an inbox and the owner can see forecast revenue rather than a list of names.
Measurement. Calls, forms and closed jobs tracked back to the campaign that produced them, so the budget follows revenue rather than cheap clicks.
Trades. Fused Electrical Co, a Canberra electrician, went from first job to $2.3M in revenue on Google Ads leads at A$54.51 each, with ad spend at about 3% of turnover.
Builders and renovations. Arbor Building in Sydney runs on Meta and Google, two landing pages and a thirteen-stage HubSpot pipeline.
Franchising. Little Builders sold 21+ franchise locations from 3,047 Meta leads at A$11.71 each across six countries.
B2B and SaaS. At Basiq, as the first growth hire, the inbound lead pipeline grew 3x and converted opportunities 2x through to the acquisition by Cuscal.
Three ways to get enquiries. Only one leaves you owning the engine.
| Who owns the system | Lead quality | Best when | |
|---|---|---|---|
| Lead generation consultant | You: the ads, pages, data and CRM | Exclusive to you, tracked to revenue | You want a predictable engine you control |
| Lead gen agency | Often the agency | Varies; ask how leads are qualified | You want volume and are happy to rent the system |
| Bought or shared leads | The marketplace | Often shared with competitors | You need jobs this week and have no engine |
My fee is a flat monthly retainer, from $1,500 a month, not a percentage of your ad spend. The ad budget is separate and is paid straight to the platform, so the fee does not climb when the budget does.
A good cost per lead depends on what a customer is worth. Fused pays A$54.51 for a lead worth about A$1,741 in revenue. Little Builders paid A$11.71 for franchise enquiries that turned into 21+ locations sold. On the first call we work backwards from your revenue target, average job value and close rate to the number of leads you need and what you can afford to pay for each.
The whole path from ad to closed job.
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Revenue target, job value and close rate turned into a lead and budget target.
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Search campaigns for people already looking.
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Facebook and Instagram campaigns and instant forms.
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One page per offer, built to convert on a phone.
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Every enquiry recorded and tied back to its source.
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Stages, follow-up and forecast revenue, in HubSpot or your CRM.
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Photos and video of your real work, through Content Department.
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Leads, cost per lead and revenue by channel, every month.
Work back from revenue to the leads and budget you need.
Tracking, landing pages and the first campaigns.
Leads into a pipeline from week one.
Budget follows the channels with the best cost per job.
Fractional CMO and Head of Growth are the job titles. Copilot and Captain are how the role runs day to day. You get a senior marketing leader either way. The only question is who's driving.
You fly · I'm by your side
For teams that already execute and need senior judgement on tap.
What you get
Best fit: An in-house marketer or agency already doing the work.
I fly · you're my crew
For founders without a marketing leader who want a system installed and run.
What you get
Best fit: Businesses between roughly $1M and $20M revenue.
From $1,500 a month. One retainer, either seat, a fraction of what a full-time CMO costs. The exact number depends on scope, and you get it on the first call.
Both seats, first 30 days. Audit, plan, and the first quick wins shipped.
Month one is a paid trial. If the plan and the first changes are not live within 30 days, walk away and I refund the retainer.
Builds and runs the system that produces enquiries: the ads, the landing pages and forms, the tracking and the CRM pipeline, measured on cost per lead and revenue.
A consultant suits businesses that want to own the engine and have one senior person accountable for it. An agency suits businesses that want volume across many channels and are happy to rent the system.
My fee is a flat monthly retainer from $1,500, not a percentage of spend or a fee per lead. Ad spend is separate and goes straight to Google or Meta.
One that pays back many times over. Fused pays A$54.51 for a lead worth about A$1,741; Little Builders paid A$11.71 for franchise enquiries. We set your target from job value and close rate.
Google Ads when people already search for your service. Meta when they need to see it to want it, or when you are creating a new market. Most service businesses end up running both.
Search campaigns can produce calls within days. A paid lead engine usually settles inside 60 to 90 days, once the platforms have enough data to optimise.
No, and be wary of anyone who does before seeing your data. Month one is a paid trial: if the plan and first changes are not live within 30 days, you can walk away with the retainer refunded.
Compound Growth builds pages and lead systems when you do not have someone in-house. I write the brief and own the conversion rate.
Yes. Electricians, builders and renovators are some of my best results, alongside franchising, events and B2B.
Tell me what you sell, roughly where revenue sits, and what's stuck. I'll reply within a business day with an honest view on whether I can help and what I'd do first.
Or reach me directly at ben@compoundgrowth.au